It’s Not Just the Brand—It’s the Reference
Rolex remains the dominant force in luxury watch auctions—but not all models are moving the same. Some are seeing renewed bidding wars. Others are flatlining.
With verified sales data from Bond Street Auctions and expert commentary from Adam Levinsohn, here’s what’s really happening with Rolex in 2024.
Top 5 Rising Rolex References in 2024
Reference Model Avg. Auction Price YoY Change
116610LV Submariner “Hulk” $22,300 +14%
16520 Daytona Zenith $66,500 +11%
16710 GMT-Master II “Pepsi” $16,800 +7%
14060M Submariner No-Date $11,700 +8%
1016 Vintage Explorer I $29,100 +18%
“Collectors are pivoting to neo-vintage and tool watches with history, not hype,” says Levinsohn.
Stalling References to Watch Carefully
Reference Model Auction Trend
124060 Submariner (new No-Date) Flat
126710BLRO GMT-Master II “Pepsi” Down ~4%
126300 Datejust 41 (smooth bezel) Mild decline
Reasons? Mass production, retail availability, and grey market saturation.
The Paul Newman Effect: Still Strong
Rolex Daytonas with exotic dials—especially vintage ref. 6263 and 6239—are hitting 6-figure sales regularly.
“You can’t fake the provenance of a true Paul Newman dial,” Levinsohn says. “The market treats it as art.”
What to Buy Now (Before Prices Rise)
• Explorer II 16570 (Polar Dial)
• Submariner 14060M (Two-liner)
• Daytona 116520 (Pre-ceramic steel)
All show consistent demand and low inventory on auction blocks.
FAQs
Is Rolex still a good investment in 2024?
Yes—especially discontinued, tool-style, and vintage references in top condition.
Are ceramic Daytonas cooling?
They’re stable. But early steel versions with white or black dials are climbing.
Do auctions sell full sets?
Bond Street includes full box/papers condition listings for every Rolex sold.
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