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It's very difficult to buy a Rolex from offline retailers. At the same time, demand is extremely high, which in turn drives prices upward. Rolex is renowned for their premium quality, high precision, and innovative designs. As a result, Rolex watches enjoy tremendous prestige and are often considered status symbols. What's more, Rolex models are highly likely to increase in value, which also contributes to the brand's appeal.
The Rolex Daytona Ref. 6263 fetched 17.8 million USD at auction in 2017, and is therefore the most expensive Rolex of all time. This model is also known as the Paul Newman Daytona, as it was the Hollywood actor and race car driver's watch of choice. The Daytona was given to him by his wife Joanne Woodward in 1969. The case back is engraved with the loving message, "Drive Carefully Me."
Prices for Rolex watches start at around 2,000 USD. This amount will get you a pre-owned model in stainless steel. Premium models like the Daytona Rainbow can cost over 1 million USD. The Submariner Date is one of Rolex's most popular watches. The current reference 126610 costs around 15,500 USD new on Chrono24.