Hidden Gems: Rolex Models to Watch Before They Heat Up in 2025

We’ve been making a lot of predictions about what might come out of Rolex in 2025. For a bit of fun, we’re going to look at a few Rolex watches that might be great buys right now—especially if something either debuts or gets cut from the lineup. To be honest, this is all speculation. Here at Everest, these ideas are really just the kind of stuff we talk about around the water cooler (well, it’s actually the Nespresso machine).

Let’s start with the Coke GMT-Master II. If this baby shows up at Rolex's Watches and Wonders booth with a ceramic bezel, we expect the second-hand market for the original black-and-red aluminum bezel models to skyrocket (both ref. 16760 and 16710). You can find the 'Coke' 16710 under $10,000 all day on Chrono24 which seems like a total steal! 

The example pictured above has the more updated solid end link bracelet, and from the one photo, the watch looks to be in great condition. It also comes with its box and papers. According to Chrono24 data, the GMT-Master II peaked at over $15,000 a few years back, so a return of the Coke could spark a huge turnaround for this aluminum bezel version.

Next up: the Milgauss. If we see a new version debut on April 1, 2025 at Watches and Wonders, the second-hand market could see a serious bump. This iconic watch hit a peak of around $12,000 a few years ago, but we found one on Chrono24 for $7,493.

This model has been the subject of a lot of chatter on forums and online, with many expecting a return at some point. But of course, only Rolex’s design team knows what’s really coming.

Image Source: Chrono24

Lastly, if Rolex does launch a Coke GMT-Master II, it’s very possible that either the current Pepsi GMT-Master II or the Batman (black and blue ceramic bezel) could get cut from the lineup. If either of these models is discontinued, their prices will likely skyrocket. We’ve seen this before with the BLNR. In 2018, the BLNR was discontinued and instantly became wildly popular—its price surged until it was re-released in 2019. For that one year, it experienced tulip-mania-level pricing. If Rolex drops one of these colorways to make room for a new Coke version, you can expect the others to become even more desirable on the secondary market. The current market price on a BLNR GMT-Master II is right around $15,000—which seems hefty (and yes, is above retail), but at one point it was trading at nearly $22,000.

In conclusion, if you already own one of these watches—or you’re considering adding one to your collection—you might be in a great position. We’re not suggesting you buy for investment purposes, but it’s always fun to watch the market and speculate. At Everest, we love talking watches and for the better part of thirteen years we have been covering the second-hand market. This particular year could cause a lot of changes, both positively and negatively, depending on what comes out from Rolex or is discontinued.

We’re just a few days away from being on the ground in Switzerland for Watches and Wonders 2025, and we’ll be bringing you all the latest updates from Rolex and Tudor as they happen. Stay tuned for first-hand coverage from the Everest team!