Rolex Market Intelligence
Reference prices, market direction and buyer context
A decision-grade view of the Rolex secondary market, built around reference-level consumer asking medians and connected directly to exact Superlative Watch Co. inventory when a matching watch is available.
- Data through
- Validated references
- 52
- Current generation
- 30
- Previous generation
- 22
- Market / currency
- United States · USD
A divided Rolex market—not one uniform move
The September 4 snapshot shows a divided Rolex market rather than a single uniform move. Selected professional references strengthened, while several dress and entry references softened. Every published figure is a reference-level consumer asking-price median across observed factory configurations—not an appraisal or a promise that every dial, condition or complete set carries the same value.
Reference median
The principal figure is a consumer-facing asking-price median for one reference. It combines all observed factory dials and configurations in the source sample.
Exact SWC watch
When a matching watch is in stock, its live Superlative Watch Co. asking price appears separately. It is never blended into the market median.
Watch-specific value
Dial, metal, bracelet, condition, age, completeness and provenance can move an exact watch materially above or below the reference median.
Where the latest snapshot moved most
These are the largest validated moves among selected current references—not a chart and not a forecast. Short-window changes can reflect mix as well as market direction.
Reference-level consumer asking medians
30 current-generation references passed the identity, completeness and independent-dealer coverage rules for this snapshot.
| Collection / reference | Consumer median | One-week move | Coverage | Exact SWC pathway |
|---|---|---|---|---|
| Air-King Ref. 126900 Collection · Buying guide | $9,200 All observed factory configurations | -11.8% Reference-level comparison | 8 observed asks Moderate coverage · 8 independent dealers | $9,950 View This Exact Watch |
| Datejust Ref. 126200 Collection · Buying guide | $9,700 All observed factory configurations | -9.6% Reference-level comparison | 11 observed asks Moderate coverage · 11 independent dealers | Not currently listed Source this reference → |
| Datejust Ref. 126231 Collection · Buying guide | $20,400 All observed factory configurations | +14.0% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | $17,999 View This Exact Watch |
| Datejust Ref. 126233 Collection · Buying guide | $18,900 All observed factory configurations | +2.8% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | $24,500 View This Exact Watch |
| Datejust Ref. 126234 Collection · Buying guide | $14,600 All observed factory configurations | +3.3% Reference-level comparison | 18 observed asks Broad coverage · 18 independent dealers | $18,999 View This Exact Watch |
| Datejust Ref. 126300 Collection · Buying guide | $11,100 All observed factory configurations | -9.9% Reference-level comparison | 15 observed asks Broad coverage · 15 independent dealers | $19,500 View This Exact Watch |
| Datejust Ref. 126331 Collection · Buying guide | $19,900 All observed factory configurations | -1.6% Reference-level comparison | 13 observed asks Broad coverage · 13 independent dealers | $24,500 View This Exact Watch |
| Datejust Ref. 126333 Collection · Buying guide | $18,000 All observed factory configurations | +2.6% Reference-level comparison | 19 observed asks Broad coverage · 19 independent dealers | $19,850 View This Exact Watch |
| Datejust Ref. 126334 Collection · Buying guide | $15,800 All observed factory configurations | -6.5% Reference-level comparison | 29 observed asks Broad coverage · 29 independent dealers | $21,750 View This Exact Watch |
| Datejust Ref. 278273 Collection · Buying guide | $21,500 All observed factory configurations | -4.7% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | $23,999 View This Exact Watch |
| Day-Date 40 Ref. 228235 Collection · Buying guide | $58,500 All observed factory configurations | -13.7% Reference-level comparison | 9 observed asks Moderate coverage · 9 independent dealers | $66,500 View This Exact Watch |
| Day-Date 40 Ref. 228238 Collection · Buying guide | $64,500 All observed factory configurations | -2.5% Reference-level comparison | 9 observed asks Moderate coverage · 9 independent dealers | $75,999 View This Exact Watch |
| Day-Date 40 Ref. 228239 Collection · Buying guide | $48,500 All observed factory configurations | +1.1% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | $69,000 View This Exact Watch |
| Daytona Ref. 126500LN Collection · Buying guide | $38,200 All observed factory configurations | +1.7% Reference-level comparison | 20 observed asks Broad coverage · 20 independent dealers | $39,500 View This Exact Watch |
| Daytona Ref. 126505 Collection · Buying guide | $62,000 All observed factory configurations | +2.6% Reference-level comparison | 12 observed asks Broad coverage · 12 independent dealers | $64,500 View This Exact Watch |
| Daytona Ref. 126506 Collection · Buying guide | $141,000 All observed factory configurations | +7.0% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | $129,500 View This Exact Watch |
| Daytona Ref. 126508 Collection · Buying guide | $94,000 All observed factory configurations | +3.1% Reference-level comparison | 14 observed asks Broad coverage · 14 independent dealers | $56,999 View This Exact Watch |
| Daytona Ref. 126518LN Collection · Buying guide | $80,500 All observed factory configurations | +17.5% Reference-level comparison | 12 observed asks Broad coverage · 12 independent dealers | $49,999 View This Exact Watch |
| Daytona Ref. 126519LN Collection · Buying guide | $57,500 All observed factory configurations | Mix review Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | $49,999 View This Exact Watch |
| Explorer Ref. 224270 Collection · Buying guide | $9,800 All observed factory configurations | -10.1% Reference-level comparison | 7 observed asks Moderate coverage · 7 independent dealers | $9,499 View This Exact Watch |
| Explorer II Ref. 226570 Collection · Buying guide | $13,600 All observed factory configurations | -2.3% Reference-level comparison | 7 observed asks Moderate coverage · 7 independent dealers | $14,500 View This Exact Watch |
| Oyster Perpetual Ref. 277200 Collection · Buying guide | $10,500 All observed factory configurations | +6.7% Reference-level comparison | 7 observed asks Moderate coverage · 7 independent dealers | Not currently listed Source this reference → |
| Sea-Dweller Ref. 126600 Collection · Buying guide | $14,000 All observed factory configurations | +11.3% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | $15,850 View This Exact Watch |
| Sea-Dweller Ref. 126660 Collection · Buying guide | $13,400 All observed factory configurations | +4.2% Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | $15,999 View This Exact Watch |
| Sky-Dweller Ref. 336933 Collection · Buying guide | $25,500 All observed factory configurations | +2.6% Reference-level comparison | 7 observed asks Moderate coverage · 7 independent dealers | $27,500 View This Exact Watch |
| Sky-Dweller Ref. 336934 Collection · Buying guide | $26,700 All observed factory configurations | -3.9% Reference-level comparison | 19 observed asks Broad coverage · 19 independent dealers | $24,999 View This Exact Watch |
| Submariner Ref. 124060 Collection · Buying guide | $13,600 All observed factory configurations | -6.7% Reference-level comparison | 8 observed asks Moderate coverage · 8 independent dealers | $13,500 View This Exact Watch |
| Submariner Ref. 126610LV Collection · Buying guide | $16,400 All observed factory configurations | -1.0% Reference-level comparison | 14 observed asks Broad coverage · 14 independent dealers | $15,999 View This Exact Watch |
| Submariner Ref. 126613LB Collection · Buying guide | $18,500 All observed factory configurations | +2.3% Reference-level comparison | 15 observed asks Broad coverage · 15 independent dealers | $21,500 View This Exact Watch |
| Submariner Ref. 126613LN Collection · Buying guide | $19,300 All observed factory configurations | +16.8% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | $20,500 View This Exact Watch |
Earlier references buyers still compare and source
Previous-generation Rolex references remain commercially important. They can offer different proportions, bracelets, movements and price entry points, and many can be sourced even when they are not presently in stock.
Open 22 previous-generation reference medians
| Collection / reference | Consumer median | One-week move | Coverage | Exact SWC pathway |
|---|---|---|---|---|
| Datejust Ref. 116233 Collection · Buying guide | $10,400 All observed factory configurations | +1.3% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | Not currently listed Source this reference → |
| Datejust Ref. 16233 Collection · Buying guide | $7,000 All observed factory configurations | -5.5% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116500LN Collection · Buying guide | $33,800 All observed factory configurations | +17.0% Reference-level comparison | 12 observed asks Broad coverage · 12 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116503 Collection · Buying guide | $20,500 All observed factory configurations | -3.5% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116505 Collection · Buying guide | $50,500 All observed factory configurations | +4.2% Reference-level comparison | 8 observed asks Moderate coverage · 8 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116508 Collection · Buying guide | $74,000 All observed factory configurations | -5.4% Reference-level comparison | 9 observed asks Moderate coverage · 9 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116509 Collection · Buying guide | $43,600 All observed factory configurations | -3.0% Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116515LN Collection · Buying guide | $82,000 All observed factory configurations | Mix review Reference-level comparison | 7 observed asks Moderate coverage · 7 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116518LN Collection · Buying guide | $45,900 All observed factory configurations | -2.0% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116520 Collection · Buying guide | $25,600 All observed factory configurations | +9.3% Reference-level comparison | 14 observed asks Broad coverage · 14 independent dealers | Not currently listed Source this reference → |
| Daytona Ref. 116523 Collection · Buying guide | $18,300 All observed factory configurations | -14.1% Reference-level comparison | 7 observed asks Moderate coverage · 7 independent dealers | Not currently listed Source this reference → |
| Explorer II Ref. 216570 Collection · Buying guide | $10,900 All observed factory configurations | +1.0% Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | Not currently listed Source this reference → |
| Explorer II Ref. 16570 Collection · Buying guide | $8,400 All observed factory configurations | -1.3% Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | Not currently listed Source this reference → |
| GMT-Master II Ref. 116710LN Collection · Buying guide | $13,300 All observed factory configurations | +1.9% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | Not currently listed Source this reference → |
| GMT-Master II Ref. 116713LN Collection · Buying guide | $14,100 All observed factory configurations | -4.4% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | Not currently listed Source this reference → |
| Sea-Dweller Ref. 116660 Collection · Buying guide | $10,500 All observed factory configurations | +11.6% Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | Not currently listed Source this reference → |
| Sky-Dweller Ref. 326933 Collection · Buying guide | $19,600 All observed factory configurations | -1.4% Reference-level comparison | 8 observed asks Moderate coverage · 8 independent dealers | Not currently listed Source this reference → |
| Sky-Dweller Ref. 326934 Collection · Buying guide | $24,800 All observed factory configurations | +13.7% Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | Not currently listed Source this reference → |
| Submariner Ref. 116610LN Collection · Buying guide | $12,300 All observed factory configurations | -0.4% Reference-level comparison | 6 observed asks Directional coverage · 6 independent dealers | Not currently listed Source this reference → |
| Submariner Ref. 116610LV Collection · Buying guide | $21,300 All observed factory configurations | +7.0% Reference-level comparison | 11 observed asks Moderate coverage · 11 independent dealers | Not currently listed Source this reference → |
| Submariner Ref. 116613LB Collection · Buying guide | $15,000 All observed factory configurations | -2.1% Reference-level comparison | 9 observed asks Moderate coverage · 9 independent dealers | Not currently listed Source this reference → |
| Yacht-Master Ref. 116622 Collection · Buying guide | $12,800 All observed factory configurations | -6.4% Reference-level comparison | 5 observed asks Directional coverage · 5 independent dealers | Not currently listed Source this reference → |
Transparent scope without exposing proprietary trade inputs
The Superlative Watch Co. Rolex market dataset separates three distinct signals: a reference-level consumer asking-price estimate, current Superlative Watch Co. exact-watch pricing, and first-party buyer demand. These are shown separately so a market estimate, a specific listed watch, and inquiry activity are never presented as interchangeable.
What the median represents
Each published figure is a reference-level consumer asking-price median derived from licensed professional market observations under a consistent proprietary normalization process. It is an asking-price estimate, not a transaction price, appraisal, dealer acquisition cost, or promise that every dial and condition will trade at the same level.
Reference and condition scope
The dataset combines new or unworn and pre-owned observations and includes all observed factory dial and configuration variants at the reference level. Exact-watch values can differ materially with dial, metal, bracelet, condition, age, completeness, provenance and seller terms.
Minimum evidence
Publish a numerical reference median only when at least five independent dealers are represented. Display both observed asking-listing count and independent-dealer coverage. Where configuration mix could make a one-week comparison misleading, suppress the percentage movement and label the direction as under review.
Quality control
Remove malformed references, incomplete source rows, obvious data-entry errors and non-comparable aftermarket configurations. Do not discard a valid high or low observation merely because it is inconvenient. Review unusually large weekly movements for configuration-mix distortion before publication.
Why there is no chart yet
No aggregate headline index level is calculated in this release. Reference medians are published individually, and collection commentary is descriptive. A plotted index or weighted collection series will begin only after enough consistently dated snapshots exist for a defensible comparison.
Historical integrity
Dated reports remain historical snapshots. Factual corrections are disclosed, and methodology changes receive a new version and effective date. Past observations are not silently rewritten to match the current market.
Report RMI-2026-W36 · Data period August 29–September 4, 2026 · Published September 5, 2026
Common Rolex market questions
Is the consumer median the price of every watch with that reference?
No. It is a reference-level orientation point across observed factory configurations and conditions. A scarce dial, precious-metal variation, newer card, complete set or exceptional condition can change the value materially.
Does the dataset combine new and pre-owned Rolex watches?
Yes. This snapshot includes new or unworn and pre-owned observations. That scope is disclosed because the underlying reference-level sample is not restricted to one condition class.
Why can the current Superlative Watch Co. price differ from the median?
The linked listing is one exact watch with its own dial, bracelet, condition, year, completeness and acquisition terms. Its live price is shown separately so readers can make that comparison honestly.
Why are there no historical charts yet?
A credible chart requires consistently defined observations across multiple dated periods. We will add trend visualization only after the revised methodology has enough comparable snapshots to support it.
Use the reference view, then evaluate the watch
Our Buying Desk can compare a live listing, locate a previous-generation reference, or value a watch using the exact configuration and condition—not a generic number alone.
Market Intelligence is educational information, not an appraisal, transaction guarantee or investment recommendation. Rolex pricing depends on the exact watch and market at the time of evaluation. Superlative Watch Co. is an independent luxury-watch dealer and is not affiliated with Rolex S.A.