A Rolex is worth what authenticated examples of that exact reference sell for today. As of October 2026 that runs from about $6,500 for an Air-King to $25,000 and up for a steel Daytona. The table below lists approximate market values for the most-traded current Rolex references, compiled by EUROWATCH OC, a Newport Beach dealer that buys and sells Rolex every day.
Last updated: October 2026. Prices change monthly. For a firm number on a specific watch, call 949-994-0114.
How to read this Rolex price guide
The market price is the typical range an authenticated, complete example sells for on the secondary market. The low end reflects a worn watch or one missing its papers, and the high end reflects an unworn full set. "Vs. retail" compares that range with Rolex's current list price. Above means buyers pay a premium to skip the authorized-dealer wait. Near or below means the model is easier to get at retail. Dial color can move a reference well outside these ranges, especially on the Oyster Perpetual and Datejust.
Rolex market prices by model, October 2026
| Family | Reference | Model | Approx. market price | Vs. retail |
|---|---|---|---|---|
| Submariner | 124060 | Submariner No-Date | $11,500–$13,500 | Above |
| Submariner | 126610LN | Submariner Date, black bezel | $13,000–$16,000 | Above |
| Submariner | 126610LV | Submariner Date, green bezel | $14,000–$16,500 | Above |
| GMT-Master II | 126710BLRO | "Pepsi" (discontinued April 2026) | $22,000–$28,000 | Well above |
| GMT-Master II | 126710BLNR | "Batman" | $16,000–$18,500 | Above |
| GMT-Master II | 126720VTNR | "Sprite" (left-hand crown) | $14,500–$16,500 | Slightly above |
| Daytona | 126500LN | Cosmograph Daytona, steel | $25,000–$35,000 | Well above |
| Datejust | 126334 | Datejust 41, white gold fluted bezel | $11,000–$15,500 | Near to above |
| Datejust | 126300 | Datejust 41, smooth bezel | $9,500–$11,500 | Near |
| Day-Date | 228238 | Day-Date 40, yellow gold | $34,000–$40,000 | Often below |
| Explorer | 124270 | Explorer 36 | $7,300–$9,000 | Near |
| Explorer | 226570 | Explorer II | $8,500–$11,000 | Near |
| Sky-Dweller | 336934 | Sky-Dweller, steel and white gold | $25,000–$34,000 | Above |
| Yacht-Master | 126622 | Yacht-Master 40, Rolesium | $13,500–$16,500 | Near to above |
| Oyster Perpetual | 124300 | Oyster Perpetual 41 | $7,500–$9,500 | Near (dial dependent) |
| Air-King | 126900 | Air-King | $6,500–$8,500 | Near |
Each model has its own page with every reference, discontinued versions, and what EUROWATCH OC has in stock: Submariner, GMT-Master II, Daytona, Datejust, Day-Date, Explorer, Sky-Dweller, Yacht-Master, and Sea-Dweller.
What moves Rolex prices
Discontinuation is the biggest single driver. When Rolex removed the steel GMT-Master II Pepsi 126710BLRO from its catalog at Watches and Wonders in April 2026, prices for it climbed in the weeks around the announcement. No new supply is coming from Rolex, so every Pepsi sold from here on comes from the existing pool.
Retail increases matter too. Rolex usually raises list prices each January, and that pushes up the floor for watches that trade near retail.
Condition and completeness account for most of the spread inside each range. An over-polished case, a stretched bracelet, or missing papers can take a watch from the top of its range to the bottom.
Dial and bezel variants create their own markets. A turquoise Oyster Perpetual or a Wimbledon-dial Datejust can sell far above a plain black dial in the same reference.
Discontinued Rolex references that trade above retail
Recently discontinued steel references tend to hold or gain value once production stops. The GMT-Master II Pepsi 126710BLRO is the current example. The previous-generation Daytona 116500LN and the Submariner 116610LV "Hulk" also trade above what they cost at retail. If you own one, get a current appraisal before insuring or selling it, because older figures are likely out of date.
Buying at these prices
EUROWATCH OC sells authenticated Rolex watches from its Via Lido showroom with no waitlist, and every watch comes with authentication documentation and a seven-day return window. Browse the Rolex collection or the new arrivals, and read the Rolex buying guide if you're choosing between models.
Selling at these prices
If you're selling, the range in the table is where EUROWATCH OC's offer starts. The final number depends on inspection. The Sell My Rolex page explains the process, and payment is immediate once you accept.
Rolex price questions
How much is a Rolex Submariner worth right now?
As of October 2026, a steel Rolex Submariner Date 126610LN trades around $13,000 to $16,000, the green-bezel 126610LV around $14,000 to $16,500, and the no-date 124060 around $11,500 to $13,500. Unworn full sets sit at the top of each range. EUROWATCH OC in Newport Beach can quote a specific watch at 949-994-0114.
Which Rolex holds its value best?
Steel professional models hold value best, led by the Cosmograph Daytona 126500LN and the GMT-Master II. As of October 2026 the steel Daytona trades well above its retail price. Discontinued steel references, such as the GMT-Master II Pepsi 126710BLRO, tend to gain the most after production ends.
Why do some Rolex watches sell for more than retail?
Rolex makes fewer steel sports watches than buyers want, and authorized dealers usually reserve them for existing clients. Buyers who don't want to wait pay a premium on the secondary market. Models that are easy to get at retail, like many Datejust and Day-Date configurations, trade near or below retail instead.
How much do box and papers add to a Rolex's value?
A complete set with the original box and warranty card usually adds a meaningful premium over the watch alone, often more on steel sports models. The papers prove the watch's origin and date, which buyers pay for. A Rolex without papers can still be authenticated and sold.
Do Rolex prices go up every year?
Rolex usually raises its retail prices once a year, most often in January, which lifts the floor under secondary-market prices. Market prices don't always follow in a straight line. Many steel sports models fell from their 2022 peak before settling.
How much is a used Rolex Datejust worth?
As of October 2026, a current Datejust 41 126300 with a smooth bezel trades around $9,500 to $11,500, and the 126334 with a white gold fluted bezel around $11,000 to $15,500. Older Datejust references and smaller sizes cost less. Dial and bracelet choice move the price more on the Datejust than on most Rolex models.
How can I find out exactly what my Rolex is worth?
Call EUROWATCH OC at 949-994-0114 with your reference number for a starting range, then bring the watch to the Newport Beach showroom for a same-day valuation. For insurance or estate purposes, request a formal watch appraisal.
More Rolex answers are in the Rolex FAQ.
Get a current price on a specific Rolex
Shop Rolex · Sell your Rolex · Call 949-994-0114
EUROWATCH OC, 3388 Via Lido Ave, Newport Beach, CA 92663. Open Monday through Thursday 10am to 5:30pm, Friday and Saturday 10am to 6pm, and Sunday noon to 5:30pm.