Rolex, a name synonymous with luxury, precision, and timeless design, has long been regarded as one of the most prestigious watchmakers in the world. Known for its exceptional craftsmanship, innovative technology, and enduring style, Rolex watches have earned a reputation for standing the test of time. However, even the most iconic timepieces are subject to the brand’s evolving strategies. In 2025, Rolex made the decision to discontinue several models that had been popular among collectors and watch enthusiasts. This article will explore four Rolex models that were discontinued in 2025, the reasons behind Rolex's decision, and what this means for the market.

The Impact of Rolex Stopping Production

When Rolex discontinues a watch model, it typically triggers several significant changes in the market. Although Rolex has built a reputation for producing timepieces that last a lifetime, the discontinuation of specific models can have lasting implications. Here's a look at the effects of Rolex ceasing production on both collectors and the market:

  • Increased Demand: Discontinued models often become more desirable among collectors due to their limited availability. Once a model is no longer in production, the race to obtain one intensifies, and the demand rises.
  • Price Increase: As demand for discontinued models grows, their prices tend to rise, especially in the pre-owned market. Collectors often view these models as rare finds, which increases their perceived value.
  • Limited Availability: When Rolex discontinues a model, the remaining supply of new watches becomes scarce. Buyers must then turn to the secondary market, where prices can fluctuate, sometimes significantly higher than the original retail price.

Understanding why Rolex discontinues certain models helps collectors and potential buyers make informed decisions about purchasing or investing in these timepieces.

Discontinued Rolex Models in 2025

Several iconic Rolex models were discontinued in 2025, leaving collectors and enthusiasts with a sense of nostalgia and an increased interest in these limited-edition timepieces. Here are some of the models that were affected.

1. Rolex Daytona

The Rolex Daytona has long been one of the most coveted watches in the brand’s lineup, and its popularity continues to grow. In 2025, Rolex decided to discontinue two significant Daytona models: the Daytona 126529LN and Daytona 116520.

  1. The Daytona 126529LN, a white gold version introduced in 2024, was one of the shortest-lived models in the brand’s history, lasting less than a year.
  2. The Daytona 116520, first introduced in 2000, was discontinued in 2016 but remains a sought-after model. Its legacy includes an incredible auction story: the model once owned by Paul Newman’s wife sold for a whopping $17.8 million in 2017.

The Rolex Daytona, known for its precision and classic chronograph design, continues to increase in value over time. As with most discontinued models, the Daytona remains a highly prized investment for collectors.

2. Rolex Day-Date 228238

The Rolex Day-Date 228238, often referred to as the "President," is one of Rolex's most prestigious models, widely recognized for its association with influential leaders. In 2025, Rolex discontinued the 40mm version with a fluted bezel, leaving collectors with fewer options to obtain this prestigious timepiece. The Day-Date 228238 came in a variety of precious metals, including yellow gold, white gold, and platinum, making it a versatile and valuable piece in any collection.

3. Rolex Milgauss 116400GV

Designed for professionals working around magnetic fields, the Rolex Milgauss 116400GV features a distinct green sapphire crystal, which made it instantly recognizable. Released with a unique design aimed at scientific professionals, the Milgauss 116400GV was discontinued in 2025, but it remains highly collectible. The model’s limited production and unique design ensure that it continues to hold appeal among collectors who appreciate Rolex’s innovation and attention to detail.

4. Rolex Oyster Perpetual “Celebration Dial”

Released in 2023, the Oyster Perpetual “Celebration Dial” was one of Rolex’s most playful and colorful models, offering a vibrant turquoise dial with balloon-like bubbles in various colors. The watch quickly became a celebrity favorite, with notable figures like Tom Holland, Kendrick Lamar, and Lionel Messi sporting it. Due to its limited production and distinct design, the model gained a significant following, and its prices skyrocketed on the secondary market. The discontinuation of the "Celebration Dial" only adds to its allure, cementing it as a sought-after piece among collectors.

Why Rolex Discontinues Models

Rolex is a brand that constantly strives to evolve and innovate. The discontinuation of certain models is part of the company’s strategy to ensure that its collection stays fresh and relevant. There are several reasons why Rolex might choose to discontinue a model:

  • Technological Advancements: As new materials and movements are developed, older models may be replaced with newer versions that feature updated technology.
  • Design Evolution: Rolex is known for its commitment to design excellence, and sometimes older models may no longer align with the brand’s current aesthetic or vision.
  • Market Demand: If a model's popularity begins to wane, Rolex may decide to discontinue it in favor of a more in-demand or relevant model that appeals to current tastes.

The Market Impact of Discontinued Rolex Models

When Rolex discontinues a model, the demand for that watch typically increases. Collectors often view discontinued models as rare and valuable, which drives up their prices on the secondary market. For buyers looking to acquire a discontinued Rolex, they may have to pay a premium, especially as availability becomes limited.

Buying a Discontinued Rolex

We at Watches World offer a great selection of both new and discontinued Rolex models. Our experts are here to guide you, whether you’re looking to build your collection or acquire one of these sought-after models, like the Daytona.

Conclusion

The discontinuation of several iconic Rolex models in 2025 has had a significant impact on both collectors and the watch market. Whether you’re a collector looking to acquire a discontinued piece or simply intrigued by Rolex’s evolving strategy, it’s clear that the brand’s legacy of craftsmanship and innovation will continue to shape the luxury watch market for years to come. Although these discontinued models are no longer in production, they will remain valuable pieces in the world of horology, ensuring their place in history.