Proprietary transaction data compiled by Bob's Watches, comparing average values from December 2025 to May 2026, indicates that smaller, historically feminine Rolex timepieces are demonstrating some of the most robust performance in the pre-owned market. This trend marks a significant shift from the long-prevailing preference for larger sports models.
Details of the Appreciating Rolex Models
The 31mm Datejust reference 6827 led this remarkable surge, experiencing an impressive 68.4% value increase during the specified period. Following closely, the Lady-Datejust reference 6917 showed a substantial rise of 38.6%, while reference 179174 appreciated by 32.2%. Furthermore, Lady-Datejust references 69173 and 69178 recorded increases of 26.7% and 25.3%, respectively. Notably, five of the ten Rolex references exhibiting the fastest appreciation within the dataset were Lady-Datejust models.
Paul Altieri, the visionary founder and CEO of Bob's Watches, commented on this evolving landscape, stating, “Collectors have historically fixated on the prominent sport models. However, the broader Rolex market encompasses far more than just the Daytona, Submariner, and GMT. We are now observing a burgeoning interest in timepieces with more modest case sizes and references that, for an extended duration, did not garner comparable attention.”
This comprehensive data emerges amidst a broader consumer shift towards smaller watch sizes, contrasting sharply with years where oversized watches dominated fashion and enthusiast preferences. Bob's Watches emphasizes that this evolving interest could have profound implications for jewelers and pre-owned watch dealers, suggesting that these once-overlooked women's models might now serve as a fresh entry point into Rolex ownership for a new demographic of buyers.
The company also noted that critical factors such as the timepiece's condition, age, specific configuration, rarity, and historical provenance continue to significantly influence the value of individual watches. Therefore, it is important to understand that not every smaller Rolex model is automatically positioned for appreciation.
This analysis underscores a dynamic change in the luxury watch market, where investment potential is broadening beyond traditional favorites, opening new avenues for collectors and retailers alike.