Rolex Watch Market Reports

Across 2010 to mid-2025, average Rolex order values climbed from roughly $2,050 to ~$13,426, with an extreme 2020–2022 surge, a sharp 2022 correction, and stabilization above pre-2020 baselines. Steel sports models led the recovery; dress and precious-metal lines corrected more but still sit above long-term averages.

Chart: Rolex AOV milestones (2010–2025)

Key points

2010–2015: foundation building, steady compounding
2015–2020: moderate growth into a tight market
2020–2022: surge to peak (~$17,206 in Mar 2022)
2022–2025: correction to ~$11,785 then stabilization (~$13,426)

Collection performance (2010 → 2025)

Use the table and charts below on your page. I’ve provided a clean CSV for upload.

Chart: % change by collection (ranked)

Chart: AOV comparison (2010 vs 2025)

Table (AOV in USD):
GMT-Master II: 3,400 → 20,595 (+505.74%)
Daytona: 8,300 → 37,995 (+357.77%)
Explorer: 2,100 → 9,600 (+357.14%)
Air-King: 1,695 → 7,635 (+350.44%)
Datejust: 2,000 → 8,404 (+320.20%)
GMT-Master: 3,395 → 12,807 (+277.23%)
Submariner: 4,700 → 17,295 (+267.98%)
Yacht-Master: 4,995 → 15,613 (+212.57%)
Cellini: 2,495 → 7,245 (+190.38%)
Day-Date: 9,245 → 24,718 (+167.37%)
Oyster Perpetual: 3,495 → 9,145 (+161.66%)
Sea-Dweller: 6,595 → 13,145 (+99.32%)
Milgauss: 5,895 → 10,530 (+78.63%)

Deep dives by collection

Below are concise, ECI-branded summaries aligned with the figures you shared.

Datejust

Peak ~$9,926 in Mar 2022, now ~ $8,500.
Lower volatility than steel sports makes it a strong first Rolex or conservative hold.
Top volume references: 16233, 69173, 16013, 126334, 116233.
Takeaway: steady value retention, broad buyer pool.

Submariner

Peak ~$18,889 (May 2022). Recovered to ~ $17,295, ~8% off peak.
Volume leaders: 16610, 116610, 16613, 116613, 114060.
Takeaway: blue-chip, fast liquidity, premiums for clean boxes/papers.

Daytona

Peak ~$53,911 (Mar 2022), trough ~$27,642 (Jan 2023), rebound to ~ $37,995.
Top references: 116500, 116520, 116523, 116503, 16523.
Takeaway: highest volatility and highest ceilings; condition and dial variant matter.

Oyster Perpetual

From ~$1,600 (2010) to peak ~$12,031 (Mar 2022), now ~ $9,145.
Top references: 114300, 124300, 116000, 67193, 76193.
Takeaway: entry-level no more; size and dial color drive liquidity.

Day-Date

~$9,245 (2010) to ~$33,118 peak (Oct 2021); now ~ $24,718.
References: 18038, 18238, 118238, 1803, 228238.
Takeaway: precious-metal dynamics + timeless prestige; moderate correction.

GMT-Master II

~$3,400 (2010) to ~$23,992 peak (Nov 2021); now ~ $20,595, ~14% below peak.
References: 116710, 16710, 126710, 116713, 126711.
Takeaway: long-term champion; bezel nicknames and bracelet choices carry premiums.

Yacht-Master

~$4,995 (2010) to ~$21,900 peak (Apr 2022); now ~ $15,613.
References: 16622, 116622, 16623, 116680, 126622.
Takeaway: sports-meets-luxury; better-than-expected value retention.

Explorer

~$2,700 (2010) to ~$13,146 peak (May 2022); stabilizing near ~$9,600.
References: 16570, 216570, 214270, 226570, 114270.
Takeaway: tool-watch stability and renewed interest in classic sizing.

Air-King

~$1,695 (2010) → peak ~$8,571 (Feb 2022) → ~$7,635 (May 2025).
References: 5500, 14000, 116900, 14010, 114200.
Takeaway: redesign era pushed it from entry-level to legit collectible.

Milgauss

~$6,000 (2011) → peak ~ $21,863 (Oct 2022) → ~$10,531 current.
References: 116400GV, 116400, 1019, 6541.
Takeaway: niche tech story; “GV” glass carries consistent premium.

Sea-Dweller

~$6,595 (2010) → peak ~$18,827 (Apr 2022) → ~$13,145 current.
References: 116600, 126600, 126660, 16600, 126603.
Takeaway: serious dive credentials with steady collector demand.

Date (34 mm)

~$1,600 (2010) → peak ~$7,421 (Aug 2024) → ~$4,795 current.
References: 1500, 15200, 15210, 15053, 15223.
Takeaway: accessible entry to vintage Rolex with healthy long-run gains.

What it means for you

Buying: Enter after corrections in blue-chip lines; prioritize complete sets and service history.
Selling: Steel sports and iconic Datejust configs turn fastest; clean, original pieces command premiums.
Holding: Preserve value with careful servicing and full accessory retention.