Is a vintage Rolex still a smart investment in 2025? 

As the world of collectibles and alternative assets continues to shift, few items have demonstrated the staying power of a vintage Rolex. More than just beautifully made timepieces, these watches have become symbols of enduring value, loved not only for their history and craftsmanship, but for their surprising resilience as investments. 

So, with the market cooling off after a pandemic-era surge, are vintage Rolex watches still worth the hype – and the money – in 2025? The short answer is yes, though with some caveats. But for anyone willing to do their homework and perhaps take a long-term view, vintage Rolex remains one of the most reliable names in the world of horological collecting. 

More than just a watch 

Rolex doesn’t need much of an introduction. The brand has built its reputation over the past century on precision engineering, tough tool watches and clever marketing, becoming one of the most recognisable luxury labels in the world. 

However, vintage Rolex occupies a slightly different place in the market compared to its modern counterparts. These are watches made in a different era, when production volumes were lower, design was evolving rapidly, and global demand wasn’t yet at fever pitch. As a result, many vintage models offer not just charm and elegance, but scarcity – a key driver of collectibility. 

Why Rolex still rises above 

Even in an increasingly crowded luxury watch market, Rolex stands out. That’s partly due to its consistent brand story: innovation, status, and excellence. But more importantly for investors, it’s down to the numbers. Auction results and market analyses repeatedly show that vintage Rolex watches have performed remarkably well over the last decade, even when compared to more volatile financial assets. 

Between 2010 and 2022, for example, key models like the Submariner, Explorer and Daytona more than doubled in value. While 2023 saw a slight correction across the board, Rolex fared significantly better than many other watch brands, which saw prices tumble from pandemic highs. In 2024, the market began to stabilise, with signs of renewed interest, particularly in well-preserved, original pieces with strong provenance. 

What drives that value? 

Several factors make vintage Rolex watches particularly attractive from an investment perspective: 

• Historical significance: From the first waterproof Oyster case to the GMT-Master designed for Pan Am pilots, Rolex models are steeped in stories that collectors love to tell – and pay to own.

• Scarcity and rarity: Limited production runs, unique dials and discontinued models help maintain demand. A subtle dial variation or rare reference number can dramatically increase a watch’s value.

• Condition and originality: Watches that have not been over-polished or altered, and retain their original parts, are worth a premium, especially as untouched examples become increasingly rare.

• Cultural cachet: Vintage Rolex watches have been worn by the likes of Paul Newman, Steve McQueen and Sir Edmund Hillary. This cultural legacy continues to drive desirability. 

Rolex as a tangible asset 

Unlike stocks or cryptocurrency, a vintage Rolex is a tangible investment. It can be worn and enjoyed every day, not just locked away in a vault. For many collectors, this dual role – as both a luxury object and a financial hedge – is part of its appeal. 

In times of economic uncertainty, hard assets like gold, classic cars and watches tend to attract more attention. While past performance is no guarantee of future returns, vintage Rolex models have weathered recessions and market downturns with remarkable consistency. 

Some collectors even describe vintage Rolex as a “portable currency.” Indeed, there are anecdotes of Rolex watches being used to secure deals, loans, or even border crossings during times of crisis. Their global recognisability and enduring appeal give them an edge over many other collectables. 

Which models still offer value? 

While the most famous models – such as the Daytona, Submariner, and GMT-Master – can command eye-watering prices, there are still opportunities for smart investing in 2025. 

• Oyster Perpetual Datejust: A classic all-rounder, the Datejust remains a comparatively affordable entry point into vintage Rolex. Stainless steel examples from the 1970s and ‘80s still offer good value.

• Air-King: Often overlooked, this model is simple, elegant and historically stable in value. Earlier examples with unusual dials or configurations can be particularly interesting.

• Explorer and Explorer II: With their clean tool-watch designs and adventurous backstory, Explorers continue to attract collectors. Look for tritium dials, patinated lume and period-correct bracelets.

• Lady Datejust: Increasingly sought after by a younger demographic, vintage Lady Datejusts offer a smaller case size with just as much charm and long-term appeal. 

Of course, the high end of the market remains robust. Paul Newman Daytonas, early Sea-Dwellers and Milgauss models regularly break auction records. But for many collectors, the real joy lies in the hunt – finding the right watch at the right price, and watching it become rarer (and more valuable) over time. 

Buyer beware: pitfalls to avoid 

With popularity comes risk. The vintage Rolex market has, unfortunately, become fertile ground for counterfeits, “Frankenwatches” (assembled from mismatched parts) and over-polished or re-dialled pieces masquerading as mint originals. 

To protect your investment: 

• Do your research: Learn about specific reference numbers, dial types and what to look out for in terms of originality.

• Buy from reputable dealers: A strong reputation, transparent sourcing and willingness to provide guarantees are essential.

• Avoid deals that seem too good to be true: Vintage Rolex prices are well known and fairly consistent across the market. Bargains often hide bigger problems.

• Ask for documentation: Even if box and papers are missing, a watch should come with a well-documented service history and provenance.
   

Wear it, don’t waste it 

Perhaps the biggest advantage of investing in a vintage Rolex is that it’s not a purely financial decision. These watches were built to be worn – and still can be. Many owners describe a sense of connection to the past when strapping on a 1950s Oyster or a 1970s GMT. 

Unlike many collectibles, you don’t have to keep a Rolex in storage for it to hold value. With regular servicing (typically every 5–7 years) and careful handling, a vintage Rolex will serve you reliably while continuing to appreciate. 

In conclusion 

In 2025, the vintage Rolex market shows no signs of fading. If anything, the combination of limited supply, increasing global demand, and a renewed interest in sustainable luxury has only strengthened the case for these timepieces. 

Whether you’re a seasoned investor, a passionate collector, or simply someone who appreciates timeless craftsmanship, a vintage Rolex offers a rare blend of form, function, and financial sense. As long as it’s purchased wisely and maintained well, it remains one of the most rewarding – and wearable – investments available. 

At Vintage Gold Watches, we are passionate about excellence in everything we do. Whether you’re searching for the perfect timepiece or hoping to breathe new life into an old favourite, our specialist team offers expert servicing, repairs and restoration to help preserve the beauty and precision of your watch for years to come. 

Alan Wood, founder of Vintage Gold Watches, is a trusted vintage watch dealer with over 35 years of private collecting experience. His deep knowledge and infectious passion for mechanical timepieces have earned him a highly respected reputation in the industry. Vintage Gold Watches, established in 2011, has become a reputable dealer thanks to Alan’s expertise and a skilled team of restorers. Alan’s love for vintage watches started as a young Mechanical Engineer and grew into an obsession. He believes the finest watches were made in the 1950s, ‘60s, and ‘70s, and he is thrilled to share them with others.