Rolex and Omega Prices vs Retail
What popular Rolex and Omega watches really sell for from dealers, next to what the brands charge at retail. We check prices ourselves and explain them in plain English. Prices as of October 1, 2026.
Over or under retail, at a glance
Each bar shows how far the typical dealer asking price sits above or below US retail. Tap a watch for the full story.
- Daytona+101%
- GMT-Master II "Bruce Wayne"+85%
- GMT-Master II "Batman"+60%
- Land-Dweller 40+59%
- GMT-Master II "Sprite"+49%
- Submariner No-Date+35%
- Land-Dweller 36+34%
- Submariner Date+34%
- Submariner "Starbucks"+34%
- Day-Date 36+20%
- Explorer II+18%
- Explorer+16%
- Yacht-Master 40+15%
- Yacht-Master 37+7%
- Deepsea-4%
- Sea-Dweller-10%
- Speedmaster Moonwatch (Hesalite)-15%
- Speedmaster Moonwatch (Sapphire)-20%
This month in one paragraph
A quiet month. Across the 13 steel Rolex sports models we follow, the average typical ask was about $16,646 on October 1, $108 lower than on September 28. No watch moved by $500 or more. Read the October 2026 report.
Still selling over retail
Daytona126500LN$34,000+101% vs retail
GMT-Master II "Bruce Wayne"126710GRNR$21,800+85% vs retail
GMT-Master II "Batman"126710BLNR$18,900+60% vs retail
Land-Dweller 40127334$26,200+59% vs retail
GMT-Master II "Sprite"126720VTNR$18,300+49% vs retail
Submariner No-Date124060$13,600+35% vs retail
Land-Dweller 36127234$20,600+34% vs retail
Submariner Date126610LN$15,200+34% vs retail
Submariner "Starbucks"126610LV$15,900+34% vs retail
Day-Date 36128238$55,000+20% vs retail
Explorer II226570$12,500+18% vs retail
Explorer124270$9,200+16% vs retail
Yacht-Master 40126622$15,200+15% vs retail
Yacht-Master 37268622$13,400+7% vs retail
