Discontinued Rolex models often trade above retail because collectors seek rare...

https://marketrealist.com/retail-and-wholesale/why-some-discontinued-rolex-watches-are-now-worth-more-than-they-cost-new/

Discontinued Rolex models often trade above retail because collectors seek rare pieces no longer made, which boosts demand beyond sticker price. Insurance appraisals, meant to cover replacement cost, don’t reflect what buyers actually pay