‘Aspiration’ is a word that is often used when we talk about watches. Something that shows others who we are, where we’re at, and the direction we’re heading in. What a Rolex says is something a little different, things like ‘I’ve made it’, ‘catch me if you can’ and ‘I bet you wouldn’t mind being me?!’
Although most people will associate Rolex watches with Switzerland like the majority of major watch manufacturers, the brand was actually founded in London, England, in 1905. Back then the company was called Wilsdorf and Davis. It wasn’t until after the First World War in 1919 when the company upped sticks and moved to the more neutral (and more tax-friendly!) surroundings of Geneva that the watchmaker took on the name it is so fondly known as today.
Since those humble beginnings, Rolex has led from the front in terms of design and innovation. In 1926, they produced the world’s first-ever waterproof watch, the Oyster, with its airtight casing that ensured optimum movement when in and around water, and even sat on the wrist of Mercedes Glieitz as she swam for 10 hours non-stop across the English channel. This flirtation with swimming propelled Rolex into other sports and even aviation – and was seen by many during the era as the innovative timeteller for innovative times.
In more recent years, Rolex has been about perfecting their creations, incorporating small, yet effective, details into their designs to maximise functionality, practicality and overall aesthetic – whilst testing the limits of an everyday watch.
Related Stories
These days, Rolex is perhaps the world’s most iconic luxury brand and one of the world’s biggest watchmakers. It’s certainly the most popular watch brand in Australia, according to aftermarket data.
It’s estimated that Rolex produces somewhere in the region of 1 million watches a year – a staggering statistic considering you couldn’t walk into a boutique today and pick up a new model for all of King Midas’ gold. Waiting lists for popular models can extend into the years.
If there’s a particular model you’re after, we recommend scouting out your retailer of choice, building up a relationship, and being patient. But of course, you can always opt for the aftermarket, like the rest of Rolex enthusiasts these days. Whichever route you take, here’s our list of the best Rolex watches to buy in 2025.
Best Rolex for investment or resale
Rolex GMT-Master II ‘Pepsi’
Reference Number: 126710BLRO-0002
Case Size: 40mm
Material: Oystersteel
Bracelet: Oyster
Price: $17,150 AUD
The Rolex GMT-Master II ‘Pepsi’ is one of the most coveted Rolex models – even people who don’t know anything about watches have heard of the ‘Pepsi’. The nickname (which, by the way, is totally unofficial – you’ll never hear Rolex calling it a Pepsi) comes from its red and blue bezel. These days, the GMT-Master II comes in a number of different bezel colour combinations, but red and blue is the OG colourway.
It’s a GMT watch, which means it can tell the time in multiple time zones – a very practical complication, especially if you travel frequently. Indeed, the watch was originally designed in collaboration with Pan American Airways (maybe Frank Abagnale owned one) for use by their pilots and navigators back in 1954.
IMHO, the Pepsi GMT or Daytona are the ‘best-looking’ Rolex watches available today and great for resale as everyone wants them, even in a bad economy.
Best Rolex for your First Rolex
Rolex Submariner Date
Reference Number: 126610LN
Case Size: 41mm
Material: Oystersteel
Bracelet:
Price: $16,450 AUD
The Rolex Submariner is arguably the most recognisable watch on the planet – a classic Rolex, first introduced in 1954, it was the first watch on the market to boast a water resistance of 100m.
Featuring a black Cerachrom bezel insert and a sleek black dial with large luminescent hour markers, it’s designed to be as functional underwater as it is stylish above it, and while few professional divers wear Submariners on the job these days, it remains one of the most popular luxury dive watches on the market.
The ‘no date’ alternative is a great watch for under $15,000, provided you can get one.
Best Rolex for Smaller Wrists
Rolex Oyster Perpetual 36
Reference Number: 126000-0001
Case Size: 36mm
Material: Oystersteel
Bracelet: Oyster
Price: $9,700 AUD
Oyster Perpetual, Rolex’s entry-level model. Available in a wide variety of case sizes, dial finishes and materials, it’s a no-nonsense time-only piece that is as close to ‘affordable’ as a Rolex gets.
If you’ve got a smaller wrist or prefer a more understated look, this plain jain in a 36mm case is the Rolex for you. Its minimalist dial and pared-back design make it the ultimate everyday watch, with no date window or cyclops to clutter things up. But actually, that’s what makes it so cool. It’s the epitome of stealth wealth.
Best Rolex for Car Enthusiasts
Rolex Cosmograph Daytona Ghost
Reference Number: 126519LN
Case Size: 40mm
Material: White gold
Bracelet: Oysterflex
Price: $53,600 AUD
Ahh, the Daytona. Rolex’s famous chronograph is inarguably the brand’s most sought-after model and waiting lists for stainless steel examples like this one are as much as 5 years long.
For motor enthusiasts, the Rolex Daytona ‘Ghost’ is a grail watch if there ever was one. The sleek, monochromatic look of this model gives it an almost stealthy presence, yet it’s instantly recognisable to those in the know. As it happens, Paul Newman’s personal Rolex Daytona holds the record for the most expensive Rolex and third most expensive watch ever, having sold at auction back in 2017 for a whopping $17.75 million USD (~$27.5 million AUD).
Best Rolex for Businessmen, deal makers & real estate agents
Rolex Day-Date 40
Reference Number: 228235-0055
Case Size: 40mm
Material: Everose gold
Bracelet: President
Price: $69,200 AUD
If you’re a businessman (or aspire to look like one), the Rolex Day-Date 40 in 18-carat Everose Gold is the pinnacle of luxury. Often referred to as the ‘President’s Watch’, this piece oozes authority, sophistication, and just the right amount of swagger. In fact it’s the watch of choice for President Trump.
The Day-Date doesn’t just tell the time, it tells the room how valuable your time is. It spells out the full day of the week and date, for the professional man who needs a luxury timepiece to match his lofty ambitions. Pair that with the warm hue of Everose Gold and the iconic President bracelet, and you’ve got yourself a watch that says, “Thank you for waiting.” Not, “Sorry, I’m late.”
Best Rolex dress watch for suits and tuxedos
Rolex 1908
Reference Number: 52506
Case Size: 39mm
Material: Platinum
Bracelet: Alligator Leather Strap
Price: $48,600 AUD
The Rolex 1908 isn’t your typical sporty number. Of course, it boasts the same inherent luxury as your other Rolex timepieces, but the 1908 is haute horlogerie at its finest.
This piece’s slim, polished case and classic leather strap are classic hallmarks of the best dress watch for men: Understated, sophisticated, and steeped in heritage. Pair the 1908 with a sports watch like the Submariner or GMT-Master II and your burgeoning collection is starting to take shape.
Best Rolex for everyday wear… also a great entry watch
Rolex Datejust 41
Reference Number: 126334
Case Size: 41mm
Material: Oystersteel and White Gold
Bracelet: Jubilee
Price: $16,950 AUD
The Rolex Datejust 41 is a quintessential everyday timepiece that effortlessly blends timeless design with modern functionality. It’s without a doubt, the best Rolex for everyday wear thanks to the stainless steel and white gold construction that adds a touch of luxury, while the Jubilee bracelet provides the necessary comfort for repeated use.
You can trace this particular model’s lineage back to 1945, when it earned the enduring title as the world’s first wristwatch with a date display – something we take for granted in today’s iterations, but it’s historical spot in Rolex’s catalogue has kept the Date-Just as a mainstay in the Swiss brand’s collection for the decades that followed.
Best Rolex for around $20,000 – and sailors
Rolex Yacht-Master 42
Reference Number: 226627
Case Size: 42mm
Material: RLX Titanium
Bracelet: Oyster
Price: $22,600 AUD
At around the $20k mark, the Rolex Yacht-Master is hard to beat. This model in RLX titanium is an ultra-premium in the Yacht-Master collection, first setting sail in 1992 to cater to sailors and boating enthusiasts who wanted to create some waves on their wrist too.
The 42mm RLX Titanium model is a modern evolution, introduced as a lightweight, durable alternative to traditional metals like the brand’s patented Oystersteel. It’s the perfect watch for Australia’s active lifestyle, but just be sure you check your wrist on this one – it’s so light you wouldn’t even notice if it accidentally went overboard.
Best Rolex for Women
Rolex Datejust 31
Reference Number: M278271-0024
Case Size: 31mm
Material: Everose gold
Bracelet: Oystersteel
Price: $22,400 AUD
Part of the legendary Datejust family introduced in 1945, this 31mm model in Everose gold offers a more compact and elegant version tailored to women who love a touch of bling with their timepieces.
Take a look at that Jubilee bracelet, offering a two-tone Everose Rolesor construction. Or the rosé colour, diamond-set dial with classic Roman numeral dial details boasts a timeless charm. It’s hard to look beyond this model for its inherent appeal and versatility; the best Rolex for women.
Best Rolex for pilots and aviators
Rolex Skydweller 42 White Gold
Reference Number: 336239
Case Size: 42mm
Material: White gold
Bracelet: Oysterflex
Price: $71,400 AUD
Regarding Rolex watches made for the air, there are two models: the Skydweller and the Air King. The Air King is a great pilot’s watch, and yet we’re inclined to lean toward the mighty Skydweller simply for its presence on the wrist.
If we were pilots, we would opt for the Oysterflex bracelet and white gold combination, and it’s not as flashy as the alternative options Rolex offers. Paired with a white dial for legibility, the Skydweller says a lot without being Everose or Yellow gold. With a 42mm case, it packs a punch on the wrist and will get attention for all the right reasons.
Best Rolex Under $10,000 – the cheapest men’s Rolex
Rolex Oyster Perpetual 36
Reference Number: 126000
Case Size: 36mm
Material: Oystersteel
Bracelet: Oystersteel
Price: $9,700 AUD
If you’re on a budget and don’t mind what Rolex you have, just as long as it’s a Rolex, then the Oyster Perpetual 36 is a no-brainer.
Finished in Oystersteel with a matching bracelet, you’re getting stunning what that’s more on trend for smaller faces. At 36mm it won’t be everyone’s cup of tea, but with it’s stunning black dial and smooth bezel, it will feel right at home for the right buyers.
If the 36mm is too small, just upside your order to a Rolex Oyster Perpetual 41mm for just a few thousand more. Grab the Celebration motif as it’s a total vibe.
Find your nearest Rolex Boutique or shop secondhand at Chrono24.
