Can Pokémon Cards Become an Asset—Like Rolex Watches?

For decades, Rolex watches have been recognized not just as luxury timepieces but as reliable, appreciating assets. Their value, scarcity, and brand strength have positioned them as a cornerstone of alternative investment portfolios.

But what about something more unconventional—like Pokémon cards?

In recent years, Pokémon trading cards have exploded in value, turning childhood collectibles into six-figure investments. But can they hold the same long-term stability and asset legitimacy as Rolex watches?

As sellers and connoisseurs of Rolex, we have been asked this question more than once. Let’s explore how Pokémon cards stack up—and whether they can truly evolve into a stable asset class.

20-Year Market Value Trends: Pokémon vs. Rolex

Pokémon Cards: Historical Value Growth (2005–2025)

• 2005: Base Set Charizard PSA 10 → ~€1,000

• 2010: ~€3,500

• 2015: ~€6,000

• 2020 (Pandemic spike): ~€50,000

• 2021 peak: ~€420,000

• 2023 correction: ~€250,000

• 2025 (stabilized): ~€312,000

Rolex Watches (Selected Model Submariner 16610, Pre-Owned Market Value)

• Rolex Submariner Ref. 16610 (2005): ~€4,000

• 2025 Value: ~€13,000–€15,000

• CAGR: ~6–7%

Takeaway:
Pokémon cards have experienced explosive growth and periods of sharp volatility, especially from 2020–2021.
Rolex, by contrast, shows a consistent appreciation curve over the last 20 years.

Can Pokémon Cards Be a Stable Investment?

They can—but with caveats.

✅ Reasons Pokémon Cards Are Gaining Asset Status:

1. Established Secondary Market:
   Sites like eBay, Goldin, and PWCC offer liquidity, market data, and global reach.

2. Grading Standardization:
   Services like PSA and BGS give confidence in quality, helping mitigate counterfeit risk.

3. Cultural Relevance:
   Pokémon is a €100+ billion brand, with ongoing anime, games, movies, and a huge Gen Z and millennial collector base.

4. Scarcity Is Real:
   Many vintage cards (WOTC era, 1999–2002) are truly limited in Gem Mint condition. PSA 10 Charizards, sealed boxes, and Japanese promos are the Rolex Daytonas of Pokémon.

How does this translate in the real world?
Let's have a look together at some of the most recent and high-profile auction results for Pokémon cards in 2025, highlighting both conventional and unconventional collectibles:

1. PSA 10 Base-Set “1st Edition” Charizard

• Sold for £160,000 (~ €213,500) at Goldin’s “Pop Culture Elite Auction” in June 2025—proof that vintage Charizard remains the king of collectible cards.

2. Pikachu Illustrator (Pikachu “Illustrator” Card)

• Logan Paul owns one of the rarest Pokémon cards ever—a Pikachu Illustrator purchased in 2021 for €5.2  million. As of February 2025, he's considering selling it, which could reset the private-sale record.

3. UK Rare Card Auction (June 2025)

• A small collection sold for £17,220 (~ €21,500) via Richard Winterton Auctioneers, including:

  • Shining Charizard 107/105 (Neo Destiny) → £1,250

  • Neo Revelation set (Magikarp & Gyarados) → £3,400

  • Base-Set 1st Edition complete sets → £2,000+

4. 24k Gold Pikachu Anniversary Card (Japan, May 2025)

• A limited-edition pure 24-karat gold Pikachu card sold for over ¥5 million (~ €33,000)—showing the strength of niche, novelty items.

5. “Cheetozard” Flamin’ Hot Cheeto

• Not a card—but emblematic of pop-culture collectibles: a Charizard-shaped Cheeto sold for €85,000 at Goldin in March 2025.

Why Rolex Watches Remain the Gold Standard of Tangible Assets

🔒 Stability

Rolex values don’t spike overnight—but they don’t crash either. That’s due to:

• Controlled supply

• Global prestige

• Low volatility

• Generational demand

Even modern references (like the Submariner Ref. 126610LN or GMT-Master II “Pepsi”) often sell above MSRP due to market scarcity.

🏛 Asset Class Recognition

Rolex watches are widely accepted as:

• Collateral for loans

• Tax-advantaged assets in estate planning

• Recognized luxury investments by banks and auction houses
  
  

Side-by-Side Comparison

Looking Toward 2026 and Beyond

Pokémon Cards (2026–2030 Projection):

• Expected CAGR: 8–12%

• Growth Drivers:

  • Increasing collector demand, especially in Asia

  • Netflix live-action series (expected 2026) to renew mainstream interest

  • Rising demand for sealed vintage products and Japanese exclusives

Rolex Watches (2026–2030 Projection):

• Expected CAGR: 5–8%

• Growth Drivers:

  • Continued supply control by Rolex

  • New collectors entering the market globally

  • Appreciation of neo-vintage (1990s–2000s) models
    
    

So, Can Pokémon Cards Match Rolex?

In terms of long-term value? Rolex remains a more reliable, stable, and low-volatility asset with decades of proven returns and real-world liquidity.

But for higher upside potential? Pokémon cards—especially rare, graded vintage pieces—can be a high-risk, high-reward opportunity. With proper research, grading, and timing, they’ve proven capable of outperforming many traditional asset classes, especially post-2020.

So yes—Pokémon cards can become an asset.
But Rolex watches already are.