How to get the best price when selling your Rolex watch

Rolex watches are not just great to wear, they’re valuable assets. Naturally, you want to get the highest return possible when selling. But how can you ensure you receive the best price when selling your Rolex?

We recommend starting by authenticating your watch and researching its current market value online using the serial number and model details. Next, schedule an appraisal and weigh your selling options carefully. Whether you sell through a watch specialist, at an auction, or to a private buyer, it’s important to consider commission and fees that reduce the sale price. Additionally, taking the time to locate the original box and paperwork can significantly enhance your watch’s resale value. 

Read on as we outline the essential steps to help you secure the best possible price for your Rolex watch.

Authenticate your Rolex watch

It may sound obvious, but before you consider selling, it is important to verify that your watch is genuine. Although you may have carried out detailed checks when buying your pre-owned Rolex, high-quality counterfeits can still deceive even the most cautious buyer. These replicas are manufactured to an exceptionally high standard, making them almost indistinguishable from the real article to anyone but a specialist experienced in spotting the telltale signs of counterfeit watches.

If you suspect your watch might be a counterfeit, have it authenticated by a reputable watch dealer or jeweller. They will inspect details such as logos and lettering with magnifying loupes - often the first giveaway of inauthenticity. Counterfeit models may feature poorly printed and unevenly spaced text that under careful examination experts can spot the slight blurring and smudging. If you are interested in seeing for yourself, there are YouTube videos that you can use to compare your watch with examples available online.

Check serial number, model number and quality

Rolex is renowned for using only the finest materials. A genuine Rolex made of gold, for instance, will have a solid and substantial feel, whereas a counterfeit can feel light and flimsy, with trace signs of glue residue. It is also essential to check that the serial number and model details on your paperwork match those on the watch itself. 

For models pre-2005, you can locate the serial number on the lug at the 6 o’clock position - usually between four and eight digits long - and the model number at 12 o’clock. On newer models, the serial number is engraved on the rehaut (the flange surrounding the watch face behind the sapphire crystal), a change designed to thwart fraudsters. You can verify these details using an online resource such as The Watch Register.

Researching market value

Once you have confirmed your watch’s authenticity, use your serial number to research its current value. Online charts often display groups of Rolex watches from the same model and year of manufacture, which can serve as a useful benchmark, offering a rough estimate of what you might expect to receive.

Importance of original documentation, service history and Rolex box
Documentation is a critical factor in determining the resale value of your Rolex watch. Original papers including the warranty card, service history, and the accompanying box, serve as tangible proof of authenticity and greatly enhance buyer confidence. In fact, a Rolex with its original documentation can fetch anywhere from 10% to 20% more than a comparable model without it, with some modern pre-owned models losing roughly 10% of their value when documentation is absent. Therefore, if you still have these documents, it is worthwhile spending the time to find them. Including them in your sale is highly advisable to maximise your watch’s selling price.

Booking an appraisal and considering the condition of your watch
After gathering your research, have your Rolex appraised by a trusted watch specialist or jeweller. Keep in mind that the condition of your watch (particularly signs of wear on the glass, bracelet, or other sensitive areas) will affect its value. If your intention is to hold your watch purely as an investment, consider storing it in a safe or safety deposit box to minimise wear. Conversely, daily use, exposure to perfumes, or wearing dress watches during exercise or other strenuous activities can lead to bumps, scratches and water damage that impact resale value.

Interestingly, sports models can command a higher price when they remain unworn. This is because many sports models are more regularly worn, meaning that those which have not been used are rare and typically in top condition, thereby commanding a premium price.

Having said that, most Rolex watches are bought to wear and enjoy, so the majority will show signs of wear and tear. 

Choosing the right way to sell your Rolex watch

When and where you choose to sell your watch play a crucial role in achieving the best price. Demand for watches and jewellery increases by as much as 30% during the Christmas season, so selling between October and December may secure a higher price or a quicker sale.

• Selling privately may yield the highest price, as it allows you to negotiate directly with a new owner via online platforms such as eBay or Depop. Typically, eBay charges a final value fee of around 12.9% on luxury items, while Depop takes a commission of about 10% on each sale.
• Selling to a watch specialist or jeweller can provide a stress-free experience, although you may need to shop around to find the best offer.
• Selling your watch at an auction is also an option. It is worth noting that auction fees typically amount to around 30% of the sale price, plus additional charges for photography and admin fees.

Final tips for selling your Rolex watch

To achieve the best return when selling your Rolex, begin by authenticating your watch and researching its value using the serial number and model information. Arrange for an appraisal and carefully consider the various selling methods available. Finally, remember that the time of year can influence demand, the speed of sale, and ultimately, the price you receive.

Selling your Rolex watch for the best price

At PM Antiques & Collectables, we purchase Rolex watches without fees or commission, ensuring that you receive the full amount without the delays of auction sales or the hassle of negotiating privately. Contact us today to discover your Rolex’s true worth—we offer a hassle-free process and a fair price for your watch.