Rolex and Omega Watches Selling Below Retail
Watches whose typical dealer asking price is under US retail, as of October 1, 2026.
Right now 4 of the 18 watches we track have a typical dealer ask below US retail: Speedmaster Moonwatch (Sapphire), Speedmaster Moonwatch (Hesalite), Sea-Dweller, Deepsea.
| Watch | Typical ask | US retail | Vs retail |
|---|---|---|---|
| Omega Speedmaster Moonwatch (Sapphire) | $7,200 | $9,000 | -20% |
| Omega Speedmaster Moonwatch (Hesalite) | $6,600 | $7,800 | -15% |
| Rolex Sea-Dweller | $13,100 | $14,550 | -10% |
| Rolex Deepsea | $15,300 | $15,880 | -4% |
Speedmaster Moonwatch (Sapphire)310.30.42.50.01.002$7,200-20% vs retail
Speedmaster Moonwatch (Hesalite)310.30.42.50.01.001$6,600-15% vs retail
Sea-Dweller126600$13,100-10% vs retail
Deepsea136660$15,300-4% vs retailClose to retail
These sell for less than 20% over retail, so the gap is small if you don't want to wait for an authorized dealer.
Yacht-Master 37268622$13,400+7% vs retail
Yacht-Master 40126622$15,200+15% vs retail
Explorer124270$9,200+16% vs retail
Explorer II226570$12,500+18% vs retail
Day-Date 36128238$55,000+20% vs retailWhy a Rolex can sell under retail
- Size and fit. Bigger, thicker watches like the Sea-Dweller and Deepsea appeal to fewer buyers.
- Supply. Models that have been made for years, without a waitlist, are easier to find.
- Retail keeps rising. When the brand raises prices every January and demand doesn't follow, the gray market ends up below retail.
Buying under retail is a good deal for a watch you want to wear. It is not a sign the watch will go up in value.