Our Journal

All audermarspiguet belcanto blackbay blancpain breguet cal321 calatrava cartier christopherward chronograph debethune editorspick edwhite fiftyfathoms german gmtmaster gondolo grandseiko kermit kudoke luminor MAD1 moonwatch nautilus omega panerai patek patekphilippe rolex royaloak santos speedmaster springdrive starbucks submariner tudor Zenith
Editors Pick : Buying New vs Pre-Owned: What Type of Rolex Buyer Are You in 2025?

Editors Pick : Buying New vs Pre-Owned: What Type of Rolex Buyer Are You in 2025?

After thirteen years of helping clients find their perfect Rolex, one thing has become clear: people don’t just buy watches — they buy reasons. And those reasons almost always determine whether they choose something brand new, or beautifully pre-owned.

The Rolex market in 2025 is far more balanced than the frenzied years that came before. Prices have stabilized, confidence has returned, and buyers now have more freedom — freedom to choose how they buy, and more importantly, why they buy.

From our experience at Swiss Connection Watches, Rolex buyers tend to fall into three distinct groups. Each one views new and pre-owned differently — not right or wrong, just guided by purpose.