Rolex prices 2026: list price increases and the pre-owned market

Rolex prices in 2026 moved on two tracks. List prices, the ones on published price lists, went up twice for some metals. Pre-owned market prices, the ones our sold data measures, moved reference by reference: 344 references up and 56 down over the past twelve months in our latest data.

This post covers both, using published reporting for list prices and, for the market, our own sold results from the data export of October 26, 2026. It is a description of the year, not a forecast, and not financial advice.

List prices: two increases

1 January 2026. Monochrome Watches' coverage of the new French price list reported increases that depended on the metal: modest for steel models, larger for two-tone and solid gold. It also noted that US increases were larger than European ones. Luxury Bazaar described it as the seventh year in a row of January increases.

1 June 2026. Luxury Bazaar reported a second increase that applied only to gold and two-tone models. Steel, platinum, titanium and white Rolesor were not affected.

The list prices on our site are the January 2026 French list prices, in local currency including VAT, from 41watch cross-checked with Monochrome Watches. Our Rolex cost page shows them for every current reference. We note the June change here so you know that, for gold and two-tone references, the current list price may be higher than the January figure we show.

The pre-owned market: twelve months, collection by collection

Our year-over-year figure compares the median sold price over the last twelve months with the median over the twelve months before. It uses sold results only: eBay sold listings and auction results, 108,034 in all.

Each collection is represented by one widely traded current reference. Read the change column against the median of +9.6% across every reference with a twelve-month figure, and the volatility column for how tightly each one's recent sales cluster.

For outside context, Time+Tide's summary of the February 2026 Morgan Stanley and WatchCharts report described a recovery across the secondary market in 2025 after falls in 2023 and 2024.

Four stories from the year

The Pepsi is reported discontinued

Our catalog records the steel Pepsi GMT-Master II 126710BLRO as reported discontinued in 2026; its cited source says Rolex did not confirm the discontinuation. Bloomberg reported in March 2026, in a piece republished by SWI swissinfo.ch, that its secondary price had risen since the start of the year amid speculation about discontinuation.

In our data: +18.1% over 12 months, labelled Stable, worth about $23,900. Read that change against the market median above. A move that lines up in time with press coverage is still not proof of a cause, and our data alone can't supply one.

The Land-Dweller's first full year

The Land-Dweller collection launched in 2025. The Rolex Land-Dweller 127334 shows -28.4% over 12 months. Its earlier window holds only sales from its first months on the market, so that figure measures against launch-period prices, not an established level. Against its list price, it is about 27% above its France list price (EUR, VAT included, at the ECB rate of January 2, 2026).

The Oyster Perpetual 41 changes reference

Our catalog records the Oyster Perpetual 41 moving from the 124300 to the 134300. The retired Rolex Oyster Perpetual 41 124300 shows +7.0% over 12 months, while the new Rolex Oyster Perpetual 41 134300 shows -2.6% over 12 months.

Gold and steel move apart on list price

With gold and two-tone list prices rising twice and steel once, the current list price of gold and two-tone references is higher than the January figures we show. For a gold reference already trading below list, a higher list price widens that gap unless the used market rises by as much. Our post on Rolex retail vs market price covers this reference by reference.

Gold over the year

Precious-metal references trade less often, so their twelve-month figures rest on fewer sales. With that caution, here is how some current gold references moved.

Compare the sales counts with the steel references above before reading much into any one change. A gold reference rising in the used market while its list price rises faster still sits further below list at the end of the year than at the start.

Where prices fell over the last twelve months

Not everything rose. These four showed a twelve-month fall when this review was written, and their rows now show the current figures, which are trailing twelve months rather than the calendar year. Read each fall against its confidence label: a high-confidence fall rests on many recent sales, a moderate or low one on fewer.

What changed in our own data this year

Some figures in our data changed during 2026 for reasons that had nothing to do with the market. In October we made four changes to how prices are built, all described in our method notes:

• eBay sold results added. Three years of eBay sold listings, 87,061 results, now sit alongside auction results. Asking prices still never count.
• A new pricing method. Recent sales now carry more weight, box-and-papers and unworn sales are adjusted by ratios measured from our own data, and each range shows a volatility label and a confidence level tested on sales the model hadn't seen.
• Long-range history. Reference pages now show charts going back to the late 1990s for some references, using auction results and our forum archive. Forum figures are the listed price when marked sold and never feed a range.
• Special pieces separated. Sales of special variants filed under a plain reference number were moved to their own page or excluded, so a rare dial no longer lifts the standard reference's price.

These changes moved some ranges. The twelve-month figures in this post are computed from the current data for both windows, so they compare like with like.

What to take from 2026

• List prices rose; market prices moved reference by reference. Not by the same amounts, and not for the same references.
• Check market against list. Converted at the ECB rate, the steel Daytona is about 70% above its France list price (EUR, VAT included, at the ECB rate of January 2, 2026); every reference page shows its own list price.
• New launches start from launch-period prices. The Land-Dweller's first year is the test case: compare its twelve-month change with older references.
• Retirements get attention. The Pepsi's reported discontinuation drew press coverage of its secondary price; the Oyster Perpetual 41 change was quieter.

For any single watch, the reference page shows the current range, the twelve-month change and the list price with its date. Our Rolex price index tracks the same figures across the market, updated as new sales arrive.