Top Rolexes to Buy Before 2026 (Investment Guide)
Good Times Luxury Market Insight
Rolex Price Predictions for 2026 — Will Prices Rise or Fall?
Buying a Rolex isn’t just about style — it’s about timing the market, understanding demand, and making a financially smart move. As we approach 2026, collectors and first-time buyers alike need clarity, not guesswork.
In this guide, we’ll break down the key factors shaping the 2026 Rolex market so you can buy with clarity, not guesswork. Whether you’re looking for a Submariner, GMT-Master II, Datejust, or simply trying to choose your first Rolex, this article will help you understand what may happen next.
At Good Times Luxury (https://goodtimesluxury.com), we track real market prices every day to help buyers avoid overpaying — this article is based on real trends we see happening right now.
Quick Summary — Rolex Price Outlook for 2026
- Entry-level Rolex models are likely to stay stable, with small increases due to inflation and consistent demand.
- Sports models (Submariner, GMT-Master II, Daytona) will remain the strongest performers, especially steel references.
- Hype is gone, and the market is now running on real demand, not flippers — this makes 2026 more stable.
- Discontinued models may rise in value, especially pieces with unique dials, older references, or short production runs.
- No massive price spikes expected, but also no crash — Rolex remains the strongest long-term brand in the pre-owned market.
What Determines Rolex Prices in 2026?
Quick answer: Rolex prices depend on supply, macro economy, brand demand, and collector behavior.
[Image of supply and demand curves intersecting luxury goods pricing]1. Supply vs Demand
Rolex controls production tightly and doesn’t increase output quickly. Even after the hype era cooled down, demand still exceeds supply for most steel sports models, keeping the market competitive.
2. Global Economy
Luxury spending is linked to economic stability. As we move into 2026, interest rates and inflation trends will be major factors — but Rolex historically remains resilient even during slowdowns, acting as a "flight to safety" asset.
3. Collector Trends
Collectors are shifting away from short-lived hype pieces and back to timeless models like the Submariner, GMT-Master II, Datejust, and Daytona. Demand for these core references remains extremely strong.
4. Discontinued Models
Any watch Rolex discontinues typically increases in value over the next 12–24 months. This scarcity pattern is one of the safest historical bets in the Rolex market.
Will Rolex Prices Go Up or Down in 2026?
We expect Rolex prices to be mostly stable in 2026, with modest increases in high-demand steel sports models and discontinued pieces.
| Category | Example Models | 2025 Trend | 2026 Outlook | Notes |
|---|---|---|---|---|
| Entry-Level | Oyster Perpetual, simple Datejust | Stable | Small gradual increases | Driven by inflation + consistent global demand. |
| Steel Sports Models | Submariner, GMT-Master II, Daytona | High demand | +2–5% upside expected | Strongest collector interest + hardest to get at retail. |
| Popular Datejust Configs | Wimbledon, blue dial, fluted + Jubilee | Growing interest | Mild upside | Versatile daily wear + long-term appeal. |
| Discontinued References | Short-run dials & retired references | Rising | +10–25% over 1–2 years | Frozen supply + collector demand drives appreciation. |
| Precious Metal / Two-Tone | Rolesor & full gold | More niche | Mostly stable | Performance depends on global gold pricing. |
Best Rolex Models to Buy Before 2026
Rolex Submariner
Timeless, highest demand, stable premium pricing. The foundational collector piece.
Rolex GMT-Master II
Global icon. Models like "Pepsi" and "Batman" perform strongly.
Rolex Datejust
Extremely liquid, perfect entry-level Rolex, wide range of styles with stable long-term value.
Any Recently Discontinued Model
Often the best long-term appreciation due to scarcity. Look for 2024/2025 retirements.
Should You Buy New or Pre-Owned Before 2026?
Quick answer: Pre-owned is usually the smarter option unless you’re buying strictly for warranty or the boutique experience.
New Rolex (Retail)
Pros
- ✓ Full warranty
- ✓ You are the first owner
- ✓ Perfect condition
Cons
- ✘ Hard to get at retail
- ✘ Long waitlists
- ✘ Higher upfront cost (premium paid for scarcity)
Pre-Owned (Recommended)
Pros
- ✓ Instant availability
- ✓ Access to discontinued pieces
- ✓ Often better pricing (closer to market value)
Cons
- ✘ Must verify authentication
- ✘ Condition may vary
- ✘ Less warranty remaining
At Good Times Luxury, every watch is authenticated, inspected, and priced based on real market demand — not hype. This makes pre-owned a safe and attractive path for most buyers entering 2026.
Final Thoughts — Will Rolex Prices Rise in 2026?
The most realistic prediction is steady stability, especially in steel sports models and popular Datejust configurations. Prices aren’t expected to explode the way they did during the 2020–2022 hype cycle — but they also aren’t expected to collapse.
The Smart Buyer's Approach for 2025–2026:
- Choose a timeless model
- Buy at a fair market price
- Focus on condition & authenticity
- Avoid chasing hype
- Think medium–long term
If you’d like personalized help choosing the right model, or want real market insights before buying, check out our current inventory, or feel free to reach out to Good Times Luxury. We help buyers make confident decisions based on experience — not speculation.
FAQ — Rolex Price Predictions for 2026
1. Will Rolex prices go up in 2026?
Quick answer: Prices will likely stay stable with small increases in high-demand steel sports models. Don’t expect another hype boom — but no price crash either.
2. Which Rolex models are safest to buy before 2026?
Quick answer: Submariner, GMT-Master II, Datejust, and any recently discontinued references. These models have the strongest historic price stability.
3. Why did Rolex prices drop after 2022?
Quick answer: The market corrected after the hype bubble. Now prices are based on real demand, not speculation — which is healthier long-term.
4. Are Rolex watches still good investments?
Quick answer: Yes, if you buy the right model at a fair market price. Rolex still has unmatched global demand and long-term value retention.
5. Should I buy new or pre-owned before 2026?
Quick answer: Pre-owned is better for most buyers. It avoids waitlists, reduces premium prices, and gives you more model options.