Rolex returns drop on secondary market as retail prices rise
Rolex is experiencing a significant shift in the secondary market, where average prices are approaching the point of dipping below recommended retail prices due to rising retail costs. As of January 2026, the value retention for Rolex watches has decreased by 3.4% compared to October 2025, now standing at 6.7%. While Rolex watches still sell for an average of 6.7% above retail prices, consumers face much lower offers from professional dealers, leading to losses when selling. The once prevalent practice of flipping Rolex watches for substantial profits has largely ended, with only the most sought-after models maintaining strong resale values. In contrast, brands like Patek Philippe and Audemars Piguet continue to perform well in the secondary market, with Patek Philippe commanding a 10.7% premium over retail prices. The year 2025 marked a consolidation phase for the luxury watch market, with price increases for select brands, including a 12.1% rise for Patek Philippe. However, many other luxury brands, even those seeing slight gains, remain subject to significant discounts in the secondary market. Morgan Stanley's updated methodology for calculating value retention now includes data from multiple countries, reflecting a broader and more accurate market analysis.
