- As demand slows, traditional icons are no longer topping the aftermarket ranks.
- Reseller trends suggest a softening of prices in the luxury watch market.
- Unconventional models like the Daytona “Ghost” are replacing the usual favourites.
Rolex is the epitome of luxury and exclusivity in watchmaking. Through well-executed brand partnerships with some of the world’s most prestigious sporting events and a revered horological history, Rolex pieces, no matter the model, have become synonymous with precision, craftsmanship, and status.
Adding to the allure is Rolex’s unparalleled approach to exclusivity. Carefully managed production volumes and strategically timed releases ensures Rolex watches remain highly desirable – and frustratingly elusive, no matter where you are in the world.
Securing a new Rolex often involves years on a waiting list, creating an aura of unattainability that only fuels demand.
Of course, this has caused many Rolex fans to seek out models on the grey market, with resellers such as Circle Red Watches always seeing a huge demand for the latest Rolex pieces, according to Director, Jonathan Tu. Whilst he agrees Rolex will always command a dizzying amount of attention, whether in the boutique or in the online reseller, three models consistently rise to the top of the rankings… let’s take a look as to why.
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Rolex GMT Master II
Introduced in the mid-1950s as the GMT Master, this popular Rolex model was designed for Pan Am pilots navigating international flights. Today, this watch’s two-tone bezel is arguably its most iconic design features, instantly recognisable with its array of colourways. When this was released, this revolutionary bezel was a standout that allowed wearers to track multiple time zones simultaneously.
Over time, the GMT Master line transitioned into the GMT Master II, which would later boast independent hour hand adjustments and increasingly sophisticated designs.
Iconic nicknames such as “Pepsi,” “Batman,” and “Root Beer” which were derived from this model’s colourful bezels saw popularity skyrocket, giving the GMT Master II cultural cachet in the storied world of haute horlogerie, while its technical prowess made it indispensable for frequent travellers.
Today, it remains one of Rolex’s most iconic models, blending functionality with bold design; it’s no wonder this model is the number one Rolex of choice of premium watch reseller Circle Red Watches, based in Sydney. DMARGE’s founder, Luc Wiesman, wasn’t exactly surprised to hear this:
“It’s great to hear Jonathan Tu’s insights on what people are buying right now. Especially the fact the classic Daytona with the white face isn’t in the mix. The Pepsi is strong as ever too.”
Luc Wiesman
Rolex Submariner
First unveiled in 1953, the Rolex Submariner became the first model to guarantee water resistance up to 100 metres, revolutionising the world of dive watches with an innovative new function that didn’t compromise on effortless style.
At the time, recreational diving was enjoying something of a rare post-war boom, spurred by pioneers like Jacques Cousteau whose adventures introduced the underwater world to the masses.
The Rolex Submariner quickly gained popularity, thanks to its robust construction. Featuring Rolex’s patented Oyster case and an innovative screw-down crown, it offered unmatched water resistance. Coupled with a unidirectional bezel for precise dive timing and luminous markers for enhanced underwater legibility, the Submariner established itself as the ultimate professional diver’s tool.
Before OMEGA became James Bond’s timepiece of choice in the 1990’s, the Rolex Submariner had an enviable berth on the silver screen, famously seen on the wrists of Sean Connery in Dr. No.
Rolex Daytona Ghost
Named after the famous Daytona International Speedway, the Rolex Daytona debuted in 1963 as a chronograph built for motorsport enthusiasts.
Its aesthetic brilliance is matched only by its functionality, with perfectly placed subdials at the 3, 6, and 9 o’clock positions which helped the wearer effectively measure time. Of course, now, these subdials are key markers for an incredibly popular Rolex watch which stands as one of the most popular among resellers on the grey market.
Its tachymeter bezel and precise timing capabilities quickly made it the favourite wrist candy for racing legends like Paul Newman and Sir Jackie Stewart. Newman’s personal Daytona, with its distinctive “exotic” dial, famously fetched $17.8 million at auction in 2017, cementing its status as a historical masterpiece and a symbol of the watch’s enduring desirability.
Jonathan Tu at Circle Red Watches has revealed the Rolex Daytona “Ghost” has seen a huge popularity boost recently; it’s a modern reinterpretation that brings a mysterious edge to the lineup with an appealing monochromatic design and ghostly grey accents that surely resonate with contemporary tastes.
For the Rolex purists out there, the brand’s partnerships with Formula 1 and tennis set this model apart from the rest of the brand’s line-up, positioning the Daytona with high-performance sports, as a symbol of speed and precision.