4 articles with this tag
How much is a Rolex in 2026? A working dealer's complete price guide, model by model: from the $5,650 Oyster Perpetual to the Submariner, GMT-Master II, Daytona, and the six-figure Day-Date. The retail numbers, why you rarely pay them, and what the pre-owned market actually charges.
The discontinued Pepsi is the GMT everyone wants and the one most buyers should skip in 2026. It is the same watch as the Batman underneath, at a premium of several thousand dollars more. A working dealer's read on the GMT-Master II family and which steel bezel actually makes sense now.
Most buyers are waiting for pre-owned steel Rolex to get cheaper. The January 2026 retail hike did the opposite: it lifted secondary floors and squeezed the pre-owned premium on the Submariner to its narrowest in about three years. A working dealer's read on what the hike actually did and what it means if you are buying now.
Most Watches and Wonders coverage stops at the press release. The harder question is what the pre-owned market actually did in the 30 days after the show. A working dealer's read on three specific moves Rolex sport references made after April 14, 2026: the Pepsi GMT surge, the Cookie Monster surprise, and the Yacht-Master II 116680 redesign compression anomaly. Plus the smart counter-positioning play in current production references.