Buying a new Rolex watch has become a big task even in 2024 when the watch market has declined. Rolex dealers are notoriously difficult to read or understand when purchasing a particular model, such as the Steel Submariner Date, the Everose Gold Day-Date, or even the popular flagship Datejust. For Rolex enthusiasts, this can be daunting. However, there is a way to avoid the Rolex waiting list and get your dream model in time without having to buy anything else from a store.
Why is the demand for Rolex watches so high?
Since its founding in 1905 by Hans Wilsdorf, Rolex has been a crucial player in the Swiss watch market. However, Rolex is a somewhat obscure luxury watch brand when it comes to buying from them. Every buyer has different experiences with Rolex, some great and some bad, depending on whether you have previously established a relationship with authorized dealers. The high demand for Rolex watches is primarily due to several things, including rarity, lack of brand openness, and decent resale value, which have come under scrutiny by watch enthusiasts in recent years.
How long is the waiting period for a Rolex watch?
According to several sources, the wait time is generally around six months for a Rolex, but can be up to two years. However, this does not guarantee that you will get the Rolex you want. You may receive a call for a Rolex watch they are simply trying to get rid of, which may be as simple as an Air King. If you're expecting a more expensive watch, like the Day-Date, you'll likely be disappointed.
Specific Rolex models and their waiting lists
If you are looking to purchase specific models such as the Rolex Daytona “Panda” or the Rolex Datejust “Hulk,” the wait to purchase your specific watch from an authorized Rolex dealer may take longer. A typical Rolex store doesn't specify specific times for specific models, but here are the standard queue requirements and timelines if you're keen on purchasing luxury watch brands.
| Rolex model | Waiting list/requirements |
| Rolex Datejust 126334 | 1 year |
| Rolex Submariner 126610LN | 2 years + potential purchase date |
| Rolex Day-Date 40 228235 | Significant purchase history |
| Rolex Daytona Panda 116500LN | Significant purchase history |
Tips for purchasing a Rolex watch from authorized dealers
With Rolex being a hard brand to come by in the crowded luxury watch market, there are some tips to increase your chances when it comes to purchasing a brand new Rolex.
- Communicate with your ad about the specific model you are purchasing
- Develop the relationship by purchasing other models or jewelry
- View your purchasing history with other merchants
- Follow up on your initial meeting; Don't let them forget you
- Present yourself as a professional and watch enthusiast
- Learn some facts about your dream watch
- Finally, be patient. Getting a Rolex is a waiting game.
Buy a used Rolex
For those who are bored with the waiting list, you can choose to buy a used Rolex watch from online watch dealers or trusted personal stores that specialize in Swiss watches. This includes older Rolex models like the Day-Date 36mm, the Rolex Datejust 1601, or even the Submariner 16610 with date. It is true that even on the gray market, some Rolex models will be easier to access than others.
For example, a Rolex Oyster Precision watch, which costs around £3,500, is readily available, while a Daytona 16520 from the late 1990s will be more difficult to come by. This is solely due to trends and demand for watches produced less than others.
If you choose a used Rolex watch, be sure to pay attention to several things:
- Original documents, such as boxes and papers
- Trader history
- Watch status
According to jewelry expert Miltons Diamonds, you should also check your Rolex watch's serial number, which should be 4 to 8 characters long. You must indicate the serial number with the documents provided, as poor fake or forged documents can be submitted to close the sale.
Final thoughts
Typical watch enthusiasts may be critical of the price points and wait times when purchasing a new Rolex watch. However, the ever-increasing demand for Swiss watches will continue to grow among luxury watch collectors even in 2024. If you are starting to search or inquire with your local authorized dealer, we recommend that you take a look at the tips above for assistance.
Always make sure you buy the model you want, even if you can upgrade later. Rolex is notorious for preventing their watch sellers from ever buying a new watch again, so if you might want to sell it anytime soon, be careful which route you take when purchasing your first Rolex.
