Want to buy a Rolex watch online? 6 of the best places you can trust for both new and pre-owned watches

Rolex is arguably the most recognisable watch brand in existence – and for good reason. For more than a century, the brand has produced some of the best Swiss-made timepieces.

Worn by everyone from US presidents and A-list celebrities to astronauts on the moon and professional scuba divers in the depths of the ocean, Rolex is widely accepted as a watch brand that’s equally timeless in style and high-end in build quality.

As one of the most famous and desirable watch brands, Rolex is undoubtedly expensive, but you shouldn’t count yourself out from ever owning one.

Rather than going directly to a Rolex dealer, where you’ll end up paying MSRP (manufacturer’s suggested retail price) or potentially higher, you can save money by shopping for pre-owned watches or starting the process of buying a new watch online.

You usually won’t be able to finish your transaction online if you’re buying a brand new Rolex, but some dealers that have in-person locations offer pricing transparency online as you start your search.

We’ve rounded up six of the best places to shop for Rolex watches (and other luxury-timepiece brands) online. You can learn how each shop verifies the authenticity, and other benefits like warranties and accurate pricing.

Whether you’re searching for a collectible watch from years past or you want the best deal on a new timepiece, you can find it here.

Bob’s Watches

As the world’s first pre-owned and vintage Rolex watch exchange, Bob’s Watches is an established place to buy luxury timepieces. Whether you’re knowledgeable about watches or not, Bob’s Watches ensures you get the best price.

While buying a US$6,000 Rolex for US$2,000 and reselling it for US$10,000 is a common occurrence in watch dealing, Bob’s shows prices for buying and provides accurate quotes to sellers after inspecting watches, so both buyers and sellers know that the margin is fair.

They’re also backed by an extensive group of authentication and watch-repair experts. Your watch comes with a manufacturer’s warranty as well as a warranty from Bob’s Watches.

StockX

StockX is best known as an online destination to buy and sell sneakers, but the site is also a marketplace for other collectible items such as streetwear, trading cards, handbags and watches.

The watch section includes everything from affordable-yet-collectible watches like G-Shocks to high-end brands like Rolex, Tudor and Panerai.

StockX is a great place to shop for luxury watches at the best prices because of the sales data provided. You can gauge the market value by looking at previous sales, highest offers, lowest asking prices and original retail prices.

Just like with sneakers, every watch is verified by an expert before it is shipped to you.

eBay

Online marketplace eBay has long been a go-to destination for collectors of all types, including those looking for sneakers, trading cards, coins and watches.

Although eBay may have a lingering reputation for potential scams or counterfeit items from its early days on the web, the site has taken extensive measures to make it safe and secure for buyers with its updated Authenticity Guarantee programme.

Any watch listed for over US$2,000, which is essentially any Rolex or other luxury watch, must go through authentication before it’s shipped to the buyer.

A team of professional watch authenticators visually inspect the watch to ensure it matches the listing and checks key points like the bezel, crown, case and any branding.

With eBay, you can find those rare, one-off watches that you’d never find at a traditional watch retailer. Plus, there are plenty of Rolex watches that have never been worn available on the site, so even if you’re technically buying it as a resell, you’ll still find options in brand-new condition.

Jomashop

Jomashop has an extensive catalogue of high-end watches, including Rolexes, that are in stock and ready to ship. Most of the timepieces are in brand-new condition, but the site does have a selection of pre-owned watches.

Whether you choose a new or pre-owned timepiece, Jomashop stands by the authenticity of all of its watches. The site buys its inventory from authorised dealers and wholesalers rather than private individual sellers.

While Jomashop’s prices are some of the most affordable, it’s worth noting that most watches do not come with a manufacturer’s warranty. However, Jomashop provides its own warranty.

The RealReal

The RealReal is a designer consignment shop that’s best known for its wide range of new and lightly used handbags, shoes, accessories and clothing.

As long as there are people looking to consign them, you’ll find Rolex watches and other high-end watch brands in its assortment of accessories and jewellery.

How Rolex became the top luxury watch brand in the world

You’ll have to sign up to shop, but once you create a free account, you’ll gain access to thousands of great deals across the site.

Each item lists the original retail price and the current selling price, so it’s clear if the watch has held value, inflated or deflated since new.

Tourneau

Whether you’re looking for a brand-new or a pre-owned Rolex, Tourneau is a trustworthy place to shop.

A certified Rolex dealer, Tourneau sells both classic and newly released Rolex watches. From classic timepieces that have been offered for decades, like the yellow gold Day-Date, to this year’s latest exclusive releases, you can easily track down the watch you’re interested in.

One of the nice things about shopping here is that MSRPs are listed on its pages so you generally know what you’re getting into.

And while brand-new Rolex watches are rarely sold online, you can contact your nearest Tourneau location via phone or email to set up an in-store visit to shop and purchase.

Tourneau has over 20 locations in the United States, so finding a place to shop isn’t hard, especially if you’re close to a major city like New York, Boston, Chicago, San Francisco or Las Vegas.

If either you’re looking to shop completely online, you simply want to save some money on a classic design, or you prefer collecting vintage watches, pre-owned is the way to go.

All of Tourneau’s certified authentic pre-owned watches go through a meticulous 30-point inspection by an expert watchmaker and come with a two-year warranty.

You can shop by watch models and refine searches to only include watches with the original box and paperwork, so die-hard collectors can always find what they’re interested in.

When you’re ready to purchase, Tourneau offers free two-day shipping. You can choose to have it shipped directly to you or a local Tourneau location for in-store pick-up, which is always a good idea if you need the bracelet adjusted to your wrist.