Is a Rolex still a good investment in 2026? It’s the most asked question online about the brand—and for good reason. Rolex sits at the intersection of luxury, scarcity, and global demand in a way few products ever have.
But the last five years have proven one important thing: Rolex prices don’t move in a straight line. They rise, correct, stabilise—and then rise again.
This guide breaks down what’s actually happened in the Rolex market since 2021, what matters in 2026, and which models we believe make the most sense right now.
The Last Five Years of Rolex: A Reality Check
The Rolex market from 2021 to 2026 can best be described as boom, correction, and recovery.
- 2021: Pandemic-era demand and limited retail supply pushed secondary prices sharply higher.
- Early 2022: The market peaked. Steel sports models reached unsustainable premiums.
- 2023–2024: A broad correction followed. Secondary prices fell significantly from the highs.
- 2025: Prices stabilised and began to recover. Liquidity returned to core models.
- Early 2026: Retail prices increased again, particularly on precious-metal models, while the secondary market reached its strongest level in two years.
The takeaway? Rolex is resilient—but timing and model selection matter.
Retail Prices vs the Secondary Market
Rolex has continued to increase retail prices almost annually, with notable rises in 2024, 2025, and again in 2026. Gold models saw the largest increases, largely due to rising material costs.
However, rising retail prices do not guarantee rising resale prices. The correction of 2022–2024 made that clear. What retail increases do provide is a long-term floor for well-chosen models.
What “Investing in Rolex” Really Means in 2026
In 2026, buying Rolex as an investment is less about hype and more about fundamentals:
- Liquidity: How easily can the watch be resold?
- Condition: Sharp cases and original parts matter more than ever.
- Completeness: Box, papers, and service history significantly affect value.
- Timeless design: Classic configurations outperform novelty.
The days of buying “any Rolex” for guaranteed upside are gone. But smart buying still works.
The Costs People Forget
Even if a Rolex holds its value, true returns are affected by:
- Dealer spreads and resale commissions
- Servicing and maintenance
- Insurance and storage
- Currency movements (particularly relevant in Australia)
A Rolex should be enjoyed first. Any financial upside should be considered a bonus.
James Patten Watches: Our 2026 Rolex Buy List
Based on market behaviour, liquidity, and long-term demand, these are the Rolex models we believe make the most sense in 2026.
1. Rolex Submariner (No-Date, Black Dial)
The purest expression of the Submariner. Timeless, highly liquid, and consistently in demand across all markets.
2. Rolex GMT-Master II (Steel, Classic Bezels)
GMTs combine practicality with global appeal. Black or black/blue bezels tend to outperform trend-driven colourways over time.
3. Rolex Daytona (Steel)
Still the trophy Rolex. While premiums have normalised since 2022, demand remains structurally strong.
4. Rolex Explorer / Explorer II
Understated, robust, and loved by enthusiasts. Less hype-driven and often better value for long-term ownership.
5. Rolex Datejust (Steel, Classic Configurations)
The most versatile Rolex ever made. Broad appeal, strong resale, and timeless design—particularly in 36mm or 41mm with classic dials.
The Bottom Line
A Rolex is not a shortcut to wealth—but chosen well, it can be a remarkably durable place to store value.
In 2026, the best Rolex purchases are not about chasing trends. They are about buying quality, buying correctly, and buying watches you genuinely want to wear.
At James Patten Watches, we believe the strongest collections are built with patience, knowledge, and an appreciation for what makes Rolex enduring—not just valuable.
