How to Buy Rolex Below Retail in 2025

Rolex prices on secondary market platforms, such as Chrono24, are seeing a favorable shift, with models like the Submariner, Day-Date, and Sea-Dweller now trading below their official retail prices. Could this be the perfect time to make that long-awaited purchase?

For many, the dream of owning a clone Rolex has felt unattainable. Walking into a Rolex boutique and buying a preferred model straight off the shelf is almost impossible, as demand far exceeds supply for these highly sought-after pieces.

This supply-demand imbalance has fueled rising prices on the secondary market, where collectors often pay premiums for brands like Rolex. Despite the company’s significant production output, obtaining popular models such as the Daytona or Pepsi at retail prices remains elusive for most buyers.

Models like the Daytona have commanded an 81% premium over retail on platforms like Chrono24, while the Pepsi GMT-Master II has traded at 64% above its list price. The trend has extended across many iconic references. For instance, the Rolex Yacht-Master 42 in titanium was recently listed at a staggering 70% above its retail value.

This phenomenon is primarily driven by the scarcity and exclusivity of Rolex watches, with collectors unwilling to endure long waiting periods. However, recent data from Chrono24 suggests that this trend may be shifting.

According to current statistics, 72% of all Rolex models are now trading below their retail prices in the secondary market. Notable examples include the Rolex Submariner Date 126619LB, which is trading at 35% below its listed price, the Rolex Yacht-Master 37 268655, now 30% lower at €18,500 (~$30,500 AUD), and the replica Rolex GMT-Master II 126715, which has dropped by 23%.

This price correction offers a unique opportunity for those who have patiently waited to add a Rolex to their collection. As once unattainable models stabilize in price, the dream of owning a Rolex may soon become a reality for many.