When reflecting on Rolex’s most memorable releases of 2024, it’s impossible not to recall their bold and innovative models from 2023. That year saw the introduction of daring watches, such as the “left-handed” GMT-Master II, a Day-Date collection featuring 12 motivational words and 31 emojis, an Oyster Perpetual with colorful balloon motifs, and a titanium Yacht-Master 42 designed with tool-like precision. These releases were groundbreaking, pushing the boundaries of both design and functionality. By comparison, the novelties of 2025 have been far more conservative, leading many to wonder: Is Rolex still the undisputed king of watches?
While the 2025 collection may not have made the same dramatic impact, the year has been notable for other reasons, particularly the brand’s departure from its Formula 1 sponsorship. Rolex had been the official timekeeper for the motorsport giant since 2011, but in 2025, the luxury conglomerate LVMH stepped in with an offer reportedly worth US$150 million annually – significantly outbidding Rolex. While this could be seen as a blow to the brand’s presence in the motorsport world, it also frees replica Rolex to focus on other prestigious racing events like endurance racing and the Pebble Beach Concours d’Elegance. Rolex’s shift away from Formula 1 signals a shift in priorities, embracing a more refined, classic image.
The Power of Rolex in 2025
So, is Rolex still the reigning champion of the watch world? In short: Yes. Despite the quieter releases of 2025, Rolex remains the most successful Swiss luxury watchmaker. The brand continues to dominate the market with staggering sales figures. In 2024, Rolex produced 1.24 million watches, totaling CHF 15.15 billion in retail value. Although 2025 sales may see slight fluctuations, the brand’s ability to command higher average prices will likely offset any reduction in volume.
Moreover, Rolex is on track to reclaim the title of the world’s best-selling watch by value, a position it lost to the Apple Watch in 2017. While the Apple Watch overtook Rolex and the Swiss watch industry in terms of total units sold, Rolex’s replica watches command a higher price point. In fact, the brand is expected to surpass Apple in watch sales by value in 2025, proving that traditional Swiss craftsmanship still holds strong in the luxury market.
Despite some challenges in the watch industry, such as a general slump in sales and a growing fatigue with luxury goods, Rolex remains a dominant force. On the secondary market, prices for Rolex watches have seen slight dips, yet the brand’s value continues to rise. Morgan Stanley’s figures show that while the parallel market for Rolex watches is down by a few percentage points, it still outperforms competitors like Audemars Piguet and Patek Philippe. The availability of Rolex models at official dealers is also improving, with wait times for popular pieces like the Submariner dropping from 105 days in 2023 to just 68 days in 2025.
Rolex’s Growing Presence in the Pre-Owned Market
Rolex’s dominance extends beyond new releases, with the brand capturing a significant share of the secondary market. In 2025, the Rolex Certified Pre-Owned (CPO) program, launched in late 2022, continues to thrive. By mid-2025, over 5,000 listings from more than 60 authorized dealers worldwide had made their way into the program. Morgan Stanley estimates that Rolex controls 44% of the secondary market, valued at approximately US$11 billion, with its CPO program contributing an additional US$125 million. This strategic move shows Rolex’s intent to not only maintain control of the primary market but also capitalize on the pre-owned sector.
The “Harmony of Contrasts” Collection
Rolex’s 2025 theme, “Harmony of Contrasts,” brought a mix of bold, yet traditional designs to the forefront. The standout piece was the Deepsea in yellow gold, a striking 44mm watch with a blue dial and bezel. This model certainly made waves, although it wasn’t as innovative as some of the more avant-garde pieces from 2024. Another notable release was the platinum version of the 1908 dress watch, which replaced the Cellini in Rolex’s lineup. The platinum model’s ice-blue dial, featuring engine-turned decoration, felt like a natural progression rather than a groundbreaking surprise.
The 2025 Rolex GMT-Master II also received attention, with a new black-and-gray bezel and the nickname “Bruce Wayne” among enthusiasts. While this new release isn’t as bold as some of the brand’s past creations, it offers a refined, classic look that appeals to Rolex’s core audience. Additionally, the Daytona chronograph received new glamorous updates, and a new clone Rolex Sky-Dweller in pink gold with a gray dial continued Rolex’s tradition of elegant sports watches.
Looking Ahead: What’s Next for Rolex?
While 2025 might not go down as a year for revolutionary releases, it’s clear that Rolex’s strategy remains focused on maintaining its reputation for excellence and exclusivity. The brand’s recent moves suggest that it’s not just about producing the most eye-catching designs, but about keeping its legacy intact through strategic marketing, careful market control, and maintaining the highest standards of craftsmanship. As expectations for future releases grow, enthusiasts are already speculating about potential innovations, such as a titanium Milgauss or other niche creations that could capture the imagination of collectors.
While 2025 may not be a standout year in terms of new models, Rolex’s enduring strength, market dominance, and ability to innovate in subtle ways show that it remains, without a doubt, the king of luxury watches.
