The pre-owned Rolex watch market held steady through the third quarter of 2026, with an average sale price of $15,491 across all transactions at Bob’s Watches, up slightly from $15,273 in Q2. In a notable shift, the Rolex Datejust 36 overtook the Submariner as the top selling collection of the quarter, while the GMT-Master II ref. 126710 repeated as the single top selling reference. The Daytona was the quarter’s standout performer on price, averaging $37,555 and climbing 14.0% from July to September. This market report covers the quarter’s top sellers, the biggest price movers, and what the data suggests for buyers and sellers heading into the final stretch of the year.
Key Takeaways
- The pre-owned Rolex market remained stable in Q3 2026, with the overall average sale price inching up about 1.4% from the second quarter.
- The Datejust 36 claimed the top spot in sales volume for the first time this year, edging out the Submariner as classic two-tone and neo-vintage configurations kept pulling in buyers.
- The GMT-Master II ref. 126710 was the top selling reference for the second consecutive quarter, with its average sale price climbing to $23,404.
- The Daytona posted the strongest price performance among high volume collections, with September sales averaging more than $40,000.
- The Day-Date 36’s sharp second-quarter climb reversed in Q3, a reminder that mix-driven surges can give ground just as quickly.
- Discontinued references accounted for roughly two-thirds of all Q3 sales, underscoring how much of the market’s energy sits outside current production.
- Condition, completeness, service history, and overall presentation continued to play an important role in how individual watches performed in the pre-owned market.
Every figure in this Rolex market report comes from actual sales completed at Bob’s Watches between July 1 and September 30, 2026. The findings build on our Q2 2026 Rolex market report, which highlighted the Submariner’s depth across generations and a broad rally in dress models. Some of those stories continued this quarter. Others took a sharp turn.
Q3 2026 Rolex Market at a Glance
The table below ranks the ten most popular Rolex collections of the third quarter by sales at Bob’s Watches, along with each collection’s average sale price. Rankings reflect completed transactions, not listings or asking prices.
| Rank | Collection | Q3 Avg Sale Price |
| 1 | Datejust 36 | $9,475 |
| 2 | Submariner | $16,557 |
| 3 | GMT-Master II | $20,151 |
| 4 | Lady-Datejust | $9,978 |
| 5 | Daytona | $37,555 |
| 6 | Datejust 41 | $14,225 |
| 7 | Date | $5,821 |
| 8 | Day-Date 36 | $23,748 |
| 9 | Sea-Dweller | $14,970 |
| 10 | Explorer II | $11,772 |
The takeaway is a market that stayed active while its leadership changed. The Datejust 36 took the volume from the Rolex Submariner collection, and the Datejust family as a whole, from the Lady-Datejust to the Datejust 41, filled four of the top six spots. Professional models still carried the higher price points, led by the Daytona at more than $37,000 on average and the GMT-Master II above $20,000. Demand stayed broad, from the Rolex Date at under $6,000 to solid gold Day-Dates and ceramic Daytonas several multiples higher.
“What stands out in the Q3 numbers is how healthy the rotation was. Buyers came in volume for the Datejust 36 at the accessible end of the catalog while the Daytona was clearing $40,000 by September, and our overall average still moved higher. When demand is that broad, under $10,000 and over $40,000 at the same time, it tells you this market is being driven by real collectors, not speculation. That’s exactly what we want to see heading into the holiday season.”
Joe Alessandrini, CFO, Bob’s Watches
The Top Selling Rolex Collections of Q3 2026
The Rolex Datejust 36 took the top spot this quarter, ending the Submariner’s run at number one. The shift built through the summer: Datejust 36 sales climbed each month from July through September, while Submariner volume faded noticeably in September. Affordable neo-vintage references like the 16233 and 16013 did much of the heavy lifting, giving buyers a classic 36mm Rolex, often in two-tone with a fluted bezel, for well under $10,000.
The Submariner hardly went quiet, though. It placed five separate references among the quarter’s best sellers, from the neo-vintage 16613 and 16610 through the discontinued 116610 to the current 126610 and two-tone 126613. No other collection comes close to that kind of depth. Our pre-owned GMT-Master II watches held third on the strength of the 126710, and the Daytona climbed into the top five while posting the highest average price of any major collection at $37,555.
The broader pattern extends what we saw in the first half of the year. Two-tone Rolesor watches and neo-vintage references from the 1980s and 1990s keep pulling in buyers who want classic Rolex design at a friendlier price than current production, while waitlist favorites keep selling quickly whenever they hit the site. Roughly two-thirds of everything sold in Q3 was a discontinued reference.
Deep Dive: The Top Selling Rolex References of Q3 2026
Collection rankings tell one part of the story. Individual references tell the rest. These seven watches were among the most purchased references at Bob’s Watches in the third quarter, and each one earned its spot for a different reason.
Rolex GMT-Master II Ref. 126710
The Rolex 126710 was the top selling Rolex reference for the second quarter in a row, with an average sale price of $23,404, up from $22,365 in Q2. Demand for the Rolex Pepsi and Rolex Batman collection remains far ahead of supply at authorized dealers, and the newer green-accented Bruce Wayne and Batgirl configurations sold in strong numbers alongside them. The pre-owned market is still where most buyers actually get one.
Key specs:
- 40mm Oystersteel case
- Two-tone Cerachrom 24 hour bezel (Pepsi, Batman, or green-on-black variants)
- Caliber 3285 with dual time zone function
- Jubilee or Oyster bracelet
Rolex Datejust 36 Ref. 16233
The Rolex 16233 was a top seller for the third straight quarter, averaging $8,393 this time. The two-tone case, fluted gold bezel, and champagne dial represent the classic pre-owned Datejust look that has anchored the brand for decades, and it was a central driver of the Datejust 36’s climb to the top of the collection rankings. It remains one of the most affordable paths into a gold and steel Rolex.
Key specs:
- 36mm steel and 18k yellow gold case
- Fluted yellow gold bezel
- Caliber 3135 automatic movement
- Jubilee bracelet
Rolex Submariner Ref. 126610
The current Rolex 126610 watches held its place among the top sellers, averaging $15,737 for the quarter. The 41mm case, Cerachrom bezel, and caliber 3235 make it the benchmark modern dive watch, and steady pre-owned demand shows how well it holds its value. For buyers who want the newest Submariner without the wait, the pre-owned market remains the fastest route.
Key specs:
- 41mm Oystersteel case
- Cerachrom ceramic bezel
- Caliber 3235 with 70 hour power reserve
- In production since 2020
Rolex Datejust 41 Ref. 126300
A new face near the top of the leaderboard, the Rolex 126300 averaged $11,513 for the quarter. With a smooth bezel and clean dial options in white, blue, and black, it is the understated counterpart to the fluted 126334, and its lower entry price has made it a favorite first modern Rolex for buyers who want the 41mm footprint.
Key specs:
- 41mm Oystersteel case with smooth bezel
- Caliber 3235 with 70 hour power reserve
- Popular in white, blue, and black dials
- Oyster or Jubilee bracelet
Rolex Lady-Datejust Ref. 69173
The two-tone Rolex 69173 was one of the quarter’s volume leaders at an average sale price of $6,334, making it the most affordable reference on this list. This neo-vintage 26mm Lady-Datejust pairs steel with 18k yellow gold and offers the classic fluted-bezel look in a smaller package, and it continues to welcome a steady stream of new collectors into the brand.
Key specs:
- 26mm steel and 18k yellow gold case
- Fluted yellow gold bezel
- Caliber 2135 automatic movement
- Production through the 1980s and 1990s
Rolex Submariner Ref. 116610
The discontinued Rolex 116610 ceramic Submariner held onto the gains it made during its big second-quarter run, averaging $17,303 for the quarter, up from $16,692 in Q2, and finishing September at its highest monthly average of the period. As the last of the 40mm Submariners, it sits in a sweet spot between the neo-vintage models and the current 41mm generation.
Key specs:
- 40mm Oystersteel case
- Cerachrom ceramic bezel
- Caliber 3135 automatic movement
- Production from 2010 to 2020
Rolex Submariner Ref. 16613
The two-tone “Rolex Bluesy” stayed on the leaderboard for a third consecutive quarter, selling at an average of $13,719, up from $12,637 in Q2. Its average sale price rose 9.2% from July to September, one of the stronger reference-level gains of the quarter. The mix of steel and 18k yellow gold, paired with the blue dial and bezel, keeps giving buyers a lot of presence for the money.
Key specs:
- 40mm steel and 18k yellow gold case
- Blue aluminum bezel insert
- Caliber 3135 automatic movement
- Production from the late 1980s through 2009
The Biggest Rolex Price Movers of Q3 2026
Sales volume shows what people are buying. Price movement shows where the market is heading. From July to September, the strongest gains in average sale price came from an unexpected mix of mid-size dress watches and flagship sport models.
| Collection | July Avg | September Avg | Change |
| Datejust 31 | $13,464 | $16,307 | +21.1% |
| Datejust II | $10,045 | $12,155 | +21.0% |
| Yacht-Master 40 | $14,581 | $17,538 | +20.3% |
| Daytona | $35,671 | $40,660 | +14.0% |
| Oyster Perpetual 36 | $10,509 | $11,878 | +13.0% |
| Sea-Dweller | $14,257 | $14,780 | +3.7% |
| Submariner | $16,293 | $16,873 | +3.6% |
One note on how to read these movements. Average sale prices reflect the mix of watches sold in a given month, including condition, configuration, metal, and age. A month with more full sets or more gold pieces will lift the average on its own. These trends describe what buyers actually paid at Bob’s Watches, not a formal appraisal of any single watch’s value.
The pattern is still meaningful. The Daytona’s climb stands out because it happened on the quarter’s fifth-highest volume, with September transactions averaging more than $40,000. The Datejust 31 and Datejust II extended the dress watch strength we flagged in Q2, and the Yacht-Master 40’s 20.3% rise suggests collectors are giving the often overlooked sport model a fresh look. Not everything moved up, though. The Day-Date 36 gave back much of its second-quarter surge, sliding 18.4% from July to September, while the Air-King and the entry-level Date also finished the quarter lower.
What Was the Top Selling Rolex Watch in Q3 2026?
The top selling Rolex reference at Bob’s Watches in the third quarter of 2026 was the GMT-Master II ref. 126710, with an average sale price of $23,404. It held the top spot it claimed in Q2, finishing ahead of a leaderboard otherwise dominated by Datejust and Submariner references, and its quarterly average climbed more than $1,000 over Q2.
The reasons have not changed. Waitlists for the Pepsi and Batman remain long, and the pre-owned market is the only place a buyer can choose a specific bezel and bracelet combination and have it shipped the same week. This quarter the demand spread across the full bezel lineup, with the green-accented Bruce Wayne and Batgirl variants selling nearly as often as the Pepsi. Strong travel demand and the watch’s dual time zone function keep it as practical as it is collectible.
Which Rolex Models Increased the Most in Price in Q3 2026?
Pre-owned Datejust 31 references posted the largest increase among high volume collections, with average sale prices up 21.1% from July to September. Several other models also recorded strong gains during the quarter:
- Datejust 31: +21.1%
- Datejust II: +21.0%
- Yacht-Master 40: +20.3%
- Daytona: +14.0%
- Oyster Perpetual 36: +13.0%
- Sea-Dweller: +3.7%
- Submariner: +3.6%
As covered above, these figures reflect the mix of watches sold each month rather than pure market appreciation. Still, the Daytona’s double digit climb on more than 120 completed sales is the most convincing signal of the quarter, and the strength in mid-size Datejust models echoes the dress watch momentum we recorded in the spring.
Are Pre-Owned Rolex Prices Going Up in 2026?
Through three quarters of 2026, the answer is a measured yes. The overall average sale price at Bob’s Watches rose from $15,273 in Q2 to $15,491 in Q3, and flagship sport models did most of the pulling. The Daytona averaged $37,555 for the quarter, up sharply from $33,322 in Q2, while the Submariner’s average climbed from $15,611 to $16,557 and the top selling GMT-Master II 126710 gained more than $1,000 on its Q2 average.
The third quarter also tempered some of the spring’s enthusiasm. The Day-Date 36, the standout gainer of Q2, gave back a large share of that climb, and entry-level models like the Rolex Date and Air-King softened. The picture that emerges is a market rotating rather than rising across the board: money moved toward the Daytona, mid-size Datejust models, and proven discontinued references like the Submariner 116610, which held its repricing from earlier in the year. For sellers of those watches in complete, well-presented condition, the window remains a good one.
How We Built This Report
This report is based entirely on transactions completed at Bob’s Watches from July 1 through September 30, 2026. A few points on the methodology:
- All prices reflect actual sold prices, not listings or asking prices.
- Averages reflect the mix of watches sold during the period, including condition, configuration, metal, and age.
- Collections and references with very low sales during the quarter were excluded from the price movement rankings to avoid misleading swings.
- Collection rankings are based on completed sales volume.
- Quarter-over-quarter comparisons reference the figures published in our Q2 2026 Rolex market report.
Pre-Owned Rolex Prices Heading Into Q4 2026: What Buyers and Sellers Should Watch
First, a look back at what we said to watch at the end of Q2. The Explorer’s spring momentum did not carry into the summer, with volume thinning considerably. The Day-Date 36’s climb did not extend either, retracing much of its second-quarter gain. The discontinued Submariner 116610, on the other hand, delivered, holding its higher pricing and closing September at its best monthly average of the quarter.
The third quarter’s own picture is one of rotation. Buyers moved down-market in volume, lifting the Datejust 36 to the top of the collection rankings, and up-market in price, pushing the Daytona past $40,000 in average September sales. For buyers, the accessible Datejust segment is the one to watch: references like the 16233, 16013, and 69173 are selling in large numbers, and sustained demand at that end tends to firm up prices. For sellers, the Daytona, the GMT-Master II, and clean examples of discontinued references are commanding strong results, and complete sets with box and papers continue to earn a premium.
Heading into the fourth quarter and the holiday season, we will be watching whether the Daytona’s climb holds, whether the Datejust 36 keeps the volume crown, and whether the Yacht-Master 40 and Datejust 31 can turn one strong quarter into a trend. We will publish the full Q4 numbers in January. Until then, you can explore our current pre-owned Rolex inventory, get a quote to sell your Rolex, or follow our ongoing market coverage for the latest movements in the world’s most watched luxury brand.
