With the New Year just around the corner, now is the perfect time to celebrate achievements and set new goals. One of the most coveted gifts, whether for yourself or for someone special, is a Rolex watch. A symbol of luxury, precision, and timeless elegance, a Rolex is more than just a timepiece—it’s an investment in excellence! If you’re on the lookout for the perfect Rolex, SwissWatchExpo’s insights and expertise in the pre-owned luxury watch market will provide valuable guidance in making an informed and rewarding choice.
As one of the few companies in the world that buys and sells over 10,000 pre-owned luxury watches each year, SwissWatchExpo holds a unique perspective on the ever-evolving watch industry. Their extensive experience and high volume of transactions enable them to stay ahead of market trends and understand the shifting dynamics of luxury timepiece demand.
From their exclusive data and insights, take an insider look at SwissWatchExpo’s best selling Rolex models of 2024 to help guide your decision.
Shop Rolex Daytona, Submariner and Yachtmaster Watches
As others grow, Rolex leads
While SwissWatchExpo’s sales of top brands like Cartier, Omega, Patek Philippe, TAG Heuer, and Breitling are all projected to experience double-digit growth in 2024, Rolex continues to set itself apart from the competition.
“Overall, we once again saw very strong growth in sales of pre-owned Rolex watches, particularly as demand for their new models continues to far surpass supply,” explains Eugene Tutunikov, CEO of SwissWatchExpo. “This creates a strong secondary market evidenced by the growth for the majority of our pre-owned Rolex models.”
“Also worth noting: while Rolex remains our largest brand by far, Patek Philippe has also demonstrated remarkable growth with a 50% year-over-year increase. This impressive performance is further bolstered by their recent introduction of the Cubitus collection, their first new line in 25 years,” adds Tutunikov.
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2024 Insights: How Rolex Models Excelled
Shop Rolex Datejust 36 Steel Yellow Gold 16233
The Datejust Reigns Supreme
The most popular model once again was the Datejust, with over 1,000 units bought and sold in the past year. While known as one of the more affordable Rolex offerings, it is worth noting that the average prices for pre-owned Datejust watches increased in 2024, bucking the trend as prices for other models declined.
The standout model was the 16233 – also SwissWatchExpo’s overall best-selling model– featuring a Steel and Yellow Gold Band, Jubilee Bracelet, and Champagne Dial, providing a timeless and versatile aesthetic that seamlessly fits both casual and formal settings.
Additionally, an interesting trend continued: for the second consecutive year, SwissWatchExpo sold more Ladies’ Datejust watches than Men’s. “This trend signals a rising interest and demand for luxury timepieces among women, highlighting the Datejust’s unique ability to bridge classic elegance with contemporary style,” explains Tutunikov. “We’re seeing more and more women are investing in luxury watches as essential elements of their wardrobes.”
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Shop Rolex President Day-Date and President Datejust Everose Gold
Dual Appeal: President Models for Men and Women Drive Double-Digit Growth
Another model experiencing a notable balance between Men’s and Women’s versions is the President (Day-Date and Datejust models with Presidential bracelets), which witnessed impressive growth in sales in 2024 as both categories saw double-digit increases. The most popular reference for Ladies was the 69178 with a Yellow Gold Band and Champagne Dial, reinforcing the popularity of this combination.
“The double-digit increase in sales for both men’s and women’s President models indicates greater willingness to invest in higher-end timepieces, reflecting the growing recognition of their enduring value and craftsmanship,” says Tutunikov. “Additionally, following the increase of the price of gold, which surged by 30% this year, we observed a 14% increase in the average prices of our Gold Rolex Presidents.
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Shop Rolex Daytona Steel Yellow Gold Watches
Daytona Dominates
The model that exhibited the most remarkable growth in 2024 was the Daytona, Rolex’s signature chronograph. Despite being one of the more expensive Rolex models on average, the demand for Daytona watches surged, resulting in nearly double the sales compared to previous years. This significant increase in sales is a testament to the Daytona’s enduring appeal and status as a premier luxury timepiece.
Among these references, the 116503 model with a Black Dial stood out with particularly strong sales. This specific reference combines steel and yellow gold construction with the striking contrast of the black dial. “The continued preference for two-tone designs, as well as steel, gold, champagne dials, and black dials, underscores a universal appreciation for the timeless elegance and versatility that these features bring to Rolex watches,” says Tutunikov.
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Cellini Classic: Elegant Simplicity
Another model that saw exceptional growth is the Cellini, Rolex’s dress watch collection which showcases clean lines, luxurious materials and meticulous attention to detail.
SwissWatchExpo bought and sold over 50 different Cellini references in 2024, but the star of the show is the classic 5115 with a Leather Band and Yellow Gold Case with equal numbers of them in Beige, Black, Mother of Pearl, Silver and White Dials sold.
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Submariners: Ageless Appeal, Timeless Excellence
The Rolex Submariner remained very popular as well in 2024, particularly the classic reference 16613 in steel and yellow gold, with either a Black or Blue Dial.
While the said classic two-tone models sold the most, it is the Green Dial “Hulk” references that sold the fastest, frequently selling within days after being posted on the SwissWatchExpo website.
“The rapid turnover rate for the Submariner Hulk highlights that, while collectors have a strong interest in classic designs such as the two-tone and black dial models, unique and bold color variations like the Submariner Hulk can also sell exceptionally fast, particularly for iconic “grail” watches,” explains Tutunikov.
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Shop Rolex GMT Master II Watches
GMT-Master: Leading the Way
The GMT-Master is another standout model that has demonstrated exceptional performance in SwissWatchExpo’s recent sales. As a collective group, these references have outpaced all other models in terms of sales speed, showcasing their widespread popularity and strong market demand.
Leading the charge are the popular Batman, Batgirl, Coke, Pepsi, and Root Beer variants, each renowned for their bi-colored bezels and fan-favorite status among watch enthusiasts.
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Best Selling Rolex Watches of 2024 – Final Thoughts
As SwissWatchExpo continues to cater to the discerning tastes of watch aficionados, they expect these best selling Rolex models to maintain their strong demand throughout 2025 and beyond.
By purchasing and owning its inventory, and carefully inspecting and authenticating each watch through its team of onsite Swiss-trained watchmakers, SwissWatchExpo offers greater value to its customers than traditional marketplaces. This meticulous attention to detail ensures that each watch meets their stringent quality standards before it reaches their customers.
When purchasing a Rolex from SwissWatchExpo, you can be confident that you are investing in a timepiece of the highest quality, backed by a name you can trust.
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The post Our Best Selling Rolex Watches of 2024 appeared first on The Watch Club by SwissWatchExpo.
