These Rolex Models Drove Pre-Owned Watch Sales As Tariffs Loomed

Some watch collectors are stocking up on Rolexes like they’re going out of style — or at least going up in price.

With Swiss imports to the US facing one of the highest tariff rates in the world at 39% and watchmakers like Rolex, Patek Philippe, and Omega raising prices, some shoppers have turned to the secondhand market in recent weeks.

Pre-owned watch marketplace Bob’s Watches told Business Insider that sales transactions on its platform climbed 36% year over year during the month of July, compared with 20% growth in the second quarter.

This growth came as the watch world braced for proposed tariffs that kicked in August. Another watch dealer, marketplace Swiss Watch Expo, told Business Insider earlier this month that, depending on demand, he expected prices on the secondary market to increase by as much as 35% in the next six months.

At Bob’s Watches, shoppers flocked in July to a few Rolex models in particular.

Some investors have turned to Rolexes and other high-end luxury watches to diversify their portfolios because of their low correlation with the stock market.

For Bob’s Watches, steel sports and vintage models drove July’s spike in average order value. Here are the watches that had the biggest impact on sales in July.

Rolex Daytona

The Daytona is a true “trophy watch,” Altieri told Business Insider. With its history in racing and limited production, the piece gets an especially exclusive status in the collector community.

“Despite market swings, when tariffs hit, buyers see these pieces as scarce assets that will only climb over time,” Bob’s Watches CEO Paul Altieri said.

Rolex Datejust

The Datejust is an entry point for those just getting started in luxury watch collecting. Its variety of bracelet options, bezels, and dials makes it appeal to a wide audience.

As other watches fluctuate in price, the Datejust holds its position as a “forever watch,” according to Altieri. Although the demand amid tariffs push up the price for steel sports models, “the Datejust remains a timeless entry point, attracting both first-time buyers and seasoned collectors,” he said.

Rolex Submariner

The Submariner is a dive watch known for its rarity and vintage flair. It’s the pack leader of steel sports models, showing strong demand among collectors and steady influence in the watch world.

Bob’s Watches said its best-selling models include references 16610, 116610, and 16613.

GMT-Master II

The GMT-Master II is known for its versatility, which allows it to transition from business settings to casual wear. Some of the best-selling models on Bob’s Watches include references 116710 — known as the Batman— and 1675, the classic Pepsi.

“With international travel roaring back, the GMT has become both functional and collectible,” Altieri said. “Add tariffs into the mix, and buyers are chasing these references even harder, knowing future costs may only rise.”