Bob's Watches Bob's Watches Jared Paul Stern
As volatility and uncertainty roil markets worldwide, with the final impact of tariffs still in question, many have wondered what the effect of all this will be on the luxury watch market, and Rolex in particular. In a recent post, we showed why there has never been a better time to buy a pre-owned Rolex watch from a trusted online retailer. Now, a new report shows beyond the shadow of a doubt that Rolex watches remain the most desirable and best-selling of all.
Global Study Confirms Rolex’s Dominance
WatchPro reports that several data points were collated to arrive at this conclusion, including an analysis by Meltwater of over 1 million posts and 239,400 articles from websites, media, X, Facebook and Instagram; Google’s surface data on the most searched-for luxury watches; a survey of 3,000 people in the UK, USA and France who were “asked which watches they could recognize when their make and model names were pixelated”; and sales data including volume and price points.
While our own year-end data from 2024 revealed which specific Rolex models are the most popular, the new report compares overall models, including the Rolex Daytona, GMT-Master, Datejust, Day-Date, and Explorer, against the most popular models from other luxury Swiss watchmakers, such as the OMEGA Speedmaster, Audemars Piguet Royal Oak, and Cartier Santos. Price and sales rankings for all of the above were then tabulated to create scores out of 100.
Top Luxury Watch Models by Global Popularity
According to the report on the global top 10, the Datejust earned a perfect score of 100, while the Submariner came in second with 77. Other Rolex models placing in the top 10 are the Daytona with 73, the GMT-Master at 59, the Day-Date at 43, and the Oyster Perpetual at 42. In all, six out of the top 10 watch models worldwide are made by Rolex; others cutting into the list are the AP Royal Oak (74), the OMEGA Speedmaster (60), the OMEGA Seamaster (52), and the Cartier Santos at 49.
And when the top 10 were then subsequently ranked solely by global sales, the Datejust still comes in on top with the Submariner running second, but the OMEGA Seamaster rises to third place, supplanting the AP Royal Oak. The Seamaster can thank the James Bond franchise and OMEGA’s advertising push for being included on the list at all, in our view. Also selling well, at 4th place with a score of 45, is the Tudor Black Bay, baby brother of the Rolex Submariner, while the TAG Heuer Carrera clocks in at #9 with a score of 21.
Perhaps most interesting to note is that the Patek Philippe Nautilus didn’t make either list; it only surfaces at #2 on the Celebrity Ranking index with a score of 52, just behind the Royal Oak (100) and just ahead of the Rolex Daytona (46). Analyzing all of this shows that while celebrity watch-wearers do have an impact on brands, this doesn’t necessarily translate directly to increased sales and desirability – marketing departments take note. The oft-underrated consumers still know to buy the best, not the hype.
What This Means for Collectors and Buyers
The Rolex Datejust’s perfect score in both recognition and sales rankings underscores its unrivaled status in the luxury watch market. While other brands may rise in trend cycles or gain celebrity endorsements, the Datejust remains the gold standard for enduring desirability. For collectors and first-time buyers alike, there’s no better time to invest in a model that continues to lead the world.
For those considering their first luxury timepiece or adding to an existing collection, now is the time to act. At Bob’s Watches, we offer a wide selection of certified pre-owned models, making it easy to find the perfect Rolex Datejust for sale. As the data confirms, it’s not just a watch – it’s a global icon with lasting value.
The post The World’s Most Desired Watch? A New Study Has the Answer appeared first on Bob's Watches.
