For years, buying a new Rolex has seemed like an impossible dream due to limited availability from authorized dealers and skyrocketing prices in the secondary market. However, the situation may be shifting.

Recent data indicates that the market for clone Rolex watches is easing up, potentially making it easier for enthusiasts to find their dream watches at more reasonable prices. Rolex, known for its steady production, has been increasing output to meet the high demand, while the once-red-hot secondary market has cooled down considerably.

Falling Rolex Prices

A report from Morgan Stanley, which monitors the luxury watch market, shows that prices for pre-owned Rolex models have dropped. According to WatchCharts, the secondary market for watches, which reached its peak in early 2025, has been on a steady decline. Prices for used watches fell by 2.1% in the second quarter of 2025, marking the ninth consecutive quarter of declining prices. While luxury brands like Patek Philippe, Audemars Piguet, and Vacheron Constantin saw sharp declines, Rolex prices also dropped by 7.2%.

Interestingly, other brands, such as Montblanc and Hamilton, bucked the trend and saw slight price increases.

Reasons Behind the Price Decline

The price drop in the secondary market is driven by several factors. Rolex has increased its supply of new watches, which has reduced the resale value of used models. Fewer individuals are purchasing new Rolexes solely to resell at inflated prices, likely due to Rolex’s rising suggested retail prices, which make flipping watches less profitable.

Additionally, anecdotal reports suggest that waitlist times for popular models like the GMT-Master II, Submariner, and Explorer have shortened. This implies that Rolex has managed to increase stock availability, which in turn eases pressure on the secondary market.

Rolex’s Control Over the Secondary Market

Another contributing factor may be Rolex’s own moves within the secondary market. The brand launched its Certified Pre-Owned (CPO) program and acquired its largest retail partner, Bucherer, which could be helping Rolex exert more control over the prices of second-hand models. Although Rolex insists that its dealers have autonomy in pricing, these moves indicate a tightening grip on how its models are sold in the pre-owned market.

Is It Time to Buy a Rolex?

If you’re considering purchasing a new replica Rolex, now may be a good time. Prices are rising, but availability is improving, and with production ramping up, buying directly from an authorized dealer is becoming more feasible.

For those eyeing a pre-owned Rolex, it might be worth waiting. With prices on the secondary market continuing to drop, holding off could result in significant savings down the line.