“The best time to buy a Rolex was yesterday,” says Sebastian Swart in a recent report for Chrono24 Magazine , citing data from the platform’s ‘Chronopulse’ tracker, which monitors pre-owned luxury watch prices. Between 2020 and 2025, Rolex has emerged as a key indicator of the volatile secondary market for high-end timepieces. The analysis underscores the brand’s enduring appeal despite fluctuating valuations.
Timing the Market: A Delicate Balance
Buyers who purchased Rolex watches during the 2022 price surge may find Swart’s advice difficult to accept. The report highlights conflicting adages—such as “buy the dip” and “never catch a falling knife”—borrowed from stock market wisdom. However, historical trends suggest that luxury watch markets eventually rebound, delivering long-term gains. Swart cautiously predicts that 2025 could be an opportune year for buyers.
Data Limitations: The Gap Between Listing and Sale Prices
Experts caution that platforms like Chrono24 rely on advertised prices, which may not reflect actual transaction values. Christy Davis, co-founder of retail tracker Subdial, notes, “Online listings often show prices watches aren’t selling at. Real market prices are better gauged by sold inventory.” Adrian Hailwood of The Watch Scholar echoes this, observing that unsold watches dominate online marketplaces at aspirational prices.
Rolex vs. Competitors: A Five-Year Performance Review
Despite these caveats, Chrono24’s data reveals Rolex’s outperformance. Over five years, Rolex watches appreciated by 28%, outpacing Breitling (+11%) and Tudor (-8%). Omega, however, edged ahead with a 30% gain, though its models trade less speculatively. Specific Rolex references, like the Datejust 36 (blue dial), surged 44%, while the Explorer II and Daytona saw more modest growth.
Stabilization Post-Hype: A Return to 2021 Levels
As of June 2025, Rolex prices have stabilized near late-2021 levels—before the pandemic-driven boom. Swart emphasizes the brand’s resilience: “In uncertain economies, Rolex remains a liquid asset, easily convertible to cash.” The report concludes with a nod to both emotional and pragmatic buying, but for investors, Chrono24’s data offers a clear directive: patience pays.
