Rolex Demand Spikes On Resale Markets Following Discontinuation Announcement

Following Rolex’s recent discontinuation announcement at Watches & Wonders, there was an immediate shift in demand on eBay, particularly for some of the brand’s most recognisable models.

New eBay data shows:

• Searches for the Rolex Submariner “Cookie Monster” increased by 66% day-over-day
• The Rolex GMT-Master II “Pepsi” saw a 46% uplift in searches

Both models are highly distinctive, nickname-driven pieces with strong collector appeal, and the spike highlights how quickly the pre-loved market reacts to changes in primary supply.

This kind of momentum also reinforces a broader dynamic: as demand for iconic luxury watches rises, so does the importance of trust, provenance and transparency in the buying process.

eBay has recently strengthened its Authenticity Guarantee service for luxury watches, now integrating Enquirus, the world’s largest database for lost and stolen watches – directly into the authentication process in the US, UK and Germany.

The service includes a comprehensive multi-point inspection by independent experts, verifying key details such as brand, model, movement and reference number, alongside a structured condition assessment. Watches are only shipped once these checks are successfully completed and arrive with an authentication card and a QR-linked digital record, providing an additional layer of transparency for buyers. The integration of Enquirus further enhances this process by ensuring that each watch is also checked against a global database of lost and stolen items.