Rolex, founded by Hans Wilsdorf in London in 1905 and later relocated to Geneva, is the world's most recognized luxury watch brand. The company pioneered the waterproof wristwatch (Oyster, 1926), the self-winding mechanism (Perpetual, 1931), and the date display (Datejust, 1945).
Trading near its retail price on the secondary market, this reference offers good value for buyers. The parity between retail and market pricing suggests balanced supply and demand, making it accessible without excessive premiums or lengthy dealer waitlists.
Our WVS Value Score of 78/100 places this in the upper range of luxury watches. The score reflects a solid balance between value retention, brand recognition, specification quality, and market availability.
The estimated annual cost of ownership is $1660 per year, accounting for depreciation, servicing, and insurance. While this is higher than some alternatives, it should be weighed against the wearing pleasure and prestige the watch provides daily.
Understanding the true cost of owning a luxury watch requires looking beyond the purchase price. Our cost-of-ownership model calculates the annual net expense of keeping the Rolex Day-Date 228239 on your wrist, factoring in three key components.
First, depreciation: based on historical pricing data for this reference and similar Rolex models, we estimate annual value change at 2%. This low depreciation rate means the watch holds its value exceptionally well compared to most luxury goods. Second, servicing: Rolex recommends periodic maintenance to ensure accuracy and water resistance. We amortize the estimated service cost across the recommended interval, arriving at $120 per year. Third, insurance: at approximately 1.5% of market value, annual insurance costs $660 to protect against theft, loss, or accidental damage.
Combining these factors yields a net annual cost of $1660. That's roughly $4.55 per day — comparable to a daily coffee habit.
Estimated market price trend based on aggregated public listing data. Prices reflect average asking prices for complete sets in excellent condition. Updated monthly.
Our proprietary score rates every luxury watch on a 0-100 scale across five dimensions. Scores above 85 indicate exceptional value retention and market positioning. The formula is transparent and weight-based.
When considering the Rolex Day-Date 228239, it helps to understand how it compares to alternatives in the dress watch category. The most affordable alternative is the Audemars Piguet Code 11.59 at $24,000 — saving you approximately 45% compared to the 228239. However, the 228239 justifies its premium through a superior Value Score (78 vs 69) and lower annual ownership cost ($1660/yr vs $1920/yr). No alternative in this comparison exceeds the 228239's Value Score of 78/100, confirming its strong position in the market. The comparison table below provides a detailed side-by-side analysis of all key metrics.
| Watch | Market Price | Size | WR | Own/Yr | Score |
|---|---|---|---|---|---|
| Rolex Day-Date 228239 | $38,000–$50,000 | 40mm | 100m | $1660/yr | 78 |
| Patek Philippe Calatrava 5227G-010 | $28,000–$38,000 | 39mm | 30m | $2595/yr | 73 |
| Patek Philippe Calatrava 5227R-001 | $28,000–$38,000 | 39mm | 30m | $2595/yr | 73 |
| A. Lange & Söhne Lange 1 191.032 | $30,000–$40,000 | 38.5mm | 30m | $2745/yr | 67 |
| Vacheron Constantin Traditionnelle 82172/000R-9382 | $24,000–$32,000 | 41mm | 30m | $2220/yr | 70 |
| Audemars Piguet Code 11.59 15210OR.OO.A002CR.01 | $20,000–$28,000 | 41mm | 30m | $1920/yr | 69 |
Dress watches prioritize elegance and slim profiles over technical specifications. Designed to slip under a shirt cuff, they typically feature minimal dials, thin cases, and leather straps. For the collector, a dress watch represents the art of restraint — where value lies in finishing quality rather than feature count.
Key metrics for dress watches are case thickness (ideally under 10mm), movement finishing visible through a display caseback, dial quality, and strap/buckle craftsmanship. Water resistance is typically lower (30-50m) since these watches aren't designed for sport use.
Dress watches are ideal for business formal, black tie, and occasions where subtlety is valued. They may feel under-dressed with casual wear. Many collectors own a dress watch alongside a sport watch to cover all social contexts.
Rolex watches are notoriously difficult to purchase at retail from authorized dealers. Most popular steel sport models (Submariner, Daytona, GMT-Master) have waiting lists ranging from months to years. The secondary market offers immediate availability but typically at a premium above MSRP.
All current Rolex watches use in-house movements manufactured at their four Swiss facilities. Every movement is COSC-certified and then tested to Rolex's own Superlative Chronometer standard of -2/+2 seconds per day — twice as strict as COSC alone.
Rolex recommends servicing every 10 years. A standard service costs approximately $800-$1,000 for a basic three-hand model and $1,000-$1,400 for a chronograph. Rolex service includes a 2-year guarantee on the work performed.
Rolex has the strongest resale value of any watch brand. Steel sport models consistently trade above retail, while precious metal and Datejust/Day-Date models may trade at or slightly below retail depending on configuration.
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Value Score 78/100 · $1660/year to own · 98% retention