Can you buy a Rolex in the Black Friday sale? Yes – and you'll save thousands

Does Rolex do Black Friday?

If you're hoping to buy a brand new Rolex in the Black Friday sale, you're sadly out of luck. The brand sells through a network of authorised dealers, which are notoriously tough to buy through. Popular models can endure years-long wait times, and many will require additional spend to qualify you to purchase.

Fortunately, there is a thriving secondary market for Rolex watches, and those dealers often discount their stock at this time of year. All of the models listed above are pre-owned, but offer savings that extend into multiple thousands.

Is it worth buying a Rolex in 2025?

While many will talk about Rolex watches in terms of investment value, I'm not going to do that as watches will rarely make sound long-term investments. Even Rolex models – which have appreciated massively over the last few years – have proven their prices to be volatile at best.

Still, investment isn't the only reason to buy a watch. Rolex makes fantastic timepieces that are instantly recognisable, even to non-watch lovers. Its designs aren't always the most adventurous, but many will see that as a positive, not a negative.