Yes, when it comes to Rolex prices, there is a difference between Rolex retail prices and actual market prices for their top models. Rolex prices have become a hot topic in recent years given the major discrepancy between Rolex retail prices and market prices. While the manufacturer’s suggested retail prices (MSRP) of most Rolex watches are published on the brand’s website for all to see, this is not necessarily what you’ll pay to buy a Rolex.
But why is there such a difference between retail and market prices for Rolex watches? The short answer: because of the large gap between supply and demand. 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 (also know as the “grey market” or “aftermarket”) for Rolex watches.
More on the Rolex Supply Chain:
Rolex’s Supply Chain: Does Demand Really Exceed Supply?
What is a Grey Dealer?
Unlike retail, 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 for popular current-production (and coveted vintage) Rolex watches in the secondary market.
We’ve picked seven popular Rolex watch collections and compared retail vs actual market prices, so if you’re looking for a Rolex price chart, we’ve got you covered. The results are fascinating so keep on reading to find out which Rolex watches sell for above, below, or about the same as retail.
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.
Rolex Daytona Price Chart
|Daytona Ref.||Case Material||Bezel Material||Bracelet||Last|
|2022 Retail Price||Avg. Market Price Sep. 2023||Avg. Market Price Aug. 2022||Avg. Market Price Feb. 2022||Avg. Market Price Aug. 2021|
|116500||Stainless Steel||Cerachrom Ceramic||Steel Oyster||$14,800||$14,550||$28,200||$35,700||$41,400||$32,800|
|116503||Stainless Steel & Yellow Gold||Yellow Gold||Steel & Yellow Gold Oyster||$19,100||$17,950||$21,900||$25,400||$28,400||$22,600|
|116508||Yellow Gold||Yellow Gold||Yellow Gold Oyster||$38,700||$37,550||$68,400||$79,100||$93,500||$72,700|
|116518||Yellow Gold||Cerachrom Ceramic||Black Oysterflex||$29,950||$29,200||$39,200||$46,100||$50,400||$39,700|
|116509||White Gold||White Gold||White Gold Oyster||$41,600||$40,450||$44,500||$53,979||$56,400||$47,700|
|116519||White Gold||Cerachrom Ceramic||Black Oysterflex||$31,500||$30,500||$38,300||$47,500||$51,600||$42,100|
|116505||Everose Gold||Everose Gold||Everose Gold Oyster||$41,600||$40,450||$50,100||$59,800||$66,300||$52,100|
|116515||Everose Gold||Cerachrom Ceramic||Black Oysterflex||$31,500||$30,500||$39,000||$45,900||$55,400||$42,900|
|116506||Platinum||Cerachrom Ceramic||Platinum Oyster||$81,300||$77,630||$105,500||$139,500||$149,200||$110,200|
It’s important to mention that some dial colors, such as the green dial version of the yellow gold Daytona or the white dial version of the steel Daytona, command much higher premiums in the aftermarket than other dial colors.
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Which is the Best Rolex Daytona to Buy?
The Best Rolex Daytona Alternatives
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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 Sep 2023||Retail Price||Avg. Market Price Sep. 2023||Avg. Market Price Aug. 2022||Avg. Market Price Feb. 2022||Avg. Market Price Aug. 2021|
|126613LN||Steel & Yellow Gold||Black||$15,600||$14,700||$16,000||$17,900||$19,300||$17,000|
|126613LB||Steel & Yellow Gold||Blue||$15,600||$14,700||$17,000||$19,500||$21,100||$18,000|
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.
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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 brand new 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 Sep 2023||Retail Price 2022||Avg. Market Price Sep. 2023||Avg. Market Price Aug. 2022||Avg. Market Price Feb. 2022||Avg. Market Price Aug. 2021|
|126710BLRO||Stainless Steel||Blue & Red||$10,700||$10,550||$19,100||$23,000||$27,000||$21,400|
|126710BLNR||Stainless Steel||Blue & Black||$10,700||$10,550||$16,400||$19,900||$21,800||$18,200|
|126720VTNR (Left-Hand)||Stainless Steel||Green & Black||$11,250||$11,050||$20,300||$38,600||N/A||N/A|
|126711CHNR||Steel & Everose Gold||Brown & Black||$16,150||$15,250||$19,700||$23,600||$27,800||$20,400|
|126715CHNR||Everose Gold||Brown & Black||$40,600||$39,350||$40,300||$48,000||$57,800||$44,000|
|126719BLRO (Blue Dial)||White Gold||Blue & Red||$40,600||$39,350||$46,300||$47,900||$50,600||$48,400|
|126719BLRO (Meteorite Dial)||White Gold||Blue & Red||$40,600||$41,600||$46,300||$72,300||$70,900||$62,600|
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.
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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 Sep 2023||Retail Price 2022||Avg. Market Price Sep. 2023||Avg. Market Price Aug. 2022||Avg. Market Price Feb. 2022||Avg. Market Price Aug. 2021|
|268622||37mm Stainless Steel||Platinum||Steel Oyster||$11,550||$11,600||$11,400||$13,500||$13,400||$11,600|
|268621||37mm Steel & Everose Gold||Everose Gold||Steel & Everose Gold Oyster||$14,350||$13,550||$15,100||$14,800||$15,800||$13,800|
|268655||37mm Everose Gold||Cerachrom Ceramic||Black Oysterflex||$24,700||$23,850||$23,000||$25,700||$25,800||$23,000|
|126622||40mm Stainless Steel||Platinum||Steel Oyster||$12,300||$12,350||$13,900||$16,400||$17,300||$14,800|
|126621||40mm Steel & Everose Gold||Everose Gold||Steel & Everose Gold Oyster||$15,850||$14,950||$15,800||$18,300||$19,500||$16,100|
|126655||40mm Everose Gold||Cerachrom Ceramic||Black Oysterflex||$28,800||$28,050||$28,900||$33,100||$36,900||$30,200|
|226658||42mm Yellow Gold||Cerachrom Ceramic||Black Oysterflex||$29,200||$28,300||$31,300||$35,400||N/A||N/A|
|226659||42mm White Gold||Cerachrom Ceramic||Black Oysterflex||$30,500||$29,650||$28,300||$32,600||$34,300||$30,400|
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.
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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.
Rolex Sky-Dweller Price Chart
|Sky-Dweller Ref.||Case||Bezel Material||Bracelet||Last Retail Price||Retail Price 2022||Avg. Market Price Sep. 2023||Avg. Market Price Aug. 2022||Avg. Market Price Feb. 2022||Avg. Market Price Aug. 2021|
|326934||Stainless Steel||White Gold||Stainless Steel||$15,650||$15,200||$20,600||$26,530||$29,100||$25,100|
|326933||Steel & Yellow Gold||Yellow Gold||Steel & Yellow Gold||$19,250||$18,200||$19,000||$22,000||$23,100||$20,800|
|326938||Yellow Gold||Yellow Gold||Yellow Gold||$48,000||$46,750||$45,300||$54,200||$53,900||$51,700|
|326238||Yellow Gold||Yellow Gold||Black Oysterflex||$41,050||$40,000||$37,300||$42,800||$44,900||$43,600|
|326935||Everose Gold||Everose Gold||Everose Gold||$50,900||$49,350||$48,300||$63,000||$65,200||$55,500|
|326235||Everose Gold||Everose Gold||Black Oysterflex||$42,500||$41,400||$48,300||$47,700||$49,200||$44,200|
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).
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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 Sep 2023||Retail Price||Avg. Market Price Sep. 2023||Avg. Market Aug. 2022||Avg. Market Price Feb. 2022||Avg. Market Price Aug. 2021|
|126300||Stainless Steel||Steel Domed||Stainless Steel||$8,050||$7,900||$9,700||$10,500||$10,700||$9,700|
|126334||Stainless Steel||White Gold Fluted||Stainless Steel||$10,250||$10,000||$12,600||$14,000||$14,000||$12,300|
|126334 (Diamond Dial)||Stainless Steel||White Gold Fluted||Stainless Steel||$12,250||$12,700||$12,600||$14,500||N/A||N/A|
|126333||Steel & Yellow Gold||Yellow Gold Fluted||Steel & Yellow Gold||$13,750||$12,900||$14,100||$15,100||$14,900||$14,000|
|126331||Steel & Everose Gold||Everose Gold Fluted||Steel & Everose Gold||$14,150||$13,350||$15,200||$16,100||$16,200||$14,800|
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.
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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||Retail Price Sep. 2023||Retail Price||Avg. Market Price Sep. 2023||Avg. Market Price Aug. 2022||Avg. Market Price Feb. 2022||Avg. Market Price Aug. 2021|
|228238||Yellow Gold||Yellow Gold Fluted||$38,500||$37,450||$42,000||$46,000||$46,400||$39,000|
|228239||White Gold||White Gold Fluted||$41,500||$40,350||$41,800||$49,800||$54,400||$42,100|
|228235||Everose Gold||Everose Gold Fluted||$41,500||$40,350||$49,300||$58,400||$71,000||$49,700|
|228345RBR||Everose Gold||Everose Gold Fluted||$58,700||$55,450||$71,100||$83,900||$70,700||$58,300|
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.
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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:
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The Ultimate Rolex Day Date Price Guide
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How Can I Recover My Stolen Rolex? Take These Steps Before It Happens!
Grey Market Reacts – ROLEX Authorized Dealers to SELL Certified Used / Pre-Owned Watches!
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