The global luxury watch market has reached unprecedented levels in 2025, with industry analysts reporting record sales across major brands. Leading the trend is Rolex’s updated Submariner (126610LN), which continues to dominate both the diving watch segment and the broader collector’s market.
Market data reveals a 23% year-over-year increase in Swiss watch exports, with professional models like the Submariner accounting for nearly 40% of Rolex’s production output. The 41mm Oystersteel case version has become particularly sought-after, with waiting lists at authorized dealers stretching beyond 18 months in major markets.
Technical Innovation Meets Investment Potential
The Submariner’s success stems from its blend of technical excellence and investment potential. The proprietary Cerachrom ceramic bezel, now standard across Rolex’s professional lineup, has proven virtually indestructible in real-world testing. Watchmakers confirm the Calibre 3235 movement maintains accuracy within -2/+2 seconds per day even after years of use.
“These aren’t just timepieces – they’re appreciating assets,” noted Geneva-based horologist Marc Laurent. “The Submariner’s secondary market value has increased 65% since its 2020 release, outperforming traditional investments.”
Global Market Shifts Reshape Buying Patterns
Industry reports highlight significant geographic shifts in purchasing behavior:
- Asian markets now account for 58% of global luxury watch sales
- Younger buyers (25-40) represent 42% of new collectors
- Women’s participation in the luxury watch market has doubled since 2020
The trend extends beyond Rolex, with Omega’s Seamaster and Grand Seiko’s mechanical models also seeing triple-digit growth. However, experts caution that supply chain constraints continue to limit availability, particularly for stainless steel professional models.
As auction houses prepare for their fall season, all eyes remain on the luxury watch sector’s continued resilience in uncertain economic times. The Submariner’s enduring appeal suggests its reign as the world’s most recognizable dive watch shows no signs of ending.
