For years, the conversation around the secondary Rolex market has largely centered on the same marquee names: Daytona, Submariner and GMT-Master II.
But new data from Bob’s Watches suggests some of the strongest performers may be coming from a very different corner of the Rolex catalog.
Proprietary transaction data from Bob’s Watches, comparing average values from December 2025 to May 2026, shows that smaller and traditionally women’s Rolex models are among the biggest gainers in the secondary market.
Leading the list was the 31mm Datejust ref. 6827, which increased 68.4% over the period. The Lady-Datejust ref. 6917 rose 38.6%, while ref. 179174 gained 32.2%. Lady-Datejust refs. 69173 and 69178 increased 26.7% and 25.3%, respectively.
Overall, five of the 10 fastest-appreciating Rolex references in Bob’s Watches’ data were Lady-Datejust models.
That stands out in a market where larger men’s sport watches have historically commanded much of the attention and could point to changing preferences among buyers.
“Collectors have traditionally focused heavily on the sport models, but there’s a much broader Rolex market than the Daytona, Submariner and GMT,” said Paul Altieri, founder and CEO of Bob’s Watches. “We’re seeing increased interest in smaller case sizes and references that, for a long time, didn’t receive the same attention.”
The trend also comes as smaller watches have been making their way back onto wrists more broadly. After years in which oversized watches dominated, more consumers have begun gravitating toward compact case sizes, vintage proportions and designs that can be worn by either men or women.
That shift may be particularly significant for jewelers and pre-owned watch dealers. Traditionally overlooked women’s models can represent a different entry point into Rolex ownership, while their smaller sizes may appeal to a wider pool of buyers as preferences move away from strictly gendered sizing.
It could also have implications for consumers looking to sell a Rolex. Owners of older or smaller women’s models may assume their watches are less desirable than the better-known sport references, but the recent data suggests that may no longer be the case. Before selling or trading a Rolex, Altieri recommends knowing the exact reference, researching its current market value and getting an offer from a reputable buyer that understands the secondary market.
For jewelers, that means a smaller Lady-Datejust coming across the counter shouldn’t automatically be viewed as a less desirable piece. As demand changes, watches that may have been overlooked in the past could warrant a fresh appraisal.
The recent performance doesn’t necessarily mean every smaller Rolex is poised to appreciate. Condition, age, configuration, rarity and provenance can all have a significant impact on the value of an individual watch.
Still, the numbers suggest dealers, and Rolex owners thinking about selling, may want to pay closer attention to a segment of the market that has historically lived in the shadow of the brand’s famous sport watches.
If the trend continues, the next hot Rolex may not be another oversized steel sports watch.
It may already be sitting in the women’s case.
