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 42% 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 91/100, 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.
Perhaps most remarkably, the annual cost of ownership is just $97 per year when factoring in value retention, servicing, and insurance. To put that in perspective, this is less than many people spend on a streaming subscription — making it one of the most cost-efficient luxury items you can own.
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 Oyster Perpetual 126000 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 $80 per year. Third, insurance: at approximately 1.5% of market value, annual insurance costs $124 to protect against theft, loss, or accidental damage.
Combining these factors yields a net annual cost of $97. That's roughly $0.27 per day — less than a cup of gas station 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.
Classic watches represent timeless design and traditional watchmaking values. They bridge the gap between pure dress watches and sport watches, offering versatility and everyday wearability. These watches emphasize clean aesthetics, legible dials, and understated elegance.
Focus on case proportions (38-42mm is the versatile sweet spot), movement finishing quality visible through an exhibition case back, dial design and legibility, and bracelet or strap quality. Classic watches should feel refined without being fragile — adequate water resistance (50m+) for daily confidence.
Classic watches are the ultimate all-rounders. They work with business attire, smart casual, and weekend wear. This versatility makes them ideal as a one-watch collection or as the anchor piece around which a larger collection is built.
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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Every current reference ranked by Value Score. Click any model for full analysis.
| Ref | Variant | Retail | Score | Own/Yr | Market |
|---|---|---|---|---|---|
| 124300 | 41mm Steel/Various Colors | $6,550 | 91 | $101/yr | $7,500–$13,000 |
| 126000 | 36mm Steel/Various Colors ◂ | $5,800 | 91 | $97/yr | $6,500–$10,000 |
Value Score 91/100 · $97/year to own · 100% retention