Breaking Down Rolex Prices: Retail vs. Actual Market for Top Models
When it comes to Rolex prices, there is a difference between retail price and actual market price for many of their watches. Their hottest models, like the steel Daytona and Pepsi GMT, are notorious for selling far above the manufacturer’s suggested retail prices (MSRP) on Rolex’s website. The gap has been closing a bit since 2022, though. Many of the more common Rolexes, such as Datejusts with standard dials and smooth bezels, now sell secondhand for retail price or even less. But turquoise Oyster Perpetuals, titanium Yacht-Masters, and Le Mans Daytonas still sell for huge premiums. Even Datejusts with popular options like palm motif or mint green fluted motif dials often sell for thousands above list.
So why is there such a difference between retail and market prices for Rolex watches? The short answer: because of the gap between supply and demand. Demand for Rolex is still extremely high, and the Rolex supply chain can’t simply create an additional million watches by flipping a switch. If you’re reading this, you’re probably aware of the infamous Rolex waiting list – there simply aren’t enough new Rolex watches for sale in the primary market to keep up with demand. This has paved the way for a robust secondary market of grey market dealers selling Rolex watches.
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Secondary market prices are not guided by MSRPs but rather, by current demand. Therefore, underrated and older Rolex watches will likely be cheaper to buy from the secondary market compared to retail. On the other hand, expect to pay higher-than-retail prices for popular current-production (and coveted vintage) Rolex watches in the secondary market. For you here we’ve picked seven popular Rolex watch collections and compared retail vs. actual market prices.
Rolex Daytona Prices
First introduced in 1963, the Daytona is Rolex’s famous racing chronograph collection. The Daytona is not only one of Rolex’s best-known watches but it’s also a varied collection with plenty of case materials, dial colors, and bracelet styles to choose from.
Regardless of the specific model, all current-production Daytona watches sport 40mm cases, a pair of screw-down chronograph pushers flanking the winding crown, tachymeter scales on the bezel, and three counters on the dial. In 2016, the first-ever steel Daytona to get a ceramic bezel insert, ref. 116500, hit the market and was an immediate sensation. The entire Daytona line was updated in 2023 with an improved movement, some subtle visual tweaks, and reference numbers starting with 1265.
Modern Rolex Daytona Price Chart
| Daytona Ref. | Case Material | Bezel Material | Bracelet | Most Recent MSRP | Market Price Feb. 2024 |
| 126500LN | Stainless Steel | Cerachrom Ceramic | Steel Oyster | $15,100 | $31,000 (Black dial) $36,000 (Panda) |
| 116500LN | Stainless Steel | Cerachrom Ceramic | Steel Oyster | $14,800 | $28,000 (Black dial) $31,000 (Panda) |
| 126503 | Stainless Steel & Yellow Gold | Yellow Gold | Steel & Yellow Gold Oyster | $19,500 | $23,000 |
| 116503 | Stainless Steel & Yellow Gold | Yellow Gold | Steel & Yellow Gold Oyster | $19,100 | $19,750 |
| 126508 | Yellow Gold | Yellow Gold | Yellow Gold Oyster | $39,500 | $50,000 |
| 116508 | Yellow Gold | Yellow Gold | Yellow Gold Oyster | $38,700 | $100,000 (Meteorite) $72,000 (Green dial) $47,000 (Other dials) |
| 126518LN | Yellow Gold | Cerachrom Ceramic | Oysterflex | $30,600 | $42,000 |
| 116518LN | Yellow Gold | Cerachrom Ceramic | Oysterflex | $29,950 | $39,000 |
| 126509 | White Gold | White Gold | White Gold Oyster | $42,500 | $50,000 |
| 116509 | White Gold | White Gold | White Gold Oyster | $41,600 | $100,000 (Meteorite) $40,500 (Other dials) |
| 126519LN | White Gold | Cerachrom Ceramic | Oysterflex | $32,100 | $44,000 |
| 116519LN | White Gold | Cerachrom Ceramic | Oysterflex | $31,500 | $90,000 (Meteorite) $38,500 (Other dials) |
| 126505 | Everose Gold | Everose Gold | Everose Gold Oyster | $42,500 | $50,000 |
| 116505 | Everose Gold | Everose Gold | Everose Gold Oyster | $41,600 | $100,000 (Meteorite) $49,500 (Other dials) |
| 126515LN | Everose Gold | Everose Gold | Oysterflex | $32,100 | $41,500 |
| 116515LN | Everose Gold | Cerachrom Ceramic | Oysterflex | $31,500 | $82,000 (Meteorite) $39,500 (Other dials) |
| 126506 | Platinum | Cerachrom Ceramic | Platinum Oyster | $77,800 | $150,000 |
| 116506 | Platinum | Cerachrom Ceramic | Platinum Oyster | $81,300 | $110,000 |
Read more:
How Much Can I Get For My Rolex Daytona?
Which is the Best Rolex Daytona to Buy?
The Best Rolex Daytona Alternatives
Rolex Submariner Prices
Launched in 1953, the Submariner is Rolex’s diving watch collection. Rolex has produced many generations of the ever-popular Submariner since then, and the latest update came in 2020. The latest Submariners feature 41mm cases that are water-resistant to 300 meters, Cerachrom ceramic unidirectional rotating bezels, and new-generation movements with 70 hours of power reserve.
In true Rolex fashion, the new Submariners are offered in a variety of case and bracelet materials, along with a few bezel and dial color options.
Rolex Submariner Price Chart
| Submariner Ref. | Case Material | Bezel Color | Retail Price 2024 | Market Price Feb. 2024 |
| 124060LN | Stainless Steel | Black | $9,100 | $11,500 |
| 126610LN | Stainless Steel | Black | $10,250 | $12,800 |
| 126610LV | Stainless Steel | Green | $10,800 | $15,900 |
| 126613LN | Steel & Yellow Gold | Black | $15,600 | $15,600 |
| 126613LB | Steel & Yellow Gold | Blue | $15,600 | $16,850 |
| 126618LN | Yellow Gold | Black | $39,000 | $38,000 |
| 126618LB | Yellow Gold | Blue | $39,000 | $38,000 |
| 126619LB | White Gold | Blue | $42,000 | $36,650 |
Rolex Submariners with colorful bezels, such as the steel Submariner with a green bezel or the gold Submariner with a blue bezel, are typically more valuable on the secondary market than their black bezel counterparts.
Rolex GMT-Master II Prices
Unveiled in 1955, the GMT-Master is Rolex’s collection of pilot’s watches that display two time zones simultaneously. While the series began as the GMT-Master, the watches are now called the GMT-Master II thanks to the independent hour hand that makes it easier to change the local time when traveling. Rolex rolled out the newest GMT-Master II generation in 2018 and the company has since expanded the collection with more bezel, dial, and bracelet options.
What’s more, there’s even a left-handed GMT-Master II that joined the lineup in 2022. All contemporary Rolex GMT-Master II watches have 40mm cases, bi-colored Cerachrom ceramic bezels, date windows on the dials, and a new-generation movement with 70 hours of power reserve.
Rolex GMT-Master II Price Chart
| GMT-Master II Ref. | Case Material | Bezel Color | Retail Price 2024 | Market Price Feb. 2024 |
| 126710BLRO | Stainless Steel | Blue & Red | $10,700 | $22,250 |
| 126710BLNR | Stainless Steel | Blue & Black | $10,700 | $16,800 |
| 126720VTNR (Left-Hand) | Stainless Steel | Green & Black | $11,250 | $17,800 |
| 126711CHNR | Steel & Everose Gold | Brown & Black | $16,150 | $18,700 |
| 126715CHNR | Everose Gold | Brown & Black | $40,600 | $37,650 |
| 126719BLRO (Blue Dial) | White Gold | Blue & Red | $40,600 | $38,500 |
| 126719BLRO (Meteorite Dial) | White Gold | Blue & Red | $42,900 | $49,300 |
Rolex only offers the steel GMT-Master II watches with a choice of an Oyster or Jubilee bracelet while the gold and two-tone versions are exclusively paired with Oyster bracelets. Rolex GMT-Master II watches with the classic blue and red “Pepsi” bezels are the models that generally have market prices that are much higher than retail prices.
Rolex Yacht-Master Prices
Introduced in 1992, the Yacht-Master is Rolex’s lineup of nautical watches. Rolex has offered the model in various sizes over the decades, and today there are Yacht-Master watches with 37mm, 40mm, and 42mm cases. Yacht-Master watches feature rotating bezels with raised numerals while the dials are home to three hands and a date window.
Rolex offers the Yacht-Master in a multitude of case and bezel materials, not to mention the choice between Oyster bracelets and rubber Oysterflex bracelets for some references.
Rolex Yacht-Master Price Chart
| Yacht-Master Ref. | Case | Bezel Material | Bracelet | Retail Price 2024 | Market Price Feb. 2024 |
| 268622 | 37mm Stainless Steel | Platinum | Steel Oyster | $11,550 | $12,000 |
| 268621 | 37mm Steel & Everose Gold | Everose Gold | Steel & Everose Gold Oyster | $14,350 | $12,800 |
| 268655 | 37mm Everose Gold | Cerachrom Ceramic | Black Oysterflex | $24,700 | $20,750 |
| 126622 | 40mm Stainless Steel | Platinum | Steel Oyster | $12,300 | $13,800 |
| 126621 | 40mm Steel & Everose Gold | Everose Gold | Steel & Everose Gold Oyster | $15,850 | $14,800 |
| 126655 | 40mm Everose Gold | Cerachrom Ceramic | Black Oysterflex | $28,800 | $28,800 |
| 226658 | 42mm Yellow Gold | Cerachrom Ceramic | Black Oysterflex | $29,200 | $30,800 |
| 226659 | 42mm White Gold | Cerachrom Ceramic | Black Oysterflex | $30,500 | $27,800 |
Unsurprisingly, the size of a particular Yacht-Master model generally has a greater influence on its market price— the 40mm sizes perform better on the secondary market than the smaller 37mm sizes.
Rolex Sky-Dweller Prices
The Sky-Dweller is one of Rolex’s newest models, first introduced in 2012. It’s also one of Rolex’s most complicated models, boasting two time zones, a month indicator, a date window, and an annual calendar.
Though the Sky-Dweller was initially only offered in gold, Rolex has expanded the collection to include other material choices. Furthermore, steel and two-tone Sky-Dwellers are available with Oyster or Jubilee bracelets while gold Sky-Dwellers are available with Oyster or Oysterflex bracelets. All Sky-Dweller watches include 42mm cases topped with a fluted bezel, which actually serves to control the movement inside the watch. In 2023, the 336xxx models replaced the 326xxx Sky-Dweller models. The 336 models have upgraded movements but no other notable differences, and they can be identified by two small crowns printed between “Swiss Made” at the bottom of the dial.
Rolex Sky-Dweller Price Chart
| Sky-Dweller Ref. | Case | Bezel Material | Bracelet | Most Recent MSRP | Market Price Feb. 2024 |
| 336934 | Stainless Steel | White Gold | Stainless Steel | $15,650 | $31,500 (Mint green) $23,250 (Other dials) |
| 336933 | Steel & Yellow Gold | Yellow Gold | Steel & Yellow Gold | $19,250 | $21,500 |
| 336938 | Yellow Gold | Yellow Gold | Yellow Gold | $48,000 | $47,000 |
| 336238 | Yellow Gold | Yellow Gold | Black Oysterflex | $41,050 | $38,150 |
| 336935 | Everose Gold | Everose Gold | Everose Gold | $50,900 | $73,000 (Blue-green) $55,000 (Other dials) |
| 336235 | Everose Gold | Everose Gold | Black Oysterflex | $42,700 | $40,300 |
| 336239 | White Gold | White Gold | Black Oysterflex | $42,700 | $42,700 |
| 326934 | Stainless Steel | White Gold | Stainless Steel | $15,650 | $20,600 |
| 326933 | Steel & Yellow Gold | Yellow Gold | Steel & Yellow Gold | $19,250 | $19,000 |
| 326938 | Yellow Gold | Yellow Gold | Yellow Gold | $48,000 | $45,300 |
| 326238 | Yellow Gold | Yellow Gold | Black Oysterflex | $41,050 | $37,300 |
| 326935 | Everose Gold | Everose Gold | Everose Gold | $50,900 | $48,300 |
| 326235 | Everose Gold | Everose Gold | Black Oysterflex | $42,700 | $48,300 |
Out of all the variants in the collection, the steel Sky-Dweller with a blue dial is the one that commands the highest premium on the secondary market—its market value (around $29,000) is much higher than its retail price range of $15,200 (Oyster bracelet) to $15,450 (Jubilee bracelet).
Rolex Datejust 41 Prices
The Datejust 41 was introduced in 2016 as the newest generation of the largest Datejust in the brand’s catalog. As is customary for this flagship Rolex dress watch, the Datejust 41 line offers a wide assortment of materials, bezels, dials, and bracelets.
Rolex Datejust 41 Price Chart
| Datejust Ref. | Case | Bezel | Bracelet | Retail Price (2024) | Avg. Market Price Feb. 2024 |
| 126300 | Stainless Steel | Steel Domed | Stainless Steel | $8,050 | $10,200 |
| 126334 | Stainless Steel | White Gold Fluted | Stainless Steel | $10,000 | $12,900 |
| 126334 (Diamond Dial) | Stainless Steel | White Gold Fluted | Stainless Steel | $12,250 | $13,000 |
| 126333 | Steel & Yellow Gold | Yellow Gold Fluted | Steel & Yellow Gold | $13,750 | $15,000 |
| 126303 | Steel & Yellow Gold | Yellow Gold Smooth | Steel & Yellow Gold | $13,650 | $13,800 |
| 126331 | Steel & Everose Gold | Everose Gold Fluted | Steel & Everose Gold | $14,150 | $15,200 |
| 126301 | Steel & Everose Gold | Everose Gold Smooth | Steel & Everose Gold | $14,050 | $13,500 |
It’s interesting to note that it wasn’t too long ago that classic Rolex watches, such as the Datejust, were habitually cheaper to buy from the secondary market than at retail. However, as you can see from the above chart, current-production Rolex Datejust 41 watches are valued higher in the market than their sticker prices.
Rolex Day-Date 40 Prices
While the Day-Date, better known as the Rolex President, has been around since the mid-1950s, the 40mm version only made its debut in 2015. Since then, the Day-Date 40 has grown in popularity thanks to its larger yet elegant case proportions.
Like all Rolex President watches that came before it, the Day-Date 40 is exclusively available in precious metals such as gold and platinum—thereby making them some of the priciest Rolex watches sold at retail.
Rolex Day-Date 40 Price Chart
| Day-Date Ref. | Case Material | Bezel | MSRP (2024) | Market Price Feb. 2024 |
| 228238 | Yellow Gold | Yellow Gold Fluted | $37,450 | $43,000 |
| 228348RBR | Yellow Gold | Diamond | $52,650 | $65,000 |
| 228239 | White Gold | White Gold Fluted | $40,350 | $43,800 |
| 228349RBR | White Gold | Diamond | $55,450 | $62,800 |
| 228235 | Everose Gold | Everose Gold Fluted | $40,350 | $47,400 |
| 228345RBR | Everose Gold | Everose Gold Fluted | $55,450 | $66,100 |
| 228206 | Platinum | Platinum Smooth | $63,250 | $73,500 |
Again, similar to Datejust market prices, it’s somewhat surprising that ultra-luxurious dress watches, such as the Rolex Presidential, would command prices ranging from 23% to 51% over MSRP. Specific dial colors, such as the olive green anniversary dials or the ice blue Arabic dials are particularly popular, and therefore exceedingly valuable on the secondary market.
What Does The Data Tell Us About Rolex Prices?
We’ve crunched a lot of numbers in our exploration of retail vs. market prices for Rolex watches. So what does it tell us?
The first eye-opener is that all the current-production Rolex references we’ve analyzed have higher market prices than retail prices. Some differences are significant; for instance, 145% over MSRP for a Daytona ref. 116500LN, 118% over MSRP for a GMT-Master II ref. 126710BLRO, and 87% over MSRP for a Submariner ref. 126610LV. Other markups are less substantial, particularly for the Yacht-Master 37, which ranges from 8% to 16% over the sticker price.
Another observation that we made is that while today’s Rolex market prices are generally less than what they were 6 months ago, many of them are still higher than what they were a year ago.
Perhaps the biggest surprise gleaned from the data is the higher prices for Rolex Day-Date 40 and Datejust 41 watches on the secondary market. While higher than MSRP prices have been a common occurrence for stainless steel Rolex sports watches for a while now, two-tone, gold, and dressier Rolex watches are following a similar trend now.
More Rolex Guides:
Guide to Rolex Serial Numbers
The Ultimate Rolex Day Date Price Guide
How Many Links Does a Rolex Come With?
How Can I Recover My Stolen Rolex? Take These Steps Before It Happens!
Rolex Authorized Dealers to Sell Certified Used / Pre-Owned Watches!
More Pricing Guides:
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4 responses to “Breaking Down Rolex Prices: Retail vs. Actual Market for Top Models”
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Super informative data to use when I can afford to buy my favorite Rolex! The author surely made many friends,& as many or more enemies giving so much detail for how to spot a fake. On a tv show about a Pawn Shop, the owner was teaching a new hire the easiest way to spot a fake was to look at the crystal at an angle. If I recall, he said real models have Sapphire crystals that “glow” green when the crystal is looked at from an angle. He said fakes often use green glass that wont glow when viewed the same way. I may have that backwards but can you confirm that is a way to tell?
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The green crystal is a unique feature specific to the Milgauss GV model, and fakes don’t quite get it right. On other fake models, an overly visible “laser-etched crown” is the most common giveaway. We have a guide to spotting a Fake Rolex for more!
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Why doesn’t Rolex engrave a small crown at the bottom of the dial (6 o’clock) between SWISS MADE on all of their models & not just some? It seems that counterfeiters can’t quite make it as “sharp” as Rolex & it’s a dead giveaway. Also, the person who submits the most replies should win an authentic DEEP SEA model in all SS with the SS Oyster bracelet! Just a suggestion. LoL
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Good question, and they actually do now. If you see a Rolex without a crown between “Swiss Made” then it’s not the current variant. And we have no Deepseas to give away at the moment unfortunately! 🙂
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