Brand weekly · watches
Rolex Customizes One-of-One Daytona Watch for Drake
Secondary market asking prices fell over the past month, though Rolex saw a minor weekly uptick as the brand customized a bespoke timepiece for the musician.
August 17, 2026
Brand Intelligence / Luxury Watches
Rolex Secondary Market
The Pricing Culture Rolex Index tracks changes to the average list price of Rolex watches on the leading online secondary marketplaces for luxury watches.
Market brief
Rolex is tracked here as a live luxury watches dossier: current index direction, recent Pricing Culture coverage, and related auction-result context in one place for advisors, dealers, collectors, and family-office teams.
Price signal updated Aug 15, 2026
- Latest index close
- $125.99
- 7D
- +0.06%
- 90D
- -5.08%
- 365D
- -22.43%
Dossier contents
Recent luxury watches auction results
The New York Watch Auction: XIV
Phillips / Watches
$75.8M
The Hong Kong Watch Auction: XXII
Phillips / Watches
$51.5M
The Geneva Watch Auction: XXIII
Phillips / Watches
$96.1M
Rolex News and Market Coverage
Brand weekly · watches
Rolex Prices Decline as Overlooked Models Fall Below Retail
The brand ranks 12th of 15 tracked watch brands over ninety days as secondary market prices continue to soften across major references.
August 3, 2026