Rolex price rally runs out of steam

Secondary market prices cooled at the end of 2025 for most brands.

Rising secondary market prices for Rolex watches in the first nine months of 2025 hit the buffers in the fourth quarter.

EveryWatch, which tracks pre-owned watch sales across auctions and the unofficial secondary market, reported a median price for Rolex of £15,000 in January last year.

By mid-September, this had risen by over 13% to £17,000, but the market has cooled since the summer, with the tracker ending the year at £16,310; still an annual rise of 8.7%.

Pre-owned Patek Philippe prices have been more stable over the past year, but like Rolex there was a softening in the autumn.

From a peak tracker price of £73,700 on November 10, the index fell away to end the year at £70,300.

Over the course of 2025, the EveryWatch Patek Philippe index dropped by 6%.

Audemars Piguet prices rose ste

adily but modestly throughout 2025, with EveryWatch’s tracker showing a 4.5% increase from £44,000 to £46,000.

Richard Mille’s pre-owned watches also increased in price across the year, with a 5% bump from £277,000 to £291,000.

Other trackers show similar results for 2025, although the details differ due to varying methodologies and data ingestion.

WatchCharts shows 2025 prices for Rolex rising sharply from January to September before softening in Q4. By year-end, the Rolex index was up by 3.4% having dropped by 0.7% in the final three months.

Patek Philippe prices were down by 6.1% in 2025, according to WatchCharts.

Its tracker disagrees with EveryWatch over Audemars Piguet, recording an 8.2% drop over 12 months.

Subdial’s tracker shows prices for the overall market dropping by 2% in 2025, with Audemars Piguet the worst performer with a 5% fall.