Navigating the 2025 Pre-Owned Rolex Surge

The luxury watch market’s relentless pursuit of exclusivity reached new heights in 2025, with pre-owned Rolex models dominating collector conversations and investment portfolios alike. According to data from Justokgamers, a leading authority in luxury timepiece resale, three distinctive replica Rolex nicknames – the “Root Beer,” “Pepsi,” and “Polar” – emerged as breakout stars, each experiencing triple-digit demand spikes. But beyond these headline-grabbing models, a broader shift in the secondary market reveals opportunities for savvy buyers willing to navigate its nuances.

2025’s Standout Performers: A Collector’s Trio
Rolex’s GMT Master II “Root Beer” (ref. 126711CHNR) led the charge with a staggering 433% surge in interest. Its appeal lies in a harmonious blend of Everose gold and stainless steel, paired with a brown-and-black ceramic bezel – a design that bridges vintage aesthetics and contemporary luxury. Paul Altieri, CEO of Justokgamers, attributes its popularity to its versatility: “It resonates with seasoned collectors drawn to its warmth and newcomers seeking a statement piece that transcends trends.”

Close behind, the “Pepsi” GMT Master II (ref. 126710BLRO) saw a 134.8% uptick, driven by its iconic red-and-blue bezel and storied aviation heritage. “The ‘Pepsi’ isn’t just a watch; it’s a chapter in Rolex history,” Altieri noted, emphasizing its dual appeal as both a historical artifact and a daily wearer. Meanwhile, the Explorer II “Polar” (ref. 226570) captivated buyers with its stark white dial and rugged elegance, posting a 157% demand increase. Its understated design, coupled with ties to Rolex’s exploration legacy, positioned it as a favorite among minimalist enthusiasts.

Market Dynamics: A Shift to Buyer Advantage
While these models soared, the broader pre-owned Rolex market entered a corrective phase. Data from Chrono24’s ChronoPulse Index highlights a 5 – 10% decline in prices for modern Submariners and GMT-Master IIs compared to 2023 peaks. Eric Wind of Wind Vintage observes, “Buyers are realizing they can acquire recent models like the Submariner 124060 or GMT-Master II 126710LN at or below retail—a stark contrast to the frenzied premiums of recent years.”

Strategic Buying: Where Value Meets Opportunity
Neo-Vintage Gems:
Models like the replica Rolex Submariner 16610 (1984–2010) and Explorer II 16570 (1990s) present compelling opportunities. The 16610, with its glossy dial and Caliber 3135 movement, has dipped 10% year-over-year, with examples now starting at $8,000. For vintage purists, the matte-dial 16800 Submariner (pre-1984) remains a coveted outlier, though prices reflect its rarity.

Modern Classics in Decline:
Recent releases such as the Submariner 124060 (no date) and 126610LN (date) hover near retail, a stark reversal from prior years. Wind cautions buyers to verify service histories: “Even a 2020 model needs a pressure test—previous owners might have compromised its water resistance.”

Unexpected Trends:
The 36mm Datejust defied market headwinds with a 55% price surge, signaling a broader shift toward smaller, dressier watches. In contrast, the 41mm fake Rolex Datejust fell 14%, underscoring evolving tastes.

Caveats and Considerations
While the overall market favors buyers, exceptions persist. Steel Daytonas (ref. 116500LN) still command double retail prices despite a 12% drop, and discontinued models like the Milgauss 116400GV remain volatile. Altieri advises focusing on condition and provenance: “A faded ‘ghost’ bezel on a GMT-Master II might thrill one collector but deter another. Know what you’re buying – and why.”

As 2025 progresses, the pre-owned Rolex market’s trajectory suggests sustained opportunities for discerning buyers. The convergence of increased supply, softening prices, and enduring brand prestige creates a rare window to acquire icons at accessible levels. Whether chasing a grail “Pepsi” or a wearable Submariner, the mantra remains: research meticulously, prioritize condition, and recognize that even in a buyer’s market, timeless design always prevails.