According to Luxe.net, the Rolex Datejust 31 gained 68% in value in six months on the pre-owned market. What this really says about the secondary market, resale and the long-term value of a watch, and how to secure a purchase or sale.
Watches · Secondary market · October 2026
A steel watch said to rise faster than a stock index: the figure is circulating and it fascinates. Before seeing it as an investment, it is worth understanding what really drives a watch's value on the pre-owned market, and what protects it.
The headline figure: +68% in six months
According to Luxe.net, the Rolex Datejust 31 saw its pre-owned value rise by 68% in six months. We have not been able to verify this independently: it should be read as a market observation attributed to its source, over a short period, not as a guaranteed trend.
The phenomenon itself is real: some highly sought-after references, hard to obtain new from boutiques, trade above retail on the secondary market. The Datejust 31, a size long considered "ladies", benefits from the return of mid-size cases and unisex demand.
Why a watch can gain value
Managed scarcity
Major manufactures produce controlled quantities and allocate pieces to authorized dealers. When demand exceeds supply, it shifts to the pre-owned market, where price reflects what a buyer will pay for immediate availability.
Reference, dial, condition
Two watches of the same model do not have the same value. Exact reference, dial color, bracelet, year, case condition (polished or not) and original box and papers move the price considerably. A documented full set always resells better.
Traceability
On the secondary market, value depends on trust: authenticity of every component, service history, provenance. A watch without papers or with replaced parts loses a significant share of its value.
Investment or heritage object? The limits
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Request a confidential consultationComparing a watch with the stock market is tempting but misleading. A watch pays no dividend or interest; its value depends on trends, production decisions and market liquidity. Prices can fall as fast as they rose: the secondary market has seen sharp corrections in recent years on several heavily speculated references. Transaction, insurance, servicing costs and tax on disposal must also be considered.
A sensible approach is to buy a watch you enjoy wearing, in the best possible configuration with complete documents, and to treat any gain as a bonus rather than a goal.
Reselling a watch properly
- Gather documents: box, warranty card, invoices, service history.
- Have it appraised before listing, to know its real condition and original parts.
- Choose the right channel: discreet private sale, recognized specialist dealer, or auction house for rare pieces.
- Secure the transaction: buyer verification, confirmed payment before handover, insured transport.
AC PRIVATE watch sourcing
Our watch concierge helps collectors find specific references, new or pre-owned, from verified sources, with authenticity and documentation checks, and can arrange a discreet sale. For the most requested brands, see Rolex, Patek Philippe, Audemars Piguet and Richard Mille.
If you want a new Rolex, read our guide How to get a Rolex without the waiting list.
Frequently asked questions
Is a pre-owned Rolex a good investment?
Some references gain value on the secondary market, but nothing is guaranteed. Prices can fall, and servicing, insurance, transaction costs and tax must be considered. A watch is first an object to wear; any gain is a bonus.
Did the Rolex Datejust 31 really gain 68% in six months?
That is the figure reported by Luxe.net for the pre-owned market. We have not verified it independently and it covers a short period, so it should not be extrapolated.
What determines the value of a pre-owned watch?
The exact reference, dial, case condition, year, original box and papers, service history and authenticity of every component.
How can I resell a luxury watch safely?
Gather documents, have the watch appraised, choose a recognized channel and secure payment and transport. AC PRIVATE can arrange a discreet sale.
Can AC PRIVATE find a specific reference?
Yes, our watch sourcing service searches for new or pre-owned references from verified sources. Describe the watch in the form on this page and an advisor will contact you.
Disclaimer: this article is for information only and is not investment advice. Pre-owned watch values can fall as well as rise; past performance is no guarantee of future results. Datejust 31 figure: source Luxe.net, not independently verified. Rolex®, Datejust®, Patek Philippe®, Audemars Piguet® and Richard Mille® are trademarks of their respective owners; AC PRIVATE - A List concierge is an independent concierge, neither an authorized dealer nor affiliated with these brands. Contact: [email protected] · +33 3 56 89 46 53.
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Alexandre Emmelin
Founder, AC PRIVATE - A List concierge
Alsatian entrepreneur, Alexandre founded AC PRIVATE - A List concierge with one conviction: true luxury is reclaimed time. He personally leads the most sensitive missions and writes a monthly editorial sharing his vision of exceptional concierge service.
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