Rolex

Why r/BuyItForLife recommends Rolex

56 mentions from real owners

• #1Dec 31, 2025

  1970 Rolex Oyster Perpetual. 55 years old and still runs flawlessly.

  No watch is perfect, but if Rolex isn't as close as one can get to perfect, then what is? The current oyster perpetual is ±2 seconds/day. It doesn't get much better than that.

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• #2Dec 31, 2025

  1970 Rolex Oyster Perpetual. 55 years old and still runs flawlessly.

  Now THIS is the definition of Buy It For Life. Thanks for sharing!

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• #3Dec 30, 2025

  A few brands I'll probably stick with for life

  I’d toss some watch brands in their (Omega, Rolex, Tudor, Some Seiko) Long lasting products, built to stand daily abuse and with warranties and support networks worldwide. Do also love my spyderco knifes and my aluminum bugout

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• #4Dec 30, 2025

  A few brands I'll probably stick with for life

  I would add the following: Eyeglasses : Lindberg Air Titanium Men’s wallets : not a brand, rather a material - cordovan seriously outperforms leather after 5+ years Wristwatch : (despite the incoming groans), Rolex mechanicals are simple and robust and can be serviced/repaired globally.

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• #5Dec 23, 2025

  What was the best purchase you made this year?

  Of course not trying to talk you in to anything…all very valid, but a few quick thoughts: 1) the modern Rolex power reserves are now ~3 days so you can let them sit for a couple days, 2) some other watches are 7 days!, 3) I used to feel that way about the setting the date but 3a) you could get a no-date Sub or similar no-date and 3b) I take the 15 seconds to wind the watch I’m not wearing that day and think about slowing down and being present…vs rushing out the door in the morning.

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• #6Dec 23, 2025

  What was the best purchase you made this year?

  Yeah - I thought that might happen to me. I waited 2 years to buy my first expensive watch, and in the meantime I bought the Seiko referenced above, just to see if the interest was going to “stick”. The nice thing about Rolex is that if you decide you aren’t interested anymore, you can sell for roughly no loss (some a bit of loss, some a bit of gain).

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• #7Dec 23, 2025

  What was the best purchase you made this year?

  I do. I am an engineer and the mechanical precision and aesthetics of the watch gives me such joy every time I look at it. It’s Art and Engineering combined… and in addition can actually be worn on the body and serves a function (in contrast to art on your wall)! I’m not a fashion person, so it’s not about the “look” for me personally…I enjoy it when I’m alone as much or more than I do in public. And when I’m 80 years old, my two Rolex watches will be given to my 2 kids and they will remember that I wore them during our family adventures growing up. They may have them long after I’m gone.

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• #8Dec 22, 2025

  What was the best purchase you made this year?

  Rolex Submariner. Talk about BIFL... literally.

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• #9Dec 21, 2025

  Is there a name for brands that only focus on highest quality?

  Actual "luxury" to me means something that is the very best version of itself regardless of the effort or cost involved to get there.  But this is far from what most "luxury" brands deliver.  Most "luxury" vehicles are just pretty trash and cant hold a candle to toyotas reliability and have models that are small econoboxes or SUVs, decidedly compromised. Many luxury bag makers have "gold" hardware thats fake. But there are some that still do right. Nothing Rolex makes could be argued to be anything less than the very best technology, craftsmanship and reliability. Certain cookware like all clad are completely uncompromised. Some chairs like Herman Miller. 

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• #10Dec 7, 2025

  Why are we allowing posts that are not in the spirit of BIFL?

  I was wondering if anyone would mention automatic winding vs battery power. An object that just works, basically forever, without need to replace batteries or anything is BIFL. I bought my stainless steel Rolex Oyster Perpetual certified pre-owned -- the quality and brand desirability will keep it in circulation longer than many other timepieces -- and I wear it almost every day. In the rare instance that it runs down, I simply wind the crown and it's good to go. I plan to pass it down to my nephew when the time comes.

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• #11Dec 4, 2025

  What’s the BIFL item that you love but everyone around you thinks is ridiculous?

  My Rolex.

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• #12Nov 7, 2025

  What’s a BIFL thing you bought and now swear by?

  Rolex Explorer II polar. It will last generations.

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• #13Nov 3, 2025

  Which brands/products have gotten better over time?

  Rolex.  Sometimes small improvements,  sometimes big. But their current catalog are the best made watches ever. 

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• #14Nov 2, 2025

  What are the best BIFL quality products that are being made today?

  Some of my favorites: Patagonia (especially jackets and black hole duffels) Darn Tough socks Le Creuset Zojirushi water bottle LL Bean bedding Japanese selvedge denim (Sugar Cane, Momotaro) Rolex & Grand Seiko watches

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• #15Oct 5, 2025

  What’s something you’ve bought once and never had to replace?

  Rolex

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• #16Oct 1, 2025

  Why are we allowing posts that are not in the spirit of BIFL?

  Not to mention a Rolex will literally last a lifetime, many lifetimes with a bit of maintenance. They are made of metal and stone.

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• #17Sep 7, 2025

  Buy one vintage watch, whatever brand - keep it for life!

  I got a Rolex for my 16th birthday, it cost £1250 (€1600). It's been serviced twice since I got it at a cost of around €400. I've replaced the crystal twice (myself) at a cost of around €50 I've worn it almost daily and treated it like a GShock. I'm almost 55, the watch is almost 39 and it's probably worth close to €10,000. My kid will be getting it next and there's no reason why it won't last him a lifetime.

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• #18Sep 4, 2025

  Buy one vintage watch, whatever brand - keep it for life!

  If you own enough watches to understand this concept, you don’t need someone to explain it to you. My Timex and Casio sports watches work fine for daily use for years, but none have lasted beyond 20 years. And, if you order a legacy watch from a reseller like eBay, you’ll find, as I have 3 times in a row from different sellers, that the buttons and LCD screen don’t work after 20 years even for an unused watch. Meanwhile, Rolexes routinely last 75+ years with daily, full time use. You don’t know what you’re talking about

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• #19Sep 4, 2025

  Buy one vintage watch, whatever brand - keep it for life!

  Rolexs are expensive. I don't have one. My father does though. If you are into watches, you start to understand why some cost more than others. They're built different. Thats how they gained recognition as a brand. That is why a Rolex is "the watch" people think of that aren't into watches. Now a days, especially in the grey after (higher than retail) market - sure you're paying for that brand name. But that happens with all good things. Things are worth what people will pay. Buy a cheap watch, great, its yours now and will be "worth" roughly $0 til the end of time. Buy a high end watch? They can go UP in value. AND they will last forever

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• #20Sep 4, 2025

  Best Buy it for Life Gift?

  A Rolex or something like that is BIFL. Crazy expensive though. Don’t buy one unless you can afford it. 

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• #21Sep 4, 2025

  Buy one vintage watch, whatever brand - keep it for life!

  You can pass your rolex onto your great grandkids, usually can't do that with a cheapy quartz

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• #22Sep 4, 2025

  Buy one vintage watch, whatever brand - keep it for life!

  Well, I’d say you’d have to pick a brand that keeps parts a very long time. Some don’t. I’d just go with Rolex, it’s a beater watch and they have top tier support If it didn’t have the requirement of support, I’d say an orange faced Doxa dive watch.

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• #23Sep 4, 2025

  If you had to choose one item to truly buy it for life what would it be and why?

  My Rolex submariner.

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• #24Aug 12, 2025

  What's the oldest thing you still use daily that works like new?

  I still use my Rolex 5011 from 1949.

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• #25Aug 12, 2025

  What's the oldest thing you still use daily that works like new?

  1978 Rolex 1655

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• #26Aug 3, 2025

  What are some of the best products/brands you love splurging on?

  Less expensive things: Icebreaker Anatomica lightweight merino wool boxers. Bombas merino wool stretchy socks. Merino wool micro weight anything, really. Smell resistant, soft, temperature regulating, etc. Organic produce, dairy and eggs. Moderately expensive: Apple products. Work gives me a new MacBook Pro every few years, and the interoperability of it with the iPhone, AirTags, and Apple Watches makes it worthwhile to put our household on Apple stuff. FindMy is great to keep track of the kids, luggage, cars, etc. It’s pricey, but it just works. Expensive: A Rolex Explorer (sport watch/casual) and a JLC Duo Face (dress watch). Gorgeous, will last a lifetime with regular service. My only luxury purchases, but no one notices or cares. I just love their simple beauty. Not a product: Recreational travel. Life’s not about stuff. Nobody gives a shit. Memories matter. You really do buy them for life. What I never spend on: First class seats, premium credit cards, luxury cars (all Toyota), designer clothes and shoes, private school tuition.

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• #27Aug 3, 2025

  What are some of the best products/brands you love splurging on?

  Wristwatches, in general. I’m not wholly loyal to any one particular brand, but with any watch I’ve made a conscious decision to buy, it’s never let me down. Brands include: Casio, Seiko, Oris, Rado, Mido, Timex, Vostok, Tudor, Rolex, Jaeger leCoultre, even a microbrand called Zelos. The other things I will happily splurge on are well-made raw denim jeans, leather jackets, waxed jackets like a Barbour, shoes (especially Chelsea and heritage work-styled boots eg. RM Williams, Yuketen).

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• #28Jul 2, 2025

  Name your top 5 BIFL items

  1. Rolex Submariner 2. Leatherman Charge titanium 3. One complete outfit of Crye Precision clothing with an amish belt 4. Genuine HK MP5K with all the extra bits 5. My best boot/sock combo. Darn tough on socks but I do have some bug out Austrian wool that were like $120/pair.

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• #29Jul 1, 2025

  Does This Qualify as BuyItForLife? 1970's And Still Ticking

  Yes, a Rolex is buy it for life. Crazy that needs to be said.

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• #30Jul 1, 2025

  Name your top 5 BIFL items

  Duluth pack bison wallet, Lamy fountain pen, Rolex datejust 41, Zojirushi rice cooker, Spiderco pocket knife

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• #31Jul 1, 2025

  Name your top 5 BIFL items

  1) Gaggia Espresso machine - for when I'm feeling a fancy coffee 2)moccammaster - for the mornings to brew coffee for the wife and I 3) Wahl magic clips for keeping my beard trimmed and neat 4) a nice set of stainless steel pans 5) Vintage Rolex watch - this is not a necessity but it really helps with my outfits for work. And with proper care and service will run for another 25 years

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• #32May 10, 2025

  Brands you swear by that have Buy It For Life quality products

  Yes, i tried to write on two seperate lines but somehow managed to get it wrong. Rolex, watches. Hästens, beds and mattresses handmade from natural high quality material, horsehair, pine, wok, cotton. Had mine just over 6/7 years now but no wear or tear. Still feels and looks like the day i got it. I have a ‘Maranga’ 180x210 cm. According to the seler/owner of the store I shouldnt need to worry about biting a new bed in ny lifetime since this one should outlive me.

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• #33May 10, 2025

  Brands you swear by that have Buy It For Life quality products

  Rolex Hästens

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• #34Apr 7, 2025

  I challenge anyone to name a product that has all 3 of these qualities. That's exactly why wristwatches are special- nothing else comes close.

  If you follow the self-defense experts on Youtube, quite a few of them would note that having a new, fresh, expensive Rolex is one of the corner stone of their EDC kit. They do this b/c it's a spiritual sister of a Get Out of Jail card. They might be behind enemy lines and need to get out of dodge quick b/c something went south--so they would just trade that multi-thousand dollar Rolex for a trashy but reliable 1980s Corolla so they can quietly low-key trek out of danger. Some robber wants to rob you, if that fresh $100 US bill doesn't do it, you've got a backup like a Rolex. So the shiny can distract them while you bust out your MMA training. So from that perspective of Doing Something So You Don't Prematurely Unlive Yourself--that's where a wrist watch shines. But for the regular pleb--the time/date/weather just comes from our garbage phones--it's been that way well over a decade--if not more. I invite you to get with the times.

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• #35Apr 6, 2025

  BIFL Automatic women’s watch?

  You may need to narrow down a price range. A Rolex Datejust is definitely BIFL (they become heirlooms for a reason), but I suspect you aren't looking to spend that kind of money. Seiko, Orient, and Citizen all make respectable automatic watches well below $1000. The issue with mechanical/automatic watches is that they need to be serviced eventually, even if it is 5-10 years down the road, and cheaper automatic watches like this aren't really worth servicing, as the service costs more than the watch. A Citizen Eco-drive is also a nice alternative.

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• #36Mar 12, 2025

  BIFLers, what things do you not understand why people spend their money on?

  You guys are downvoting him, but he makes a valid point. An Omega or Rolex is going to last generations, and in business, it definitely opens doors. They are definitely BIFL. It's also part of the expected costume. I finally broke down and bought an Omega when I realized every person I work with wears a $10k+ watch and didn't want to embarrass my boss when I'm meeting with the board. I bought it used for half price because it didn't have the original box. The very next month I got asked to speak at a conference for a major company you'd recognize the name of. Not saying it was all the watch, but again, it's part of the expected costume. You need to look the part to reach a certain level. By itself, it's just a watch though, you can't wear cargo shorts to a business golf outing and think the watch will save you. The guy I know who did, didn't get invited back.

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• #37Mar 12, 2025

  BIFLers, what things do you not understand why people spend their money on?

  Rolex tend to appreciate, not depreciate with time, so as long as you’re willing to find the right buyer you *can* get your $10k back out of it. Can I give you a scenario where a Rolex works *better* than cash? Every single time you have to cross a border and cash must be declared (and may be confiscated for no good reason) while an expensive watch will glide right through. If you’re talking about the specific instance of paying off local cops, or paying for a ride, or an apartment, cash is usually just as good. If you’d rather carry $10k worth of crisp hundreds (they have to be crisp, USD cash loses value in third world countries when it’s worn) then that’s your prerogative, but I’d rather wear it on my wrist. Also, to be very clear, I’m not suggesting that you shouldn’t carry cash. I tend to keep a crisp $20 and a crisp $100 in my wallet, because most of the time those are enough to get you out of a jam. The insurance policy is there for when $100 isn’t close to enough.

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• #38Mar 11, 2025

  BIFLers, what things do you not understand why people spend their money on?

  If you follow Watches of Espionage, they talk about this sometimes. If you're wearing a Rolex GMT or Submariner, or a comparable popular luxury watch, you can be almost anywhere in the world and sell it very quickly. You might get a bad deal, but $5k in an emergency is $5k in an emergency.

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• #39Mar 11, 2025

  What's the most expensive item you've bought with the intention of keeping it for life?

  Rolex watch as family heirloom

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• #40Mar 11, 2025

  BIFLers, what things do you not understand why people spend their money on?

  Don’t have cash but need a ride ten hours to the border? Someone will give you a ride for the Rolex on your wrist. Insert any other similar situation where things unexpectedly go badly, a Rolex is about as liquid (and as recognizable) as a fat stack of US $100s.

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• #41Mar 11, 2025

  BIFLers, what things do you not understand why people spend their money on?

  Bingo. A Rolex is a $10k insurance policy that can get you out of just about any sticky situation in any country in the world.

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• #42Mar 6, 2025

  Durable Watch for hands on work

  I'm sure I'll get downvotes for this opinion because it's a "luxury brand" but: Rolex. I used to work at a shop that sold them (we were the #1 dealer in the State) and took them in for service. We had a customer that wore a Submariner as his "tool watch" that got banged around a lot. He would bring it in every year or so to have the sapphire replaced because he welded with it on, and the weld spatter would make pits in the sapphire. The rest of the watch worked fine, he would just start to not be able to read the dial through the putting. I figured if the watch can survive that, it's about as good as anyone could need. The movements Rolex uses are quite robust, and the materials the case/band are made of are great quality. Personally I wouldn't treat a $10,000 watch like that, but per your request, it is a durable watch and totally would be fine for hands-on work.

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• #43Mar 6, 2025

  Durable Watch for hands on work

  Thanks for all the recommendations! Gonna take me a bit to go through everything. A little more background- I wear a rolex datejust pretty much 24/7 since I've gotten it 8 years ago. I only take it off for the field work but keep on for gym, housework, some shop work, sports, etc. Its great but don't wanna risk it during the field work. When I first started about 15 years ago I broke a Casio Edifice and that's made me take watches off during the field work. I do heavy mechanical maintenance on wind turbines. Lots of grease, oil, solvents, impacts, grease, scratches, vibration, more grease. Since I have a nice and great watch I am not looking to buy another crazy expensive one. Not looking to start collecting. The Casios are a little over the top for me now as far as style. I like it to be just a single dial, not too distracting, or big. Something under 40mm, in the 35mm range. So far looks like Timex could be best cheap option. Bertucci, Boldr reasonable with Hamilton a little more. Vostok for the dark horse. And Sinn if I want to splurge.

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• #44Mar 6, 2025

  Durable Watch for hands on work

  Rolex explorer are great option.

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• #45Feb 7, 2025

  What brands do you trust to always deliver a high quality product?

  Iron Heart, Maui Jim, All Clad, Filson, Chris Reeve Knives, Rolex, Glock, Saddleback, Lexus, Alden shoes, Wolf

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• #46Feb 6, 2025

  What brands do you trust to always deliver a high quality product?

  Rolex

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• #47Feb 1, 2025

  What’s one item you bought that has lasted for YEARS and was worth every penny?

  A Rolex 35 years ago when they were cheap.

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• #48Jan 6, 2025

  Any recommendations for wind up or self winding wrist watches?

  If you want self winding and a good investment, Rolex Explorer. Least expensive Rolex but self winding and dress up or down with it and you are ok.

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• #49Jan 6, 2025

  Any recommendations for wind up or self winding wrist watches?

  Definitely going to need a budget, because I doubt you really mean “any” If it is any, go Rolex, if you want new and now go Tudor/Omega. If it is limited, for 300 usd you can get great seiko automatics which will be serviceable their whole life. If you want more accuracy, get something Swiss with an eta 2824 (around 1000usd)

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• #50Jan 6, 2025

  Any recommendations for wind up or self winding wrist watches?

  Any budget? Get yourself a rolex, grand seiko, lange, enjoy!

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• #51Jan 6, 2025

  What is your favorite category of BIFL products?

  I didn’t downvote. I have many from Rolex and Glashutte Original to Casio and Laco. Always interested to hear what others are into or what they find great value in.

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• #52Jan 6, 2025

  What is your favorite category of BIFL products?

  Going to be highly subjective as everyone has their own preferences in what they want out of a watch, so do your own research, but out of my collection Under $100 - BIFL choices would be Casio, G-Shock, Timex. You aren't going to find a good repairable automatic movement for this price new, maybe used. I love my swatches, really cute designs, but not built to be repairable. Under $1k - Pretty wide price range, at the low end you can get a good g-shock, citizen eco-drive, for automatics look at hamilton, tissot, seiko. A seiko 5 is the gold standard for inexpensive, durable, entry level, automatic watch. if you had to buy one watch today to start your watch journey, that and a 20$ casio would be my recommendation. Under $10k its almost entirely preference. You can get a good Rolex Submariner or Datejust for around that price, I'm personally partial to grand seiko, you can find a SBGW231 for 3-4k. Lots of options from pretty much everyone there, omega has the 57 chromosomes, brietling/iwc both make great stuff, cartier santos, glashütte but if you're looking for a one-and-done purchase as a somewhat non-enthusiast, just find a rolex you really like, make sure the movement is in good maintenance, and enjoy. There is a reason they are as esteemed as they are.

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• #53Jan 6, 2025

  What is your favorite category of BIFL products?

  low are going to be something like timex or casio. Weekender or g-shock models in particular. Mid is going to be something like seiko, citizen, bulova. High is watches like Rolex, Tag Heuer, Cartier, etc. Prices can be anywhere from $40 to $40k or more.

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• #54Jan 6, 2025

  What is your favorite category of BIFL products?

  Rolex is quite literally buy it for generations. Value go up, collectability go up. Definitely not a daily wear though.

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• #55Jan 6, 2025

  In response to the post about BIFL being an excuse to over spend.

  I do BIFL not necessarily to always save money, but because I love having quality items that I purchased with my hard earned money. I grew up in modest circumstances, very middle-middle class. We were never hurting but never really had much luxuries. My wife was the same. In our life we have moved to the higher end of the upper middle class. I am careful with my money obviously but sometimes I buy things that are definitely luxury but BIFL, like my mechanical watches. Is it “overspending” to buy a Rolex? Probably yes, if you don’t value them and look only at the money. Yet I get joy from my small watch collection every day and I know my child will inherit them, and can either keep them or sell them. So I think BIFL is about spending your money on quality, not necessarily saving it.

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• #56Jan 5, 2025

  Has everything we buy reduced in quality over time? Has anything increased in quality or stayed high quality and durable?

  Rolex watches have increased in value over time

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