Rolex as an Investment in 2026: Which Models Are Rising in Value

No watch brand is associated with the word investment as often as Rolex. The reason is simple: many Rolex models cost more on the secondary market than at the authorized dealer. However, this does not apply to every reference or at every point in time. This article shows where prices stand in October 2026, which models have proven themselves as an investment, and what to look out for when buying.

In short: the most sought-after Rolex steel sports models continue to trade well above list price in 2026, almost 85 percent for the Daytona 126500LN, and around 30 to 45 percent for the Submariner and GMT-Master II. The models that generally rise the most are usually those Rolex removes from the catalogue. There is no guarantee of a price increase, as the correction after the peak in spring 2022 showed.

List price and market price in 2026 compared

The list price is the price Rolex sets at the authorized dealer. On 1 January 2026, Rolex raised prices again, by around 2 to 3 percent for steel models and considerably more for gold. The market price, on the other hand, arises on the secondary market from supply and demand. How large the gap is shown in this overview:

The list prices apply to Germany from January 2026, and the HORANDO prices are for new, unworn watches with box and papers. Our stock changes continuously; you can find all current prices in the Rolex collection.

Which Rolex models are suitable as an investment?

Rolex Cosmograph Daytona

The Daytona has for years been the Rolex with the largest gap to list price. The steel version 126500LN with a ceramic bezel is barely available at the authorized dealer and trades at almost double the list price. How strongly the Daytona has risen in the long term is shown by its predecessor, the 116520: with a white dial, it was available for around €7,500 around 2010, and ten years later its market price was between €17,000 and €20,000. Especially with the Daytona, it is important to buy only inspected watches with traceable provenance, as it is one of the most frequently counterfeited watches of all.

Rolex Submariner

The Submariner is the classic among investment watches. It has been built for decades, is known worldwide, and in good condition can almost always be sold above list price. Discontinued versions in particular have developed especially well: the green Submariner Date 116610LV, nicknamed the Hulk, cost on average around €5,900 in 2011 and rose to around €13,500 by 2020. After the announcement of the end of its production, it gained even more. Its successor, the 126610LV with a green bezel and black dial, can be found at us as the Submariner Date Starbucks.

Rolex GMT-Master II

The GMT-Master II is among the most sought-after Rolex models of all. In 2026 it caused a stir: since Watches & Wonders 2026, the blue-and-red bezel GMT-Master II Pepsi is no longer in the Rolex catalogue. Discontinued models typically appreciate in price, because from that moment supply comes only from the secondary market. Available examples can be found in our Rolex GMT-Master II Pepsi collection. Less prominent references have also developed well: the understated 116710LN with a black bezel rose from around €4,500 to nearly €11,000 between 2010 and 2020.

Rolex Oyster Perpetual

The Oyster Perpetual is the simplest Rolex, without date or complication. Even so, it shows most clearly what a discontinuation can do. Rolex took the Oyster Perpetual 41 with the Celebration dial out of the lineup a year before the 100 Years of Oyster anniversary. Today it costs from €19,900 with us, almost triple the list price of €6,800 for the Oyster Perpetual 41. Something similar happened with the Oyster Perpetual 39 reference 114300: after the announcement of its discontinuation, its market value rose within a few months in 2020 from around €5,500 to over €7,200.

Rolex Air-King

The Air-King was long considered an outsider in the Rolex lineup. Since the 2022 overhaul with crown guards and a new caliber, it has won many fans and is likewise traded above list, though with a considerably smaller gap than the Daytona or GMT-Master II. It is one of the most realistic options for entering a Rolex sports watch.

Rolex Cosmograph DaytonaRef. 126500LN-0002 29.900,00 € 29.900,00 €

Delivery time · 1-2 weeks

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Rolex GMT-Master II BatmanRef. 126710BLNR-0003 16.490,00 € 16.490,00 €

Delivery time · 1-2 weeks

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Rolex Submariner DateRef. 126610LN-0001 14.390,00 € 14.390,00 €

Delivery time · 2-4 weeks

View watch

What determines the value of a Rolex

• Model and status: sports models such as the Daytona, Submariner and GMT-Master II are the most sought after. When Rolex discontinues a reference, its price often jumps.

• Material: steel is the most sought-after material at Rolex. Gold models have higher list prices but are often closer to or below list on the secondary market.

• Condition: unpolished cases with sharp edges and a dial free of flaws achieve the highest prices.

• Scope of delivery: box, warranty card and proof of purchase quickly account for four-figure differences on a Rolex. A complete set is much easier to resell.

• Purchase price: anyone who buys at the peak price needs a long time before the watch pays off. The entry price plays a major role in the later return.

How the Rolex market has developed

Between 2018 and spring 2022, secondary-market prices for luxury watches rose more sharply than ever before. A significant correction followed, lasting until 2024. Since 2025, the market has been recovering again: according to WatchCharts, more than 70 percent of the brands tracked developed positively in the first quarter of 2026, and in April 2026 the Rolex index rose by 2.5 percent, the strongest gain in over two years. The prices of the sought-after steel models are thus clearly back above list price, but below the peaks of 2022. For buyers this means: anyone buying today is not buying at the peak of a hype, but at a more stable level.

Tips for buying a Rolex as an investment

Focus on steel and sports models

The biggest value increases of recent decades have been seen in steel sports models. They are considerably cheaper by list than gold or platinum versions, while also being the most in demand.

Track new releases and discontinuations

Every spring, Rolex presents new models at Watches & Wonders in Geneva and quietly removes others from the catalogue. Those who follow these developments recognize early which references are becoming scarce.

Only buy inspected watches with papers

Buy from an authorized dealer or an established retailer, not from private individuals with no traceable provenance. At HORANDO, every watch is inspected again before shipping, and the reference and serial number are checked. Used watches are inspected by our partner watchmakers and sold with a one-year warranty; you can find them under Certified Pre-Owned Rolex.

Keep taxes in mind

If you sell a watch for a profit within one year of purchase, this may count as a private disposal transaction, which becomes taxable once the profit exceeds the annual allowance of €1,000. After a holding period of more than one year, the profit is generally tax-free. When buying abroad, import VAT and possibly customs duty may apply. Seek tax advice for your specific case.

Conclusion

Rolex is the brand with the greatest value stability in the watch market. The well-known steel sports models are clearly above list price in 2026, and discontinued references such as the GMT-Master II Pepsi or the Oyster Perpetual with the Celebration dial show how quickly scarce models can appreciate. Still, this is no guaranteed return. Buy a Rolex above all because you want to wear it. Pay attention as well to condition, scope of delivery and a fair entry price. If you are looking for a specific reference that is not currently in stock, our Concierge Service can help.

Frequently asked questions

Is a Rolex a good investment?

Many Rolex models have held or significantly increased their value over decades, especially steel sports models such as the Daytona, Submariner and GMT-Master II. There is no guarantee: after the peak in spring 2022, prices fell noticeably before recovering again from 2025.

Which Rolex rises the most in value?

The steel Cosmograph Daytona currently has the largest gap to list price. The references that rise the most are generally those Rolex discontinues, such as the GMT-Master II Pepsi in 2026, or previously the Oyster Perpetual with the Celebration dial.

Does every Rolex lose value?

No. Most steel models are traded above list price. However, some gold models and less sought-after references do trade below the new price on the secondary market.

How much does a Rolex Submariner cost in 2026?

The list price of the Submariner 124060 is €9,750 from January 2026, and the Submariner Date 126610LN costs €10,950. On the secondary market, both trade at around 30 percent above that.

Has the Rolex Pepsi been discontinued?

Yes. Since Watches & Wonders 2026, Rolex no longer lists the GMT-Master II Pepsi in its catalogue. New examples are therefore only available on the secondary market.

Do I have to pay tax on profits from selling a Rolex?

If you sell the watch within one year of purchase and the profit exceeds the €1,000 allowance, generally yes. After more than one year, the profit is usually tax-free. Tax advice can help in individual cases.

Further reading: Watches without value loss · Watches as an investment · Tudor vs Rolex · Patek Philippe Nautilus price development

Sources: Rolex list prices Germany January 2026 according to WatchTime · WatchCharts Market Update May 2026 · reports on Watches & Wonders 2026 · HORANDO stock and price data, October 2026.