Rolex Watches

Rolex is the king of luxury: the ultimate watch brand. The classic timepieces really define the watch industry and people wear them with confidence. The most iconic brand is not just a status symbol, but also turns out to be a good investment.

Latest Rolex Releases

In 2025, Rolex introduced the Oyster Perpetual Land-Dweller, setting the stage for future innovations with an integrated bracelet and a patented movement boasting 18 unique features. As we look towards 2026, Rolex celebrates the 100th anniversary of the Oyster with the Oyster Perpetual 41, featuring a striking two-tone Rolesor finish and calibre 3230 movement, and the Jubilee motif dial on the Oyster Perpetual 36 pays homage to Rolex's rich design legacy. These new releases continue to reinforce Rolex's reputation for combining tradition with innovation.

The brand: Rolex

The history of Rolex began back in 1905 when German entrepreneurs Wilsdorf and Davis founded the watch wholesaler Wilsdorf & Davis in London. In 1908 they trademarked the name Rolex. They started out by putting their company name on the dials: that was unusual for that time. The five-point-crown became a remarkable symbol for the company back in 1925: the story behind the development of the logo from Rolex is still a secret.

Back in the day, the customers were really diverse: from Che Guevara and Fidel Castro to the Dalai Lama, they all appreciated the brand’s quality watches and started wearing them in public. Rolex was the first brand to ever appeal to such customers. Even in today’s world, Rolex is worn by many famous people, like actors, movie stars and can be found in movies like James Bond.

Rolex Calibers

Rolex's dedication to precision is evident in their in-house calibers, which are renowned for their reliability. Each watch is certified by the Official Swiss Chronometer Testing Institute (COSC), signifying the movement's precision, having been tested in multiple positions and temperatures over 15 days. Rolex ensures strict accuracy standards of within 2 seconds (+/-) per day. Their current calibers are all automatic options, but historically there are also watches with manual and quartz calibers (like the Oysterquartz). Some calibers come with additional complications that enhance functionality.

The Rolex Foundation

When you buy a Rolex, you are doing a good deed. Not just for yourself, but for the world. Since Hans Wilsdorf (one of the founders of the brand Rolex) never had any children of his own, he left all of his Rolex shares to the Hans Wilsdorf Foundation. The foundation belongs to Rolex and receives a large proportion of the annual profits. These profits are used for social initiatives: environmental protection, science, art and cultural projects. Bear in mind that Rolex produces over 1 million watches a year, so there will be some serious profit to be found every year. Since Rolex always keeps their numbers secret, it’s hard to tell exactly. Once we’ve figured it out, we will tell you.

Most Iconic Rolex Models at a glance

While Rolex wasn't the pioneering manufacturer in crafting divers or GMT watches, they undeniably set trends that shaped the industry. Known for a trendsetting approach, Rolex has made a mark with their most celebrated models like the Submariner, the quintessential diving watch famed for its endurance and timeless design. The Daytona, arguably the most coveted watch in their catalog, has seen prices skyrocket, securing its place as a legendary chronograph. Meanwhile, the Datejust remains a classic favorite, particularly the 36mm, lauded for its perfect symmetry, and the versatile Explorer, recognized for its adventure-ready robustness and everyday wearability.

Best Rolex watches under €10.000

If you look at the current Rolex catalog, you can easily find some watches under €10.000. The thing is that it’s almost impossible to buy a brand-new Rolex watch from the authorized dealers. You can spend months or even years on the waiting list, without knowing if you can buy a piece. It’s way easier to get your chosen watch on the free market with a little mark-up. There are plenty of Rolex watches listed on Wristler for under €10.000.

There are a lot of interesting timepieces from Rolex: you can either pick a beautiful Lady Datejust (ref 276200 for example) or you can search for an Oyster Perpetual 34mm. Both watches sell around €6.000 on Wristler. You don’t really need big bucks to buy your first Rolex: there is plenty available. In Portugal, as in the rest of Europe, grey market prices can vary significantly from official retail prices, especially for sought-after models.

When you want to spend around €10.000 for a Rolex watch, you can also find yourself a really nice vintage piece: maybe a Datejust with plexiglass, white gold bezel and a linen dial? Or would you rather have a nice Rolex Oyster Perpetual? These models can be found within the price range and are available as a full set including box and papers on Wristler. Since the recent price development in the market, you can now get your hands on a pre-owned Rolex GMT-Master (II) or a Submariner. Starting at around €7.000, these watches are perfect for entering the luxury watch market now.

Since prices have been stable for the last year, you can now also get your hands on a pre-owned Submariner for under €10.000 for example. The newer models, like the 36mm or 41mm Datejust can also be found for this budget, with the more common dials like black, silver or grey. Note that these watches will feature a smooth bezel and probably the well-known Oyster-bracelet.

Rolex watches under €20.000

If you want to spend a little more on a Rolex watch, you might consider the all-time-classic: the Rolex Submariner (no Date). This model can be found around €13.000 to €20.000 depending on the colors. A Submariner No Date ref 124060 can be found on Wristler for around €13.000. With a date display, the Rolex Submariner Date is close to €15.000. Some different colors are available like the ‘Hulk’, ‘Kermit’ or ‘Starbucks’. These watches can be found with the green bezel and are very popular amongst collectors. You can also opt for a Rolex Explorer II. These watches are currently really popular, and prices are rising. The Explorer I ref 214270 can be found around €11.000, while the Explorer II 226570 is a bit more expensive: €13.000 is a good price on Wristler.

Other popular models under €20.000 are the Oyster Perpetual in the discontinued colors like yellow and Tiffany Blue, since you need to pay around €18.000 a piece for these models. Since prices have come down a bit, but being stable now, you can opt for a watch-only Daytona in two-tone for this budget, or even the GMT-Master II in different forms. While the pre-owned Rolex watches are less expensive now, the newer models like the two-tone Datejust 41 keeps rising in price. This all has to do with Rolex increasing their retail prices over and over again.

Rolex watches for under €50.000

A lot of watches from Rolex have been rising in price. So the largest amount of watches is available between €20.000 and €50.000. And above. If you’re looking to spend some money on a really cool piece, you might consider a Rolex Day-Date. The president-watch as it’s known can be found in both 36 and 40mm, and is always made of white gold, yellow gold, rose gold or platinum. You can opt for different dials, diamonds and day-discs in 12 different languages. Starting point for a vintage Day-Date is around €20.000, but some of these limited, hard to find pieces will set you back twice that amount.

You might know the ‘Pepsi’ (ref 126710BLRO), ‘Batman’(ref 126710BLNR) or even the ‘Root Beer’ in two-tone rose gold (ref 126711CHNR).

The Cosmograph Daytona Rolex is also one of the most popular models in the Rolex lineup. Stainless steel, amazing design and huge potential in pricing. The ref 126500LN is available in a white or black dial. Prices are around €29.000, while the list price is around €15.000 at the Rolex boutique.

Investment potential of Rolex

The models from Rolex are unique, iconic and seen as the king of luxury watches. The quality, the design and the precision are amazing. And the demand for these watches is continuously growing. Take a look at the Rolex Milgauss: these watches used to sell for around €9.000 back in 2021. Nowadays these watches sell for €13.000 or higher. Vintage watches from Rolex are rapidly increasing their prices as well: since the demand for Rolex watches is high. The same for pre-owned ones. Selling prices often reflect both the rarity and popularity of models, with some models appreciating significantly over time. Multiple specialists even said that the pre-owned and vintage market will continue to rise, all the way up to a market cap of 80b. Which makes sense: people are often eyeing these amazing vintage Rolex watches since these are discontinued and feature a really cool story.

Understanding Rolex's Market Position

The current market for Rolex watches hints at both significant investment potential and challenges in acquisition. As retail prices from authorized dealers are constrained by availability, grey market platforms like Wristler offer broader access to these coveted timepieces, sometimes even surpassing retail prices due to high demand and limited supply. For instance, discontinued models often see a surge in value, with the GMT-Master II 'Pepsi' reaching up to €26.000 on the pre-owned market.

Rolex & Sports

Rolex has long been synonymous with excellence in sports, marking its presence not just in tennis courts but also in the high-speed arena of Formula One. However, from 2025, Rolex will pass the role of official timekeeper for Formula 1 to LVMH. Despite this change, Rolex continues to support sports and athletes globally, exemplified by its sponsorship of figures like Roger Federer. Rolex remains arguably the most renowned luxury brand worldwide, with a reach extending well beyond horology.