The Rolex Day-Date 36 is becoming more valuable and this is the reason why

This is why the value of the Rolex Day-Date 36 is increasing

By Nathan S.R Published October 8, 2024

The Rolex Day-Date 36 — Rolex

While the value of popular Rolex timepieces from the sports collection is depreciating, the Rolex Day-Date 36 is becoming more valuable as time passes. In the past month, from August to September, the value increased by 2%.

Apart from that, in the last three months (July to September) Rolex Day-Date price shot up by 11%.

Recommended Videos

The value of other models, like the Rolex Submariner and GMT Master, has been depreciating in the past six months, which is quite surprising, as those timepieces are considered to be iconic. In the past year, popular Rolex watch models have not performed well. The Day-Date is the underestimated model that is taking things over, especially the gold Day-Date 36.

With that said, the Day-Date watch has been spotted on the wrists of so many celebrities and influential personalities, from Richard Wixton, Winston Churchill, Gerald Ford, Lyndon B. Johnson, and Tony Soprano.

Since such personalities picked up this watch, many people have been associating it with multiple individuals.

Not to mention, it has also been spotted with other celebrities like Idris Elba, Lebron James, John Mayer, and David Beckham. As a result, the value partly increased due to the status that it achieved after becoming more popular.

Besides that, there’s a shift from Sporty watches to subtle luxurious watches like the Day-Date, and this is one of the reasons why it is capturing the attention of most enthusiasts.

At the moment, the Rolex Day-Date 36 retails from $58,000 to $58,500. The value is also expected to rise in the next six months.

Former Digital Trends Contributor

Nathan has devoted his life to collecting watches, studying horology, reviewing watches, and writing about timepieces. As a…

Topics

Watches

Fashion & Style

IWC unveils elegant Portofino Automatic Day & Night 34 in rose gold

Swiss manufacturer creates compact dress watch inspired by Italian seaside village

The IWC Portofino Automatic Day & Night 34 in Gold

IWC Schaffhausen has introduced the Portofino Automatic Day & Night 34, an elegant dress watch that brings understated luxury to a compact 34mm rose gold case. Named after the picturesque Italian seaside village, this latest addition appeals to both men and women seeking classical refinement with contemporary wearability.
While IWC's Pilot watches, Portugieser, and Ingenieur collections often dominate attention, the Portofino collection offers a more timeless and understated character that deserves equal recognition. Since its 1984 introduction, the Portofino has evolved from large 45mm and 42mm cases to more compact dimensions, reflecting changing industry trends and diverse wrist preferences.
The new model features a traditional round case measuring just 8.9mm in height, creating an elegantly slim profile despite its substantial rose gold construction. The curved and rounded bezel, case middle, and caseback ensure strong wrist presence while maintaining refined proportions.
The silver-plated dial showcases classic Portofino design elements including an applied gold-plated Roman numeral at XII, applied baton markers, and distinctive leaf-shaped hands. Adding subtle brilliance, twelve brilliant-cut diamonds are strategically positioned on the dotted peripheral minutes track, set to maximize light reflection and visual impact.
The watch's signature complication appears at 6 o'clock, where a gold-framed day and night indicator displays a large sun with golden rays and a crescent-shaped moon surrounded by different-sized stars. This charming display performs a complete rotation every 24 hours, with the sun or moon appearing in the upper section to indicate day or night.
Powering the timepiece is the automatic calibre 35180, based on the reliable Sellita SW300-1 movement. Operating at 4Hz, it delivers a practical 50-hour power reserve while providing hours, minutes, seconds with hacking function, and the day/night indicator.
The watch pairs with a 16mm taupe calfskin strap featuring an integrated quick-change system and gold butterfly folding clasp, offering both comfort and convenience. The combination of compact sizing, precious metal construction, and diamond accents creates an accessible luxury option for dress watch enthusiasts.
At EUR 17,500, the Portofino Automatic Day & Night 34 represents IWC's commitment to creating refined timepieces that blend traditional elegance with contemporary appeal. The watch demonstrates how classical complications can be presented in modern, wearable formats without sacrificing sophistication.
This release reinforces the Portofino collection's position as IWC's most versatile line, offering everything from simple time-only references to complex complications in sizes suited for diverse preferences and occasions.

Fashion & Style

TAG Heuer becomes official timekeeper of TCS New York City Marathon

Swiss watchmaker brings precision timing to world's largest marathon

Tag Heuer marathon sponsor

TAG Heuer has been named the official timekeeper of the TCS New York City Marathon, bringing Swiss-made precision to one of the world's most iconic endurance events. The partnership positions the luxury watchmaker at the center of a race that welcomes over 50,000 runners from around the world annually.
The New York City Marathon has undergone remarkable transformation since its humble beginnings in 1970, when just 127 runners completed loops in Central Park for a one-dollar entry fee, competing for repurposed bowling trophies and inexpensive wristwatches. In 1976, the race expanded beyond the park into the streets, creating the current 26.2-mile journey across Staten Island, Brooklyn, Queens, the Bronx, and Manhattan.
TAG Heuer's timing technology will record and commemorate every participant's official race time, transforming each finish into a measurable milestone of personal victory. The integration extends beyond basic timekeeping, with every runner receiving their official time powered by TAG Heuer technology, along with branded finish-line images and shareable results available through the official marathon app.
"We are all measured by the moments that define us," said TAG Heuer CEO Antoine Pin. "The TCS New York City Marathon represents a moment of truth, resilience, and shared humanity. It is remarkable to witness a single event bring together so many individuals from all walks of life, united by the common drive to push their limits."
The partnership aligns with TAG Heuer's 2025 brand campaign "Designed to Win," unveiled at Watches and Wonders Geneva as a tribute to those who transform preparation into performance. Christine Burke, New York Road Runners Chief Commercial Officer, noted that every athlete embodies this mentality when they line up at the start.
Professional athletes will receive special recognition through TAG Heuer Connected watches awarded to winners of the elite field. These timepieces merge advanced sport-tracking features including GPS, heart rate monitoring, and VO₂ max estimations with refined luxury design, making them ideal tools for athletes pursuing excellence.
The collaboration extends beyond the flagship marathon to include the United Airlines NYC Half and Abbott Dash to the Finish Line 5K, reinforcing TAG Heuer's growing presence in endurance racing. This expansion demonstrates the brand's commitment to supporting both elite and amateur athletes across multiple distance categories.

Fashion & Style

F1 legend Montoya gets fourth custom Rolex in rose gold

Swiss customizer creates fourth Montoya Daytona with Colombian flag-inspired dial

Juan Pablo Montoya Rolex Daytona

Juan Pablo Montoya's illustrious racing career has been captured in a new skeletonized Rolex Daytona in rose gold by customization specialist Artisans de Genève, marking the fourth collaboration between the Formula 1 legend and the Swiss workshop.
The Colombian racing icon competed for Williams from 2001 to 2004 and McLaren from 2005 to 2006, securing seven Grand Prix wins and multiple podium finishes during his F1 career. His success extended beyond Formula 1 to include race wins in the American NASCAR series, establishing him as one of motorsport's most versatile champions.
Montoya has worked with Artisans de Genève on a series of Daytona chronographs designed to highlight his most treasured racing memories. Previous editions in steel, platinum, and yellow gold have now led to this rose gold piece that features an openworked dial with subdials in the blue, yellow, and red of the Colombian flag.
The latest iteration introduces a forged carbon tachymeter bezel framed with rose gold for the first time in the series. This combination creates a striking contrast while maintaining the racing aesthetic that defines Montoya's custom timepieces.
The eye of a Formula 1 engineer has been applied to every detail of the watch, including the sandblasting of the chronograph hand to prevent glare during use. This attention to functional details reflects Montoya's professional racing background and his understanding of precision timing requirements.
The ref. 116505 Daytona's 4230 movement has been completely disassembled, with each component beveled, sandblasted, and polished by hand. Artisans de Genève has fitted a newly designed triangular rotor in 22-carat gold, which is displayed through an exhibition case back following current fashion for Rolex chronograph customizations.
"The more you look at it, the more you like it," Montoya commented on the finished timepiece, reflecting his satisfaction with the intricate craftsmanship and personal touches incorporated throughout the design.
The collaboration between Montoya and Artisans de Genève demonstrates the growing trend of personalized luxury timepieces that celebrate individual achievements and heritage. The incorporation of Colombian flag colors provides a patriotic element while the technical modifications reflect Montoya's professional racing standards.
This rose gold edition completes a comprehensive collection spanning multiple precious metals, each representing different phases of Montoya's racing career. The progression from steel through platinum, yellow gold, and now rose gold showcases the evolution of both the partnership and the customization techniques employed by Artisans de Genève.
The meticulous attention to engineering details, from anti-glare treatments to precision finishing, demonstrates how high-end watch customization can merge aesthetic appeal with functional performance requirements developed through professional motorsport experience.