I'll point out that's not true with all Rolexes. Depending on which Rolex you purchase, it may very well appreciate over time. Rolex occasionally tweaks aspect

I'll point out that's not true with all Rolexes. Depending on which Rolex you purchase, it may very well appreciate over time. Rolex occasionally tweaks aspects of its various models. For example, a 2015 Submariner has larger lugs, larger hour markers, and branded rehaut compared to a 2001 Rolex. This makes newer Subs look different and, for some collectors, makes the older models more desirable. Pepsi Subs and the Paul Newman Daytona are both good examples of watches that have become collectable and whose value today greatly exceeds initial purchase price + inflation.