EFG Magazine

It is difficult to buy a new Rolex these days. And the secondary market is booming into the stratosphere.

Credit... Jeremy August Haik, watches via Rolex

Alex Williams

By Alex Williams

Published March 24, 2022 Updated March 25, 2022

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A year ago, pre-owned 18-karat-gold Rolex Cosmograph Daytonas with a green dial — nicknamed the “John Mayer” by aficionados, in honor of the guitar-wielding watch geek who helped make it a celebrity must-have — were selling for $52,000 on the Hodinkee Shop, a prominent online retailer of fine watches. Earlier this month, the same model went for $96,000.