Avid watch fans and collectors will never forget the day they bought their first Rolex. It’s a big milestone moment, and as Rolex watches at retail have never been easy, it can take some time as authorised dealers tend to hold on to their stock as much as possible.
With this – and the costs – in mind, it’s often easier and more beneficial to buy a pre-owned Rolex. To find out more, I spoke to Robertino Altieri, CEO and Founder of WatchGuys about the secondary Rolex market.
“During 2020, Rolex prices boomed and secondary market values of certain models were almost a percentage of what they are now. Since then, the market has leveled out, but certain watches continue to trend upward in value,” Altieri explains. “But as a new collector, there are a few ways you can strategize your purchase on the secondary market.”
To help you find your perfect Rolex, Altieri gives his advice on how to buy one, and which models you should and shouldn’t buy.
Buying a pre-owned Rolex: The Do’s and Don’ts
At the start of 2026, Rolex raised its prices across all its models, including full gold and two-tone watches which climbed to 9% higher. Halfway through the year in June 2026, Rolex raised its prices a second time adding 5% more to full gold and 2.5% more to two-tone.
The main reason for this is simple: gold. As Altieri explains, “Rolex runs its own in-house foundry, the market value of the metal flows directly into the retail price of every gold watch. Gold has roughly doubled over the past three years, and it currently trades around $4,000 an ounce. This works to the watch's detriment on the resale side, because the retail value of gold often surpasses the watch's own secondary market value.”
So, when buying a pre-owned Rolex rather than new, chances are you can save money on Rolex gold and two-tone watches. “If your goal is to save money, lean into gold and two-tone references, where retail pricing has been inflated by the rising cost of gold and pre-owned examples trade at meaningful discounts,” says Altieri.
There’s nothing wrong with buying a Rolex that’s popular or limited edition, either. They’re good investment pieces to add to your collection, and “if your goal is appreciation, focus on the steel sports models and discontinued icons that consistently outrun supply.”
But along a similar vein, there are certain Rolex watches that are simply not very popular and should be approached with caution, as they may not be great money savers on the secondary market. These include Rolex Datejust models, like the 126303, 278273 and 126331, as well as highly exclusive pieces like the Rolex GMT-Master II 126729VTNR "Hornet".
10 pre-owned Rolex watches you should consider buying
1. Rolex GMT-Master II 126710BLRO "Pepsi"
A model all Rolex fans know and love, the Rolex GMT-Master II 126710BLRO "Pepsi" is Rolex’s most recently discontinued watch. “Its market value doubled after discontinuation was announced and has leveled out since, but these models are likely to hold their value for years to come,” says Altieri. Currently, you can buy a "Pepsi" for around $26,000 on the secondary market.
2. Rolex Daytona 126500LN "Panda"
The Rolex Daytona 126500LN "Panda" features a white dial which is often considered “a holy grail model for collectors”. It’s extremely hard to get at retail, and is expected to continue climbing in value, as it currently holds a market value around $38,000.
3. Rolex Datejust 126334 Green Dial
Next, the Datejust 126334 pairs a 41mm case and a fluted white gold bezel with one of Rolex's most sought-after dial colors: green. “Green dials move quickly, and this configuration blends everyday versatility with strong collector demand, making it a smart current-production buy that tends to hold value better than the average Datejust.” The jubilee reference has a market value around $17,000, with its oyster counterpart going for just under $16,000.
3. Rolex Datejust 126334 Green Dial
Next, the Datejust 126334 pairs a 41mm case and a fluted white gold bezel with one of Rolex's most sought-after dial colors: green. “Green dials move quickly, and this configuration blends everyday versatility with strong collector demand, making it a smart current-production buy that tends to hold value better than the average Datejust.” The jubilee reference has a market value around $17,000, with its oyster counterpart going for just under $16,000.
4. Rolex Explorer II 226570 "Polar"
The Rolex Explorer II 226570 with the white "Polar" dial is a tool watch that “has quietly earned its place as the “best starter watch among enthusiasts. The high-contrast white dial with the orange 24-hour hand is instantly recognizable and consistently in demand.” It’s a steel sports model which is tough to secure at retail, but the Polar is a strong long-term hold on the secondary market and has market value around $13,500.
5. Rolex Submariner 126618LB "Bluesy"
The Rolex Submariner 126618LB full gold "Bluesy" is a hefty piece and not quite as popular as its two-tone counterpart. But you can save yourself up to $5,000 if you buy it on the secondary market. It has a market value around $46,500, and a shocking retail value of $50,900.
6. Rolex GMT-Master II 126711CHNR "Root Beer"
Onto money-saving options, the Rolex GMT-Master II 126711CHNR "Root Beer" is a two-tone GMT with a black and brown split bezel and Everose gold center links. “It’s not quite as popular as other GMT models, and the presence of gold makes it a watch you can buy for up to $2,000 under retail on the secondary market. Many are available for around $22,500!
7. Rolex Submariner 126613LN
The next money saving model is the Rolex Submariner 126613LN. As a two-tone piece with a black dial and bezel with yellow gold center links, “it carries a similar look to a GMT, at a great price.” According to Altieri, you can save up to $3,000 when buying this model pre-owned. It’s available around $18,000, with unworn models selling for up to $20,500.
8. Rolex GMT-Master II 126710GRNR "Bruce Wayne"
A well-named watch, the Rolex GMT-Master II 126710GRNR "Bruce Wayne" has a black and grey split-bezel GMT. Another model that doesn’t stay in stock for long, it’s a classic piece and a cult favourite, whose value will likely continue to trend upwards.
9. Rolex Submariner 116610LV "Hulk"
Another discontinued winner is the Rolex Submariner 116610LV "Hulk." A stunning Submariner with a matching green bezel and dial – hence the nickname – this model flies off the shelf once stocked, and you can get one for around $20,000.
10. Rolex Submariner 126610LV "Kermit" / "Starbucks"
Finally, the current green-bezel Rolex Submariner 126610LV is a strong current-production pick. “It carries the spirit of the discontinued "Hulk" in a slimmer, more wearable case. Demand consistently outpaces supply at retail, so pre-owned examples command a premium, but this is a model that has historically held and grown its value.” It has a market value around $16,800, about $5,000 over retail.
