I’ve heard from multiple collectors and dealers that if you do it right, watches will rise in value approximately in step with the markets and that Rolex is a fairly safe bet in this regard. Perhaps there’s some truth to that adage but it doesn’t inform my collecting.
When I started working for a Rolex dealer in 1965, the price of a model 1603 Date-Just in steel and 14-karat gold was $495.00. The price on a Day-Date model in 18-karat on the 18-karat President bracelet was $1,995.00. In 1971, the Air-King date on an Oyster bracelet was $215.00. In 1982, the Air-King with no date (model 5500, on an Oyster bracelet) was $892.00. In 1982, the 160133 model was $3,120.00, and the Day-Date 180388 model was $10,000.00. You wonder what the 1982 price for any other Rolex model was, get back to me. I have a 37 year old Rolex price list.
I would suggest that today, like the American stock market, Rolex is priced for perfection and there is little headroom for further increases. Yes, generally they do very well in retaining value, but today when you have to pay a 50% or more premium over MSRP to obtain even a used modern Rolex, that does reduce the opportunity for gains.
I say that because Rolex is not going out of business nor (as far as I know) reducing production levels.
I don't buy watches as investments, I buy them to enjoy.
