Watch Market Report: October 2026
Published October 1, 2026. Our monthly look at dealer asking prices for the watches we track.
The short version: a quiet, slightly soft month. No watch we track moved by $500 or more. The 13 steel Rolex sports models averaged about $16,646, down $108 from September 28. Watches already near or under retail stayed there.
What moved
- Biggest drop: the Yacht-Master 37, down $300 to about $13,400.
- Down $200: the Sea-Dweller, Deepsea, and both Land-Dwellers.
- Down $100: most of the rest, including the no-date Submariner, Starbucks, Batman, Bruce Wayne, Sprite, Explorer, Daytona, and the Speedmaster Sapphire.
- Held: the Submariner Date, Explorer II, Yacht-Master 40, Speedmaster Hesalite, and Day-Date 36.
Every watch, side by side
| Watch | Sep 28 | Oct 1 | Change | Vs retail |
|---|---|---|---|---|
| Yacht-Master 37 | $13,700 | $13,400 | -$300 | +7% |
| Sea-Dweller | $13,300 | $13,100 | -$200 | -10% |
| Deepsea | $15,500 | $15,300 | -$200 | -4% |
| Land-Dweller 36 | $20,800 | $20,600 | -$200 | +34% |
| Land-Dweller 40 | $26,400 | $26,200 | -$200 | +59% |
| Submariner No-Date | $13,700 | $13,600 | -$100 | +35% |
| Submariner "Starbucks" | $16,000 | $15,900 | -$100 | +34% |
| GMT-Master II "Batman" | $19,000 | $18,900 | -$100 | +60% |
| GMT-Master II "Bruce Wayne" | $21,900 | $21,800 | -$100 | +85% |
| GMT-Master II "Sprite" | $18,400 | $18,300 | -$100 | +49% |
| Explorer | $9,300 | $9,200 | -$100 | +16% |
| Daytona | $34,100 | $34,000 | -$100 | +101% |
| Speedmaster Moonwatch (Sapphire) | $7,300 | $7,200 | -$100 | -20% |
| Submariner Date | $15,200 | $15,200 | held | +34% |
| Explorer II | $12,500 | $12,500 | held | +18% |
| Yacht-Master 40 | $15,200 | $15,200 | held | +15% |
| Day-Date 36 | $55,000 | $55,000 | held | +20% |
| Speedmaster Moonwatch (Hesalite) | $6,600 | $6,600 | held | -15% |
What it means if you are buying
- Explorer and Explorer II sit close to retail. If an authorized dealer can't get you one soon, a gray market one won't cost much more.
- The Sea-Dweller is still under its $14,550 retail price. Is it worth it?
- Both Speedmaster Moonwatches sell under US retail. Hesalite or Sapphire?
- The Daytona is still about double retail. Asking prices are a starting point, so negotiate.
What to watch next month
Rolex usually announces US price changes around January 1, and the gray market often adjusts in the weeks before. We will check again in early November.
All prices are dealer asking prices from our own checks, not sale prices. How we track prices.