Most Popular Luxury Watches of 2026, Based on Actual Sales Data

These are the best-selling luxury watches of 2026, ranked by actual sales. This is based on completed transactions captured by Bob’s Watches during calendar year 2026 and includes the top five brands by transaction volume: Rolex, Breitling, Cartier, OMEGA, and Tudor. For each brand, we focused on the models with the highest sales volume. Other lists might rely on opinions or social media trends, but we use real sales data to show what customers are really buying.

Key Takeaways

The Rolex models were the most popular luxury watch of 2026

OMEGA watch sales increased significantly, based on Bob’s internal sales data

Rolex’s core trio, the Submariner, Datejust, and Daytona, remains the heritage anchor of the market, each powered by Rolex’s current-generation in-house calibers.

Versatile sports watches consistently outperformed dress-only models across every brand.

Proven collections with decades of history outsold trendier releases, suggesting buyers value heritage over hype.

How We Determined the Most Popular Luxury Watches of 2026

Unlike other publications, we measure popularity only by the number of watches sold, not by revenue, brand reputation, or our own opinions. The percentages you’ll read below are based on the total sales from each of the brands we analyzed. Also, watches are grouped by collection or family, for example, the OMEGA Seamaster or Tudor Black Bay, instead of by specific reference numbers. We went with this approach because it reflects how most people shop and prevents a few popular models from taking over the entire list.

Data source: Real transaction data from Bob’s Watches

Timeframe: Calendar year 2026

Grouping: Family-level analysis avoids skewed results from individual SKUs

Below, we’ll break down the top selling models from each brand, including the average sale prices and some helpful specifications.

Most Popular Rolex Watches

Rolex had a major share of total sales in 2026, anchored by three families that have defined the brand for decades: the Submariner, the Datejust, and the Daytona. Unlike trend-driven releases, these collections sell consistently year after year because they pair instantly recognizable designs with Rolex’s current-generation in-house movements. Average sale prices for Rolex sit well above the rest of the list, reflecting both the brand’s positioning and the persistent secondary-market premium over retail. Rolex continues to dominate sales for Bob’s Watches in 2026.

Rolex Submariner

The Submariner captured roughly 14% of sales in 2026. It is the archetype every other dive watch is measured against, and the current-generation 41mm reference 126610LN combines a black Cerachrom ceramic bezel with the in-house Caliber 3235 and 300 meters of water resistance. The no-date Submariner (ref. 124060) runs the time-only Caliber 3230. Its blend of toolwatch credibility and everyday wearability keeps demand effectively permanent.

Specification | Technical Details
Primary Reference | Ref. 126610LN (Submariner Date, black dial / steel); ref. 124060 (no-date)
Case Dimensions | 41mm diameter | Oystersteel case | unidirectional Cerachrom ceramic bezel
Caliber | Rolex in-house Caliber 3235 (Date) / Caliber 3230 (no-date) — 70-hour reserve, Chronergy escapement, Parachrom hairspring, Superlative Chronometer (±2 sec/day)
Water Resistance | 300 meters (Triplock crown)
Average Sale Price | ~$16,600

Why It Sells: It is the definitive luxury dive watch, a current-production, in-house, COSC-certified diver whose design has been refined rather than reinvented for 70+ years, with a secondary market deep enough to buy and sell with confidence.

Rolex Datejust

The Datejust took roughly 18% of internal sales. It is the brand’s most versatile everyday watch, offered in 36mm (ref. 126234) and 41mm (ref. 126334) steel-and-white-gold Rolesor configurations with a fluted bezel and a choice of Jubilee or Oyster bracelet. Both sizes share the in-house Caliber 3235. Dial variants drive much of the demand, the grey-and-green “Wimbledon” dial in particular trades at a premium.

Specification | Technical Details
Primary Reference | Ref. 126234 (Datejust 36) / ref. 126334 (Datejust 41)
Case Dimensions | 36mm or 41mm | Oystersteel + white-gold fluted bezel | Jubilee or Oyster bracelet
Caliber | Rolex in-house Caliber 3235 — 70-hour reserve, Chronergy escapement, Superlative Chronometer (±2 sec/day)
Water Resistance | 100 meters
Average Sale Price | ~$9,800 (36mm) / ~$15,800 (41mm)

Why It Sells: It is the original do-everything Rolex, dressy enough for a cuff, durable enough for daily wear, and offered in more dial and bracelet combinations than any other model, making it the most cross-shopped reference in the catalog.

Rolex Daytona

The Daytona rounded out Rolex’s top sellers at roughly 10% of internal sales. The current steel reference 126500LN pairs a black Cerachrom monobloc ceramic bezel with the in-house Caliber 4131 chronograph. Years of authorized-dealer scarcity have kept its secondary-market price far above retail, and it remains one of the most aspirational mechanical chronographs in the world.

Specification | Technical Details
Primary Reference | Ref. 126500LN (steel, black or white dial)
Case Dimensions | 40mm | Oystersteel | Cerachrom monobloc ceramic bezel with tachymeter
Caliber | Rolex in-house Caliber 4131 automatic chronograph — 72-hour reserve, Superlative Chronometer (±2 sec/day)
Water Resistance | 100 meters
Average Sale Price | Market reference ~$27,000–$32,000 pre-owned

Why It Sells: It is Rolex’s only chronograph and one of the most recognizable racing watches ever made; persistent retail scarcity turns the secondary market into the primary way most buyers actually acquire one, sustaining a durable premium.

Most Popular Breitling Watches of 2026

Breitling total sales in 2026 was driven by its popular aviation-inspired chronographs and dependable dive watches. The average sale price was around $4,400, making Breitling the most affordable offering on our list.

Breitling Navitimer

The Navitimer took the number three spot in Breitling sales in 2026. That includes the standard Navitimer, Navitimer Automatic 41, and Navitimer B01. The slide rule bezel and aviation background are instantly recognizable, but the watch resonates well outside of aviators. Even better, it pairs perfectly with a business suit or leather jacket.

The average sale price of roughly $5,250 includes both vintage references and current production models.

Movement note: The chronograph references (the Navitimer B01 Chronograph 41/43/46) run Breitling’s in-house Caliber B01, a COSC-certified, column-wheel automatic chronograph with a vertical clutch and 70-hour reserve. The three-hand Navitimer Automatic 41 is a different animal: it uses Breitling Caliber 17 (B17), a COSC-certified automatic based on the ETA 2824-2 / Sellita SW300-1 with roughly a 38–42-hour reserve. Buyers searching “Navitimer movement” are almost always trying to tell these two apart.

Core appeal: Aviation heritage combined with chronograph functionality

Versatility: Transitions easily from cockpit to boardroom to weekend wear

Design identity: One of the most recognizable dials in watchmaking

Specification | Details
Case Sizes | 41mm, 43mm, 46mm
Movement Type | In-house Caliber B01 (column-wheel automatic chronograph, COSC, 70-hr reserve) in the Navitimer B01 Chronograph models; the non-chronograph Navitimer Automatic 41 uses Breitling Caliber 17 / B17, a COSC-certified automatic based on the ETA 2824-2 or Sellita SW300-1 (~38–42-hr reserve).
Water Resistance | 30 meters (3 ATM)
Key Features | Slide rule bezel, chronograph, aviation heritage
Average Sale Price | Approximately $5,250

Breitling Superocean

The Superocean comes in second with just under 19% of Breitling sales. Sizes range from 36mm to 46mm, so there’s a lot of versatility. The Heritage derivatives provide a vintage look while the regular watches provide more tool watch functionality at more affordable prices.

Average selling price: $4,600

Case sizes: 36mm to 46mm

Water resistance: 200m to 2000m depending on the model.

Breitling Chronomat

The highest, with roughly 20% of Breitling sales, is the Chronomat. The integrated bracelet and sportier chronograph layout give it a much different feel than the busier dial of the Navitimer. People buying this watch appreciate its classic chornograph functionality and bold bracelet.

Average sale price: $6,600

Case sizes: 32mm to 44mm (28mm ladies)

Water resistance: 100m-200m

Most Popular Cartier Watches of 2026

Cartier made up a meaningful share of 2026 transactions, with its classic dress watches driving most of the demand. It’s a luxury jewelry house with an average sale price of around $7,500. Cartier is unique among the brands on our list because its appeal comes primarily from its elegant case shapes and timeless aesthetics, not tool-heavy design codes.

Cartier Tank

Sales of the Tank family of watches represent the largest share of Cartier sales for Bob’s, at around 30% volume. The family includes the Tank Francaise, Tank Solo, Tank Must, as well as the classical Tank references. The Tank was introduced in 1917 and the rectangular case is one of the most copied in watch history. Its continued popularity as a bestseller indicates a timepiece design that is “outside the realm of fashion”.

Design longevity: Over a century of continuous production

Gender-neutral appeal: Equally popular with men and women

Wearability: Slim profile fits under any cuff

Specification | Details
Case Sizes | Mini, Small, Medium, Large, Extra Large (varies by variant)
Movement Type | Quartz or automatic depending on model
Water Resistance | 30 meters (3 ATM) typical
Key Features | Rectangular case, Roman numerals, blue cabochon crown
Average Sale Price | Approximately $6,100

Cartier Santos

In second place we have the Santos, with just under 22% of Cartier sales. This collection was designed in 1904 for aviator Alberto Santos-Dumont, which makes it one of the very first modern wristwatches for men. The square case with visible screws is much sportier than the Tank, and the Quickswitch bracelet system is practical for everyday wear.

Average sale price: $7,300

Water resistance: 100m

Cartier Ballon Bleu

At number three is the Cartier Ballon Bleu. Cartier released the collection in 2007, giving it a rounded case and a unique integrated crown guard. This collection appeals to people on the hunt for a modern Cartier watch.

Average sale price: $11,300

Case sizes: 28mm to 42mm

Water resistance: 30m

OMEGA’s Most Popular Watches of 2026

OMEGA watches had one of the strongest transaction volumes of the five brands in 2026, driven in large part by the ongoing popularity of the Seamaster family. The brand’s dive watches are, of course, a core part of the OMEGA identity. With an average retail price of approximately $6,000, OMEGA has notable value within the Swiss luxury segment.

OMEGA Seamaster

The undisputed sales leader for this brand was the OMEGA Seamaster, capturing the highest percent of the brand’s total volume.

Technical credibility: Co-Axial movement and Master Chronometer certification

Versatility: Wave dial adds visual interest without compromising legibility

Cultural relevance: Ongoing Bond association keeps the model in the spotlight

Average Pre-Owned Price: $5,600

Why It Sells: It offers a modern, Master Chronometer–certified, in-house movement with antimagnetic protection up to 15,000 gauss at a secondary-market price point that significantly undercuts its competitors.

OMEGA Speedmaster Moonwatch Professional

The OMEGA Speedmaster finished second, and the Moonwatch was the top-selling variant of this collection. Its historical significance as the first watch worn on the lunar surface (NASA certification) is unsurpassed. Hesalite crystal and manual-wind movement have remained largely unchanged from the Apollo-era watches, although OMEGA also makes other variants with upgraded sapphire.

Average sale price: $7,450

Special features: Hesalite crystal, tachymeter bezel, in-house movement

Why It Sells: It offers a modern, Master Chronometer–certified, in-house movement with antimagnetic protection up to 15,000 gauss at a secondary-market price point that significantly undercuts its competitors.

Tudor’s Most Popular Watches of 2026

Tudor had a strong showing in 2026 sales, mainly because of the Black Bay family’s massive success. Also, with an average sale price of about $4,300, Tudor is the most affordable of the four brands, which fits its focus on value.

Tudor Black Bay

The Tudor Black Bay was the single best-selling Tudor watch of 2026, far outpacing every other Tudor model. The collection includes the standard Black Bay, Black Bay 68, Black Bay 58, Black Bay 54, Black Bay One, Black Bay Pro, Black Bay GMT, Black Bay Chrono, and Black Bay Bronze, all grouped together at the family level. Its popularity comes from its vintage-inspired design, in-house movement, and a price that is lower than similar watches.

Sales dominance: More than double the market share of any competitor

Default luxury sports watch: Proven design at an accessible entry point

Value proposition: In-house MT5602 movement typically found in watches costing twice as much

Movement note: The Black Bay family does not run a single caliber. The 41mm Black Bay uses the in-house MT5602; the Black Bay 58 uses the smaller MT5402 (58 models with display or precious-metal casebacks use the slightly larger MT5400, and METAS “Master Chronometer” versions use the MT5400-U); the Black Bay 54 uses the MT5400; the Black Bay GMT and Black Bay Pro use the GMT-equipped MT5652; and the Black Bay Chrono uses the MT5813, a column-wheel chronograph built on Breitling’s B01. The earliest 2012–2015 Black Bays and the smaller three-hand/dress variants ran ETA-based calibers (e.g., the ETA 2824). All are COSC-certified.

Specification | Details
Case Sizes | 31mm – 43mm (varies by variant)
Movement Type | In-house, COSC-certified, by variant
Water Resistance | 200 meters
Key Features | Snowflake hands, domed crystal, 70-hour power reserve
Average Sale Price | Approximately $4,000

Tudor Pelagos

Coming in second place in Tudor sales is the Tudor Pelagos. Made from titanium and water-resistant to 500 meters, it was designed for the serious diver and tool watch aficionado. Its self-adjusting clasp, to accommodate wetsuit thickness is a feature often not seen outside of professional dive watches.

Average sale price: $4,060

Case size: 42mm

Water resistance: 500m

What the Most Popular Luxury Watches of 2026 Reveal About Buyer Trends

The sales data from 2026 points to several patterns that define what buyers actually want from a luxury watch.

Versatile sports watches outperform dress watches: Models like the Black Bay, Seamaster, and Navitimer succeed because they work across multiple settings.

Tool watch aesthetics remain dominant: Dive bezels, chronograph subdials, and water resistance continue to drive demand.

Buyers favor proven collections over novelty: Established families with decades of history outsold newer releases.

Popularity is driven by usability: Mid-range models outsold pricier alternatives, indicating buyers prioritize wearability over status.

Why the Most Popular Luxury Watches Matter More Than Ever in 2026

Our top-selling watches have a few things in common: they’re versatile, have proven designs, and offer good value for the quality. More buyers now want watches they can wear everyday, not just on special occasions. The popularity of sports watches from Tudor and OMEGA, along with steady interest in Cartier classics, shows that the market values substance more than status nowadays.

At Bob’s Watches, we follow these trends to help buyers make smart choices. You can find many of these popular luxury watches in our vast inventory of authentic pre-owned luxury watches.

Frequently Asked Questions
The Rolex Datejust and Rolex Submariner is the most popular luxury watch of 2026, representing roughly 15% of all sales across the brands measured. Its in-house movement, and classic design, make it a strong entry point into luxury watchmaking. Based on 2026 sales: Tudor Black Bay, OMEGA Seamaster, OMEGA Speedmaster, Breitling Navitimer, and Cartier Tank, with Rolex’s Submariner, Datejust, and Daytona among the most consistently traded families on the market. Among the five brands measured for this study, Rolex accounted for the largest portion of transactions, ahead of all other brands.