Are Rolex Datejust Models Undervalued in 2026?

The sports models get the headlines, but the Datejust is one of the most important watches Rolex makes. In 2026 more buyers are asking whether it is quietly undervalued.

How it sits next to the sports models

For the past decade, the Submariner, GMT-Master and Daytona drove the price headlines. The Datejust got labeled “safe but slower”: a watch for wearing, not for speculating.

That label is exactly why some buyers see an opening. Datejust prices have historically moved more steadily through market cycles. They avoid the big run-ups and corrections that reset the price of sports models. Our guide to the safest stores of value explains why classic references can hold up better when the market softens.

Supply, availability and stable prices

Rolex makes more Datejusts than steel sports models, which has historically limited hype-driven price jumps. That higher supply has an upside: it is usually easier to buy and sell a Datejust, without the waitlists and swings.

For buyers who care more about keeping their money than chasing a big gain, that stability matters more now that the boom is over and buyers are more careful about price.

The configuration matters most

Not all Datejusts perform the same. The same reference can sell at very different prices depending on a few details buyers now compare closely:

• Bezel: fluted bezels (white gold) often resell better than smooth ones.
• Bracelet: the Jubilee often sells faster than the Oyster.
• Dial: popular dials can bring a real premium over standard ones.
• Size: in many markets the Datejust 41 is in higher demand than the 36mm with modern buyers.

Collectors are changing what they want

As the appetite for speculation fades, buyers are looking for watches they can actually get and wear without paying a big premium. The Datejust’s design has barely changed over the decades, which keeps a steady floor of demand under it.

First-time Rolex buyers also tend to start with a Datejust when the market calms down, which supports demand even when sports-model premiums shrink.

What to expect in 2026 and 2027

Expect steady, not explosive. Slow upward pressure is more likely than a sharp rise, especially if Rolex keeps raising retail prices and demand keeps moving toward classic watches people wear.

If Rolex raises retail prices again through 2026 and 2027, secondary Datejust prices may follow, especially steel references with fluted bezels and popular dials. So the Datejust may be less “undervalued” than underrated: a steady piece in a watch collection, with a wide pool of buyers and little hype risk.