As the end of the year approaches, Bob's Watches – a leading online marketplace specializing in vintage Rolex watches – conducted an analysis based on proprietary data from 2020 to 2024. In a report provided to Hypebeast, the platform revealed the key trends in the pre-owned Rolex market.
In analyzing the popularity and trends of Rolex watches, there is a noticeable increase year after year in some models known by their nicknames. "Batman" experienced continued growth with a 10% increase in 2024. Whereas "Root Beer" saw a significant increase reaching 433%, showing an upward trend for this model. "Pepsi" also experienced a significant lift, increasing by 134.8% in 2024, while "Hulk" remained at the same level after previous moderate increases. Demand for the "Polar" also increased by 157%, indicating its growing popularity in the pre-owned Rolex market.
Price trends from 2020 to 2024 show continued appreciation of models like the Daytona, which experienced an average annual increase of 12%. Rare models with nicknames like "Kermit" and "Sprite" have seen sharp price increases of 15% and 20% respectively, reflecting continued growth in market value.
According to Bob's Watches findings, the popularity of black and blue dials will remain dominant in 2024, accounting for 35% and 28% of sales respectively. Meanwhile, Green dials have seen a huge 42% increase in demand compared to 2023, matching market trends in favor of rare colors. Unique dials such as the meteorite have also become more popular, with sales increasing by 25% by 2024, reflecting a preference for rare materials and unique designs.
Dial size trends from 2020 to 2024 show continued popularity of the 36mm case, making up 30% of sales in 2024 – a slight decrease from 33% in 2020. 40mm becomes the dominant size in 2024 , representing 45% of sales. Meanwhile, the 41mm and larger sizes have experienced significant growth, increasing by 25% year-on-year to 2024, now contributing to 20% of total sales.
The report also shows a diversified interest in different types of metal among Rolex enthusiasts. Two-tone models continued to grow, with a 22% increase in sales, reflecting the resurgence of vintage-inspired designs. White gold also increased sales by 15%, particularly for high-end models, while rose gold continued to see attention with a 12% increase.
Bracelet trends in 2024 show notable preferences among consumers, as Jubilee bracelets saw an 18% increase, making them a favorite choice for iconic models like the Datejust. Oyster bracelets remain steadily popular, contributing to 40% of bracelet sales. Although there were fluctuations in demand, leather straps saw a 10% increase, particularly for vintage styles, reflecting different preferences among bracelet types.
The trend of watches sold with box and papers has seen an increase in demand, with a 15% higher probability of purchase in 2024 compared to 2020. This change reflects consumers' growing appreciation for originality and complete pre-owned watches, increasing their market appeal.
Additional insights show significant interest in vintage Rolex models, particularly from the 1980s or earlier, such as the Oyster Perpetual and GMT-Master, which see a 20% increase in demand by 2024. There is also a notable increase in sales during the holiday periods – November to December – especially for models with rare dial colors or nicknames, reinforcing the influence of seasonality on purchasing trends.
For those interested, visit the Bob's Watches website to explore their wide range of Rolex offerings.
