I believe the Day-Date is one of the relatively undervalued models among Rolex watches. Personally, I am very fond of this watch so my opinion may be somewhat biased. However, In this article I would like to look beyond my subjective view and explore the tangible and intangible values of the Day-Date in a broader sense. In addition, I will discuss why this watch has not received sufficient recognition and how the reasons behind this may cause us to overlook the true value of the Day-Date.

Day-Date 40 / © Rolex

The true flagship of the most influential watchmaker

Unlike other Rolex icons, The Day-Date was positioned as a premium line from the very beginning.

Day-Date Retail Price Timeline Comparison

Since its launch in 1956, The Day-Date has been the most expensive collection in the Rolex lineup. While the Submariner, Explorer, And Daytona all started as stainless steel models, The Day-Date has never been released in a stainless steel version.

This clearly shows that Rolex positioned the Day-Date as a symbol of the luxury segment.

A watch that only the successful could wear

Due to its high price, The Day-Date was a watch that only successful people could own. Only those who had achieved a certain level of economic or social accomplishment could access it, So it meant more than just a watch. The Day-Date naturally holds an intangible value as a symbol of success and authority.

Day-Date Price to Income Ratio Trend in the US

From the 1960s to the 1980s, It took an average of 6 to 9 months' salary to purchase a Day-Date. In contrast, A steel Rolex could be purchased with 1 to 2 months' salary.

At the same time, The 18k gold Patek Philippe Calatrava (Ref. 2526) with a bracelet was priced at $1, 200. Considering this, The Day-Date's price of $935 in 1957 was indeed very high.

This is why presidents, CEOs, Politicians, And industry leaders wore the Day-Date. It was not just a watch but a symbol of achievement.

Intangible value
The first "craftsmanship" Rolex

The beginning of experimental dials and gem setting

Stone dials, Wood dials, Meteorite dials... all these experimental dials began with the Day-Date. Rolex's evolution from a simple tool watch manufacturer to a high-end watch artisan was thanks to the Day-Date.

Tree bark bezel, Florentine finish, Unique bracelet patterns — these artisanal details originated exclusively with the Day-Date in the brand's catalog (although some were applied to the Datejust as well).

This is proof that Rolex transformed from a manufacturer to an artist.

Green Aventurine Carnelian Dial / © Rolex

Even now, Rolex continues to release Day-Date models with colorful stone dials.

Turquoise Dial / © Rolex

Tangible value: 70 grams of gold

Gold price at an all-time high

Gold prices have reached record highs and are at their highest level ever. As of 2025, Gold has become the most trusted asset even in times of economic uncertainty, Going beyond being a mere precious metal. Central banks are steadily increasing their gold reserves and individual investors are also choosing gold as a safeguard in their portfolios.

Gold Spot Price Trend

An interesting fact: when you purchase a 36mm Day-Date, You are essentially owning 70 grams (19 don) of pure gold.

About 10 million won in gold value

70 grams of pure gold is currently worth about $10, 000 (approximately ₩14, 000, 000) in the market. Considering that the average price of a vintage Day-Date in the pre-owned market is ₩18, 000, 000 to ₩22, 000, 000, About 60% to 75% of the purchase price is the value of the gold itself.

Day-Date Price vs. Total Value of Gold Contained

Why has it been relatively unpopular?

'The Sopranos' Mafia Boss Tony Soprano / © HBO

1. Are gold watches considered flashy and arrogant?

If you search for 'drug dealer Rolex' on Google Images, Most of the photos are gold Rolex watches. To be honest, Full gold watches stand out. This image is not only prevalent in Korea but also worldwide. Especially, Yellow gold bracelets can look like you are saying "I have a lot of money." That is why in movies and dramas, Gold Rolexes (especially Day-Date) are often portrayed as the watches of mafia or drug dealers.

In Korean culture, Restraint and humility are especially valued, So such extravagance can feel burdensome.

2. Changes in office dress style

© 20th Century Studios, The Walt Disney Company

In the 1950s, Suits were everyday wear. People even wore suits to go grocery shopping. Later, Plastic materials were introduced into clothing and specialized workwear for labor was developed. This gradually became a fashion trend, And now in 2025, People attend meetings in hoodies and sneakers.

As our dress code has become more casual, Sports models like the Submariner or GMT-Master II have become more suitable for the times.

3. Low purchase accessibility

The Day-Date has always been the most expensive among Rolex watches. From its launch to the present, It has remained a watch that is not easily accessible to everyone. Therefore, In terms of sales volume, Transaction volume, And popularity, It is objectively lower than other major Rolex models.

Price Accessibility at Initial Launch of Major Rolex Lines
(Price to Income Ratio)

4. Stainless steel offers equivalent quality

"Is it really necessary to buy expensive gold? Steel offers the same quality." Functionally, This is correct. That is why many people choose stainless steel.

Stainless steel watches are not significantly different from gold watches in terms of durability and functionality, And their relatively reasonable price makes them a popular choice for many.

Material Share in the Rolex Resale Market

Why should we pay attention now?

1. Gold watches go well with autumn

This is a personal opinion, But gold watches are especially well-suited for autumn. They harmonize perfectly with brown jackets, Beige sweaters, And the warm tones of the autumn palette.

2. What if you replace the bracelet with a leather strap?

This is a game changer. The moment you replace the gold bracelet with a high-quality leather strap (brown or black), The flashy gold watch transforms into a refined and elegant gold dress watch. It becomes sophistication, Not ostentation.

3. White gold as a restrained alternative

If yellow gold feels overwhelming, There is white gold. The white gold Day-Date looks like steel at first glance, But its weight and luster reveal its premium nature. The reflection is not glaring but subtle. It is understated luxury known only to those who know.

The Rolex I want to buy again the most

With its intrinsic gold value and the Day-Date's status as a symbol of success for the Rolex brand, You will feel an admiration that cannot be expressed in words when you touch it, Feel its weight, Examine the dial details with a loupe, And (dare to) put it on your wrist.

The Day-Date, Which contains not only tangible value but also intangible values such as history, Craftsmanship, And the symbol of success, Is something you should experience at least once.

David Hwang

Watch Analyst

Watch Terminal