Rolex Values

As many of you pawnbrokers and jewelers know, Rolex is basically one of the only watch companies where new and used product has a "market value" and fluctuates similar to the stock market. Collector trends, production levels controlled by the brand owner, and exchange rates are all variables that drive Rolex prices. Knowing basic fundamentals as a store owner and purchaser of pre-owned Rolex will allow for you to capitalize on buying opportunities and increase the number of pieces you have a chance to acquire.

We offer our members up-to-date trade prices for Rolex....this goes a long way with buyers that may not have a significant pulse on the market, and know the price ups and downs from model to model. If you do not have a resource but you are still actively pursuing the purchase of Rolex, a good general rule of thumb in valuing is as follows:

Sport Models (Current OYSTER CASE Models):
(include Submariner, Seadweller, Explorer, GMT, Yachtmaster, and Daytona models)

45%-55% of the retail for current models in All Steel
40%-45% of the retail for current models in Steel & Gold
40%-45% of the retail for current models in All Gold

Non-Sport Models (Current OYSTER CASE Models):
(include Date, Datejust, Day-Date, Pearlmaster, Masterpiece, President Variations etc)

40%-45% of the retail for current models in All Steel
40%-45% of the retail for current models in Steel & Gold
40%-45% of the retail for current models in All Gold


EXAMPLE: % of the retail = LADY DATEJUST, MODEL 179173 = $7,150 Retail x .40%-.45% of retail = $2860 to $3200 range. This is the estimated range a wholesale buyer at a trade show would offer = YOUR LIQUID PRICE!


The above "Quick Reference" is only a resource for:

-giving you an estimated "Trade" price indicating a general range where a pawnbroker could sell product to a wholesale buyer (within these estimated price points).

-Pieces equipped with diamond accessories do not apply to this quick estimation pricing.

-only a quick reference for "current" product meaning product that is still in production with the relevant model number. You wouldn't value a 15 year old model 69173 lady Datejust as you would a current 179173 lady Datejust. A quick rule of thumb for models that are not the current models found in the most recent price list tends to be 25-33% of the current retail depending on year & condition (EXCLUDING PLASTIC CRYSTAL, CELLINI MODELS AND VINTAGE SPORT MODELS).

We know first hand that there are some pawnbrokers that could increase their exposure if they had a better pulse on true market value, and increase their opportunities. Also, we have seen first hand many pawnbrokers that just look at profit margin and leave a significant amount of money on the table for the wholesaler. We want to help you stop counterfeits, but also it is important for us to guide you with the resale, disclosures, and increased profit opportunities that buying and selling pre-owed Rolex provides.