The Rolex Models Buyers Compare the Most Before Purchasing

I’ve spent a lot of years watching people buy Rolex watches, and one thing I’ve learned is that almost nobody buys the first one they fall for. They circle. They put one in the cart, sleep on it, come back, and land on something else. I’ve always had opinions about which pairs of watches people agonize over, but opinions are cheap. So this year I pulled our order data and checked.

This article is not a buying guide and it will not tell you which watch is better. It reports what our customers weighed against each other before they committed, which way those decisions tended to go, and what I think was driving them. When you want the actual head-to-head, case sizes, bezels, movements, the current price gap, I’ll point you to the full comparison page for that pair, because that’s where the answer lives.

How I measured this

I want to be upfront about the method, because a “most compared” list is only as good as the definition behind it.

Data source. Bob’s Watches order records from August 1, 2024 through August 11, 2026. Roughly 19,600 completed orders and about 6,700 orders that were started but never fulfilled, across all brands. I limited the analysis to Rolex.

Primary definition of a comparison. A single customer started an order on one Rolex model that did not complete, and then completed an order on a different Rolex model within 120 days. I’m calling these “switches.” That gave me 755 instances. This is the definition I trust most, because it captures a real decision: the customer reached for watch A, paused, and walked out with watch B. It also lets me say which way the comparison was resolved, because the completed order is the verdict.

Secondary definition. The same customer completed purchases of two different Rolex models at any point in the window. I’m calling these “co-ownership pairs.” There were 908 customers who bought two or more different models, generating the pair counts. This one tells me which models live in the same collection, not necessarily which were weighed against each other, so I treat it as supporting evidence only.

Threshold. A pair needed at least eight switches to make the list. Anything below that is noise.

Level. Model level, not reference level, except for one section near the end where reference-level patterns were too interesting to leave out.

Caveats. An unfulfilled order is not a perfect proxy for deliberation. Some cancellations are financing that fell through or a watch that sold to someone else first. Where I claim a direction, the margin is usually modest and the sample is small. I’d rather show you the real numbers than pretend they’re bigger.

The pairs, ranked by how often they came up

1. Submariner and GMT-Master II

Frequency: 35 switches, the most of any pair by a wide margin. Also the number one co-ownership pair (70 customers own both). Direction: Submariner, 20 to 15. About 57 percent. Apparent deciding factor: Whether the buyer actually travels.

No surprise here. This is the pair, and it has been since I started. Both are 40mm steel sports watches that sit at roughly the same place in the lineup, and the median price gap in our sales was around $3,900 in the GMT’s favor. My read is that the Submariner wins because it’s the safer default: people who can’t articulate why they need a second time zone talk themselves back to the diver. The ones who go the other way usually know exactly why.

These two were weighed against each other more than any other pair this year. Our full Submariner vs. GMT-Master II comparison covers case sizing, bezel function, and the current price gap in detail.

2. Submariner and Datejust 36

Frequency: 24 switches. 45 co-ownership pairs. Direction: Submariner, 14 to 10. About 58 percent. Apparent deciding factor: Budget, and how dressy the buyer’s week actually is.

This is the first cross-collection pair on the list, and it’s the one I find most revealing. A Submariner is a tool watch; a Datejust 36 is an office watch. Someone weighing both isn’t shopping a category, they’re shopping for the one watch they’ll wear every day. The Datejust is roughly half the price in our data, which I think explains most of the 10 who went that way.

Our full Submariner vs. Datejust comparison walks through the size, bracelet, and price differences.

3. Submariner and Daytona

Frequency: 22 switches. 40 co-ownership pairs. Direction: Daytona, 16 to 6. About 73 percent, the most lopsided result on the list. Apparent deciding factor: Whether the buyer can stretch the budget.

This one genuinely surprised me. The Daytona’s median price in our sales was about twice the Submariner’s, and yet when people had both in play, they overwhelmingly found the extra money. My personal theory: nobody “settles” for a Submariner after wanting a Daytona. The Submariner shows up in the cart as the responsible choice, and then the responsible choice loses.

Our full Daytona vs. Submariner comparison has the details.

4. GMT-Master II and Daytona

Frequency: 19 switches. 46 co-ownership pairs, the second highest. Direction: Daytona, 11 to 8. About 58 percent. Apparent deciding factor: Price gap versus daily wearability.

These two have almost nothing in common functionally, which tells me the buyer is shopping “the Rolex I really want” rather than a use case. The GMT wins when someone wants a watch they’ll actually wear to the airport. The Daytona wins when they’ve decided this is the one.

Our full GMT-Master II vs. Daytona comparison is where to go for the breakdown.

5. Submariner and Sea-Dweller

Frequency: 18 switches. 19 co-ownership pairs. Direction: Dead even, 9 to 9. Apparent deciding factor: Wrist size, full stop.

Our median sale prices for the two were identical, so it’s not money. The Sea-Dweller in our inventory is predominantly 43 to 44mm against the Submariner’s 40mm, and I’m convinced this comparison is settled on the wrist, not on paper. If you’re weighing these two, try them on before you read another word.

Our full Submariner vs. Sea-Dweller comparison covers the case thickness, crystal, and bracelet differences.

6. Datejust 36 and GMT-Master II

Frequency: 16 switches. 29 co-ownership pairs. Direction: Datejust 36, 9 to 7. Apparent deciding factor: Price, with a gap of well over $10,000 at the median.

Another cross-collection pair. I’d guess many of these buyers came in for the GMT, looked at the number, and realized a Datejust gets them into the brand now with money left over. Nothing wrong with that.

7. Submariner and Lady-Datejust

Frequency: 15 switches. 36 co-ownership pairs. Direction: Lady-Datejust, 9 to 6. Apparent deciding factor: Honestly, I think this one is mostly couples.

I almost cut this pair, then looked at the co-ownership number and kept it. A Submariner and a Lady-Datejust are not competing for the same wrist. My interpretation is that one household is deciding which watch to buy first, and the anniversary usually wins. That’s a guess, but it’s an informed one.

8. Datejust 36 and Datejust 41

Frequency: 14 switches. 17 co-ownership pairs. Direction: Datejust 41, 8 to 6. Apparent deciding factor: Sizing, and whether “current production” matters to the buyer.

In our data 84 percent of Datejust 36s sold were discontinued references, versus under 10 percent of Datejust 41s. So this is partly a size question and partly a vintage-versus-modern question, and I don’t think most buyers separate the two.

Our Datejust 36 vs. Datejust 41 comparison handles the sizing in detail.

9. Date and Datejust 36

Frequency: 14 switches. Direction: Datejust 36, 10 to 4. About 71 percent. Apparent deciding factor: Two thousand dollars and a few millimeters.

The Oyster Perpetual Date is the quiet entry point, and most people who look at it alongside a Datejust end up paying the difference for the bigger case and the Jubilee bracelet. I think the Date is underrated, for what it’s worth, but the numbers say buyers disagree with me.

10. Datejust 36 and Day-Date 36

Frequency: 13 switches. 28 co-ownership pairs. Direction: Datejust 36, 10 to 3. About 77 percent. Apparent deciding factor: Precious metal versus steel, which in practice means price.

The Day-Date is gold only. Almost everyone who weighs the two and goes Datejust is making a budget decision, and the ones who go Day-Date already own a Datejust. The co-ownership number backs that up.

Our Datejust vs. Day-Date comparison lays out the differences.

What the cross-collection pairs tell me

Four of the ten pairs above cross model families: a diver against a dress watch, a travel watch against a Datejust. I expected those to be rare, and I was wrong. Buyers don’t shop categories nearly as much as we in the industry think they do. They shop the watch I’ll actually wear, and they let the price tag sort it out.

I asked Joe, who’s been working as the CFO at Bob’s for more than a decade, and he put it better than I can:

“People call asking about a GMT and by the end of the conversation we’re talking about a Datejust. It’s not that they changed their mind about what they like. They figured out what they’ll actually wear on a Tuesday.”
Joe Alessindrini, CFO of Bob’s Watches

That matches the data almost exactly. In the three biggest cross-collection pairs, the less expensive, more versatile watch won two out of three.

Current versus discontinued: the reference-level story

When I dropped down to the reference level within a single model, a different pattern showed up. Buyers repeatedly weighed a discontinued reference against its direct replacement:

Submariner 116613 (two-tone, ceramic) against the current 126613: nine switches, all landing on the current 126613

Submariner 16613 against the 116613: seven switches toward the newer reference

Sea-Dweller 126660 against the 136660: four switches toward the current reference

GMT-Master II 126710 against the five-digit 16710: four switches, and here the older reference won every time

That last one is the exception I find most interesting. The 16710 is the one discontinued reference that consistently beat its modern successor in our data, which says something about how much affection there is for the aluminum-bezel GMT. Everywhere else, when a buyer weighed old against new, new won.

If you’re in that exact spot, our discontinued Rolex hub is built for it. And if moving into a newer reference means letting your current watch go, you can sell your Rolex to us and see what it’s worth first.

Carol, who handles a lot of our trade and exchange conversations, sees this daily:

“The question I get most isn’t ‘which one is better.’ It’s ‘will I regret buying the old one.’ Nine times out of ten they go modern, and the tenth person is buying a 16710 and couldn’t be happier.”
Carol Altieri, COO of Bob’s Watches

What I think the data actually says

I have a few opinions of my own about what the data is actually saying.

The Submariner is the reference point for everything. It appears in six of the ten pairs. People don’t compare watches to each other so much as they compare watches to the Submariner. Whether it wins or loses depends almost entirely on the price of the alternative.

Price decides more than people admit. In nearly every pair with a meaningful price gap, the gap explains the direction better than any feature does. The one big exception is Daytona versus Submariner, where buyers find the money anyway. I think that’s the most honest signal in the whole dataset: people stretch to buy a Rolex Daytona model and they don’t stretch for much else.

Size decides the rest. Submariner and Sea-Dweller split evenly at identical prices. Datejust 36 and 41 are a coin flip. When money isn’t the separator, millimeters are. Conventional advice says to choose based on complications; our customers choose based on wrist.

The most-compared model is not the most-purchased model. The Submariner is both, as it happens, but the Daytona ranks fifth in units sold and second in comparisons. Being frequently compared means being frequently considered, which is not the same thing.

Session-based data is a proxy. I’ll say it again because it matters: an abandoned order is a signal of intent, not a recording of it. Treat every margin here as directional.

Frequently Asked Questions

A comparison is counted when one customer started an order on one Rolex model that did not complete and then completed an order on a different Rolex model within 120 days, between August 2024 and August 2026. Pairs needed at least eight occurrences. Direction is based on which model the completed order was for.
No. It means the most considered. The Submariner happens to be both, but the Daytona is compared far more often than its sales rank would suggest.
Across all switches, the less expensive watch in the pair won more often than not, with the Daytona as the consistent exception. When price was equal, the smaller case won or tied.
Every pair above links to its dedicated comparison page. That page has the spec tables, the price gap, and a verdict. This one doesn’t, on purpose.