Must-Have Men’s Watches Still Selling Over Retail in 2024

In today’s watch market, you can usually tell which timepieces are the hottest by looking at those fetching the biggest premiums over retail price. Despite the well-publicized recent overall decline in luxury watch prices, there are plenty of must-have men’s watches selling for well over MSRP. In this article, we’ll dive into the top 10 watches selling above retail in 2024.

The Obvious Must-Have Men’s Watch: Rolex Daytona Panda (Ref. 126500LN)

MSRP: $15,100
Sep. 2024 Market Price: $33,500

The Rolex Daytona Panda is an obvious choice for any list of watches selling over retail. Steel Daytonas have been relatively hard to get for decades, and especially so since the first steel Daytona with a ceramic bezel insert was released in 2016 (ref. 116500LN). The “panda dial” is particularly sought after. If you’re looking to get on the Rolex waiting list for a Panda Daytona, you can expect a very long wait–if an authorized dealer will even take your name down at all.

The current version (ref. 126500LN) was released in 2023 and although it briefly sold for $50,000, its fair market value is more like $33,000 today. So although the hype has declined, these are still watches that sell way above their retail price of $15,100.

Must-Have Men’s Watch from an Unexpected Brand: Konstantin Chaykin Minion Watch

MSRP: ~$15,500 (2021 steel version, 38 pieces), ~$21,000 (2023 titanium version, 99 pieces)
Sep. 2024 Market Price: $40,000

This whimsical watch from Konstantin Chaykin was an unexpected smash hit. Both the original steel version from 2021 and the newer titanium version of the Wristmons Joker Minions watch go for $40,000–around double their retail prices. It’s not hard to see the appeal, and with only 137 made total, you won’t see many around.

Rolex Pepsi GMT (Ref. 126710BLRO)

MSRP: $10,900 on Jubilee Bracelet
Sep. 2024 Market Price: $21,500

The Rolex Pepsi GMT is another fan favorite, though its price has seen some turbulence. Rolex Pepsi discontinuation rumors spiked prices up to $28,000, but when those proved false, the market value dropped back to the low $20,000s. Now, with limited availability on the secondary market, the watch tends to sell between $21,000 and $22,000.

Patek Philippe Nautilus 5980/60G White Gold

MSRP: $78,950
Sep. 2024 Market Price: $215,000

This distinctive denim-clad release from Patek Philippe has quickly made its mark. With a retail price of $78,950, this watch is already trading well above $200,000. Historically, Nautilus models perform exceptionally well, with long-term value retention, and this model seems set to follow suit.

More on Patek Philippe:
Patek Philippe Cubitus: All the Rumors
Audemars Piguet vs. Patek Philippe
Hands-On Review: Patek 7118, The Ultimate Ladies’ Nautilus
What is the Price of a Patek Philippe Nautilus in 2024?
Discontinued Patek Philippe Watches in 2024

Tudor Black Bay Chrono Pink

MSRP: $5,675
Sep. 2024 Market Price: $10,200

The distinctive Tudor Black Bay Chrono Pink has garnered a lot of attention. Rumored to be a one-time production, its pink hue has been compared to both Barbie and bubblegum. The watch is listed at $5,675 but was seen trading for around $14,000—roughly 2.5x retail price. When the pink dial was added to Tudor’s website as a regular model, though, prices dropped a bit. Plus, there’s an even newer colorway to compete with–the Tudor Black Bay Chrono Blue. But the Black Bay Chrono Pink is likely to remain a hot commodity and has stabilized around $10,000 for now.

Patek Philippe Aquanaut 5164G

MSRP: $63,040
Sep. 2024 Market Price: $130,000

The blue Aquanaut Travel Time ref. 5164G, one of the 2024 Patek Philippe releases, is unsurprisingly among the latest watches trading well above retail. With a market value around $130,000, it’s in line with other hot watches that trade at more than double their retail value. This model’s distinctive greyish-blue color makes it a standout in the collection.

The Must-Have Steel Men’s Watch of 2024: Rolex GMT-Master II “Bruce Wayne”

MSRP: $10,900 on Jubilee Bracelet
Sep. 2024 Market Price: $19,000

One of the latest Rolex nicknames, the “Bruce Wayne,” refers to the 126710 GRNR GMT-Master II with a grey and black bezel insert. It was the only stainless steel model among the 2024 Rolex releases, so its price went crazy briefly, but has stabilized around $19,000.

Audemars Piguet Royal Oak Perpetual Calendar “John Mayer”

MSRP: $180,700
Sep. 2024 Market Price: $400,000

This highly coveted Royal Oak model, dubbed the “John Mayer,” is a collaboration between the famous musician and Audemars Piguet. With a retail price of $180,700, it’s currently trading closer to $400,000. Its rarity and unique Crystal Sky dial have made it a top-tier collectible. Out of all the watches named after John Mayer, this is the most impressive.

Rolex Daytona “Le Mans”

MSRP: $51,400
Sep. 2024 Market Price: $230,000

Rolex caused a stir with the release of the white gold Daytona “Le Mans” in 2023, and then they promptly discontinued it. Its market price skyrocketed to $250,000—five times its retail value–and has only pulled back slightly. Rolex’s limited production of this model ensures its status as a rare and highly sought-after piece. A yellow gold Le Mans Daytona was among the 2024 Rolex releases, and it would probably go for over $300,000 because it seems even rarer.

The Must-Have Iced Out Men’s Watch: Rolex Rainbow Daytona

MSRP: ~$190,000
Sep. 2024 Market Price: $475,000

Rolex’s 2024 Rainbow Daytona release was a bit unexpected, but what’s not unexpected is these watches going well over retail. Ref. 126595 RBOW in rose gold was the first third-generation Rainbow Daytona to be seen publicly but white gold and yellow gold versions will likely be popping up soon, all with market prices in the half-million ballpark (at least double their MSRP).

More on the Rolex Daytona:
What is the Price of a Rolex Daytona in 2024?
The Rare and Cheerful Rolex Daytona Beach Collection
Rolex Surprised Everyone with the 2023 Daytona Le Mans
How Much Can I Get For My Rolex Daytona?
Best Alternatives to the Rolex Daytona

Must-Have Men’s Watches: In Conclusion

Although you probably expected several Rolexes on this list of must-have men’s watches that still sell over retail, perhaps you didn’t expect a Minions-themed watch with an ETA movement. Any brand is capable of making watches that sell over retail if they deliver products that excite customers. The Grand Seiko Heritage “Autumn” Limited Edition SBGH269 goes for about 5-10% over retail, for example.

And although Bulgari watch prices are often deeply discounted secondhand, the Octo Finissimo “Sketch” Chronograph GMT (ref. 103673) usually trades just above its $20,000 retail price. Plus there’s the latest Omega Snoopy Speedmaster, which has come down in price a bit–but it still trades around 1.5x its MSRP of $10,600. This is far from an exhaustive list of over-retail watches though. If you have a favorite that we missed, let us know in the comments!