Submariner: Rolex’s Iconic Billion Dollar Watch

Rolex has, for the first time, disclosed production figures for its iconic Submariner. A report by Subdial, a UK-based pre-owned watch platform, estimates the total market value of all Submariners ever made at nearly $50 billion (1 trillion CZK).

Source: Watchbook

Between 1953 and 2020, Rolex produced almost four million Submariners and Sea-Dweller derivatives. At current prices, these watches are valued at $46 billion, with post-2020 models pushing the total closer to $50 billion, according to Bloomberg.

 

First introduced in 1954 as a dive watch with 100-meter water resistance, the Submariner is now a status symbol often seen on the wrists of financiers. Its modern design retains much of the original 1953 aesthetic.

Source: Watchbook

The Submariner rose to fame as James Bond’s watch, worn by Sean Connery in Dr. No and From Russia with Love. Subsequent Bond actors, including Roger Moore and Timothy Dalton, also sported various iterations.

Eric Wind, a vintage watch expert, notes that rare Submariners often hold value better than other Rolex models. Subdial estimates nearly four million Submariners still exist, though some are lost or non-functional.

 

Rolex leads the luxury pre-owned market, projected to reach $35 billion (792 billion CZK) annually by 2030. Despite launching a certified pre-owned program, only 1% of Rolex watches are resold at any time.