The secondary market for gold Rolex watches is experiencing a significant uptick as soaring gold prices and collectors’ growing preference for opulent models drive demand. According to the Bloomberg Subdial Watch Index, which tracks the top 50 most-traded watches by transaction value, three Rolex models have seen the most dramatic climbs since the index launched in 2022.
Leading the surge is the yellow-gold Rolex Day-Date Ref. 228238, famously owned by British singer Zayn Malik. The model jumped from 30th to ninth place in just three years. Close behind, the two-tone Datejust Ref. 16233 rose 19 spots, while the yellow-gold Day-Date Ref. 18038 climbed 17 places.
Rolex continues to dominate the secondary market, with iconic models like the Daytona and GMT-Master consistently ranking at the top of the Subdial Watch Index. After hitting a post-pandemic low two months ago, the index has rebounded by 3.3%, Bloomberg reported.
Rolex Raises Prices on New Gold Models
Beyond the pre-owned market, Rolex increased prices for its gold watches earlier this year. The Deepsea model, for example, saw an 11.33% jump, rising from 58,000 in January. Everose gold models also saw notable increases—the Day-Date 40 Ref. 228235 and Sky-Dweller Ref. 336935 rose by 11.57% and 9.26%, respectively, pushing their prices to 57,800—a nearly $5,000 increase for each.
The price hikes reflect the soaring cost of gold, which surged nearly 40% in 2024. In 2025, bullion prices have already climbed over 10%, recently surpassing $3,100 per ounce. Additionally, former President Donald Trump’s 32% tariff on Swiss exports could further drive up costs for luxury watches.
What’s Next for the Watch Market?
Industry experts predict continued growth in demand for rare and early-edition models. Collectors are advised to secure first-run releases, such as the anticipated Land-Dweller, as initial editions often appreciate in value. Given Rolex’s enduring prestige and gold’s upward trajectory, prices may only continue to rise.
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