The luxury watch market has seen unprecedented demand in recent years, with Rolex models often facing years-long waitlists. However, by 2024, the frenzy began to stabilize, and for 2025, securing a Rolex may be slightly less daunting—though still competitive. Here’s what you need to know about navigating the Rolex waiting list.
What Is the Rolex Waiting List?
Contrary to popular belief, the Rolex waiting list is not a formal, first-come-first-served system. Instead, it functions as an “interest list” maintained at the store level, with no centralized company-wide list. Authorized dealers (ADs) prioritize allocations based on customer relationships and purchase history, meaning wait times vary significantly by model and location.
Current Wait Times for Popular Models
Submariner
The stainless steel Submariner, once notorious for multi-year waits, has become more accessible. A standard black Submariner or Submariner Date may now take up to two years, with some collectors reporting acquisitions in weeks or months.
126610LV “Starbucks”: Still in high demand, with wait times up to three years.
Solid Gold & Two-Tone Models: Often available sooner, sometimes even on shelves.
Daytona
The Daytona remains one of the hardest Rolex models to obtain at retail.
Stainless Steel Daytona: ADs may refuse to add new names without prior purchase history. Wait times can exceed five years.
LeMans Daytona (Ref. 126529LN): Extremely limited production; reserved for top-tier clients.
Gold & Two-Tone Models: More attainable, though patience is still required.
GMT-Master II
”Pepsi” (Blue/Red Bezel): Wait times can stretch beyond five years, with some ADs refusing new requests.
”Batman” (Blue/Black Bezel): Multi-year waits expected.
Solid Gold GMTs:Typically easier to secure at MSRP.
Datejust & Oyster Perpetual
Datejust: Wait times have normalized, with many ADs able to order specific configurations.
Oyster Perpetual (Bright Dials): Discontinued colors (red, yellow) and turquoise dials remain scarce, while other hues may take months to years.
How to Get on the Waiting List
Build a Relationship with an AD: Purchase history matters. Dealers prioritize loyal customers.
Be Persistent: Regular visits increase chances of securing an unexpected allocation.
Can You Avoid the Waitlist?
For those unwilling to wait, the grey market offers alternatives—though premiums have decreased compared to peak demand years. Some models, particularly solid gold or less popular configurations, may even be available for immediate purchase at ADs.
Historical Context
Before 2019, most Rolex models were readily available, often with discounts. The surge in demand post-2019 led to today’s competitive landscape, with steel Daytonas and the ceramic Pepsi among the first to experience extreme scarcity.
What Happens After You’re Added to a List?
Your information stays within that AD’s system—no global tracking exists. Allocation remains at the dealer’s discretion, meaning waitlists are informal and subject to change. Some stores, particularly in Japan, have even abandoned lists in favor of first-come-first-served policies.
Traveling for a Rolex? Think Again
Overseas ADs are unlikely to add out-of-town buyers to their lists. Rolex encourages local patronage, and dealers prioritize repeat customers.
Are Any Rolexes Immediately Available?
Yes—solid gold models, diamond-set watches, and select ladies’ pieces often sit in display cases. However, desirable steel models still require patience or luck.
Best Day to Visit an AD?
Fridays are rumored to be the most common shipment days, increasing the odds of an unexpected availability.
Conclusion
While Rolex wait times have eased slightly, securing certain models remains a challenge. Whether through patience, persistence, or the grey market, enthusiasts now have more options than ever—but the allure of the Rolex waiting list endures.
Related topics:
Collector’s Guide to Special Rolex Dials
Understanding the Rolex Rehaut
Collector’s Guide to Rolex Bezels
