If I Had Invested in These Rolex Watches 10 Years Ago…

Luxury watches, especially Rolex, have never been just status symbols: they’re also a form of alternative investment.

Let’s imagine you had bought certain Rolex models 10 years ago. How much would they be worth today?

We’ll review four models, estimate their 10-year appreciation in EUR, and compare them to a stock-market benchmark (S&P 500 or STOXX Europe 600 ETF).

⚠️ Disclaimer: These figures are estimates based on average EU market prices for pre-owned watches. Real-world results depend on condition, documentation, service history, and market timing.
Also, our are not financial suggestion, just observation of data based on marketplace research and personal experience.

 1️⃣ Rolex Submariner Date (Ref. 16610)

Why this model?

The Submariner is the quintessential Rolex: timeless design, high demand, and consistently strong resale values.
Discontinued versions, such as the 16610, have become modern classics.

Investment performance

Compared to S&P 500 / STOXX 600

If you had invested €5'500 in a broad equity ETF in 2015 and earned ~9.5% p.a., you’d now have about €13'300, almost identical to the Submariner’s performance.

✅ Verdict: one of the few watches that truly matched the stock market’s returns over a decade.

2️⃣ Rolex GMT-Master II (Ref. 16710 “Pepsi” / “Coke”)

Why this model?

The GMT-Master II remains iconic for its colourful bezels and travel heritage. Older steel versions, especially the “Pepsi” (red/blue), have become highly desirable after discontinuation.

Investment performance

Compared to S&P 500 / STOXX 600

An equivalent €7'000 invested in a broad ETF might now be worth €17'000–18'000 meaning the GMT II underperformed equities, but still comfortably beat inflation.

✅ Verdict: solid store of value, but less lucrative than stocks.

3️⃣ Rolex Daytona (Ref. 116500LN – Steel)

Why this model?

The Daytona is Rolex’s most sought-after chronograph — synonymous with motorsport and scarcity.
The steel 116500LN (launched 2016) has experienced explosive demand and long waiting lists.

Investment performance

Compared to S&P 500 / STOXX 600

€11'000 invested in an ETF at ~9.5% p.a. → ≈ €26'000 today.
The Daytona essentially matched or slightly beat the stock market, while letting you wear your asset daily.

✅ Verdict: a clear out-performer among luxury watches, but high buy-in price and volatility risk.

4️⃣ Rolex Datejust (Ref. 16014 – Steel/White Gold)

Why this model?

The Datejust is one of the most iconic dress-watches from Rolex: timeless design, broad appeal, and relatively lower entry cost compared to the marquee sports models. The 16014 version (steel case + white-gold fluted bezel, circa late 1970s-80s) is popular among enthusiasts.

Investment performance

Compared to S&P 500 / STOXX 600

If you’d invested €4,500 in a broad equity ETF (e.g., tracking the S&P 500 or a European equivalent) at ~9.5% with annual return over 10 years → you’d now have about €11'700-€12'000.

✅ Verdict: in this scenario the Datejust return (~6%) lags the equities by a 3% margin.

Our Conclusion

• For the Datejust 16014, the returns are modest compared to equities, but you’re buying into a classic brand and design, which has value beyond just the investment return.

• If you’re seeking investment-grade returns, you’ll want to focus on rarer/discontinued sports models (like Submariner, Daytona) rather than entry-level dress models.

• But if you want wearability + brand prestige + some appreciation, the Datejust is a solid pick.
  

Buy the watch you love. If it appreciates, that’s the bonus, not the goal.
Also, wearing it on your wrist is a priceless joy. 
But as these numbers show, the right Rolex can be as rewarding as a decade in the stock market.