Rolex Market Report — Week Ending August 2, 2026
A permanent dated snapshot of 24 Rolex reference-level consumer asking medians, one-week movement and current Superlative Watch Co. buying pathways for July 27–August 2, 2026.
Rolex market conditions for the week ending August 2, 2026
Rolex vendor-level Shopify inventory moved from 564 to 565 units, with two inventory units marked sold. Sales analytics show one Air-King 126900 order at $9,350 gross and net sales, plus one Daytona 126518LN order row at $99,500 gross but $0 net and $0 total sales. Collection counts also changed through non-sale catalog activity. No broader price or buyer-demand number passed validation.
Rolex collection signals for this exact week
The percentages below belong to the observation period ending August 2, 2026. They are not live inventory prices and should not be carried into a later week without a new report.
| Collection | 7-day price | 4-week price | Buyer demand | Divergence | Interpretation |
|---|---|---|---|---|---|
| Cosmograph Daytona Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory stayed 86→86 units and inventory analytics marked one unit sold; the corresponding Daytona sales row showed $99,500 gross but $0 net and $0 total sales. This is not treated as a realized-price or buyer-demand signal.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Submariner Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 17→17 units; ShopifyQL recorded zero units sold. Do not interpret this as buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| GMT-Master II Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 22→22 units; ShopifyQL recorded zero units sold. Do not interpret this as buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Datejust Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 207→207 units; ShopifyQL recorded zero units sold. Do not interpret this as buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Day-Date Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 105→104 units; ShopifyQL recorded zero units sold for the collection. The one-unit decline is treated as non-sale catalog activity, not buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Sky-Dweller Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 56→56 units; ShopifyQL recorded zero units sold. Do not interpret this as buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Sea-Dweller Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 7→7 units including Deepsea; ShopifyQL recorded zero units sold. Do not interpret this as buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Explorer Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 4→4 units; ShopifyQL recorded zero units sold. Do not interpret this as buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Yacht-Master Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 23→23 units; ShopifyQL recorded zero units sold. Do not interpret this as buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
| Oyster Perpetual Current collection · Guide | N/A Not published — no compliant multi-source price sample | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 25→27 units; ShopifyQL recorded zero units sold for the collection. The two-unit increase is treated as non-sale catalog activity, not buyer demand or market-price movement.Review complete; direction withheld · High for Shopify inventory and transaction evidence; insufficient for broader market direction |
SWC Buyer Demand Pulse — week ending August 2, 2026
These signals come from Superlative Watch Co. buyer requests, not from public search volume. Percentages remain provisional until the sample audit is complete, and direction-only signals remain direction-only.
One net Air-King sale; Daytona row carried $0 net sales
Observed transaction evidence only — broader direction not publishedThe Air-King 126900 row recorded one order at $9,350 gross and net sales. A separate Daytona 126518LN row showed one order and $99,500 gross sales but $0 net and $0 total sales. Only the Air-King row is treated as a positive-net sale; neither row supports a collection-wide price or buyer-demand claim.
Rolex Air-King 126900 and Daytona 126518LN Shopify transaction rows · High for Shopify transaction records; insufficient for market-price or qualified-request direction · 2 Shopify product transaction rows; 1 with positive net salesWhere price and buyer demand diverged
No material divergence published
The report does not force a divergence classification when the supporting data is insufficient.
Reference observations recorded for this report
The 24 rows below preserve this report’s reference-level medians as they were published. Exact Superlative Watch Co. prices remain live and separate because each listed watch has its own dial, condition, year and included set.
| Reference | Consumer median | One-week move | Coverage | Exact SWC pathway |
|---|---|---|---|---|
| Cosmograph Daytona Ref. 126500LN Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $38,999 View This Exact Watch |
| Cosmograph Daytona Ref. 126500LN Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $33,900 View This Exact Watch |
| Cosmograph Daytona Ref. 126519LN Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $49,999 View This Exact Watch |
| Submariner Ref. 124060 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $14,999 View This Exact Watch |
| Submariner Ref. 126610LN Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $15,500 View This Exact Watch |
| Submariner Ref. 126610LV Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $15,999 View This Exact Watch |
| GMT-Master II Ref. 126710BLRO Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $27,999 View This Exact Watch |
| GMT-Master II Ref. 126710BLNR Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $20,500 View This Exact Watch |
| GMT-Master II Ref. 126720VTNR Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $19,500 View This Exact Watch |
| GMT-Master II Ref. 126711CHNR Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $24,850 View This Exact Watch |
| Datejust Ref. 126334 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $17,999 View This Exact Watch |
| Datejust Ref. 126334 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $18,999 View This Exact Watch |
| Datejust Ref. 126334 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $16,999 View This Exact Watch |
| Day-Date Ref. 228238 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $57,500 View This Exact Watch |
| Day-Date Ref. 228235 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $66,500 View This Exact Watch |
| Day-Date Ref. 228239 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $55,999 View This Exact Watch |
| Sky-Dweller Ref. 336934 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $26,500 View This Exact Watch |
| Sky-Dweller Ref. 336934 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $27,950 View This Exact Watch |
| Explorer Ref. 124270 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | Not currently listed Source this reference → |
| Explorer II Ref. 226570 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $14,500 View This Exact Watch |
| Sea-Dweller Ref. 126600 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $15,850 View This Exact Watch |
| Yacht-Master Ref. 126622 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | Not currently listed Source this reference → |
| Yacht-Master Ref. 226627 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $22,999 View This Exact Watch |
| Oyster Perpetual Ref. 134300 Collection · Buying guide | $0 All observed factory configurations | Mix review Reference-level comparison | observed asks Pending multi-source validation | $12,999 View This Exact Watch |
What this week means for buyers and sellers
Negotiate by reference, not by the Rolex name alone
Shopify transactions provide one positive-net Air-King sale at $9,350. The Daytona row with $99,500 gross and $0 net and $0 total sales is disclosed separately and is not counted as realized-price evidence. No weekly qualified-request percentage is published.
Source an exact Rolex →Price to the actual buyer lane
Do not generalize either transaction to broader collection pricing. Exact reference, dial, bracelet, material, condition and completeness—and validated comparable evidence—remain necessary before publishing a numerical market direction.
Request a sell or trade evaluation →How to interpret this dated report
The Superlative Watch Co. Rolex Market Index separates three different market signals: an observed asking-price index, first-party buyer demand, and current Superlative Watch Co. inventory. These signals are displayed separately so that a store asking price, a broader observed market price, and buyer inquiry activity are never presented as the same thing.
The price component is an observed asking-price index, not a claim of centralized exchange pricing or guaranteed transaction value. Each published reference value is based on a manually reviewed median of comparable active public listings from multiple independent secondary-market sources.
The SWC Buyer Demand Pulse uses deduplicated qualified buyer requests received by Superlative Watch Co. Requests are grouped by collection, reference or configuration and compared with the preceding equivalent period. Numerical percentage changes are withheld when the sample is too small; direction and confidence are shown instead.
Publish a numerical reference value only when at least three comparable observations are available. Show the observation count and confidence label. When fewer than three comparable observations exist, publish qualitative context only and label the numerical value unavailable.
Weekly reports are historical snapshots. Correct factual errors transparently, but do not silently rewrite past market observations. Methodology changes, reference-basket changes and material data corrections must be dated and disclosed.
This dated market report is informational and educational. It is not financial advice, an appraisal, a guarantee of future value or a binding offer to buy or sell. Public asking prices and actual transaction values can differ. Superlative Watch Co. is an independent luxury-watch dealer and is not an authorized Rolex retailer or affiliated with Rolex S.A. unless expressly stated.