Rolex is the most popular brand in the pre-owned luxury watch market. No other brand matches it in sales, value, or recognition. If you have a Rolex to sell, it’s easier to find a buyer compared to most other watches. Some models even sell for more than their original price, although that doesn’t happen as much now.
Here’s a basic guide on how to sell your Rolex in 2025.
1. Find Out the Model and Age of Your Rolex
Before selling your Rolex, it's essential to determine the model and its age. You can find this information in a few ways.
To find the model number (also called the reference number), remove the bracelet and look between the lugs at the 12 o’clock position. If you have the original papers that came with the watch, the model number will be printed there, so you won’t need to remove anything. You can also post a photo of your watch on Reddit or other watch forums—many watch fans there can help you figure out the model quickly.
The serial number shows when the watch was made. For Rolex watches made before 2008, the serial number is between the lugs at 6 o’clock. For those made in 2008 or later, the serial number is engraved along the inner rim (called the rehaut) at the bottom of the dial.
You can use a Rolex serial number chart to estimate the production year—this works best for watches made before 2010. After that, Rolex began using random serial numbers with letters and numbers mixed in, so you’ll only be able to tell that the watch is from 2010 or later.
Some buyers, especially for older models, may ask to see the serial number to confirm the watch is correct for its age. Some sellers are okay with sharing the full number, while others prefer to hide the last few digits for privacy. Either way is fine—it’s totally up to you.
2. Gather Your Rolex’s Papers, Box, and Accessories
There are many fake Rolex watches out there, so having the original box, papers, warranty card, receipts, service records, or any proof of purchase can make buyers feel more confident. These items help verify that your watch is genuine.
If your Rolex was resized, try to include all the extra bracelet links. If some are missing, just let the buyer know. It’s worth taking the time to find any of these items, as they can increase the resale value of your watch by 10% to 20%.
Unlike some other watch brands, Rolex doesn’t offer official authentication or history reports. But if your watch was serviced at an official Rolex service center, those service papers are very helpful and add to your watch’s trust and value.
3. Find Out How Much Your Rolex Is Worth
To figure out your Rolex’s value, first find the reference number (model number). This will help you know the exact model you have. Once you know that, look up how much similar watches are selling for.
Rolex shows retail prices (MSRP) on its official website, but that’s not always what your watch will sell for. Check resale platforms like Chrono24, WatchRecon, or eBay (look at sold listings) to get a better idea of your watch’s current market value.
4. Understand the Different Ways to Sell
If you sell your watch to a dealer, expect to get about 10% to 35% less than its resale value. Dealers pay less because they need to make a profit and might need time to resell it.
Popular models like the stainless steel Submariner sell fast, so the offer may be higher. But less popular models—like older Cellinis—take longer to sell, so offers are usually lower.
If you sell the watch yourself (on platforms like eBay), remember that fees and shipping can take away up to 10% of your final price—especially for high-value watches.
Can I Sell a Rolex Without the Box or Papers?
Yes, you can still sell a Rolex without the original box or papers. Many vintage Rolexes are sold “naked,” which means without packaging or documents. While you might get a slightly lower price, it won’t stop you from selling the watch.
Should I Service My Rolex Before Selling?
Usually, it’s not necessary to service your Rolex before selling it. Service can be expensive, and most buyers prefer a watch in original condition. If you do service it, try to keep all original parts—aftermarket parts can lower the value and make it harder to sell.
If you’re selling to a trusted dealer or reseller, they often handle any cleaning or repairs themselves, so you don’t have to.
Sell Your Rolex with Confidence at Great Lakes Watch
Selling your Rolex doesn’t have to be hard. When you know your model, gather any original items, and check current prices, it becomes a much easier process—and can bring in a great return.
Great Lakes Watch makes it simple. We offer expert evaluations, fair prices, and a stress-free selling process—even if you don’t have the original box or papers.
Ready to sell your Rolex?
Contact Great Lakes Watch today and let us help you every step of the way.
