A Rolex costs from about $2,200 for a pre-owned model to more than $395,115 for rare gold and gem-set pieces. Across the 3,454 Rolex watches in our stock, the typical (median) price is $17,380. The model matters most: an Oyster Perpetual or Explorer starts in the mid-four figures, a Submariner or GMT-Master II in the low five figures, and a Daytona or Day-Date higher still.
All prices on this page are live: they come from the Rolex watches listed at Watchflix NYC when the page was built, in US dollars, with free insured shipping in the US. For every brand, see our watch price index.
By the numbers: Morgan Stanley and LuxeConsult estimate Rolex's 2023 sales at CHF 10.1 billion, a retail market share of just over 30% and more than the next five luxury watch brands combined. Rolex does not publish its own figures, so these are analysts' estimates (swissinfo.ch, 14 March 2024).
Rolex prices by model
| Model | In stock | From | Typical price |
|---|---|---|---|
| Oyster Perpetual | 264 | $2,330 | $9,020 |
| Explorer | 70 | $5,590 | $8,355 |
| Air-King | 20 | $4,270 | $7,260 |
| Datejust 36 | 241 | $3,515 | $13,640 |
| Datejust 41 | 231 | $7,260 | $13,155 |
| Submariner | 192 | $6,290 | $13,155 |
| Sea-Dweller | 76 | $6,775 | $11,875 |
| GMT-Master II | 210 | $9,240 | $17,600 |
| Yacht-Master | 106 | $7,040 | $17,595 |
| Sky-Dweller | 159 | $15,620 | $33,395 |
| Cosmograph Daytona | 285 | $14,300 | $40,920 |
| Day-Date 36 | 284 | $7,875 | $65,120 |
| Day-Date 40 | 245 | $33,880 | $61,020 |
"From" is the lowest listed price for that model in our stock; "typical" is the median, so half of the watches cost less and half cost more. The highest prices in each model are usually gold, platinum or gem-set versions.
Prices of the most asked-about references
| Reference | Model | In stock | From | Typical price |
|---|---|---|---|---|
| 126610LN | Submariner Date, black | 20 | $10,515 | $12,450 |
| 126610LV | Submariner Date, green bezel | 29 | $11,395 | $13,510 |
| 124060 | Submariner (no date) | 14 | $9,990 | $11,940 |
| 126710BLNR | GMT-Master II "Batman" | 21 | $13,640 | $15,310 |
| 126710BLRO | GMT-Master II "Pepsi" | 26 | $17,380 | $18,475 |
| 126500LN | Daytona, steel | 17 | $24,510 | $29,260 |
| 116500LN | Daytona, steel (previous generation) | 22 | $20,590 | $25,475 |
| 126334 | Datejust 41, fluted white gold bezel | 78 | $9,635 | $13,420 |
| 126300 | Datejust 41, smooth bezel | 62 | $7,700 | $9,945 |
| 228238 | Day-Date 40, yellow gold | 41 | $33,880 | $52,755 |
Not sure what a reference number means? Our guide on how to read Rolex reference numbers explains it.
What changes the price of a Rolex
- The model and reference. A steel sports model with a waiting list at authorized dealers sells above its retail price on the secondary market; dress models often sell closer to, or below, retail.
- The metal. Steel, Rolesor (steel and gold), solid gold and platinum. The same model in gold can cost three or four times the steel version.
- Condition. New and unworn watches cost the most; pre-owned prices depend on wear, polishing and service history. Our condition guide explains how we grade every watch.
- Box and papers. A full set with the original warranty card sells for more and is easier to resell. See why box and papers matter.
- Year and generation. Current references usually cost more than the previous generation; some discontinued references become more sought after.
- Dial. Rare or discontinued dials, and gem-set dials, carry a premium.
Retail price vs market price
Rolex sets retail prices for its authorized dealers, but popular steel models are hard to buy there without a long wait. The prices on this page are market prices: what new, unworn and pre-owned watches cost now, available to buy and ship immediately. Watchflix NYC is an independent retailer, not an authorized Rolex dealer; every watch is checked by our specialist before it ships and comes with our 24-month warranty.
Frequently asked questions
What is the cheapest Rolex?
In our stock, the lowest-priced Rolex is currently $2,200. The most affordable models are usually pre-owned Oyster Perpetual, Explorer, Air-King and older Datejust watches.
How much is a Rolex Submariner?
Rolex Submariner prices in our stock start at $6,290, with a typical price of $13,155. The current black Submariner Date 126610LN starts at $10,515.
How much is a Rolex Daytona?
Daytona prices in our stock start at $14,300, with a typical price of $40,920. Steel models cost the least; gold and platinum models cost much more.
Why are some Rolex watches more expensive than retail?
Demand for popular steel models is higher than the number authorized dealers can supply, so buyers pay a premium to get one immediately. Less sought-after models often sell close to or below retail.
Do your Rolex prices include shipping?
Yes. Every price is the full price in US dollars, with free, fully insured shipping in the US.
