Bob’s Watches’ average Rolex prices increased by over 550%, rising from approximately $2,000 in 2010 to $13,426 in 2025.
The report is a “record of actual internal sales data from serious collectors and buyers,” according to the company.
The company’s data indicates that starting at $2,050 in July 2010, prices rose steadily to $7,185 by the end of 2015, representing a 250% foundation gain over five years. Growth then moderated through 2020, with prices reaching reaching $8,897 by June before the market transformed entirely.
From late 2020 through March 2022, prices exploded to a peak of $17,206, nearly doubling in less than two years. The correction was equally dramatic, with a plunge to $11,785 by December 2022, before settling at current levels around $13,426 by June 2025.
In terms of sales volume by collection over the past decade, the Datejust leads clearly as the most traded Rolex collection, followed by the Submariner and GMT-Master II. The distribution reflects a mix of broad accessibility and collector demand across different styles and price points.
Bob’s Watches noted that the Datejust’s journey from $1,150 in July 2010 “demonstrates how even conservative dress watches experienced a dramatic transformation,” according to Bob’s Watches. By December 2015, the collection had reached $5,399, representing nearly a five-fold appreciation and signaling the end of the truly affordable Rolex era.
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Peak Datejust pricing reached $9,926 in March 2022, representing a 763% increase from its 2010 starting point. The correction was substantial, with current pricing at around $8,500 by May 2025 representing a 14% decline from peak while still maintaining 639% appreciation over the full 15-year period.
The analysis encompasses all Rolex transactions completed through Bob’s Watches from July 2010 through June 2025. The data pipeline captures transaction prices, reference numbers, condition grades and timing for every sale.
Bob’s Watches noted three key takeways:
The surge era fundamentally reset market expectations, with collections like Datejust experiencing 763% peak appreciation, creating new pricing foundations that persist despite significant corrections.
Recovery patterns reveal collection hierarchies, with blue-chip sports models like Submariner maintaining near-peak pricing while luxury segments and entry-level collections have corrected more substantially.
Long-term appreciation remains extraordinary across all segments, with 15-year returns ranging from 200% to over 500%, confirming Rolex’s evolution from luxury timepiece manufacturer to alternative asset class.
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For more information, check out Bob’s Watches’ our Rolex research library.
