The Rolex Everyone Is Buying In 2025

Rolex’s “quiet” models like the Datejust 41 and Datejust 36 have outperformed icons such as the GMT-Master II in the aftermarket over the past year.
US tariffs, price hikes, and authorised dealers chasing sales show even Rolex is not immune to a luxury downturn, yet collectors are still buying.
Chrono24 data reveals buyers are prioritising timeless, versatile references over hype-driven grails, with the Datejust emerging as Rolex’s cornerstone in a softer market.Rolex, th