Intro
The Rolex price list update is a hot topic. It is mainly connected to product range updates as much as new releases and usually occurs twice yearly.
With the new year opening, Rolex has again adjusted their price list on old watches and Watches-and-Wonders-released new models. Then, we decided to update our article by adding a comparison table, allowing the reader to understand where and how much the price list has grown in the last two years. If viewing this article from your smartphone, please rotate the screen.
2023 to 2026: how the price list changed and how much
The table provides the following information:
- the references sorted by collection
- absolute and percentage change from 2023 to 2024, 2024 to 2025, and 2025 to 2026, listed per each reference
- the complete price change from 2023 to 2026
- the percentage points (PP) measuring how much each price list has grown in the last three years
OYSTER PERPETUAL
EXPLORER
SUBMARINER
GMT-MASTER II
DAYTONA
SKY-DWELLER
YACHT-MASTER
DEEPSEA
PERPETUAL 1908
The reference in the last row is the yellow gold model on a leather strap (same reference as the yellow gold on Settimo bracelet in row two).
LAND-DWELLER
The table pictured above, containing the hottest Rolex references that we will update from time to time, aims to provide a clear overview of where the significant changes occurred and in which year the price change was more remarkable. Following up is a brief introduction to the core collections and links to in-depth reviews where available.
The Oyster Perpetual collection
The collection boasts sizes from 41 (it replaced the golden-ratio 39mm model) to 28 mm, with the 36 mm mid-size option being the unisex model par excellence and still the most coveted.
The range includes 28 references, including the “Bubble” variants available in 41, 36, and 31mm sizes. The “Bubble” is by far the most wanted Rolex Oyster Perpetual.
Explorer
The Explorers’ watch has a compact product range with two sub-collections and a few references.
The Rolex Explorer collection
Its range includes the 36mm Explorer model in steel or steel and gold, the 40mm steel version, and the top-of-the-range Explorer II on a black or white dial.
With the latest range, Rolex introduced a new generation of Chromalight to ensure, according to the brand, superior brightness and glow in the dark.
From a technical perspective, the latest generation features the 3230 calibre, boasting 70 hours of power reserve. Please read our review of the new Rolex Explorer including the new Explorer 2.
Submariner
The Submariner collection includes eight models: three in steel, two in Rolesor, and three in gold. The Submariner barely undergoes any variation during its life cycle. However, let’s wait and see what Watches and Wonders hold this year.
It keeps being a hero model but is not as desirable as in the past, like with the pre-2020 generation. For example, the latest Starbucks (photo above) is less coveted than the Hulk.
However, here is one of the best Rolex sports watches we love as a no-date variant and find attractive in Rolesor attire.
We once reviewed the Rolex Submariner in white gold.
Daytona
The professional racing driver’s chronograph par excellence commands high market demand.
A Rolex Daytona is the most wanted sports chronograph, and demand far exceeds supply. Both steel and full gold references are highly desirable. Grey market prices are sometimes twice as much as retail. Do you want to know more about its history? Check out our guide dedicated to the Rolex Daytona.
GMT-Master II
Again, here is one of Rolex’s most wanted watches. The Rolex GMT-Master II is available on a Jubilee or Oyster bracelet and a two-tone bezel in blue-red, blue-black, grey-black, brown-black (Root Beer), and green-black (the left-handed).
Sky-Dweller
The complicated Rolex watch is among the most attractive timepieces, and Rolex keeps improving it in variants and product experience, being such a hefty watch.
Among the most recent upgrades is the Oysterflex bracelet. The watch has a relatively thick case compared to other Rolex professional sports watches. Since the gold Sky-Dweller gained the Oysterflex bracelet, the timepiece is more usable and comfortable.
If you ever tried a Rolex Daytona with an Oysterflex bracelet or a Yacht Master 40 with the same strap, you would have noticed how soft and consistent any Rolex on Oysterflex is thanks to two humps placed on the inner side.
It is also moderately flexible, thanks to the inner titanium and nickel blades. A few years ago, we reviewed the steel and gold Rolex Sky-Dweller.
Yacht-Master 40
It is one of the most fascinating Rolex watches, yet less appreciated than it deserves.
It is a beauty in steel and rose gold, and I appreciate that it is one, if not the only, professional Rolex watch to sport rounded lugs.
Sea-Dweller
The Sea-Dweller’s appreciation is growing despite the current collection being many years into its life cycle. Do we expect any significant change in the upcoming edition of Watches and Wonders?
Despite its size, the Rolex Sea Dweller could gain value once it is phased out. To learn more, read our review of the Rolex Sea Dweller. Please read our full review of the Rolex Sea-Dweller.
Deepsea
The Super Professional by Rolex gained a slight update in 2024 and is still available despite its market life cycle being close to an end.
We reviewed the pictured model upon its release; here are our thoughts. Check out the Deepsea in our review.
Deepsea Challenge Titanium RLX 126067
Ten years after the experiment which saw the Rolex Deepsea Challenge prototype accompany James Cameron to eleven thousand meters down the Mariana Trench (10,908 meters), Rolex unveiled its commercial model: the new Rolex Deepsea Challenge Titanium RLX 126067.
Measuring 50 mm across, the watch debuted titanium on a professional Rolex watch. RLX Titanium is a grade 5 titanium alloy to which the brand’s watchmakers added thin polished edges from the lugs to the crown protectors.
Final thoughts
A Rolex price list increase year on year is no breaking news. We and most colleagues highlighted how consistent the price increase has been on gold models, something we address with gold price increases among raw materials.
However, not all Rolex collections are as desirable as in the past. For instance, a GMT-Master II in white gold and a Sky-Dweller in rose gold on Oysterflex, one of the most technically interesting Rolex watches ever, sell below retail, something we have not seen in decades.
For additional information, please visit the official Rolex website.
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(Photo credit: Horbiter®)
Giovanni Di Biase @Horbiter®
