The price you see for a Rolex in 2026 is rarely the price you pay. The number Rolex publishes and what you pay are often worlds apart. For the watches most people want, the official price is just a starting point.
Some models you can walk into a store and buy the same day. Others have years-long waitlists and sell for 30 to 60% above retail. The Submariner, Daytona, and GMT-Master II all fall into that second group.
This Rolex pricing guide covers every major collection in 2026, from the $6,200 Oyster Perpetual to the $121,700 Day-Date. Use the tables below to see what each model really costs before you buy.
Retail Price, Grey Market, Pre-Owned: Which Rolex Price Matters?
Which price matters depends on what you are buying and where you are buying it from. For most in-demand models, the grey market price is the one that affects you most. Retail is what Rolex charges, but what you pay is usually a different number.
Rolex only sells through authorized dealers (ADs), and each AD gets a fixed supply they cannot reorder. For models like the Submariner, Daytona, and GMT-Master II, demand is far higher than what ADs receive. That supply gap is what drives three separate prices for the same watch.
| Price Type | What It Means | Who It Applies to |
| Retail Price | Official price at an authorized dealer | Buyers with AD relationships or patience to wait |
| Grey Market Price | Price from an unauthorized dealer, no waitlist | Most buyers of in-demand steel sports models |
| Pre-Owned Price | Price from a reseller or private seller | Buyers looking for discontinued models or deals |
If you want a steel Submariner, Daytona, or GMT-Master II today, you are most likely paying grey market prices. That premium ranges from 10% to over 60% depending on the model.
What Every Major Rolex Collection Costs in 2026
In 2026, Rolex prices range from $6,200 for the Oyster Perpetual to $121,700 for the platinum Day-Date. What you pay beyond that depends on the model, the material, and where you buy it.
Below are Rolex’s major collections with current retail prices, grey market prices, and availability.
1. Rolex Submariner Price: $10,050 to $15,500
The Submariner no-date (ref. 124060) starts at $10,050 retail. The date version (ref. 126610LN) starts at $10,400. On the grey market, both sell 25 to 35% above those prices.
Rolex introduced the Submariner in 1953 as one of the first dive watches rated to 100 meters of water resistance. The modern version goes to 300 meters. It runs the in-house caliber 3230 (no-date) or caliber 3235 (date). Both movements are made by Rolex and keep time within plus or minus 2 seconds per day.
| Reference | Retail Price | Grey Market Price | Premium |
| 124060 (no-date, steel) | $10,050 | $12,500–$13,500 | +24–34% |
| 126610LN (date, black dial) | $10,400 | $13,500–$14,500 | +30–40% |
| 126610LV (date, green “Starbucks” bezel) | $11,900 | $14,000–$15,500 | +18–30% |
| 126613LB (two-tone steel and gold “Bluesy”) | $18,900 | $19,500–$21,000 | +3–11% |
Steel references have long waitlists at most ADs. Two-tone versions like the “Bluesy” are easier to find close to retail. If you do not need the date display, the no-date 124060 is $350 cheaper at retail and carries a slightly lower grey market premium.
2. Rolex Daytona Price: $16,900 Retail, Up to $25,000 Grey Market
The steel Daytona (ref. 126500LN) retails at $16,900 as of March 2026 but sells on the grey market for $22,000 to $25,000. That is a 30 to 48% premium over retail.
The Daytona is Rolex’s chronograph, meaning it has a built-in stopwatch. It was named after the Daytona International Speedway in Florida, where Rolex became the official timekeeper in 1962. It runs the in-house caliber 4131, the same movement type found in chronographs from Patek Philippe and A. Lange and Söhne that cost far more.
The steel Daytona has been near-impossible to buy at retail for years. Getting one through an AD means joining a waitlist that can stretch several years.
| Reference | Retail Price | Grey Market Price | Notes |
| 126500LN (steel, black or white dial) | $16,900 | $22,000–$25,000 | Grey market only |
| 126503 (two-tone steel and yellow gold) | $24,000 | $25,000–$28,000 | Grey market only |
| 126515LN (Everose gold) | $33,500 | $40,000–$50,000 | Limited availability |
| 126508 (yellow gold) | $52,600 | $110,000–$120,000 | Extreme premium |
| 136505 (Everose gold, diamond dial) | $119,200 | Market-dependent | Rare |
Gold Daytona prices jumped 13 to 19% in January 2025 due to rising gold prices. The steel version went up 5.6% in January 2026, moving from $16,000 to $16,900. You can read more about Daytona dials explained if you are comparing references.
3. Rolex GMT-Master II Price: $11,800 Retail, Up to $18,000 Grey Market
The GMT-Master II “Batman” (ref. 126710BLNR) retails at $11,800 as of 2026 and trades on the grey market for $16,000 to $18,000. That is a 36 to 53% premium.
The GMT-Master II tracks two time zones using a 24-hour hand and a two-color rotating bezel. The color split lets you tell day from night in a second time zone at a glance. All current steel models run the in-house caliber 3285 with a 70-hour power reserve, about three days off the wrist.
From 2010 to 2026, the GMT-Master II posted 506% average price appreciation on the secondary market, the highest of any Rolex collection, according to Bob’s Watches 15-year sales data.
| Reference | Retail Price | Grey Market Price | Notes |
| 126710BLNR (“Batman,” steel, Jubilee) | $11,800 | $16,000–$18,000 | Grey market only |
| 126710BLRO (“Pepsi,” steel, Jubilee) | $11,800 | $25,000–$40,000 | No longer in production |
| 126720VTNR (“Sprite,” steel, left-side crown) | $12,300 | $14,500–$16,000 | Most accessible steel GMT |
| 126729VTNR (white gold, left-side crown) | $52,200 | $57,000–$65,000 | Limited availability |
Rolex officially discontinued the Pepsi (ref. 126710BLRO) on April 14, 2026, at Watches and Wonders Geneva. No replacement was announced and the red bezel is gone from the steel GMT lineup entirely. Average pre-owned examples now trade at $25,000, with unworn 2026-dated pieces pushing above $40,000.
The Batman (ref. 126710BLNR) is now the most available steel GMT-Master II in the current catalog. The Sprite (ref. 126720VTNR) is the most accessible of the remaining steel references.
4. Rolex Datejust Price: Starts at $8,950 and Available at Retail
The Datejust 41 in steel starts at $8,950 retail. It is one of the few Rolex models you can buy at an AD without a long wait, and grey market prices sit only 5 to 10% above retail.
The Datejust is Rolex’s most traded collection. It comes in 36mm and 41mm across dozens of dial and bracelet combinations. The 41mm version runs the caliber 3235, the same movement found in the Submariner date.
Specific Datejust references posted some of the strongest long-term price appreciation of any Rolex model from 2010 to 2026.
| Reference | Retail Price | Grey Market Price | Availability |
| 126234 (36mm, steel, Jubilee) | $9,900 | $10,500–$12,000 | Generally available |
| 126300 (41mm, steel, Oyster) | $8,950 | $9,800–$11,000 | Generally available |
| 126303 (41mm, two-tone steel and yellow gold) | $16,350 | $17,000–$19,000 | Generally available |
| 126333 (41mm, Rolesor yellow gold) | $16,550 | $17,000–$19,000 | Generally available |
The Datejust does not have the hype of the Submariner or Daytona. But you can walk into an AD and buy one today. It holds value well and the long-term price data backs that up. If you are deciding between sizes, see our Datejust 41 vs 36 comparison.
5. Rolex Oyster Perpetual Price: The Most Affordable Rolex Starts at $6,200
The Oyster Perpetual is the most affordable new Rolex you can buy. It starts at $6,200 for the 28mm (ref. 276200) and goes up to $6,500 for the 41mm (ref. 124300). Most sizes are available at authorized dealers with no waitlist.
The Oyster Perpetual shows only the time with no date and no extra functions. It runs the caliber 2232 in the 28mm size and the caliber 3230 in the 36mm and 41mm versions.
| Reference | Retail Price | Grey Market Price | Availability |
| 276200 (28mm) | $6,200 | $6,000–$7,000 | Available |
| 124200 (34mm) | $6,400 | $6,500–$7,500 | Available |
| 124300 (41mm) | $6,500 | $8,000–$11,000+ | Dial-dependent |
The 41mm pistachio green dial has sold for over $22,000 on the secondary market, a 200%+ premium over a retail price of $6,500. It is not typical, but it shows how fast prices can split from retail on a specific dial color. If you are comparing the Oyster Perpetual with the Datejust, see our Datejust vs Oyster Perpetual breakdown.
6. Rolex Explorer Price: $7,900 With a Reasonable Grey Market Premium
The Explorer 36mm (ref. 124270) retails at $7,900 and the 40mm (ref. 224270) retails at $8,350. Pre-owned modern Explorers start around $11,000 on the grey market.
The Explorer is a time-only watch with a clean 3-6-9 dial and no bezel complication. It runs the caliber 3230. The Explorer II (ref. 226570, 42mm) adds a 24-hour hand for tracking a second time zone and retails at $10,600.
| Reference | Retail Price | Grey Market Price | Wait Time |
| 124270 (Explorer, 36mm) | $7,900 | $10,500–$12,000 | Moderate |
| 224270 (Explorer, 40mm) | $8,350 | $11,000–$13,000 | Moderate |
| 226570 (Explorer II, 42mm) | $10,600 | $12,500–$14,500 | Moderate |
The Explorer gets less attention than the Submariner or GMT. The grey market premium is more reasonable, and you get a watch with genuine tool-watch history dating back to the 1953 Everest expedition. If you are torn between the two Explorer sizes, read our Explorer vs Datejust comparison.
7. Rolex Sky-Dweller Price: $17,750 and Available at Retail Today
The Sky-Dweller steel (ref. 336934) starts at $17,750 and the two-tone (ref. 336933) starts at $23,500. It is often available near retail with no long wait, which sets it apart from most popular Rolex models.
The Sky-Dweller has two built-in functions: an annual calendar and a second time zone. The annual calendar auto-adjusts for short months, so you only set it manually once a year in February. It runs the caliber 9002.
| Reference | Retail Price | Grey Market Price | Availability |
| 336933 (two-tone Rolesor, Jubilee) | $23,500 | $24,000–$26,000 | Often available |
| 336934 (steel, Jubilee) | $17,750 | $18,500–$21,000 | Often available |
| 336238 (yellow gold) | $49,050 | Market-dependent | Available |
An annual calendar in most other Swiss brands starts well above $20,000. The Sky-Dweller gives you two complications starting at $17,750 in steel, and you can find and buy one. That combination is rare in the current Rolex lineup.
8. Rolex Day-Date Price: Starts at $48,000 in Yellow Gold
The Day-Date 40 in yellow gold (ref. 228238) retails at around $48,000. The platinum diamond version (ref. 228396TBR) goes up to $121,700. Day-Date prices move more closely with gold commodity prices than any other Rolex collection.
The Day-Date only comes in precious metals, no steel version exists. It shows the day of the week spelled out in full at 12 o’clock, which is how it got its name. The 40mm version runs the caliber 3255.
The Day-Date 40 holds roughly 4 troy ounces of pure gold. At current prices, that is over $10,000 in raw material value alone. When gold rose 27% in 2024, from $2,076 per ounce to $2,640 per ounce, Rolex passed most of that cost to buyers in early 2025.
| Reference | Retail Price | Grey Market Price | Availability |
| 228238 (yellow gold, 40mm) | $48,000 | $48,000–$55,000 | Available |
| 228235 (Everose gold, 40mm) | $51,600 | $52,000–$58,000 | Available |
| 228396TBR (platinum, diamond bezel) | $121,700 | Market-dependent | Limited |
If you are buying a Day-Date, track gold prices before you commit. Gold rose 27% in 2024 and Rolex raised prices twice in 2025 as a direct result. At $48,000 retail for the yellow gold 40mm, the grey market premium has narrowed to roughly 0 to 15%. See how the Day-Date compares to the Datejust if you are deciding between the two.
How Did Rolex Prices Change in 2025 and 2026?
In 2025, Rolex raised prices twice, which is unusual. Steel models ended the year up 8 to 9% overall, while gold references climbed 14% or more on some models.
The first increase came in January 2025, driven by rising gold prices. Steel models went up 5 to 6%. Gold and two-tone models jumped 11 to 19% on some references.
The second increase came in May 2025 and was US-only. After the US announced a 10% tariff on Swiss watch imports, Rolex added roughly 3% across almost the full catalog. Tariffs were later raised to 39% in August 2025, but Rolex chose to hold prices and wait. By November 2025, tariffs dropped back to 15%.
In January 2026, Rolex raised prices again by an average of 7% in the US, partly from the remaining 15% tariff and partly from continued gold price increases.
| Material | Jan 2025 | May 2025 | Total 2025 |
| Oystersteel (steel) | +5–6% | +3% | ~8–9% |
| Two-tone (Rolesor) | +5–9% | +3% | ~8–12% |
| Solid gold | +11%+ | +3% | ~14%+ |
| Gold Daytona references | +13–19% | +3% | ~16–22% |
| Platinum | +1% | +1% | ~2% |
Steel models remain the most price-stable. Gold and two-tone references have risen faster and may keep climbing if gold prices stay high.
What Determines How Much a Rolex Costs?
Material is the biggest price driver. A steel Submariner (ref. 126610LN) costs $10,400. The same watch in white gold costs $42,150. The movement and design are nearly identical. Almost the entire price gap is the metal.
Each complication you add raises the price in a predictable way.
- Time-only Oyster Perpetual: from $6,200
- Add a date display: around $9,000 to $10,000
- Add a GMT hand for a second time zone: $11,800+
- Add an annual calendar and second time zone like the Sky-Dweller: $17,750+
Demand and limited supply create the grey market premium. Rolex does not overproduce. When stock runs out at ADs, buyers turn to grey market dealers and pay more to get the watch now.
Condition and paperwork play a big role in the pre-owned market too:
- Unworn, full set (original box and papers): Near or at grey market pricing
- Excellent condition, with box and papers: About 10 to 15% below grey market
- Pre-owned, no papers: 20 to 30% below grey market, but buy from a trusted seller
- Vintage (pre-2000): Priced by specific reference, dial condition, and collector demand
Discontinued models often sell for a lot more. The green-dial “Hulk” Submariner (ref. 116610LV) retailed around $9,050 before Rolex stopped making it in 2020. Pre-owned Hulks now trade at $20,000 to $30,000. Read our Hulk vs Starbucks guide to understand the difference between the two green Submariners.
Where Is the Best Value in the 2026 Rolex Lineup?
The best value in the 2026 Rolex lineup depends on your budget, but a few models consistently stand out. Steel sports models peaked near double retail in early 2022, then corrected since.
A steel Submariner that hit $18,000 at peak now trades at $13,500 to $14,500. The market is more rational today than it has been in several years.
If you know your budget, here is where the strongest value sits right now.
Under $10,000: The Oyster Perpetual 41 (ref. 124300) or Explorer 36 (ref. 124270). Both are available near retail with no long wait and hold their value well.
$10,000 to $15,000: The Submariner no-date (ref. 124060). It is $350 cheaper than the date version at retail and carries a slightly lower grey market premium. Many collectors prefer the cleaner dial without the date window.
$15,000 to $25,000: The Datejust two-tone Rolesor (ref. 126303 or 126333). Available near retail, far less hyped than the sports models, and holds its value well over time.
$25,000 and above: The Sky-Dweller in steel (ref. 336934). Available near retail. You get an annual calendar and a second time zone in a watch you can find and buy today.
Do Rolex Watches Hold Their Value?
Most modern Rolex references hold their value well, and many gain value over time. From 2010 to 2025, the average resale price rose from $2,000 to $13,426, a 550%+ gain (source). That is a stronger record than most luxury goods.
The short term is different. Between 2020 and early 2022, grey market prices on steel sports models roughly doubled, then dropped sharply. A Submariner that peaked near $18,000 now trades at $13,500 to $14,500. Buyers who paid peak prices and sold soon after took a loss.
Steel references like the Submariner, GMT-Master II, and Datejust have the most consistent resale track record. Gold and two-tone models swing harder because they are tied to commodity prices. Rolex holds value well long term, but it is not a guaranteed investment. Read our full guide on whether Rolex holds its value for more detail.
What to Know About Pre-Owned Rolex Prices
The pre-owned market gives you access to discontinued models and sometimes lower prices than the grey market. The key is knowing what each condition tier means before you pay.
| Condition | Description | Price vs. Grey Market |
| Unworn, full set | Never worn, original papers and box | At or near grey market |
| Excellent, box and papers | Very light wear, full documentation | 10–15% below grey market |
| Good, no papers | Visible wear, no original documents | 20–30% below grey market |
| Vintage (pre-2000) | Priced by reference, dial, and collector demand | Highly variable |
For modern sports models, original papers can add 15 to 20% to the price. If you are deciding whether to buy a Rolex without box and papers, that guide covers what you need to know. For vintage references where papers rarely survived, dial condition and originality matter more than documentation.
At Majestix Collection, every pre-owned Rolex goes through a full authentication process before it is listed. The small price difference from buying verified is worth the certainty.
Final Thoughts on Rolex Pricing Guide
This Rolex pricing guide covers every major collection in 2026, from the $6,200 Oyster Perpetual to the $121,700 platinum Day-Date. What you pay depends on the model, the material, and where you buy it.
Steel sports models like the Submariner, Daytona, and GMT-Master II consistently trade above retail. Dress models like the Datejust and Sky-Dweller are available near retail and still hold value over time.
The most common mistake buyers make is paying a grey market premium without checking current prices first. Before you commit, look up what the watch is selling for on Chrono24 or WatchCharts. That gap is updated daily and reflects what buyers are paying right now, not six months ago.
