The Rolex Submariner is widely considered the most popular Rolex model. Originally introduced in 1953, it is one of the world’s most iconic and recognizable dive watches. According to a Rolex-authorized book titled Submariner: The Watch that Unlocked the Deep, the Swiss watch brand produced close to 4 million Submariner and Sea Dweller watches between 1953 and 2020. Bloomberg analyzed the production data released by Rolex to estimate the total market value of all Submariner watches ever made to be almost $50 billion. To put that into context, the Rolex brand was valued at approximately $10.7 billion last year, which is almost one-fifth the value of all Submariners ever made.
According to Subdial, a UK-based online trading platform for used luxury watches, the current value of all the Submariner watches made till 2020 is estimated to be around $46 billion. That figure increases to $50 billion when Submariners made after 2020 are also taken into consideration. The watches made by Rolex dominate the market for used luxury watches. Deloitte predicts the secondary market for Rolex watches will grow to $35 billion annually by 2030. Amongst other Rolex models, the Submariner holds its value exceptionally well, often appreciating over time, especially rare or discontinued models.
Rolex released the original Submariner in 1953 as a watch designed for underwater explorers. It was the first wristwatch capable of withstanding depths of up to 100 meters, which was later improved to 300 meters. The Submariner marked a turning point for Rolex and the watch industry, establishing new standards for durability, precision, and waterproofing in dive watches. Rolex’s strategy of controlled production and consistent demand has led to long waiting lists and a thriving secondary market, making it highly sought after by collectors.
