Rolex Price Guide 2026

About Rolex

Rolex, founded by Hans Wilsdorf in London in 1905 and later relocated to Geneva, is the world's most recognized luxury watch brand. The company pioneered the waterproof wristwatch (Oyster, 1926), the self-winding mechanism (Perpetual, 1931), and the date display (Datejust, 1945).

Movement & Quality

All current Rolex watches use in-house movements manufactured at their four Swiss facilities. Every movement is COSC-certified and then tested to Rolex's own Superlative Chronometer standard of -2/+2 seconds per day — twice as strict as COSC alone.

Buying Rolex

Rolex watches are notoriously difficult to purchase at retail from authorized dealers. Most popular steel sport models (Submariner, Daytona, GMT-Master) have waiting lists ranging from months to years. The secondary market offers immediate availability but typically at a premium above MSRP.

Service & Maintenance

Rolex recommends servicing every 10 years. A standard service costs approximately $800-$1,000 for a basic three-hand model and $1,000-$1,400 for a chronograph. Rolex service includes a 2-year guarantee on the work performed.

Resale Value

Rolex has the strongest resale value of any watch brand. Steel sport models consistently trade above retail, while precious metal and Datejust/Day-Date models may trade at or slightly below retail depending on configuration.

Best Value Rolex Watches

Ranked by WVS Value Score — the models that best preserve your investment.

Rolex Collections

Each collection has a distinct character — from tool watches to haute horlogerie. Click through for full model comparisons.