Rolex Market Report — Week Ending August 9, 2026
A permanent dated snapshot of 24 Rolex reference-level consumer asking medians, one-week movement and current Superlative Watch Co. buying pathways for August 3–August 9, 2026.
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.
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 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
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.
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.