Rolex Below Retail: Which Models Trade Under MSRP Right Now (From Our Sales Data)

Rolex models trading below retail today are concentrated in two-tone Rolesor and solid gold references, not steel sports watches. Across the last twelve months of completed Rolex sales at Bob’s Watches, several current production references sold for 10% to 27% under current US list price, while steel Submariners and Daytonas still command large premiums.

Key Takeaways

The Explorer 36 in yellow Rolesor (ref. 124273) shows the deepest discount in our completed sales, averaging roughly 27% below current Rolex US retail.

Two-tone Rolesor and solid gold references dominate the below-retail list, including the Sea-Dweller 126603, Yacht-Master 40 references 126621 and 126655, and the Datejust 41 ref. 126333.

Steel sports references move in the opposite direction, with the steel Cosmograph Daytona 126500LN averaging more than double its list price in our sales.

Two Rolex US price increases in 2026, effective January 1 and June 1, widened the gap between list price and market price on gold and two-tone models.

Market prices in this article reflect completed Bob’s Watches transactions, not asking prices or listing prices.

The figures below come from our own order data covering the twelve months ending July 31, 2026, matched against current Rolex US list prices. That distinction matters. Most published below-retail lists aggregate what sellers are asking. We publish what buyers actually paid. To understand why market prices diverge from MSRP across the catalog, see our guide to Rolex retail price vs. market price. What follows is strictly about where the savings sit today.

Which Rolex Models Sell Below Retail Price Right Now

Rolex models selling below retail price right now are led by yellow Rolesor and Everose Rolesor sport references, followed by solid gold dress and sport models. The Explorer 36 ref. 124273, the Sea-Dweller ref. 126603, the Yacht-Master 40 references 126621 and 126655, the Day-Date 40 ref. 228239, and the Datejust 41 ref. 126333 all closed below current US list price in our completed sales over the past year, with discounts ranging from about 11% to about 27%.

That result runs against a common assumption. Reporting through 2026 has repeatedly suggested that steel sports models finally slipped under list, and our data does not support that reading. What actually happened is narrower and more useful: Rolex raised US list prices twice in 2026, and the June 1 increase hit gold roughly 5% and two-tone Rolesor roughly 2.5% while leaving steel, platinum, and titanium untouched. List prices on precious metal references climbed. Secondary market prices did not follow at the same pace. The gap that opened is where buyers save money.

Below-Retail Rolex References at a Glance

The first table pairs each reference with its current US list price and our average completed sale price. The second table converts that into savings and pairs it with how quickly each reference moves through our inventory.

Retail Price vs Average Pre-Owned Price Sold

Model and Reference | Current US Retail | Bob’s Average Sold Price
Explorer 36, yellow Rolesor (124273) | $14,600 | $10,683
Sea-Dweller 43, yellow Rolesor (126603) | $22,450 | $17,304
Yacht-Master 40, Everose Rolesor (126621) | $19,750 | $15,716
Yacht-Master 40, Everose gold (126655) | $37,700 | $30,066
Day-Date 40, white gold (228239) | $54,200 | $44,586
Datejust 41, yellow Rolesor (126333) | $17,700 | $15,831

Estimated Cost Savings vs Demand

Model and Reference | Estimated Savings | Bob’s Demand and Speed to Sell
Explorer 36, yellow Rolesor (124273) | 27% | Moderate
Sea-Dweller 43, yellow Rolesor (126603) | 23% | Steady
Yacht-Master 40, Everose Rolesor (126621) | 20% | Moderate
Yacht-Master 40, Everose gold (126655) | 20% | Selective
Day-Date 40, white gold (228239) | 18% | Selective
Datejust 41, yellow Rolesor (126333) | 11% | Strong

Prices reflect completed Bob’s Watches sales for the twelve months ending July 2026, with standard dial and bracelet configurations only. Diamond set and factory gem set variants are excluded because their pricing behaves differently. MSRP per current Rolex US list as published on Rolex.com in August 2026.

Why These Rolex References Trade Under MSRP

Each below-retail reference has a specific reason for sitting where it does, and none of those reasons is a quality problem. Case size, metal content, retail price positioning, and the shadow cast by a more famous sibling explain nearly all of it. Below are the five references our data supports most strongly, with what we see on the bench and on the wrist.

Explorer 36 Yellow Rolesor, Ref. 124273

The Rolex Explorer 36 ref. 124273 is a 36mm sports watch in Oystersteel and 18k yellow gold, introduced in 2021 as the first Explorer ever offered in precious metal. It carries the deepest discount in our data at roughly 27% under list, with completed sales clustering between about $10,355 and $11,375 against a $14,600 retail price.

Two forces suppress demand here. The 36mm case reads small to a buyer coming from a 41mm Submariner, and the two-tone execution divides an audience that has spent seventy years thinking of the Explorer as a pure steel tool watch. Neither affects the watch itself. It runs the caliber 3230, the same self winding movement as the steel 124270, with a Chronergy escapement and a 70 hour power reserve. On the bench, the gold center links show noticeably less edge wear than steel links of comparable age, because 18k gold burnishes rather than scuffs. On a 6.5 to 7 inch wrist it sits flat and disappears under a cuff. Browse our current Rolex Explorer 36 inventory to see what is in stock.

Sea-Dweller 43 Yellow Rolesor, Ref. 126603

The Rolex Sea-Dweller ref. 126603 is a 43mm dive watch in Oystersteel and 18k yellow gold, water resistant to 1,220 meters. Our completed sales averaged $17,304 against a $22,450 list price, a discount of roughly 23%, with most transactions landing between $15,845 and $19,070.

This is the clearest case of a watch penalized by its own dimensions. At 43mm across and 15mm thick, with a solid gold bezel adding weight up top, the 126603 tips forward on wrists under 7 inches and feels top heavy through a full day. That single fact narrows the buyer pool enough to move the price, and it makes the watch a genuine value play for anyone with the wrist to carry it. What our watchmakers note is that the helium escape valve at 9 o’clock, a feature Rolex first fitted to the Sea-Dweller in 1967 for saturation divers, remains fully serviceable on these references and is worth pressure testing at every service interval. The steel 126600 tells the opposite story, closing at a slight premium to its $14,550 list price in our sales. Current stock sits on our pre-owned Sea-Dweller page.

Yacht-Master 40 Everose Rolesor, Ref. 126621

The Rolex Yacht-Master 40 ref. 126621 is a 40mm nautical watch in Oystersteel and 18k Everose gold with a matte black Cerachrom bezel. It averaged $15,716 in our completed sales against a $19,750 list price, roughly 20% below retail, and the transaction band is unusually tight at $15,295 to $16,155.

Rolex set Everose Rolesor retail pricing steeply, roughly $6,500 above the Rolesium 126622 that shares the same case and movement. The market did not accept that spread. The result is the most consistent discount in the collection. Our watchmakers point to the bezel as the detail buyers miss: the raised polished numerals on the matte Cerachrom insert are machined and then coated in a single operation, which is why a scratched insert cannot be refinished and must be replaced. Inspect it closely before buying. See our Yacht-Master collection for available examples.

Yacht-Master 40 Everose Gold, Ref. 126655

The Rolex Yacht-Master 40 ref. 126655 is a 40mm watch in solid 18k Everose gold on the Oysterflex bracelet. Our sales averaged $30,066 against a $37,700 list price, a discount of roughly 20%, with completed transactions running from about $28,595 to $31,868.

Gold prices drove Rolex list pricing up twice in 2026, and solid gold references on rubber straps absorbed the largest share of that increase because the elastomer strap costs the same while the gold case and clasp carry the entire adjustment. Secondary market pricing lagged, and the discount widened as a result. The Oysterflex itself is worth understanding: it is an elastomer overmold on a flexible titanium and nickel alloy blade, and the cushion system underneath the strap is a wear item that our team replaces on higher mileage examples. Buyers should treat strap condition as a real line item, not a cosmetic one.

Datejust 41 Yellow Rolesor, Ref. 126333

The Rolex Datejust 41 ref. 126333 is a 41mm dress watch in Oystersteel and 18k yellow gold, powered by the caliber 3235. It averaged $15,831 in our completed sales against a $17,700 list price, a discount of roughly 11%, with most sales between $14,395 and $17,062.

The discount here is smaller because demand is stronger. This reference sells faster than anything else on our below-retail list, which is exactly what a healthy market looks like: a modest, stable gap rather than a wide one. Rolesor is not plating or capping. It is solid 18k gold bonded to Oystersteel, and Rolex trademarked the name in 1933 after using the construction since the early 1930s. That construction is why a forty year old two-tone Datejust still shows gold on the center links. Browse the Datejust collection for current inventory.

Why Steel Sports Rolex Models Still Trade Above Retail

Steel sports Rolex models still trade above retail in our completed sales, and the premiums remain substantial. The steel Cosmograph Daytona ref. 126500LN averaged $35,350 against a $16,900 list price. The GMT-Master II ref. 126710 averaged $21,729 against $11,800. The Submariner Date ref. 126610LN averaged $15,991 against $11,350. None of these is close to parity.

The mechanism is simple. Rolex sets list prices its authorized dealers honor, but allocation, not price, controls who gets the watch. Waitlists on the Daytona collection and GMT-Master II run for years, and a buyer who wants one this month pays the market rather than the list. One current production reference worth watching sits between the two camps: the Submariner Date in yellow Rolesor, ref. 126613, averaged $19,382 against a $19,450 list price in our sales, which is effective parity. It is the reference most likely to cross into below-retail territory if gold list prices climb again. For the full reference by reference picture, our used Rolex price guide covers the catalog in depth.

Is Below MSRP a Red Flag or a Buy Signal?

A Rolex trading below MSRP is a buy signal, not a warning. Nothing in our service data suggests below-retail references are built differently, service differently, or fail differently than references trading at a premium. The discount reflects retail price positioning and buyer preference, not manufacturing quality. Every watch discussed here is Superlative Chronometer certified to within minus two to plus two seconds per day.

When a reference trades below retail, what you are really seeing is a market that has normalized. The first owner absorbed the depreciation. The second owner gets a world class watch at fair market value with a solid price floor underneath it. In twenty years of buying and selling, the watches nobody was fighting over have consistently been the best value.

That price floor deserves emphasis. Gold content puts a hard bottom under the Everose and yellow Rolesor references on this list, because the intrinsic metal value does not go away. A steel reference trading at a premium has further to fall in a soft market than a gold reference already trading under list.

How Below-Retail Pricing Compares to the Cheapest Rolex Models

Buying below retail and buying cheaply are different objectives, and the two lists barely overlap. The cheapest Rolex at retail is the Oyster Perpetual 28, ref. 276200, at $6,200 from an authorized dealer, and it is the least expensive current model in the catalog. It is also not on our below-retail list, because Oyster Perpetual references trade at or above their list price on the secondary market.

The distinction is worth holding onto. A $30,000 Yacht-Master in Everose gold qualifies as a below-retail buy and will never qualify as a cheap watch. An Oyster Perpetual 28 is the most affordable route into the brand and offers no discount against MSRP at all. Fewer than 5% of our Rolex transactions over the past twelve months closed under $5,000, and those sales concentrated in vintage Date, Oyster Perpetual, Air-King, and Lady-Datejust references rather than current production models. If absolute price is your constraint rather than discount depth, our guide to the most affordable Rolex models covers that ground properly.

A Practical Checklist for Buying Below Retail

Buying a below-retail Rolex rewards the same discipline as any other purchase, with a few specifics that matter more when precious metal is involved.

Confirm completeness. Box, papers, and remaining factory warranty on a 2021 or later reference measurably affect resale value, and the five year Rolex guarantee transfers with the watch.

Inspect the bezel insert. Cerachrom inserts on the Yacht-Master and Sea-Dweller cannot be refinished, only replaced, so scratches are a replacement cost rather than a polishing job.

Check the strap or bracelet separately. Oysterflex cushions and clasp tolerances wear independently of the case and are among the most common service items we see.

Run the real math. Buying at retail from an authorized dealer means full sales tax plus a wait measured in months or years. Buying pre-owned below MSRP means immediate ownership and net savings on day one.

Verify serial and reference alignment. Two-tone references are the most common target for aftermarket gold work, and a mismatch between case, bracelet, and papers is a reason to walk away.

Set expectations honestly. A below-retail purchase today does not promise appreciation tomorrow. Certain references can hold value well, and our Rolex market report tracks which ones have historically done so, but no reference guarantees a profit.

What the Below-Retail Market Means for Buyers Today

The below-retail opportunity in Rolex right now is a two-tone and precious metal story, and it exists because Rolex list prices moved faster than the secondary market did. That situation is a product of gold pricing and 2026 retail adjustments rather than any weakness in the watches themselves. Buyers willing to look past the steel sports references that dominate the conversation can put a solid gold or Rolesor Rolex on their wrist today for meaningfully less than an authorized dealer would charge, with no waitlist and no allocation politics.

These figures move. Rolex has raised US list prices seven years running and twice in 2026 alone, and secondary market pricing on gold references tends to close the gap with a lag. The numbers here reflect completed Bob’s Watches sales through July 2026 and current Rolex US list prices as of August 2026, and we refresh them on a set schedule as the market moves. Anyone shopping a specific reference should check current inventory and confirm the spread at the moment of purchase rather than relying on a figure published weeks earlier.

Frequently Asked Questions
Rolex models selling below retail price are concentrated in two-tone Rolesor and solid gold references. In completed Bob’s Watches sales for the twelve months ending July 2026, the Explorer 36 ref. 124273, Sea-Dweller ref. 126603, Yacht-Master 40 references 126621 and 126655, Day-Date 40 ref. 228239, and Datejust 41 ref. 126333 all averaged below current Rolex US list price. Discounts ranged from roughly 11% to roughly 27%. Rolex watches trade under MSRP when retail price positioning outpaces buyer demand for a specific configuration. Gold and two-tone references saw US list prices rise twice in 2026 while secondary market prices moved more slowly, which opened a gap. Case size and metal preference also narrow the buyer pool on certain references. Our guide to Rolex market pricing dynamics explains the mechanics in full. A Rolex sold below retail is fully authentic when purchased from a reputable dealer that authenticates its inventory. Price relative to MSRP reflects market demand for a configuration, not legitimacy. Every watch Bob’s Watches sells is inspected and authenticated by our in house watchmakers before it is listed, and each carries our warranty. The cheapest Rolex at retail is the Oyster Perpetual 28, reference 276200, priced at $6,200 on the current Rolex US list. It is also the least expensive Rolex model in the current catalog, a 28mm Oystersteel watch with a smooth bezel and no date. The Oyster Perpetual 31 follows at $6,300 and the Oyster Perpetual 34 at $6,400. Buying a Rolex under $5,000 is possible on the pre-owned market but not at retail, where the entry point is $6,200. Fewer than 5% of Bob’s Watches Rolex transactions over the past twelve months closed below $5,000, and those sales were concentrated in vintage Date, Oyster Perpetual, Air-King, and Lady-Datejust references. Condition and originality vary widely at that level, so buy from a dealer that authenticates and warranties its inventory. Below-retail Rolex models may return above retail, though nothing guarantees it. Gold content places a floor under the precious metal references on this list, and further Rolex list price increases would narrow the gap from the retail side. Certain references have historically recovered while others have not, so a below-retail purchase should be judged on value at the time of purchase rather than expected appreciation.