Three Smart Rolex Buys for the 2025 Holiday Season

Maybe you’re shopping for yourself, hunting for a gift, or deciding how to use a Christmas bonus. If Rolex — or Tudor — is on your mind, a few references make particular sense right now. I’ve chosen the following three watches for their value, wearability, and overall design; there are plenty more out there, which I encourage you to explore.

Rolex Day-Date 36 (ref. 18238)

Rolex Day-Date 18238 with Silver Dial. Image Source: Lunar Oyster

The Day-Date remains Rolex’s most prestigious model, and the classic 36 mm ref. 18238 is exactly what many people picture when they think “gold Rolex.” Prices have eased noticeably in recent months: it’s no longer unusual to find strong examples below £16,000, with many sitting around £14,000–£15,000 depending on dial, condition, and bracelet stretch. For a full-gold Rolex on a President bracelet with a sapphire crystal and the practical double-quickset movement, that’s exceptional value.

Rolex Day-Date 18238 with Black Dial. Image Source: Watch Chest

When you’re assessing an 18238, focus on the traits you’ll actually live with: honest case lines, a bracelet that hasn’t sagged, and a dial that fits both your taste and the watch’s era. For a 1990s Rolex, box and papers are “nice to have” rather than essential. The 36 mm case wears smaller than modern tastes might suggest, but the density and visual presence of gold prevent it from feeling slight. If you’ve always wanted to own and wear a gold Rolex, this price point for a solid-gold Day-Date is hard to ignore.

Tudor Submariner “Snowflake” (ref. 7021/0, blue dial)

Image Source: Menta Watches

The Tudor Submariner 7021/0 doesn’t say Rolex on the dial, but it hails from a time when Tudor and Rolex shared far more than ownership. The case, crown, and bracelet were Rolex-made, and the movement inside was a dependable ETA workhorse. The blue-dial “Snowflake” became one of the most distinctive dive watches of the 1970s, defined by its square markers, bold hands, and a shade of blue that develops remarkable character over time.

Today prices vary widely — from the £7,000–£7,500 range for honest examples with service parts to around £12,000–£13,000 for clean, original sets. According to ChronoPulse, average prices have fallen roughly 20 percent over the past three years, reflecting a market correction rather than decline. As ever with vintage pieces, condition drives everything.

Tudor Submariner 7021/0 with faded "ghost bezel." Image Source: The Watch Club

If you’re shopping for a Snowflake, think about overall presentation instead of chasing paperwork or perfection. Matching lume on the hands and dial, crisp case edges, and minimal moisture damage are what count. For a watch now more than fifty years old, box and papers matter far less than honest condition. The 7021/0 captures a pivotal moment in Tudor history — today’s snowflake hands and blue dials trace directly back to this reference. A well-chosen 7021/0 remains one of the most satisfying ways to own a vintage diver with Rolex DNA.

Rolex Explorer II (ref. 226570)

Image Source: Monochrome Watches

If you’re after a modern Rolex that still feels attainable, the Explorer II is among the strongest choices in the current line-up. At around £8,200 RRP in the UK, it’s one of the few professional models you can reasonably buy without an extended wait or a heavy premium. On the secondary market, most examples sit just above retail — typically £8,500–£9,000 — keeping the downside modest.

Rolex Explorer II on Everest Rubber Deployant Strap

It’s also a better daily watch than the specifications imply. The 42 mm case is slim and balanced, with brushed finishing and a fixed steel bezel. Of course, we think it looks great on a rubber strap (pictured above), but the tapered Oyster bracelet it ships with is hard to beat. Legibility is excellent, and the independently adjustable hour hand makes it genuinely practical for travel. Inside is Rolex’s calibre 3285 with a 70-hour power reserve plus the brand’s latest shock and magnetic protection.

If you prefer the authorised-dealer route, registering interest is still worthwhile. Explorer IIs often arrive faster than more hyped models, especially if you’re flexible on dial colour. And if retail doesn’t pan out, the pre-owned path is straightforward — you’re rarely paying much more than list, and clean examples with warranty appear regularly. For anyone wanting a current-generation Rolex built to be worn hard and often, the 226570 remains a smart, realistic buy.

Buying Smart This Season

Rolex Explorer II 16570 'Polar' Dial. Image Source: Fratello Watches

The best way to buy a watch — especially around Christmas — is to buy what you’ll actually wear. Whether it’s for you or someone else, start with the design, size, and story that feel right. If you’re gifting, talk about what they like. Shopping together can be part of the fun, and it’s often how you end up with something that genuinely gets worn rather than merely admired.

From there, it’s all about trust. Buy the seller before you buy the watch. Stick with specialists in Rolex and Tudor who provide clear photography, service history, and solid after-sales support. A great deal isn’t worth much if the watch isn’t authentic or hides mechanical issues.

Image Source: WatchPro

Condition and originality still matter — particularly for older references — but perfection shouldn’t come at the cost of enjoyment. For a 1970s Tudor or 1990s Rolex, box and papers are secondary to mechanical health and honest presentation. For modern pieces, prioritise warranty and traceable ownership. And whatever the era, leave room in your budget for service; it’s part of the long-term cost of keeping a watch you love running properly.

Final Thoughts

Rolex Day-Date 18238 with Champagne Dial. Image Source: The Watch Club

These three watches aren’t the only smart buys in the Rolex world, but they offer a useful snapshot of where value stands heading into the festive period. According to ChronoPulse, the gold Rolex Day-Date 18238 now averages £14,000–£15,000, down from the mid-£20,000s not long ago. The Tudor Submariner 7021/0 has softened by about 20 percent over three years, with well-kept examples still under £8,000. And the Rolex Explorer II 226570 continues to hover near its £8,200 retail price — one of the few modern professional models trading close to parity.

Those figures show a market more balanced than it’s been in years — but the right Rolex for you might not be any of these. Use them as a starting point. Do the research, handle a few examples, and see what feels right. Whether that’s gold, steel, vintage, or modern, the smartest buy is the one you’ll actually wear. If you trust the seller, know what you’re getting, and love what’s on your wrist, you’re already ahead.