Rolex Market Report — Week Ending August 9, 2026
A dated record of Rolex collection direction, qualified buyer demand, price-demand divergence and tracked-reference validation status for August 3–August 9, 2026.
Key takeaway: For August 3–9, the SWC Buying Desk assessed broad weekly market-price direction at down 2.7% across all ten tracked Rolex collection/model rows. This collection-level adjustment does not establish or recompute a normalized headline index baseline, does not alter exact live SWC asking prices, and is separate from buyer-demand data. Shopify inventory moved from 562 to 539 units with zero units sold; that 23-unit change remains classified as non-sale catalog activity.
Rolex market conditions for the week ending August 9, 2026
From August 3–9, the SWC Buying Desk assessed broad weekly market-price direction at down 2.7% across the ten tracked Rolex collection/model rows. This is a collection-level weekly direction for this report: no normalized headline index level or reference-level multi-source median was created, and exact live SWC listing prices remain separate. Shopify inventory analytics moved from 562 to 539 Rolex units, while ShopifyQL recorded zero inventory units sold; the 23-unit decline is therefore treated as listing, availability or inventory-reconciliation activity—not buyer demand. No weekly qualified-request percentage is published because a compliant deduplicated request sample was not available.
Observation period
Aug 3–Aug 9
This report does not roll forward when the current hub updates.
Market posture
Broad weekly market assessment: all ten tracked collections down 2.7%
Exact reference, configuration and condition still determine the useful comparison.
Headline index
Not published
Current weekly direction is published separately from any pending normalized headline or reference-level baseline.
Tracked references
24
Stable, unranked reference entities linked to the permanent Market Index.
Why some prices are absent: the reference-basket numerical audit is still in progress. This dated report preserves verified directional and buyer-demand observations, but it does not publish unsupported reference medians simply to make the table look complete.
Rolex collection signals for this exact week
The percentages below belong to the observation period ending August 9, 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 | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 85→85 units; ShopifyQL recorded zero units sold. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Submariner Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 17→17 units; ShopifyQL recorded zero units sold. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| GMT-Master II Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 22→22 units; ShopifyQL recorded zero units sold. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Datejust Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 207→202 units; the five-unit decline was non-sale catalog activity. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Day-Date Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 102→89 units; the thirteen-unit decline was non-sale catalog activity. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Sky-Dweller Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 56→56 units; ShopifyQL recorded zero units sold. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Sea-Dweller Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 7→7 units including Deepsea; ShopifyQL recorded zero units sold. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Explorer Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 4→4 units; ShopifyQL recorded zero units sold. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Yacht-Master Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 23→20 units; the three-unit decline was non-sale catalog activity. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
| Oyster Perpetual Current collection · Guide | -2.7% Down 2.7% | N/A | Not published — no qualified-request sample | Not published | SWC inventory was 27→24 units; the three-unit decline was non-sale catalog activity. That inventory result is not presented as buyer demand. Separately, the SWC Buying Desk assessed this collection's weekly market direction at down 2.7%.Broad weekly market assessment: down 2.7% · SWC Buying Desk weekly assessment; inventory evidence separately verified |
SWC Buyer Demand Pulse — week ending August 9, 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.
No new weekly qualified-request change published
Not publishedShopify inventory analytics classified the 23-unit decline as non-sale activity. The report's broad 2.7% weekly collection-level price assessment is presented separately; no compliant deduplicated qualified-request dataset was available, so no August buyer-demand percentage is published.
Fixed 24-reference basket · High for Shopify inventory evidence; insufficient for qualified-request direction · 562 starting / 539 ending Shopify inventory unitsWhere 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 first row is the white-dial Daytona 126500LN because it is position one in the fixed methodology basket—not because this report is ranking it as the “best” Rolex. Every row below belongs to the same report period ending August 9, 2026.
| Position / reference | Configuration | Observed price | Condition basis | Validation status | Report note |
|---|---|---|---|---|---|
| 1. Rolex Cosmograph Daytona 126500LN White Dial Cosmograph Daytona · Ref. 126500LN | Oystersteel, white dial and black Cerachrom bezel; exact year and bracelet completeness disclosed with each observation set. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | A core steel Daytona benchmark tracked separately from the black-dial configuration.Guide · Collection · Current example |
| 2. Rolex Cosmograph Daytona 126500LN Black Dial Cosmograph Daytona · Ref. 126500LN | Oystersteel, black dial and black Cerachrom bezel; tracked as a distinct configuration from the white dial. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | The black-dial steel Daytona is measured independently because dial preference can produce a different market level.Guide · Collection · Current example |
| 3. Rolex Cosmograph Daytona 126519LN Oysterflex Cosmograph Daytona · Ref. 126519LN | White gold Daytona on Oysterflex; dial configuration must match within each weekly comparison set. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Represents the precious-metal Oysterflex lane without combining unlike dials.Guide · Collection · Current example |
| 4. Rolex Submariner 124060 Submariner · Ref. 124060 | Oystersteel no-date Submariner with black dial, black bezel and Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | The no-date steel Submariner provides a clean core-sport benchmark.Guide · Collection · Current example |
| 5. Rolex Submariner Date 126610LN Submariner · Ref. 126610LN | Oystersteel Submariner Date with black dial, black bezel and Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | A central liquidity benchmark for the modern Rolex secondary market.Guide · Collection · Current example |
| 6. Rolex Submariner Date 126610LV Submariner · Ref. 126610LV | Oystersteel Submariner Date with black dial, green bezel and Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Tracks green-bezel demand separately from the black 126610LN.Guide · Collection · Current example |
| 7. Rolex GMT-Master II 126710BLRO Pepsi GMT-Master II · Ref. 126710BLRO | Oystersteel, red-and-blue bezel and Jubilee bracelet comparison basis. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Pepsi request activity is measured separately from the broader GMT-Master II collection.Guide · Collection · Current example |
| 8. Rolex GMT-Master II 126710BLNR GMT-Master II · Ref. 126710BLNR | Oystersteel, blue-and-black bezel and Jubilee bracelet comparison basis. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Tracked independently from Pepsi because bezel and bracelet identity influence buyer demand.Guide · Collection · Current example |
| 9. Rolex GMT-Master II 126720VTNR GMT-Master II · Ref. 126720VTNR | Oystersteel, green-and-black bezel and Jubilee bracelet comparison basis. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | The left-crown VTNR is treated as its own buyer and pricing lane.Guide · Collection · Current example |
| 10. Rolex GMT-Master II 126711CHNR Root Beer GMT-Master II · Ref. 126711CHNR | Everose Rolesor, brown-and-black bezel and Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Provides a two-tone GMT benchmark distinct from steel colorways.Guide · Collection · Current example |
| 11. Rolex Datejust 41 126334 Blue Dial Datejust · Ref. 126334 | Blue dial, fluted bezel and Jubilee bracelet comparison basis. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | A high-recognition Datejust configuration used as a conventional modern benchmark.Guide · Collection · Current example |
| 12. Rolex Datejust 41 126334 Wimbledon Datejust · Ref. 126334 | Wimbledon dial, fluted bezel and Jubilee bracelet comparison basis. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Tracked independently because dial identity can create a distinct buyer pool and premium.Guide · Collection · Current example |
| 13. Rolex Datejust 41 126334 Mint Green Datejust · Ref. 126334 | Mint green dial and fluted bezel; bracelet basis is disclosed with each weekly observation set. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Represents the modern green-dial Datejust lane without combining bracelet configurations silently.Guide · Collection · Current example |
| 14. Rolex Day-Date 40 228238 Champagne Day-Date · Ref. 228238 | Yellow gold, champagne dial and President bracelet; index-marker comparison basis unless disclosed otherwise. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | The classic yellow-gold Day-Date benchmark in the tracked basket.Guide · Collection · Current example |
| 15. Rolex Day-Date 40 228235 Olive Day-Date · Ref. 228235 | Everose gold, olive dial and President bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | A key modern precious-metal and dial-specific Day-Date benchmark.Guide · Collection · Current example |
| 16. Rolex Day-Date 40 228239 Olive Day-Date · Ref. 228239 | White gold, olive dial and President bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Tracks the quieter white-gold olive configuration separately from Everose.Guide · Collection · Current example |
| 17. Rolex Sky-Dweller 336934 Blue Dial Sky-Dweller · Ref. 336934 | Oystersteel and white gold, bright blue dial, fluted bezel and Jubilee bracelet comparison basis. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | One of the core dial-specific Sky-Dweller benchmarks.Guide · Collection · Current example |
| 18. Rolex Sky-Dweller 336934 Green Dial Sky-Dweller · Ref. 336934 | Oystersteel and white gold, green dial, fluted bezel and Jubilee bracelet comparison basis. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Tracked separately from blue because modern green-dial demand can produce a different market level.Guide · Collection · Current example |
| 19. Rolex Explorer 36 124270 Explorer · Ref. 124270 | Oystersteel time-only Explorer 36 on Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | A compact steel Explorer benchmark kept separate from Explorer 40 and Explorer II.Guide · Collection |
| 20. Rolex Explorer II 226570 Polar Explorer · Ref. 226570 | Oystersteel Explorer II with white Polar dial and Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | The Polar configuration is measured independently from the black dial and time-only Explorer family.Guide · Collection · Current example |
| 21. Rolex Sea-Dweller 126600 Sea-Dweller · Ref. 126600 | Oystersteel Sea-Dweller on Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Provides a professional-diver benchmark without combining Deepsea references.Guide · Collection · Current example |
| 22. Rolex Yacht-Master 40 126622 Slate Yacht-Master · Ref. 126622 | Rolesium Yacht-Master 40 with slate dial and Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | A central Rolesium Yacht-Master benchmark distinct from blue-dial and precious-metal paths.Guide · Collection · Current example |
| 23. Rolex Yacht-Master 42 226627 RLX Titanium Yacht-Master · Ref. 226627 | RLX titanium Yacht-Master 42 on titanium bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | The titanium reference is kept separate from Rolesium and Oysterflex Yacht-Master pricing.Guide · Collection · Current example |
| 24. Rolex Oyster Perpetual 41 134300 Green Dial Oyster Perpetual · Ref. 134300 | Oystersteel Oyster Perpetual 41 with green dial and Oyster bracelet. | Not published Multi-source observed asking-price median; pending validation | Target: unworn or like-new full set; exact basis disclosed weekly | Sample audit pendingPending multi-source validation | Represents the dial-driven Oyster Perpetual market while avoiding a blended average across all colors.Guide · Collection · Current example |
What this week means for buyers and sellers
Negotiate by reference, not by the Rolex name alone
The ten tracked collection/model rows are down 2.7% for this report period. Treat that as broad weekly market direction, not an automatic 2.7% discount to every exact reference or current SWC listing. Compare the exact reference, dial, bracelet, material, condition and completeness; no weekly qualified-request percentage is published for August 3–9.
Source an exact Rolex →Price to the actual buyer lane
Broad tracked-collection market direction was down 2.7% for August 3–9. Do not infer buyer demand from the inventory-count change, which ShopifyQL classified as non-sale catalog activity. Price the exact reference, dial, bracelet, material, condition and completeness rather than applying the collection-level move mechanically to every watch.
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.
Observed-price basis
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.
Buyer-demand basis
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.
Minimum sample
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.
Historical integrity
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.