Is Audemars Piguet Worth More than Rolex?

In the world of luxury watches, Rolex is arguably the most famous global brand, known for cutting edge horological innovation, luxury and style, the ultimate symbol of success. Founded in 1905, the brand’s reputation lies in the precision of its models, the quality of craftsmanship, as well as their extraordinary form and function.

^{An Audemars Piguet reference 5548 automatic Quantieme Perpetual Calendar}

^{Sold for £18,000}

In 1926 Rolex obtained the patent for a hermetically sealed watch case, named The Oyster, and thus created a watch that was both water and dust proof. This and subsequent innovations have meant that Rolex is forever associated with exploration, adventure, and aviation. The watches are suitable for extreme temperatures, high altitudes, and zero gravity conditions and have been tested in real-life scenarios for many years by polar explorers, mountaineers and deep-sea divers. Brand sponsorship of high-profile events such as Le Mans 24h Motor Race and Formula One have also meant that Rolex watches are amongst the most recognisable in the world. Even the ultimate ‘action man’, James Bond, famously wore a Rolex Submariner!

^{An Audemars Piguet Royal Oak Dual Time Tantalum}

^{Sold for £24,000}

In contrast, the Swiss firm of Audemars Piguet is not a household name, despite fusing impeccable craftsmanship with technological innovation. As with Rolex, Audemars Piguet’s innovations in timepieces have been numerous. Features that do more than just keep the time such as the perpetual calendar, the chronograph (stopwatch function) and the skeleton watch can be seen as standard today but were all invented by Audemars Piguet, and were considered groundbreaking when launched to the public.

Indeed, Audemars Piguet watches are said to ‘make a statement to a select few’ due to their exclusivity, ensured by manufacturing only around 40,000 watches annually, a fraction of their competitors’ output. Rolex, for example, manufactures an estimated 800,000 to 1 million timepieces a year.

^{A Rolex Sea-Dweller Submariner 2000} 

^{Sold for £31,500}

Both Audemars Piguet and Rolex have vibrant collectors’ and re-sale markets for pre-loverd timepieces. Interestingly, Audemars Piguet does out-perform Rolex at auction, despite the high brand recognition of the latter. In part this is to do with the rarity and the associated exclusivity, especially of limited collections, that mean that Audemars Piguet watches hold and, in some cases, appreciate their value. It is useful to note that, at retail, Audemars Piguet is also more expensive than Rolex which have a lower entry price point, and this can contribute to the value of a pre-loved watch at re-sale.

At Dawsons, our experts are ideally placed to accurately inspect and appraise your watch or watch collection at a complimentary valuation at our Hampstead office or our Berkshire showroom. Specialising in the valuation and sale of luxury timepieces, we are ideally placed to market the provenance and condition of the watches to a huge global audience of eager buyers.

^{A 1982 Rolex Oyster Perpetual Date Explorer II} 

^{Sold for £25,000}

Buyer confidence, garnered by Dawsons’ reputation for accurate appraisals, alongside our bespoke in-house marketing to a worldwide network of known buyers, ensures that we secure the best possible prices for clients at our international auctions.

Dawsons Auctioneers has extensive experience in selling Audemars Piguet and Rolex watches, and recent successes include an Audemars Piguet Royal Oak Dual Time Tantalum which sold for £24,000 (September 2024) and a Rolex Yacht-Master 40 in rose gold which sold for £14,000 (July 2024).

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Nicky Houston

Our Head of Department - Jewellery, Silver & Watches... Nicky is a highly respected Auctioneer & Valuer, who had dreams of becoming an artist. Whilst she may not have made it as a successful artist herself, Nicky has helped many a customer to successfully sell and buy beautiful pieces of jewellery and works of art over her many years working within the auction industry.

 

Jewellery Silver & Objects of Virtue Watches

Are you thinking of selling any Rolex or Audemars Piguet watches?

With a global audience of more than 10 million known bidders, Dawsons can secure the highest prices.

Get in touch with an expert Valuer for confidential sales advice, we would be delighted to help you:

0207 431 9445 / info@dawsonsauctions.co.uk