Rolex Makes More Than 123 Watch Models — Most of Them Are Worth More Used

According to a report from Morgan Stanley using WatchCharts data, nearly three-quarters of Rolex's currently made models are worth more when pre-owned than when new. The luxury watch resale market has seen declining trends for over a year, but top brands like Audemars Piguet, Patek Philippe, and Rolex continue to command a premium on the pre-owned market over retail due to high demand and limited supply. Rolex stands out in particular, with 89 out of its 123 current models appreciating in value in the pre-owned market, making it the only brand achieving high desirability across a diverse catalog of model lines.