2025 was a banner year for Rolex in the secondary market. Certain models flew off the shelves, both new and pre owned, thanks to their blend of iconic design, modern upgrades and sheer demand. Industry data even showed one reference, the GMT Master II 126710 claiming the #1 spot as the year’s most traded Rolex, overtaking stalwarts like the Datejust. Below we highlight the six best selling Rolex references of 2025, breaking down their key features and explaining why each proved so popular.
The Six Best Selling Rolex Models of 2025
Below is a breakdown of the top six Rolex models by reference number that dominated sales for us in 2025. We include each reference, its model name, key features, case size, materials, notable elements and why it sold so well during the year:
| Reference | Model Name | Key Features | Why It Sold Well, 2025 |
| 126334 | Datejust 41, Steel 41 mm | – Stainless steel case with 18kt white gold fluted bezel
– 41 mm Oyster case, Cyclops date magnifier – Rolex Caliber 3235, 70‑hour power reserve with chronometer accuracy – Versatile dial/bracelet options, e.g. Jubilee or Oyster bracelet |
A quintessential modern Rolex dress watch that balances luxury and everyday wear. The white gold fluted bezel adds classic prestige while the steel construction makes it durable for daily use. Its versatility, multiple dials from classic silver to the green “Wimbledon” dial appealed to a broad audience. Demand for the Datejust 41 surged ~14% year over year, reflecting its status as an extremely popular all rounder in 2025. |
| 126710 | GMT Master II “Pepsi/Batman”, Steel 40 mm | – 40 mm Oyster case in 904L steel
– Bi color Cerachrom ceramic 24h bezel, Pepsi red/blue or Batman blue/black – Rolex Caliber 3285 GMT movement, 70‑hour power, independent 24h hand – Jubilee bracelet, 5 link with Oysterlock clasp, Oyster bracelet optional |
The #1 best seller of 2025, this GMT Master II is the king of Rolex sports watches. Collectors coveted its iconic looks, whether the classic “Pepsi” red/blue bezel or the black/blue “Batman”, combined with Rolex’s latest GMT tech. Severe retail scarcity drove buyers to the secondary market, making this reference one of the most transacted. It’s seen as both a functional travel watch and an investment piece, blending modern engineering with an instantly recognizable design. |
| 116710 | GMT Master II “Batman”, Steel 40 mm | – 40 mm steel case, scratchproof Cerachrom bezel
– Blue & black two tone bezel, first dual tone ceramic GMT – Rolex Caliber 3186 GMT movement, 48h power reserve – Oyster bracelet, 3 link; later units offered Jubilee option – Nicknamed “Batman” for its bezel colors |
A modern classic introduced in 2013, the 116710 BLNR launched the era of bi color ceramic GMT bezels. It quickly became highly sought after for its “Batman” blue black bezel and robust Oyster bracelet. In 2025, this reference remained extremely liquid on the pre owned market: its discontinued status, Rolex phased it out by 2019 only heightened demand, as collectors rushed to grab the original Batman variant. The combination of collectible status and iconic styling kept it among the top sellers of the year. |
| 126610 | Submariner Date, Steel 41 mm | – 41 mm Oyster case in 904L steel, redesigned slim lugs
– Cerachrom ceramic dive bezel, black “LN” or green “Starbucks” LV – Rolex Caliber 3235 with 70‑hour power reserve – 100 m water resistance, screw down crown, dive Glidelock clasp extension |
The current generation Submariner Date, launched 2020 is the flagship Rolex dive watch. It ranked among 2025’s top sellers by pairing the Sub’s timeless reputation with subtle modern upgrades, slightly larger 41 mm case, updated movement. Both the classic black dial version and the green bezel “Starbucks” variant saw consistent global demand. In short, it’s the latest evolution of a legend, instantly recognizable, technically improved and perennially in demand as a go anywhere sports watch. |
| 116610 | Submariner Date, Steel 40 mm, 2010–2020 | – 40 mm steel case, Maxi “Super Case”, broader lugs
– Cerachrom ceramic bezel, black “LN” or green “Hulk” LV – Rolex Caliber 3135 movement, 48h power reserve – 100 m water resistant, dive extension clasp, Glidelock – Larger lume plots, Maxi dial for high legibility |
The previous Submariner generation, 2010–2020 remained a hot seller in 2025, underscoring how desirable modern Subs are even after being replaced. This reference introduced Rolex’s ceramic bezel and bulkier case design, setting the template for the modern dive watch. It maintains extremely high liquidity in the pre owned market because it offers up to date specs with a decade of proven reliability. Enthusiasts chased both the standard black dial 116610LN and the famous “Hulk” green dial 116610LV, the latter’s cult status further drove up transactions. |
| 116520 | Daytona, Cosmograph, Steel 40 mm | – 40 mm steel case, engraved steel tachymeter bezel, last Daytona with metal bezel
– Rolex Caliber 4130 in house chronograph movement, 72h power – 3 dial chronograph layout, black or white dial with matching subdials – Screw down pushers, 100 m water resistance, Oyster bracelet |
The stainless steel Cosmograph Daytona 116520 is an icon that saw vigorous sales in 2025 despite being out of production. Made from 2000–2016, it was the first Daytona with Rolex’s own caliber 4130 and the last to feature a traditional steel bezel. Collectors consider it highly collectible and the best value among steel Daytonas, since newer models with ceramic bezels trade at hefty premiums. In 2025, many buyers gravitated to this reference as their chance to own a legendary Rolex chronograph, one with classic looks, proven engineering and strong investment potential, values have remained very robust. |
Note: All prices and growth figures referenced are relative to 2025 secondary market data. “LN” denotes Lunette Noir, black bezel and “LV” Lunette Verte, green bezel in Rolex reference parlance.
Looking to 2026 Likely Top Rolex Sellers
What Rolex models are looking to lead the pack in 2026? Market trends and collector behavior suggest a few key contenders:
- Steel Sports Models Remain King, Expect stainless steel professional models like the GMT Master II and Submariner to continue dominating sales. These pieces combine utility, prestige and scarcity which is a recipe for sustained demand. The GMT Master II, especially popular “Pepsi” and “Batman” variants and Submariner Date are likely to stay atop the charts given their strong value retention and global recognition.
- Daytona’s Ongoing Allure, The Rolex Daytona will remain a hot ticket in 2026. The newest Daytona generation, released in late 2023 for the model’s 60th anniversary has refined case proportions and even an exhibition caseback in some versions. Those will draw intense interest, though extremely limited supply means transactions may be constrained. In practice, that means older Daytona references like the 116520 above or the ceramic bezel 116500 will continue to trade briskly as enthusiasts vie to get any steel Daytona they can.
- Datejust & Diverse Sizes, Rolex’s Datejust lineup showed exceptional strength in 2025, the entire collection saw double digit growth in sales volume. That momentum should carry forward. The Datejust 41 will keep selling well thanks to its versatility, new dial colors like mint green, blue fluted motifs, etc., keep it fresh and even the classic Datejust 36 is seeing a renaissance, especially in two tone configurations. Notably, women’s and midsize models are on the rise: 2025 saw a 41% surge in Rolex sales for cases under 34 mm, with a Lady Datejust even ranking #2 overall. In 2026, increased interest in smaller, vintage sized pieces, for both women and men is likely to continue, as buyers seek more variety beyond the big sports watches.
- Revived Classics and New Releases, Discontinued models and surprise releases could shake up the 2026 rankings. For example, the Rolex Milgauss, an anti magnetic model was discontinued in 2023, which spiked collector demand for remaining pieces. That scarcity driven interest pushed the Milgauss into the top 15 in 2025 and if Rolex introduces a modern successor, or even if they don’t, the Milgauss name could continue to trend upward. Likewise, Rolex’s brand new Land Dweller, launched late 2025 shows the brand is willing to innovate with designs outside the usual catalog. This 36/40 mm model, featuring a unique honeycomb dial, integrated bracelet and even an exhibition caseback, received a lot of buzz as a “modern classic” in the making. If Rolex delivers it in significant numbers, the Land Dweller might become a surprise hit in 2026 among collectors who want the latest and rarest Rolex offering.
The Rolex market is expected to remain robust and collector driven in 2026. The models that excel will likely be those that combine heritage design with modern reliability, whether it’s a timeless Submariner, a GMT with a storied bezel or an evergreen Datejust that suits any occasion. At the same time savvy buyers are also appreciating watches beyond the obvious icons, from smaller vintage pieces to newly discontinued references that offer unique character. If 2025 taught us anything it’s that Rolex’s appeal spans both the classic and the novel. 2026 should see that dynamic continue with the usual suspects, Sub, GMT, Daytona, Datejust leading the sales charts, joined perhaps by a few rising stars that capture collectors’ imaginations. One thing is certain, Rolex’s blend of lasting style, quality and reputation for holding value ensures its top models will remain in high demand, whatever the calendar says.