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31 May

Detailed Analysis Of Rolex vs. Omega’s Performance On The Pre-Owned Market

The world of horology is an extremely competitive arena where only the best survive. Omega and Rolex are two brands that have set the benchmark for excellence. The iconic brands have been at the pinnacle of watchmaking for generations, leading to many questions – which is the best?

Both brands are at the top of their game in the Swiss watch space, symbolising status, prestige, and respect. Furthermore, each has its own qualities, identity, and specialism that make it stand out from the rest of the watchmaking world.

But which brand performs better when it comes to resale value, value retention on the pre-owned market and overall market presence?

Whether you’re a seasoned collector or a novice looking to make a smart investment, this blog aims to provide valuable insights into which brand reigns supreme in the secondary market.

Rolex or Omega: Which Holds Better Value?

When buying an expensive watch, it’s important to consider what you can expect to get back from it later. Both Rolex and Omega watches provide value for money, but when compared, we have a clear winner.  

  • Rolex – Exceptional Value Retention

Regarding holding value on the pre-owned market, Rolex is unequivocally the best! There are no exceptions. Due to their brand reputation, limited availability, premium quality, and high desirability, Rolex watches not only hold but certain models even appreciate in value. Iconic Rolex models like the GMT-Master, Submariner, and Daytona often appreciate over time, selling at incredibly high prices on the secondary market.

Rolex’s unmatched popularity amongst other luxury watch brands keeps its resale prices high. Whether a popular model or common Rolex iterations, all Rolex watches hold value exceptionally well, which is why they are often passed on for profit.

  • Omega – Strong Yet Varied Resale Value

Omega watches also perform well in terms of resale value, though not as uniformly as Rolex. The best-performing Omega fetches a higher average resale value than the worst Rolex. However, Omega holds a better resale value compared to other watch brands, especially the special edition watches or popular Omega models like the Speedmaster ‘Moonwatch’ and the Seamaster. Omega’s commitment to quality, precision and innovation ensures that their watches represent a good investment.

While Rolex and Omega both make sound investment options, Rolex dominates the pre-owned market.

Before you question..

Which are the best Rolex watches to invest in right now?

  • Rolex Submariner Ref. 116610LN
  • Rolex GMT-Master II Ref. 16710
  • Rolex Day-Date Ref. 118238
  • Rolex Daytona Ref. 116520

Which are the best Omega watches to invest in right now?

  • Omega Seamaster 300M James Bond 60th Anniversary Ref.
  • Omega Speedmaster Professional Moonwatch Ref. 310.
  • Omega Speedmaster ‘Silver Snoopy’ Ref. 310.
  • Omega Speedmaster Apollo Anniversary Series Ref. 310.


In the battle of the two watch giants on the pre-owned market, Rolex and Omega have a unique appeal. However, Rolex’s high demand and unmatched brand prestige fetch the watches an exceptional resale value, making it a dominant force.

On the other hand, Omega, with its rich history, innovative elements, and growing popularity, makes a compelling alternative.

Whether you lean towards Rolex’s timeless allure or Omega’s pioneering legacy, both brands provide exceptional value and enjoyment to collectors and enthusiasts alike. As the secondary watch market continues to evolve, the stories of these two horological titans will undoubtedly remain intertwined.

Instead of spending the whole day weighing the pros and cons, remember there’s no end to it. What truly matters is finding a model that makes you happy, be it Rolex or Omega. Pick the watch that caters to your personal taste, preference, budget, and desired style.

Here at Luxbrokers, we offer a wide range of pre-owned Omega watches, and pre-owned Rolex watches at competitive prices. Why don’t you take a look and see which brand is best for you? You can visit in-store to try the watches in person. For assistance, call 0207 123 5081.

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