Wristwatches are a historically male-dominated category. Most prestigious and best-selling models are larger watches designed for men’s wrists.
But that’s shifting. New data from secondary watch dealer Bob’s Watches, shared with Glossy, shows that some of the best-performing watches in the last six months have been women’s watches. The Rolex Lady-Datejust, a smaller model aimed at women, has especially been picking up steam, with half of the 10 fastest-appreciating Rolex models that Bob’s Watches carries being variants of the Lady-Datejust.
For example, models like the Lady-Datejust 6917 and 179174 grew well over 30% between December 2025 and May 2026. The Datejust 31 is a Rolex model marketed as unisex, but its smaller size means it’s almost always sold as a women’s watch. Its resale price increased by almost 70% in the same period.
The drivers behind the growth in interest in women’s watches are manifold. For one, famously stylish women are embracing high-end watches more frequently. Zendaya has often been seen wearing a Rolex Lady Datejust, including a diamond-paved version that she wore for the “Spider-Man: Brand New Day” press tour over the summer. Women’s watches also tend to be slightly more affordable. The average Lady-Datejust, for example, is selling on Chrono24 for $5,000-$10,000, while the classic men’s Datejust sells for $5,000-$16,000.
