Pre-owned gold Rolex watches are seeing a surge in demand, driven by rising gold prices and increasing collector interest in more opulent models.
According to Bloomberg’s Subdial Watch Index—which tracks the top 50 most-traded watches by transaction value—three Rolex models have made the biggest leaps since the index launched in 2022. Leading the rise is the yellow-gold Day-Date Ref. 228238, famously worn by singer Zayn Malik. It jumped from 30th to 9th place in just three years. Not far behind, the bi-metal Datejust Ref. 16233 climbed 19 spots, while the yellow-gold Day-Date Ref. 18038 moved up 17.
Rolex continues to dominate the pre-owned market, with iconic models like the Daytona and GMT-Master also holding top positions. After hitting a post-pandemic low two months ago, the Subdial Watch Index has rebounded, gaining 3.3 percent.
Beyond the resale market, Rolex increased retail prices on its gold models earlier this year. The Deepsea, for example, rose 11.33 percent—from $52,100 in 2024 to $58,000 in January 2025. Popular Everose gold models also saw sharp increases. The Day-Date 40 Ref. 228235 jumped 11.57 percent to $46,300, and the Sky-Dweller Ref. 336935 rose 9.26 percent to $57,800—each climbing by nearly $5,000.
The primary reason for the uptick is the skyrocketing cost of gold. In 2024, gold prices rose nearly 40 percent. In 2025, they have already climbed more than 10 percent, recently passing $3,100 an ounce. Additional pricing pressure may come from U.S. tariffs, with former President Donald Trump imposing a 32 percent tariff on Swiss exports.
Looking ahead, experts expect continued interest in rare or first-edition models. One emerging favorite is the new Land-Dweller, predicted to become highly collectible. With both gold and Rolex prices on the rise, collectors may want to act fast—these watches are unlikely to get cheape