Rolex Market Report — Week Ending July 19, 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 13–July 19, 2026.
Rolex market conditions for the week ending July 19, 2026
This initial working report separates observed price direction, first-party buyer demand and current inventory. Most tracked Rolex collections showed mild weekly softness, while demand remained selective rather than uniformly weak. The reference-basket price table is being rebuilt under the new methodology and will not publish unsupported numerical values.
Rolex collection signals for this exact week
The percentages below belong to the observation period ending July 19, 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 | -0.6% Softening | -1.8% | Mixed; steel remains resilient while gold and Oysterflex requests softened | Selective demand / softer prices | Steel ceramic Daytona references remain the most liquid. Full-gold and Oysterflex demand is more selective, making exact dial, card date and condition increasingly important.Buyer-favorable outside the strongest steel configurations · Provisional internal review |
| Submariner Current collection · Guide | -0.9% Softening | -2.1% | Stable core demand | Stable demand / softer prices | Black steel Submariners remain core liquidity references. Green-bezel and precious-metal configurations require closer comparison by exact reference and condition.Liquid buyer's market · Provisional internal review |
| GMT-Master II Current collection · Guide | -1.2% Weekly softness, four-week flat | 0.0% | Cooling in Pepsi requests; broader GMT interest remains mixed | Cooling requests / price support remains | Pepsi request volume cooled materially, while Batman, Root Beer, Sprite and GRNR interest remains configuration-specific. Bracelet and card date continue to affect buyer comparisons.Configuration-dependent · Provisional internal review |
| Datejust Current collection · Guide | -0.4% Mild softness | -1.0% | Two-tone and distinctive dial interest improving | Selected configurations strengthening inside a softer collection | Mint, Wimbledon, blue and newer green-dial configurations remain stronger than generic Datejust inventory. Two-tone demand is improving, especially when paired with a distinctive dial.Highly configuration-dependent · Provisional internal review |
| Day-Date Current collection · Guide | -1.5% Softening | -3.2% | +35.0% | Demand rising / prices softening | Day-Date requests increased while observed price direction softened. This divergence can create better negotiation conditions, but dial, metal, bracelet condition and completeness remain decisive.Potential buyer-entry opportunity · Provisional internal review |
| Sky-Dweller Current collection · Guide | -1.3% Softening | -2.6% | Selective; strongest in blue, green and blue-green dials | Dial-led demand / broader softness | The market remains sharply dial-sensitive. Steel and white-gold references with blue or green dials attract broader interest than many precious-metal configurations.Buyer-favorable outside top dials · Provisional internal review |
| Sea-Dweller Current collection · Guide | N/A Insufficient normalized data | N/A | Specialized professional-diver demand | Not published | Sea-Dweller demand is narrower than Submariner demand. Exact generation, size, condition and whether the buyer wants Sea-Dweller or Deepsea are essential distinctions.Specialized · Insufficient normalized sample |
| Explorer Current collection · Guide | 0.0% Stable to mildly soft | -0.5% | Stable | Balanced | Explorer pricing remains comparatively steady. Explorer 36, Explorer 40 and Explorer II should be treated as separate buyer paths rather than one interchangeable category.Stable buyer conditions · Provisional internal review |
| Yacht-Master Current collection · Guide | -0.8% Softening | -1.9% | Oysterflex requests softened; Rolesium and titanium remain distinct lanes | Selective material demand / softer prices | Rolesium, Everose Rolesor, Oysterflex gold and RLX titanium Yacht-Masters serve different buyer groups. Oysterflex demand softened while titanium remains a separate modern-material story.Buyer-favorable · Provisional internal review |
| Oyster Perpetual Current collection · Guide | +0.2% Slightly firmer | +0.4% | Steady, led by scarce and distinctive dials | Demand and price direction aligned | Oyster Perpetual values remain dial-driven. Turquoise, Celebration, candy-color and motif dials behave differently from standard black, silver or blue examples.Stable with dial-specific strength · Provisional internal review |
SWC Buyer Demand Pulse — week ending July 19, 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.
Day-Date buyer requests increased
+35.0%Buyer interest increased while observed collection pricing softened, creating the clearest price-demand divergence in the initial report.
· Provisional · Pending sample auditPepsi requests decreased
-46.0%Pepsi request volume cooled sharply. This should not be interpreted as the entire GMT-Master II collection moving in the same direction.
126710BLRO Pepsi · Provisional · Pending sample auditTwo-tone Rolex interest increased
UpTwo-tone demand is improving across selected Datejust, GMT-Master II and sport-luxury configurations. Exact dial and metal balance remain important.
Two-tone Rolex configurations · Provisional · Direction onlyGold Daytona requests decreased
DownFull-gold Daytona demand softened relative to steel ceramic references. Rare dials and discontinued configurations should still be evaluated separately.
Full-gold Daytona configurations · Provisional · Direction onlyOysterflex requests decreased
DownOysterflex request activity softened across Daytona and Yacht-Master interest. Precious metal, dial and reference-specific rarity can still outweigh the broader strap trend.
Oysterflex Rolex configurations · Provisional · Direction onlyWhere price and buyer demand diverged
Selective demand / softer prices
Steel ceramic Daytona references remain the most liquid. Full-gold and Oysterflex demand is more selective, making exact dial, card date and condition increasingly important.
Review current Cosmograph Daytona inventory →Stable demand / softer prices
Black steel Submariners remain core liquidity references. Green-bezel and precious-metal configurations require closer comparison by exact reference and condition.
Review current Submariner inventory →Cooling requests / price support remains
Pepsi request volume cooled materially, while Batman, Root Beer, Sprite and GRNR interest remains configuration-specific. Bracelet and card date continue to affect buyer comparisons.
Review current GMT-Master II inventory →Selected configurations strengthening inside a softer collection
Mint, Wimbledon, blue and newer green-dial configurations remain stronger than generic Datejust inventory. Two-tone demand is improving, especially when paired with a distinctive dial.
Review current Datejust inventory →Demand rising / prices softening
Day-Date requests increased while observed price direction softened. This divergence can create better negotiation conditions, but dial, metal, bracelet condition and completeness remain decisive.
Review current Day-Date inventory →Dial-led demand / broader softness
The market remains sharply dial-sensitive. Steel and white-gold references with blue or green dials attract broader interest than many precious-metal configurations.
Review current Sky-Dweller inventory →Selective material demand / softer prices
Rolesium, Everose Rolesor, Oysterflex gold and RLX titanium Yacht-Masters serve different buyer groups. Oysterflex demand softened while titanium remains a separate modern-material story.
Review current Yacht-Master inventory →Demand and price direction aligned
Oyster Perpetual values remain dial-driven. Turquoise, Celebration, candy-color and motif dials behave differently from standard black, silver or blue examples.
Review current Oyster Perpetual inventory →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 | $15,950 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 | $16,650 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 | $32,500 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 | $14,750 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 | $23,500 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
Buyers currently have stronger negotiating conditions in several precious-metal and specialized configurations. Steel sports references remain more liquid, but exact reference, dial, bracelet, card date, box and papers and seller representation continue to explain meaningful price differences.
Source an exact Rolex →Price to the actual buyer lane
Sellers should avoid treating every Rolex reference as part of one market. Strong steel configurations, distinctive dials and complete recent sets remain more resilient, while precious-metal, Oysterflex and niche configurations require realistic pricing and precise presentation.
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.