Oct 22, 2026
Rolex Price List 2026: Every Model's Current Price
Looking for a Rolex price list? In 2026, Rolex retail prices run from around $5,350 for the entry Oyster Perpetual to roughly $39,000-plus for a gold Day-Date, but most in-demand steel sports models trade well above retail on the secondary market — a steel Submariner around $13,000–$16,000, a GMT-Master II $18,000–$28,000, and a Daytona $28,000–$40,000. This Rolex price list gives approximate 2026 retail and secondary-market figures for every main model. Figures are approximate observations, not fixed prices — always verify current listings. To buy a specific reference at a fair price, Crown Watch Group can source it.
Below is a model-by-model Rolex price list covering the current core collection. Retail is Rolex's official US figure; secondary market is the approximate real-world range where popular models actually trade. For why the two differ so much, see why Rolex is so expensive and our 2026 price increase guide.
Rolex Price List 2026: Core Models
Model | Approx. retail (2026) | Approx. secondary market |
|---|---|---|
Oyster Perpetual (28–41mm) | $5,350–$6,400 | $6,000–$10,000 |
Air-King | ~$7,400 | $7,500–$11,000 |
Datejust 36 / 41 (steel) | $8,000–$9,500 | $8,500–$13,000 |
Datejust (two-tone) | $13,000–$16,000 | $13,000–$18,000 |
Explorer 36 / 40 | $7,250–$7,700 | $7,500–$11,000 |
Explorer II | ~$9,800 | $10,000–$14,000 |
Submariner (No-Date 124060) | ~$10,050 | $11,000–$14,000 |
Submariner (Date 126610LN) | ~$11,350 | $13,000–$16,000 |
GMT-Master II (steel) | $11,800–$12,000 | $18,000–$28,000 |
Sea-Dweller | ~$13,550 | $12,000–$16,000 |
Yacht-Master 40 | ~$13,250 | $14,000–$20,000 |
Cosmograph Daytona (steel) | ~$16,900 | $28,000–$40,000 |
Sky-Dweller (steel/Rolesor) | $16,000–$18,000 | $16,000–$24,000 |
Day-Date 40 (gold) | $39,000+ | $38,000–$52,000 |
Day-Date (platinum) | $75,000+ | $75,000–$100,000 |
Retail vs Secondary-Market Prices
The key thing any Rolex price list has to explain is the gap between retail and the secondary market. For high-demand steel sports models — Submariner, GMT-Master II, Daytona — Rolex's official retail is largely theoretical, because the watches are extremely hard to buy at an authorized dealer, with waitlists stretching for years. Those models trade well above retail on the secondary market, where they are actually available. Dress and precious-metal models (Datejust, Oyster Perpetual, Day-Date) are easier to buy at retail, so they trade much closer to their official prices.
Which Rolex Models Trade Above Retail?
As a rule, the steel professional sports models carry the biggest premiums: the Daytona leads, followed by the GMT-Master II and the Submariner, with the Sea-Dweller and Yacht-Master close behind. The colourful Oyster Perpetual dials and certain discontinued references also trade well above retail. By contrast, standard Datejusts, Oyster Perpetuals and gold Day-Dates sit at or near retail. For the models that hold value best, see the best Rolex models to buy as an investment.
The Most Affordable and Most Expensive Rolex Models
At the accessible end, the Oyster Perpetual is the cheapest Rolex to buy, followed by the Air-King, Explorer and steel Datejust — see our most affordable Rolex guide. At the top end, platinum Day-Dates, gem-set pieces and rare precious-metal references run well into six figures — covered in our most expensive Rolex guide. Most buyers land somewhere in the middle, with the steel sports models and dress Datejusts.
Why Rolex Prices Keep Rising
Rolex adjusts its retail prices most years, typically raising them by a few percent, and gold models move further with the price of gold. In 2026 retail rose by roughly 7% on average early in the year. Secondary-market prices move independently, driven by supply and demand rather than Rolex's list. Our 2026 price increase guide covers the latest changes and what to expect next.
How to Buy a Rolex at a Fair Price
Because the real price of most desirable Rolex models is set on the secondary market, the way to buy well is to source a genuine, well-kept example at a fair market figure, authenticated before payment. Every watch we supply passes a full authentication process before payment, and you receive a transparent, all-in quote with no hidden buyer's fee. Prices on this Rolex price list move with the market, so we confirm the current figure for your exact reference before you commit.
How to Source Any Rolex
Crown Watch Group sources any Rolex reference — from an entry Oyster Perpetual to a platinum Day-Date — through a verified global network, authenticates it before payment, and delivers it fully insured. Tell us the Rolex you want, or browse the Rolex watches we currently have available.
Frequently Asked Questions
What is the Rolex price list for 2026?
Rolex retail runs from around $5,350 for the entry Oyster Perpetual to $39,000-plus for a gold Day-Date, but in-demand steel sports models trade well above retail on the secondary market — a Submariner around $13,000–$16,000, a GMT-Master II $18,000–$28,000, and a Daytona $28,000–$40,000. See the full table above; verify current listings.
What is the cheapest Rolex on the price list?
The Oyster Perpetual is the most affordable Rolex, with retail from around $5,350, followed by the Air-King and entry Explorer and Datejust models.
Why do secondary-market prices differ from Rolex retail?
Because the most in-demand steel sports models are very hard to buy at retail, with long waitlists, they trade well above their official price on the secondary market, where they are actually available. Dress and gold models sit closer to retail.
Does Rolex publish an official price list?
Rolex publishes official retail prices for authorized dealers, but those prices are often not the prices buyers actually pay for in-demand models, which trade higher on the secondary market. This guide gives both figures.
How often do Rolex prices change?
Rolex usually adjusts retail prices at least once a year, and gold models move with the gold price. Secondary-market prices change continuously with supply and demand.
Can Crown Watch Group tell me the current price of a specific Rolex?
Yes. Tell us the exact reference and we will confirm the current fair-market figure, source it through our verified global network, authenticate it before payment, and deliver it fully insured worldwide.
Get the Current Price on Any Rolex
This Rolex price list is your starting point — but the real figure for any model moves with the market. When you have one in mind, tell us the reference and we will give you a precise, all-in quote, then source, authenticate and deliver it, wherever you are located.
Looking for a specific Rolex?
We source authenticated references on demand — no waitlist.
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