Rolex Waitlists in 2025: What’s Really Going On?

For years, the idea of walking into an authorized dealer and buying a Rolex sports model has felt like a fantasy. But according to a recent study by WatchCharts and Morgan Stanley, Rolex wait times are getting noticeably shorter. The study—based on customer reports from Reddit over the past five years—shows that models like the Submariner, GMT-Master II, and Explorer are becoming easier to get. While this data is anecdotal and not a perfect science, it reflects a larger shift in the Rolex market: the frenzy is cooling, and availability is improving.

First, a Reality Check on Rolex “Waitlists”

Image Source: Bloomberg

Before we dive into the numbers, let’s set the record straight: Rolex ADs don’t have formal “waitlists.” Customers register interest, and authorized dealers allocate watches based on their own criteria—typically factoring in purchase history and whether a buyer is likely to keep the watch rather than flip it. There’s no linear queue where you simply wait your turn. That said, looking at reported wait times over several years still gives us a reasonable idea of how availability is shifting.

What the Data Shows

Figure Source: Coronet

WatchCharts’ study tracked median wait times reported by buyers on Reddit from 2020 to 2024. The Submariner’s wait time peaked at 105 days in 2023 but dropped to 60 days in 2024. The GMT-Master II, which hit 180 days in 2022, was around 90 days in 2024. The biggest change was in the Explorer, which saw wait times fall by nearly 66% over the past two years, from 90 days in 2022 to just 31 days in 2024.

This data isn’t flawless—it’s pulled from anecdotal reports, not AD inventory logs—but the trend is hard to ignore.

What’s Behind Shorter Wait Times?

Image Source: Sutherland Farrelly

The most obvious reason is cooling demand. From 2020 to 2022, Rolex demand was at an all-time high. Pandemic-era spending, social media hype, and watch speculation created the perfect storm, pushing secondary market prices through the roof. People were willing to wait years, and ADs had far more demand than supply.

Fast forward to 2024, and the secondary market has corrected. Many Rolex models that once sold for double retail are now much closer to MSRP. Flippers have moved on, and with demand normalizing, watches are naturally easier to acquire.

Is Rolex Producing More Watches?

Image Source: Rolex

A common assumption is that Rolex has ramped up production, but that’s unlikely to be the main factor—at least not yet. Rolex’s massive new Bulle production facility won’t be complete until 2029, and while the brand has opened temporary production sites in the meantime, the idea that these sites have already had a major impact on availability seems unlikely (though I could be wrong).

Rolex is a notoriously secretive company, and while they may have gradually increased output, the biggest change here is demand—not supply.

What This Means for Buyers

Rolex GMT-Master Pepsi on Curved End Rubber Strap

If you’ve been waiting years for a Submariner or GMT-Master II, this is good news. These watches aren’t sitting in cases, but they’re also no longer impossible to get. That said, the most in-demand models—Daytonas, Sky-Dwellers, and certain GMTs—are still difficult to buy, and AD relationships still matter.

Final Thoughts

The Rolex market isn’t what it was two years ago. Wait times are dropping, demand is stabilizing, and while Rolex watches are still hard to buy at retail, they’re not as impossible as they once were.

Header Image Source: Oneluxe