News from the World of Watches
How much does a Rolex cost in 2026? Submariner, Daytona, GMT-Master II and Day-Date price check
“How much does a Rolex cost?” is the question we hear most often on the phone and in our showroom. The honest answer has two parts: The list price set by Rolex itself and the price at which a specific watch is actually available. For some models the two are almost level, for others they are a third apart. We have looked at the four most searched-for model lines – Submariner, Daytona, GMT-Master II and Day-Date – and show what they cost in 2026.
Key facts at a glance
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Rolex raised its list prices on 1 January 2026. In the eurozone, for example, the Submariner No Date rose from €9,450 to €9,750 and the steel Daytona from €15,900 to €16,200.
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Gold rose more sharply than steel. Steel models went up by around 2 to 3 percent, gold models such as the Day-Date 40 in white gold by more than 5 percent.
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For steel sports models, the market price is well above list. A new Submariner No Date currently costs around 31 percent more than its list price at HORANDO, the GMT-Master II “Sprite” around 35 percent more.
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With gold, the gap is often minimal. You can get the Submariner in yellow gold and the Day-Date 40 in white gold from us practically at list price – without a waiting list.
List price and market price: The difference
The list price is the price Rolex sets for a new model in its own price list. It applies when buying through the Rolex network – provided the watch is available there at all. That is often not the case with the sought-after steel models: Demand exceeds production. Anyone who does not want to wait for months buys on the open market.
The market price is accordingly the price at which a new, unworn watch is available immediately or at short notice. It is determined by supply and demand – and can be above, at or, in exceptional cases, even below the list price. We have explained why Rolex charges such high prices in the first place in a separate article: Why are Rolex watches so expensive?
All market prices in this article are our own prices for new, unworn watches with box and papers, as of 10 October 2026. The list prices are taken from the Rolex price list for the eurozone, valid since 1 January 2026.
How much does a Rolex Submariner cost in 2026?
The Submariner is the most searched-for Rolex of all – and at the same time the model line with the widest price spread. The Submariner No Date, reference 124060, is the entry point to the line at a list price of €9,750: 41 mm Oystersteel, black Cerachrom bezel, in-house calibre 3230 with around 70 hours of power reserve, water-resistant to 300 metres. At HORANDO it currently costs €12,790 new – around 31 percent above list.
Things look quite different at the top end. The Submariner Date in yellow gold, reference 126618LN-0002, has been in the price list at €46,800 since January – €2,500 more than the previous year. With us it is practically at list price at €46,900.
In between are the versions with a date, such as the Submariner Date “Starbucks” with a green bezel, reference 126610LV, which we offer for €14,490.
How much does a Rolex Daytona cost in 2026?
The Cosmograph Daytona is the quintessential Rolex chronograph. In steel, reference 126500LN, it has been listed at €16,200 since January, €300 more than in 2025. The two-tone version in Oystersteel and yellow gold, reference 126503, costs €23,100 according to the list (version -0003), the full-gold Daytona 126518LN €39,150.
Our Daytona 126503-0004 with a champagne-coloured dial and gold tachymeter bezel is priced at €25,990 – around 12 percent above the list price of its sister version. Inside, the in-house calibre 4131 with around 72 hours of power reserve is at work. The gap to list is significantly smaller here than with the steel sports models, because demand is concentrated mainly on the pure steel version.
How much does a Rolex GMT-Master II cost in 2026?
The GMT-Master II displays a second time zone via the 24-hour hand and the two-colour bezel. The “Sprite” with a green and black Cerachrom bezel and the crown on the left-hand side, reference 126720VTNR-0001, has had a list price of €11,850 since January. With us it is €15,990 – around 35 percent higher, making it the model with the largest gap in this comparison.
For comparison: The two-tone GMT-Master II in steel and rose gold, reference 126711CHNR-0002, is listed at €18,900, the white gold version with the crown on the left (126729VTNR-0001) at €50,350.
How much does a Rolex Day-Date cost in 2026?
Rolex introduced the Day-Date in 1956 as the first wristwatch to show the day of the week spelled out in full in addition to the date. To this day it is made exclusively in gold or platinum – and in 2026 it saw one of the most significant price increases: The Day-Date 40 in white gold, reference 228239-0046, rose from €47,100 to €49,800, the platinum version 228236 from €64,000 to €66,300.
At the same time, the market prices here are close to list. Our Day-Date 40 in white gold, reference 228239-0004, costs €49,900. We offer the Day-Date 40 in yellow gold with a green dial, reference 228238-0061, for €51,900.
List price and market price compared
| Model | Reference | List price 2026 | At HORANDO |
|---|---|---|---|
| Submariner No Date, steel | 124060 | €9,750 | €12,790 |
| Submariner Date, yellow gold | 126618LN-0002 | €46,800 | €46,900 |
| Daytona, steel/yellow gold | 126503 | €23,100 (-0003) | €25,990 (-0004) |
| GMT-Master II “Sprite”, steel | 126720VTNR-0001 | €11,850 | €15,990 |
| Day-Date 40, white gold | 228239 | €49,800 (-0046) | €49,900 (-0004) |
A clear pattern emerges: The more sought-after a steel model, the further its market price lies above list. With gold, the gap is small – partly because Rolex raised the list prices of its gold models more sharply in 2026 than those of its steel models. Anyone looking for a Rolex in gold therefore often pays hardly more than the list price and is spared the wait.
Which Rolex for which budget?
If you are budgeting €13,000 to €16,000, you will land on the steel sports models: Submariner No Date, Submariner Date or GMT-Master II. The two-tone Daytona starts at around €25,000, and from about €47,000 the world of the full-gold Submariner and Day-Date models begins. We give an overview of the entry-level models from Oyster Perpetual to Datejust in our guide Which Rolex to start with?, and price ranges across all model lines in How much does a Rolex cost?.
An alternative to new watches are inspected pre-owned watches: Under Certified Pre-Owned Rolex you will find models with a 1-year HORANDO warranty. All currently available watches from the brand are listed under Rolex, the entire range under Luxury watches.
Frequently asked questions (FAQ)
How much does a Rolex Submariner cost in 2026?
The list price of the Submariner No Date (124060) has been €9,750 since 1 January 2026, that of the Submariner Date in yellow gold (126618LN) €46,800. New and with no waiting time, the No Date currently costs €12,790 at HORANDO.
How much does a Rolex Daytona cost in 2026?
According to the price list, €16,200 in steel (126500LN), €23,100 in steel and yellow gold (126503) and €39,150 in yellow gold (126518LN). Our two-tone Daytona 126503-0004 costs €25,990.
How much does a Rolex Day-Date 40 cost?
In white gold (228239) the list price is €49,800, in platinum (228236) €66,300. At HORANDO the white gold version is priced at €49,900, the yellow gold version 228238-0061 at €51,900.
Did Rolex raise its prices in 2026?
Yes, on 1 January 2026. In the eurozone the increases were moderate for steel models at around 2 to 3 percent and more significant for gold models at around 5 to 6 percent.
Why is the market price above the list price?
Because demand for certain models – above all steel sports watches such as the Submariner, GMT-Master II and Daytona – exceeds supply. Anyone who does not want to wait for an allocation pays the price at which the watch is immediately available.
For which Rolex models is the gap to the list price smallest?
In our comparison, for the gold models: The Submariner in yellow gold and the Day-Date 40 in white gold are only around 0.2 percent above the list price at HORANDO.
Sources: Rolex list prices for the eurozone 2025/2026 according to Swisswatches Magazine, “Rolex prices rise at the start of 2026”, 8 January 2026. HORANDO prices: As of 10 October 2026, new watches with box and papers.
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