Rolex US Retail Prices by Year
What Rolex charged in the US for the models we track, and when it changed.
Rolex usually changes US retail prices once a year, around January 1, and sometimes again mid-year. Below are the current US retail prices for the 16 Rolex models we track, then the year-by-year history we could document with sources.
Current US retail prices
| Watch | US retail | Typical ask |
|---|---|---|
| Explorer 124270 | $7,900 | $9,200 |
| Submariner No-Date 124060 | $10,050 | $13,600 |
| Explorer II 226570 | $10,600 | $12,500 |
| Submariner Date 126610LN | $11,350 | $15,200 |
| GMT-Master II "Batman" 126710BLNR | $11,800 | $18,900 |
| GMT-Master II "Bruce Wayne" 126710GRNR | $11,800 | $21,800 |
| Submariner "Starbucks" 126610LV | $11,900 | $15,900 |
| GMT-Master II "Sprite" 126720VTNR | $12,300 | $18,300 |
| Yacht-Master 37 268622 | $12,500 | $13,400 |
| Yacht-Master 40 126622 | $13,200 | $15,200 |
| Sea-Dweller 126600 | $14,550 | $13,100 |
| Land-Dweller 36 127234 | $15,350 | $20,600 |
| Deepsea 136660 | $15,880 | $15,300 |
| Land-Dweller 40 127334 | $16,450 | $26,200 |
| Daytona 126500LN | $16,900 | $34,000 |
| Day-Date 36 128238 | $45,900 | $55,000 |
Retail price by year
"Same" means we could not document a change that year, so we show the last price we could confirm. Each watch page lists the source for every price.
| Watch | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Explorer | $7,250 | same | $7,500 | $7,900 | |
| Submariner No-Date | $8,950 | $9,100 | same | $9,500 | $10,050 |
| Explorer II | $9,500 | $9,650 | same | $10,050 | $10,600 |
| Submariner Date | $10,250 | same | $10,650 | $11,350 | |
| GMT-Master II "Batman" | $10,550 | $10,700 | same | $11,100 | $11,800 |
| GMT-Master II "Bruce Wayne" | $10,700 | $11,100 | $11,800 | ||
| Submariner "Starbucks" | $10,800 | same | $11,200 | $11,900 | |
| GMT-Master II "Sprite" | $11,250 | same | $11,650 | $12,300 | |
| Yacht-Master 37 | $11,550 | $11,750 | $12,500 | ||
| Yacht-Master 40 | $12,300 | same | $12,500 | $13,200 | |
| Sea-Dweller | $13,250 | same | $13,750 | $14,550 | |
| Land-Dweller 36 | $14,450 | $15,350 | |||
| Deepsea | $14,460 | same | $15,020 | $15,880 | |
| Land-Dweller 40 | $15,350 | $16,450 | |||
| Daytona | $15,100 | same | $16,000 | $16,900 | |
| Day-Date 36 | $33,950 | $35,000 | $36,500 | $40,200 | $45,900 |
Retail prices come from saved copies of rolex.com and published news reports. Prices are before sales tax.