Price evidence · US dollars
Rolex prices in 2026: list price and market value
Passion Asset Advisory checked the official Rolex US pages on 27 September 2026: the steel Submariner 124060 lists at $10,050, Submariner Date 126610LN at $11,350 and steel Daytona 126500LN at $16,900. List price is not resale value. This guide separates manufacturer prices, three documented January increases and two seller asking prices, with the source and evidence date shown.
Last updated .
Official list prices and dated seller asks. No forecast or guaranteed resale value.
Rolex price list 2026 (US)
These prices apply to the exact configurations below, not to every watch carrying the same model name. The source pages were checked on 27 September 2026. A listed price does not confirm local stock, an allocation or the final tax-inclusive amount payable.
| Model and configuration | Reference | US list price | Primary source |
|---|---|---|---|
| Submariner, black dial, Oyster | 124060 | $10,050 | Rolex US |
| Submariner Date, black dial, Oyster | 126610LN | $11,350 | Rolex US |
| GMT-Master II, blue/black bezel, Jubilee | 126710BLNR-0002 | $12,000 | Rolex US |
| GMT-Master II, grey/black bezel, Jubilee | 126710GRNR-0003 | $12,000 | Rolex US |
| Cosmograph Daytona, steel, Oyster | 126500LN | $16,900 | Rolex US: white dial / black dial |
Pepsi list price: no current official US list price is stated here for reference 126710BLRO. The resale example below is a seller asking price, not a Rolex retail offer. Confirm the exact configuration and price with an official retailer.
Retail, asking and transacted: the three-number rule
Retail is the manufacturer or authorized retailer price for a new watch. Asking is the amount advertised by a seller. Transacted is the amount accepted in a completed sale. A fourth figure, seller net, subtracts fees and other costs from the sale price. Each answers a different question.
The two seller listings checked on 28 September 2026 identify individual watches, not model averages. Their advertised cash-wire prices are shown below. Neither listing establishes a completed sale.
| Reference and watch | USD asking price | Observation date | Seller source and watch details |
|---|---|---|---|
| GMT-Master II 126710BLRO, Pepsi, black dial, Jubilee; 2021 | $26,795 cash wire | 28 September 2026 | Bob’s Watches, stock 193372. Seller describes excellent condition and papers only. |
| Daytona, seller reference 126500, black dial, steel Oyster; 2024 | $32,495 cash wire | 28 September 2026 | Bob’s Watches, stock 192377. Seller describes excellent condition, box and papers. |
These are two individual advertised prices, not a market range, payment offers for your watch or PAA inventory. Tax-inclusive totals and continued availability were not confirmed. The Daytona listing uses reference 126500 and identifies the black dial, steel case, Oyster bracelet and caliber 4131; its price must not be applied to the older 116500LN or a white-dial watch.
To estimate market value, match recent completed sales and current offers to the reference, dial, bracelet, year, condition and set. A seller’s advertised price is not the amount an owner will receive. A dealer purchase offer and a private-sale net estimate answer different questions.
Rolex price increases: the documented 2026 comparison
Professional Watches’ January 2026 firsthand price comparison records these US prices across 31 December and 1 January. The current Rolex pages above corroborate the later amounts. PAA calculates each percentage as (new price − old price) ÷ old price × 100.
| Reference and configuration | 31 December 2025 | 1 January 2026 | Calculated increase |
|---|---|---|---|
| Submariner 124060 | $9,500 | $10,050 | 5.8% |
| GMT-Master II 126710GRNR, Jubilee | $11,300 | $12,000 | 6.2% |
| Daytona 126500LN | $16,000 | $16,900 | 5.6% |
The source gives 6.2% for the Submariner in its prose. Its own prices produce 5.789%, rounded here to 5.8%. We use the arithmetic, not that percentage label.
What about 2023 to 2025?
This page does not claim a complete, verified annual price series for those years. A reliable timeline needs a dated price for the same reference, bracelet, market and currency at every point. We leave that series unpublished rather than infer it from today’s catalogue or join different configurations together.
Why market prices differ from list prices
A manufacturer list price is one offer framework. The pre-owned market includes owners with different deadlines, dealers with stock and service costs, and collectors seeking particular configurations. Available supply and buyer demand can change while the official list price stays still.
Rolex explains that official retailers independently manage the allocation and sale of watches to customers; see its official buying FAQ. A price displayed online does not mean a retailer can supply that watch immediately. Read how the Rolex waitlist works before treating retail access as a given.
The reverse also matters: difficulty buying one reference does not prove that every Rolex trades above list. Test the actual configuration against evidence. A premium paid to obtain a watch sooner is a purchasing choice, not a promise that another buyer will reimburse it later.
Does a price increase raise resale values?
Not automatically. A higher list price can change the comparison buyers make, but it does not fix their budgets or create an obligation to buy pre-owned. Demand, condition, competing supply and sale costs can outweigh a retail increase. The chart above measures catalogue repricing, not an owner’s return.
Do not calculate an investment gain by subtracting your old purchase price from a current asking price. Use an achievable sale price, deduct the agreed costs and account for any servicing or other ownership expenses. A written direct offer and an estimated private sale result carry different levels of certainty.
How much is my Rolex worth?
Start with the full reference and configuration. Record the condition, polishing, replaced parts, bracelet links, warranty card and service documents. Then use relevant closed sales and current buyer offers, adjusting for material differences. A historical model average is a starting point for questions, not a substitute for inspecting your watch.
A PAA sale estimate is free. We reply within one business day and provide a written offer or net estimate within one business day of complete details and usable photographs. Every offer is conditional on verification. A formal insurance or estate report is a separate service with stated fees: see watch appraisal and valuation.
What to expect in January 2027
No January 2027 amount or percentage is forecast here. A future update must follow published evidence. Until a new review is completed, the dates beside the present figures remain controlling. A change to this page’s wording alone does not refresh the market data.
For any later revision, preserve the old observation, add the new price with its source and check that the configuration is unchanged. The CSV separates evidence types and dates so a historical figure cannot quietly become a current one. Blank cells mean the corresponding observation was not verified; they do not mean a zero price, a zero increase or no market demand.
FAQ
Rolex price questions
How much is a Rolex in 2026?
For the exact US configurations checked on 27 September 2026, Rolex lists the Submariner 124060 at $10,050, Submariner Date 126610LN at $11,350, GMT-Master II 126710BLNR on Jubilee at $12,000 and steel Daytona 126500LN at $16,900. These are manufacturer list prices, not availability promises or resale values.
When does Rolex raise its prices?
There is no future price-change date guaranteed by this guide. The historical comparison records a change from 31 December 2025 to 1 January 2026. A current product page establishes the displayed price when checked; it does not establish every earlier change. Confirm the specific reference, country and date.
Is a Rolex worth more than its retail price?
Some configurations can command more than list, while others may sell below it. A seller’s asking price is not a completed-sale result or a payment offer for your watch. Condition, documents, dial, bracelet and selling costs matter. Use recent comparable sales and a current written offer before making a decision.
How much is a steel Rolex Daytona?
Rolex lists steel reference 126500LN at $16,900 on the US white- and black-dial pages checked on 27 September 2026. Bob’s Watches advertised a 2024 black-dial example, listed as reference 126500, at a $32,495 cash-wire asking price on 28 September 2026. That individual listing is not a completed-sale result or a payment offer for your watch.
How much did Rolex prices go up in 2026?
The three documented December-to-January examples in this guide rose by 5.8% for the Submariner 124060, 6.2% for GMT-Master II 126710GRNR on Jubilee, and 5.6% for Daytona 126500LN, rounded to one decimal. This is a three-reference comparison, not a measured increase for the entire Rolex range.
Selling a Rolex worth $25,000 or more?
Get a conditional written offer or net estimate within one business day of complete information. Sell a Rolex privately.
PAA is independent of Rolex, not an authorized dealer. Prices are informational; taxes, fees, condition and availability can change an individual transaction.