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B uying a Rolex watch at a Sotheby’s auction is not just an exciting experience – it’s also a reassuring one. Each watch that appears at Sotheby’s has been carefully sourced and inspected by our global network of Rolex watch specialists. We want to ensure that all Sotheby's bidders, particularly those new to the process, are aware of the many benefits our auction format offers and feel well-informed.
Sotheby’s watch auctions are an excellent way to build a watch collection, with regular sales throughout the year. Our specialists regularly curate some of the most exclusive and sought-after used Rolex watches. Sales frequently feature Highlights include numerous Rolex Daytona, Rolex GMT-Master and Rolex Submariner examples. Sotheby’s also maintains an excellent selection of classics models like the timeless Rolex Datejust and Rolex Day Date Presidential – ensuring a Rolex for every taste and time. In this guide our specialists share their valuable insights into the ever-evolving Rolex market, in eight essential insider tips.
There is no replacement for building a relationship with an authorized Rolex retailer. However, because each Rolex watch is hand-assembled and goes through rigorous quality control there may often be moments where the watch you want is not readily available.
Fortunately, Sotheby’s regularly has iconic Rolex watch ranges available at auction. Recent sales have included revered models like the iconic Rolex Daytona Panda and classic Rolex GMT Master Batman. Our Rolex watch specialists are meticulous in ensuring sound provenance, providing peace of mind for buyers. We also have a wide range of "waiting list" Rolex watch models available for immediate purchase online and through our salons in New York, Zurich, Hong Kong and London.
For many the allure of buying a brand-new current model understandably endures. However many collectors also prize the rarity value of owning a discontinued Rolex watch from the past. For some it's even a specific year that has personal significance. It's perhaps akin to owning a great wine vintage; that feeling no more will be produced.
Collector favourites from the past include the Rolex Daytona Zenith, produced between 1988-2000 with a Zenith El Primero-based calibre. Another insider favourite is the Rolex Sea-Dweller Double Red, a specialized tool watch that would serve as the precursor for the Rolex Sea-Dweller model. For those who admire aviation, it may be the Rolex GMT Coke that was favored by Chuck Yaeger.
Sotheby’s watch auctions frequently feature Rolex watches with no reserve. These often include for example vintage Rolex Datejust examples and rarer models such as the Rolex Air-King. The opportunity to bid on a no-reserve lot means that anything can happen, representing an exceptionally compelling opportunity to own a properly vintage Rolex that has been fully vetted and curated by the Sotheby’s Watches team.
A Rolex watch is built to last, and as many of them have aged over time they take on attractive and unique patination. Collectors prize the ability to have such a unique and distinctive timepiece, reflecting how the previous owner/s used and enjoyed it. One of the most sought after vintage Rolex watch types include tropical dials, where the black dial ages to a deep brown color with age and use. A famous example of this is the Rolex Daytona Patrizzi watch, where the silvery white sub-dials have faded to a dark brown.
While Rolex has an incredible selection of watches, not every watch they produce is available in stores, or even in its official catalogue. This includes watches with special gem-set dials and bezels, like the Rolex Daytona Rainbow. Buying a Rolex watch at auction can open your collection up to these exclusive timepieces, securing a watch never officially offered to the public.
A Rolex advertisement said it best: It doesn’t just tell time. It tells history. Sotheby’s auctions are known for consistently featuring watches with incredible historical ties, whether it's is a Rolex Submariner Comex that was used to rescue gold from a shipwreck, or Paul Newman’s own Rolex Daytona which he won at the 24 Hours of Daytona. An auction can sometimes be the only way to acquire such unique and incredible pieces of history.
For those who may be looking to purchase their first Rolex watch, Sotheby’s global team of Watch Specialists are here to help. While every watch featured has undergone curation and vetting by our team, we also supply detailed condition notes on every watch. With offices all around the world, there is usually always an opportunity to look at something in-person. You can also always contact a member of the Sotheby’s Watches team to answer specific questions you may have on a particular model.
Rolex prices in the secondary market can be challenging to navigate, particularly for less common pre owned Rolex models. A Sotheby’s watch auction represents a highly transparent channel to buy or sell. Many first-time auction buyers find the process not only exciting, but it also allows them to gauge interest and demand for their Rolex watch based on bidding patterns. Furthermore we ensure all sale or hammer prices are disclosed on our website. The latter feature can be invaluable for first-time Rolex watch buyers researching Rolex price history. First-time buyers can also find the estimate guidance useful, representing the value range assigned by our expert Rolex watch specialists.
Sotheby's remains one of the global leaders in the sale of exceptional Rolex watch examples, drawing upon our highly experienced network of Rolex specialists.
Trust our worldwide network of leading Rolex watch specialists from a globally renowned auction house with a 280 year history.
