In brief
- A new Rolex in the US starts at $6,200 for the Oyster Perpetual 28, and the platinum Day-Date 40 costs $68,800.
- Steel sports models such as the Submariner, GMT-Master II and Daytona sit between $10,050 and $16,900 before sales tax.
- Rolex last raised US prices on 1 January 2026, with an average rise of about 7%, Elite Traveler reported, citing WatchPro data.
- On the grey market a steel Daytona sold for about $37,000 in June 2026, more than double its retail price.
The Rolex price for a new watch in the United States starts at $6,200 for the Oyster Perpetual 28, based on rolex.com retail prices checked in October 2026. Of the core models in this guide, the most expensive is the platinum Day-Date 40 at $68,800. Steel sports models such as the Submariner sit between $10,050 and $16,900. These are list prices before sales tax.
Rolex last raised US prices on 1 January 2026. The figures below are Rolex retail prices, not resale prices.
| Model | Reference | Material and size | US retail price (as of October 2026) |
|---|---|---|---|
| Oyster Perpetual 28 | 276200 | Oystersteel, 28 mm | $6,200 |
| Oyster Perpetual 31 | 277200 | Oystersteel, 31 mm | $6,300 |
| Oyster Perpetual 36 | 126000 | Oystersteel, 36 mm | $6,750 |
| Explorer 36 | 124270 | Oystersteel, 36 mm | $7,900 |
| Explorer 40 | 224270 | Oystersteel, 40 mm | $8,350 |
| Datejust 36 | 126200 | Oystersteel, domed bezel, 36 mm | $8,350 |
| Datejust 41 | 126300 | Oystersteel, smooth bezel, 41 mm | $8,950 |
| Submariner (no date) | 124060 | Oystersteel, 41 mm | $10,050 |
| Submariner Date | 126610LN | Oystersteel, 41 mm | $11,350 |
| Datejust 41 | 126334 | White Rolesor, fluted white gold bezel, 41 mm | $11,650 |
| GMT-Master II “Batman” | 126710BLNR | Oystersteel, Oyster bracelet, 40 mm | $11,800 |
| GMT-Master II “Sprite” | 126710GRNR | Oystersteel, Jubilee bracelet, 40 mm | $12,000 |
| Yacht-Master 40 | 126622 | Rolesium (steel and platinum), 40 mm | $13,200 |
| Cosmograph Daytona | 126500LN | Oystersteel, 40 mm | $16,900 |
| Sky-Dweller | 336934 | White Rolesor, 42 mm | $17,750 |
| Day-Date 40 | 228238 | 18 ct yellow gold, 40 mm | $50,400 |
| Cosmograph Daytona | 126505 | 18 ct Everose gold, 40 mm | $59,100 |
| Day-Date 40 | 228236 | Platinum, 40 mm | $68,800 |
How much does a Rolex cost in 2026?
A new Rolex costs from $6,200 to $68,800 for the models listed here, as of October 2026. Most buyers looking at a steel sports watch should budget $10,000 to $17,000 before tax.
Also readPatek Philippe 1436 in Steel Leads Phillips Geneva at CHF 4mPrice depends on three things:
- Material. Oystersteel is cheapest. Rolesor, which combines steel with gold, sits in the middle. Solid 18 ct gold and platinum cost several times more.
- Complication. A chronograph (Daytona) or annual calendar (Sky-Dweller) costs more than a time-only watch.
- Bracelet and bezel. A gold bezel adds a lot. The Datejust 41 126334 with a white gold fluted bezel costs $2,700 more than the steel Datejust 41 126300 with a smooth bezel.
Most of the models in this guide cost well below $20,000, although Rolex is also a brand you will see on the wrists of the richest people in the world. Rolex publishes US retail prices on rolex.com for its current references.
What is the Rolex price for each core model?
Each family below starts with its cheapest steel version and, where useful, a gold or platinum version for comparison.
Submariner
The Submariner is Rolex’s dive watch, waterproof to 300 metres. The no-date 124060 costs $10,050 and the Submariner Date 126610LN costs $11,350.
Cosmograph Daytona
The Daytona is the brand’s chronograph. The steel 126500LN costs $16,900. The Everose gold 126505 costs $59,100.
GMT-Master II
The GMT-Master II shows a second time zone. The steel “Batman” 126710BLNR is $11,800 and the steel “Sprite” 126710GRNR on a Jubilee bracelet is $12,000. Rolex removed every red and blue “Pepsi” version from its catalogue in April 2026, according to Complex, so it is no longer sold new.
Datejust
The Datejust is the most varied range, with many dials, bezels and metals. The steel Datejust 36 126200 costs $8,350, the steel Datejust 41 126300 costs $8,950, and the Datejust 41 126334 with a white gold fluted bezel costs $11,650.
Day-Date
The Day-Date is Rolex’s precious metal dress watch. The yellow gold Day-Date 40 228238 is $50,400 and the platinum 228236 is $68,800.
Explorer
The Explorer is a simple steel time-only watch. The Explorer 36 124270 costs $7,900 and the Explorer 40 224270 costs $8,350.
Oyster Perpetual
The Oyster Perpetual is the entry point to Rolex. The steel Oyster Perpetual 28 costs $6,200, the 31 mm version costs $6,300 and the Oyster Perpetual 36 126000 costs $6,750. It has no date display.
Sky-Dweller
The Sky-Dweller adds an annual calendar and a second time zone. The white Rolesor 336934 costs $17,750.
Yacht-Master
The Yacht-Master 40 126622 pairs a steel case with a platinum bezel, which Rolex calls Rolesium. It costs $13,200.
How have Rolex prices changed over time?
Rolex raised US prices on 1 January 2026. Gear Patrol, citing WatchPro, reported that the no-date Submariner rose from $9,500 to $10,050, the “Batman” GMT-Master II from $11,100 to $11,800 and the steel Daytona from $16,000 to $16,900.
| Model | US price on 31 December 2025 | US price from 1 January 2026 | Increase |
|---|---|---|---|
| Submariner 124060 | $9,500 | $10,050 | $550 |
| GMT-Master II “Batman” 126710BLNR | $11,100 | $11,800 | $700 |
| Daytona 126500LN | $16,000 | $16,900 | $900 |
Source: Gear Patrol, citing WatchPro. The new prices match those on rolex.com in October 2026.
Elite Traveler, citing WatchPro data, reported an average US increase of about 7% for 2026. It linked the rise to a 15% US tariff on Swiss watch imports, a weaker dollar and record gold prices in December 2025.
How much is a Rolex on the grey market?
Popular steel Rolex models still sell above retail on the grey market, but the premium varies widely by model. A steel Daytona can cost more than twice its list price, while the Explorer trades close to retail.
| Model | US retail price | Grey market price (June 2026) | Approximate premium |
|---|---|---|---|
| Submariner 124060 | $10,050 | $12,500 to $15,000 | 24% to 49% |
| Submariner Date 126610LN | $11,350 | $13,000 to $16,000 | 15% to 41% |
| GMT-Master II “Batman” 126710BLNR | $11,800 | $17,000 to $19,000 | 44% to 61% |
| Daytona 126500LN | $16,900 | About $37,000 | About 119% |
| Datejust 41 126334 | $11,650 | About $14,289 | About 23% |
Grey market prices are from European Watch Company’s June 2026 reference guide, which uses WatchCharts data and its own sales. Premiums are calculated against current rolex.com prices.
The wider market has been flat in recent months. WatchCharts reported on 10 October 2026 that its Rolex index fell 0.4% in September 2026, with 11 of 15 Rolex collections down. Discontinued models move the other way: Complex reported unworn steel “Pepsi” GMT-Master II watches offered for more than $30,000 after Rolex dropped the reference in April 2026.
Is it worth paying over retail for a Rolex?
It depends on the model. Buying at retail is cheapest, but the grey market premiums above show that demand for steel sports models still exceeds supply at authorised dealers.
- Buy at retail if you want a Datejust, Explorer or Oyster Perpetual. European Watch Company put the Explorer 36 at about $8,000 to $10,000 on the resale market, close to its $7,900 retail price, so there is little reason to pay a large premium.
- Consider the grey market if you want a specific Submariner or GMT-Master II now and accept paying about 15% to 60% more.
- Be cautious with the Daytona, where the grey market price is about double retail.
Always buy from a dealer that offers a written authenticity guarantee and a return period. For the far end of the market, see our list of the most expensive Rolex watches of all time and our wider guide to the most expensive watches.
Sources
Rolex: Oyster Perpetual 28 276200 · Rolex: Oyster Perpetual 31 277200 · Rolex: Oyster Perpetual 36 126000 · Rolex: Submariner 124060 · Rolex: Submariner Date 126610LN · Rolex: Cosmograph Daytona 126500LN · Rolex: Cosmograph Daytona 126505 · Rolex: GMT-Master II 126710BLNR · Rolex: GMT-Master II 126710GRNR · Rolex: Datejust 36 126200 · Rolex: Datejust 41 126300 · Rolex: Datejust 41 126334 · Rolex: Day-Date 40 228238 · Rolex: Day-Date 40 228236 · Rolex: Explorer 36 124270 · Rolex: Explorer 40 224270 · Rolex: Sky-Dweller 336934 · Rolex: Yacht-Master 40 126622 · Gear Patrol: If you think Rolex watches are expensive now, wait till January · Elite Traveler: Rolex, Audemars Piguet and Tudor raise watch prices for 2026 · European Watch Company: Rolex secondary prices, reference by reference · WatchCharts: What happened in September 2026? · Complex: Rolex Pepsi GMT-Master II discontinued
Frequently asked questions
What is the cheapest Rolex you can buy new?
Of the models checked on rolex.com in October 2026, the cheapest is the steel Oyster Perpetual 28, reference 276200, at $6,200 before tax in the US. The Oyster Perpetual 36 costs $6,750.
How much is a Rolex Submariner in 2026?
The steel Submariner 124060 without a date costs $10,050 and the Submariner Date 126610LN costs $11,350 in the US, as of October 2026.
How much is a Rolex Daytona at retail?
The steel Cosmograph Daytona 126500LN costs $16,900 in the US as of October 2026. The Everose gold 126505 costs $59,100.
Why are Rolex watches more expensive on the grey market?
Demand for popular steel models exceeds supply at authorised dealers, so buyers who do not want to wait pay resellers more. In June 2026, a steel Daytona traded at about $37,000, according to European Watch Company.
Did Rolex raise prices in 2026?
Yes. Rolex raised US prices on 1 January 2026. The steel Daytona rose from $16,000 to $16,900 and the Submariner 124060 from $9,500 to $10,050, Gear Patrol reported, citing WatchPro.
Is the Rolex Pepsi discontinued?
Yes. Rolex removed every GMT-Master II "Pepsi" version from its catalogue in April 2026, according to Complex. It is now only available second-hand.
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