These Rolex Models Are NOT Selling! - Watch Dealer’s Market Update - YouTube - The Honest Watch Dealer
The Honest Watch Dealer reports that the 2026 Rolex market is experiencing mixed performance. Overall values are rising as the supply of new, unworn pieces from dealers tightens, but several high‑profile models are lagging. The new Land‑Dweller (36 mm and 40 mm) has dropped from around £30 k to approximately £18 k and £22 k respectively, while the steel Submariner “Starbucks” has softened from £15–16 k last year to about £12–13 k and is moving slowly. Conversely, the Oyster Perpetual on Jubilee (31 mm, 36 mm, 40 mm) commands strong secondary prices, with the 40 mm fetching roughly £20 k+ and occasionally reaching £37 k despite a retail price near £6 k. Demand remains robust for select sports models, particularly Daytonas—especially the Oysterflex version, which feels “starved” in 2026 and sells quickly—and the GMT “Bruce Wayne” (Oyster/Jubilee), consistently sold around £15 k with limited availability. The market’s overall direction is upward, yet performance is highly model‑specific, with some coveted pieces underperforming while others stay scarce and highly sought after.
