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These Rolex Alternatives Prove That Great Watches Can Be Cheap

Rolexes are more expensive than ever — here are some more affordable lookalikes you can order online right now, starting at less than $150

By Oscar Hartzog

Oscar Hartzog

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April 23, 2024

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At a Glance: The Best Rolex Alternatives to Buy Online

The Rolex crown logo can be taken literally; the Swiss brand is the undisputed king of watches. According to Morgan Stanley’s 2022 report on the state of the Swiss watch industry, Rolex has 29% of the Swiss watch market share — more than Omega, Cartier Watches, Longines, and Patek Philippe combined. And Rolex’s celebrity wrist market share is probably even higher, with just about every rapper, actor, and famous personality seen wearing a Rolex at some point.

Unfortunately, Rolexes have become especially hard to come by in recent years. Covid supply chain issues caused prices to skyrocket, and they haven’t stopped climbing. Today, many Rolex models are past the five-figure mark. Luckily, you don’t need $10k+ to get the brand’s classic good looks. Below, we’ve rounded up some of the best Rolex alternatives that can be had for as little as $75.

The Best Rolex Alternatives to Buy Online

Because Rolex is so ubiquitous — and hasn’t altered its iconic designs much over the years — it’s not too hard to find more affordable watches that look like a Rolex. And we’re not talking about cheap knock-offs. Many of the best Rolex alternatives come from reputable budget-friendly brands with reliable movements and durable builds. These are watches you can wear every day, whether to work, to the grocery store, or while on vacation.

Below, we’ve selected some of the best Rolex alternatives, with an option for each of Rolex’s iconic models.

1. Timex M79 Automatic

Submariner Alternative

Timex

$256.00

Buy timex m79 at Amazon

The Submariner is the most recognizable Rolex model, marked by a rotating dive bezel, military-inspired details, and a stainless steel build. This Timex M79 delivers on all counts and even boasts an automatic movement to boot. It comes in a handful of stylish colors including classic black, as well as a handsome brown color for the more adventurous shoppers. Although not as dive-worthy as a Submariner, the M79 is still water resistant up to 50 meters, making it safe to keep on while swimming or showering.

2. Shinola Monster GMT

GMT Alternative

Huckberry

$1,995

Buy shinola gmt at huckberry

Designed to keep track of two different time zones, GMT watches were invented by Rolex back in 1955. Now, the numbered dial and rugged, aeronautical design have made their way to other brands, including this modern, handsome Shinola Monster GMT. The watch is made in Detroit using a Swiss automatic movement with a 50-hour power reserve (this keeps the watch going when not on your wrist) and a stylish navy blue palette. It’s also a highly capable dive watch thanks to a 1,000-foot water resistance rating.

3. Seiko SSC813 Prospex Solar Chronograph

Daytona Alternative

Amazon

The most expensive Rolex ever sold was a Rolex Daytona, previously owned by Paul Newman, that fetched $17.8 million at an auction in 2017. Even Daytonas that weren’t owned by Hollywood and/or horology royalty sell for huge amounts, making us turn to watches like this Seiko Prospex SSC813 for a rugged, racing-inspired look. This one is solar and boasts a six-month battery reserve, so it doesn’t even need to see the sun often to keep ticking. Like all Seiko watches, you can also expect an extremely rugged, dependable build quality for the price.

4. Burei Automatic

Datejust Alternative

Amazon

$139.99

Buy Burei Automatic at Amazon

Always wanted the casual elegance of a Rolex Datejust? Check out this automatic Burei. The Japanese timepiece is essentially a Datejust alternative with a jubilee bracelet, fluted bezel, and date complication. But it’s still a solid watch: the movement is an automatic Seiko NH-35A, the crystal is scratch-resistant sapphire, and customers applaud the watch’s premium feel. Keep it handy for your next dressy occasion, or add some shine to casual weekend outfits.

5. Seiko 5 SNXS73

Oyster Perpetual Alternative

Amazon

$206.92

Buy SEIKO 5 AT Amazon

The Seiko 5 line is chock-full of fantastic Rolex alternatives, especially if you like the clean lines of the Oyster Perpetual. This SNXS73 is a great example, boasting a streamlined, classic look and a reliable automatic movement. Despite the sub-$100 price tag of most Seiko 5s, they’re very well-built. I’ve owned one for a few years and it still looks new, even after swimming in the ocean, traveling, and being bumped around day-to-day.

6. Vaer S3 Tradition

Air-King Alternative

$259

Buy vaer s3 tradition

For a more military-inspired look, à la the Rolex Air-King, check out this Vaer S3 Tradition. It’s an homage to vintage military watches and features a durable build quality and water resistance to match. It’s rated at 100 meters water resistance, uses sapphire crystal on the face, and has quick-swap straps.

7. Any Tudor Watch

Amazon

Buy black bay Fifty-Eight at Amazon

Probably the best Rolex alternative is also… made by Rolex? Tudor, for the unfamiliar, was created in 1926 as a more affordable sibling brand to Rolex. Tudor’s watches are equally well-made and just as rugged as Rolex’s (Tudor supplied U.S. Navy Seals and French Marine Nationale soldiers for a time), but they cost significantly less; the average Tudor is about $4,000. Plus, they hold value quite well and certain models look very similar to a Rolex.

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