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 at 73% above retail, this reference is in extremely high demand. The significant premium reflects both limited supply at authorized dealers and strong collector interest. Buyers should expect to pay well above MSRP for immediate availability on the secondary market.
With a WVS Value Score of 88/100, this ranks in the top tier of all luxury watches we track. Strong scores across value retention (100/100), brand strength (98/100), and market liquidity (95/100) make it a compelling choice for both wearing and long-term value preservation.
The annual cost of ownership comes to $250 per year — roughly the cost of a gym membership. This factors in depreciation, periodic servicing, and insurance, and represents good value for a watch of this caliber.
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 Daytona 126508 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 -1.3%. The negative figure means this watch actually appreciates over time — you're being paid to wear it, in a sense. 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 $975 to protect against theft, loss, or accidental damage.
Combining these factors yields a net annual cost of $250. That's roughly $0.68 per day — less than a daily cup of coffee.
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.
A chronograph is a watch with a built-in stopwatch function, activated by pushers on the case side. Originally developed for timing horse races and scientific experiments, modern chronograph watches appeal to those who appreciate mechanical complexity and sporty aesthetics.
Important chronograph features include the type of movement (integrated vs modular), number of sub-dials (typically 2 or 3), column wheel vs cam-actuated mechanism, flyback capability, and chronograph running time. Column wheel chronographs are generally more refined but more expensive to service.
Chronographs range from dress-appropriate (thin case chronographs like the JLC Master Chronograph) to sporty and bold (Breitling Navitimer, Hublot Big Bang). Case thickness is a key consideration — chronograph movements add 2-4mm compared to time-only calibres.
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 88/100 · $250/year to own · 100% retention