How much is a Rolex is a question almost on par with how long is a piece of string. The short answer is: it depends. When you buy one, where you buy from, what it’s made from, what it’s powered by – all these factors change the price. Remember Paul Newman’s Daytona, which sold in 2017 at auction for $17.75m? It was bought by his wife in 1968 for $300.
There are less-extreme examples of price difference, of course. According to Rolex’s website, you can buy a steel Submariner for £7,150. Leaving aside the laughable idea of being able to actually go to a Rolex boutique and purchase a steel Submariner, you can purchase a pre-owned version right now, but you’ll pay ~£11,000. That’s £3,850 premium for the privilege of not having to spend years buying and flipping DateJusts to get the watch you actually want.
So, we’re going to tackle this rather slippery question but looking at the five most desirable collections Rolex makes – the ones where, if you went into a dealer asking to get on a waiting list for a steel one, you’d be told the lists are closed. We’ll look at what you’re actually getting for your money and then, if there’s more chance of you being the next Space X passenger than actually getting hold of a particular model, we’ll find out the price of something preowned that you can actually purchase now. Not a flipped DateJust in sight.
Rolex Submariner Price Range
In steel: Chrono24 has steel Subs available from £7,800, while Watchfinder has a no-date version for £12,405.
In gold: Oystersteel and yellow gold will set you back £11,500 if you buy new, or £13,995 preowned, while full gold is £30,350 in yellow and £32,550 in white. Alternatively you could buy them now for £30,595 or £37,995 respectively
Rolex Cosmograph Daytona
In steel: despite being listed on the Rolex website at £11,600, you won’t be paying that. Chisholm Hunter has the most reasonable version at £31,950.
In gold: Oyster steel and yellow gold is £14,350 new, or ~£23,500 pre-owned. Yellow gold is £31,650 new, or £67,500 on Chrono24.White gold is listed at £32,450 but expect to pay around £58,195 on places like Watchfinder. Pink gold and platinum are both POA but preowned they are listed for around £72,000 and £132,500 respectively.
Rolex Explorer II
The Explorer II only comes in steel. The Rolex website lists its price as £7,550, but that’s not what you’ll be paying. Watchfinder currently has the most reasonable model discounted to £9,945 but it is also listing a new 2022 model for £13,030.
GMT-Master II
In steel: The basic steel on Oyster is listed at £8,400 on Rolex’s site, while the Jubilee is £8,600, whichever bezel colour you choose. Chrono24 has a 1974 version for £14,250 but if you want a more recent option expect to pay upwards of £20,000.
In gold: the Oystersteel and Everose is supposedly £12,200. However, pre-owned you’ll be paying around £23,000. Full Everose or white gold is £31,550 or, if you want it now, £44,050 in Everose and £44,950 in white gold. A meteorite dial could cost you £33,400 if you’ve managed to impress your authorised retailer, or £77,950 if you haven’t.
Sea Dweller
In steel: Officially it’s £10,300 but in reality you’re going to be paying over £12,000.
Bicolour: Rolex says it’s £13,600, but in the real world you’re looking at £15,500.
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