The Battle of the Titans: Rolex vs. Patek
When it comes to luxury watch investing, two brands dominate: Rolex and Patek Philippe. But which one performs better at auction in 2024? And which delivers stronger long-term value?
Using real-world results from Bond Street Auctions, and insights from auction analyst Adam Levinsohn, this head-to-head breaks down ROI, resale velocity, and demand across models.
Average Auction Prices in 2024
Brand Reference Avg. Auction Price YoY Growth
Rolex Daytona 116500LN $34,200 +11%
Rolex Submariner 124060 $13,800 +8%
Patek Philippe Nautilus 5711/1A $84,000 -6%
Patek Philippe 5270P $311,000 +19%
“Patek wins on high-end comps, but Rolex wins on velocity and consistency,” says Levinsohn.
Liquidity: Rolex Moves Faster
Rolex watches sell quicker and more frequently at auction than Patek.
• Rolex sell-through rate: 98%
• Patek sell-through rate: 83%
• Average days to hammer (Rolex): 6
• Average days to hammer (Patek): 15
“Rolex is the stock. Patek is the bond,” Levinsohn explains. “One trades constantly, the other appreciates long-term.”
Investment Returns: Depends on the Model
Rolex has stronger average resale above retail. Patek offers higher dollar returns on rare references.
Metric Rolex Patek Philippe
Avg. % Above MSRP +48% +27%
Avg. Dollar Profit (Premium Models) $9,200 $54,000
Collector Sentiment in 2024
Rolex:
• Strong resale value
• High liquidity
• AD scarcity drives auction demand
Patek:
• Prestige, heritage
• Long-term hold value
• Fewer fakes, better provenance tracking
Levinsohn’s Verdict
“Rolex is ideal for flipping and cash liquidity.
Patek is where serious collectors build legacy portfolios.”
FAQs
Which brand is safer to buy at auction?
Both are safe with full authentication, but Patek has fewer counterfeit issues due to complexity.
Which brand has better ROI?
Rolex offers higher % return. Patek offers higher absolute $ returns—especially for rare pieces.
Is Patek more respected among collectors?
Yes. It’s considered the pinnacle of horological heritage.
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