Are Rolex Prices Rising Again in the Pre-Owned Market?

Over the past few years, Rolex prices in the secondary market have experienced noticeable shifts. Periods of rapid growth were followed by correction and stabilisation, leading many buyers to question what comes next. Many news outlets have speculated about possible Rolex price increases as we move into 2026. For us, the key question is not whether prices will spike again, but whether the pre-owned Rolex market is showing signs of renewed confidence and steady movement.

At Trotters Jewellers, daily buying and selling activity provides a clear view of how demand is behaving in real terms. Rather than focusing on speculation, this guide looks at what is actually happening across pre-owned Rolex watches, and what it means for collectors and informed buyers.

Understanding the Recent Price Correction

Following a period of strong growth across the luxury watch market, pre-owned Rolex prices adjusted as buyer sentiment shifted. This correction was not uniform across all models and did not represent a loss of interest in the brand itself.

Instead, the market moved away from short-term speculation and returned to fundamentals such as condition, originality and long-term desirability. Highly traded references saw the most adjustment, while established models with consistent demand remained comparatively stable.

This reset has helped create a healthier and more sustainable market.

Are Rolex Prices Actually Rising Again?

In a nutshell, yes. However, rather than a broad increase, what we are seeing is selective strength. Certain models are beginning to show firmer pricing, while others remain stable rather than appreciating rapidly.

In practical terms, this means:

• Asking prices are more realistic and achievable
• Well-presented watches are selling consistently
• Buyer confidence has improved, particularly among collectors

The absence of rapid price inflation is not a weakness. It reflects a market that is functioning normally, driven by genuine demand rather than momentum.

Trotters Top Tip: A stable market is often more favourable for long-term buyers than one driven by rapid price increases.

Model-Specific Movement in the Pre-Owned Market

Not all Rolex models behave the same way. Buyer interest and pricing trends vary significantly depending on reference, condition and availability.

Steel sports models continue to attract strong attention, particularly those with established collector followings. At the same time, classic references such as Daytona, Datejust and Day-Date models are benefiting from renewed appreciation for versatility and wearability.

In contrast, watches that were previously driven by short-term hype are now trading more in line with their long-term appeal rather than peak pricing.

What Buyer Behaviour Is Telling Us

Buyer behaviour is one of the most reliable indicators of market direction. Currently, buyers are taking a more considered approach.

We are seeing:

• Increased focus on condition and originality
• Greater scrutiny of service history and documentation
• Preference for trusted dealers over private transactions
• Longer-term ownership intentions rather than short-term resale

This shift suggests confidence is returning, but in a more informed and disciplined way.

Stabilisation vs Growth: Why the Distinction Matters

Stabilisation is often misunderstood as stagnation. In reality, stable pricing supports healthier buying decisions and allows collectors to purchase watches for the right reasons.

Gradual, model-specific appreciation is more sustainable than sharp increases across the board. For buyers entering the market now, this environment offers clarity and opportunity rather than pressure.

What This Means for Buyers of Pre-Owned Rolex Watches

For those considering a purchase, the current market favours preparation and patience. Buyers who focus on quality, provenance and suitability are well placed.

Key considerations include:

• Choosing models with established long-term demand
• Prioritising condition over perceived market timing
• Working with dealers who understand current pricing dynamics
• This approach reduces risk and supports long-term satisfaction.

Trotters Top Tip: The best time to buy a Rolex is when the watch itself makes sense, not when headlines suggest urgency.

Trotters’ Perspective on the Current Rolex Market

At Trotters Jewellers, pricing decisions are based on real transaction data, availability and condition rather than speculation. This allows watches to be priced accurately and fairly in line with current demand. Our focus remains on sourcing and offering pre-owned Rolex watches that represent genuine value, supported by authentication, expert assessment and transparency.

Rolex prices in the pre-owned market are not experiencing dramatic increases, but they are showing signs of stability and selective strength. This reflects a market that has matured, with buyers making more informed decisions and prioritising long-term ownership.

For collectors and enthusiasts, this environment offers confidence rather than volatility. By focusing on quality, model suitability and trusted expertise, buyers can navigate the market with clarity. At Trotters Jewellers, our role is to provide accurate insight, fair pricing and reassurance at every stage of the buying process. To discuss your next Rolex purchase, or to speak to one of our Rolex experts, get in touch with the team today.

About the Author: Written by the Trotters Jewellers team, specialists in luxury watches since 1991, with decades of experience buying and selling Rolex timepieces in the secondary market.