These Rolex Models Are NOT Selling! - Watch Dealer’s Market Update

Added: 2026-05-24

[00:00:00]Welcome back to our monthly Rolex market update. And as always, I'm going to give you guys my honest market experience in what's selling, what's not selling, and dare I say it, the watches that have started to go up in value in 2026. Rolex watches have started to increase in value. We've started to pay more. We've started to sell for more. Of course, there are some exclusions and models that have not performed well, but in general, the market is on its way up.

[00:00:31]What is the reason for that? It can only be supply and demand. We all know there's not as many 2,000 brand new, unworns, 2026 watches coming through this year. But that doesn't mean the market's stale. In fact, we're selling more watches than we have done for the previous months. and we're actually buying more as well, which is good for you guys that are not willing to do, as we always say it, that ad dance. Let's discuss what's not selling, what's slow in the marketplace, and it is quite shocking. This particular model, it is, of course, the Landweller, the Landweller 36 and 40. I do have two to show you here. This we all know is a new release from Rolex. A brand new model.

[00:01:13]First time it was revealed last year, watches and wonders 2025. To give you guys an idea, the retail price for the 36 mil variant is just under the 13K and for the 40 here, just under the £14,000 mark. We're selling this particular watch for around the £18,000 mark or just under so around about the £5,000 uplift. And we're selling the 40 mil for around the 22,000 mark. Bearing in mind when this watch first came out, we were actually selling for around £30,000 plus.

[00:01:46]Considering it's a new model, considering there was no dial releases from Rolex this year, I think that was the disappointing thing, especially for us guys at LWC and for you guys that wanted to buy this. The watch is absolutely gorgeous. We all know that.

[00:02:00]But the dial could be a little bit better. Hopefully, Rolex will release some dials in this model later this year. But it's talking for a new model with an open display case back with a new movement and a completely new bracelet. For me, I think it's a bit of a sleeper at the minute and hopefully this watch will start to level out a bit and hopefully go up a bit because for the last few months, unfortunately, it has been slightly on the decline.

[00:02:23]Another watch that is unfortunately been slow in the market the last sort of four to 6 weeks and also slow for actually the last few months and it is a Submarin. It's a steel one. It is the Starbucks retail price from Rolex around £10,000.

[00:02:38]We sell these on our website for between 12 and £13,000.

[00:02:43]2 to3,000 uplift. Absolute no-brainer considering the other steel variant, the black on black. We've got the date and the no date. They will sell pretty much straight away. And bearing in mind the green is an uplift, a nod to the old Kermit. We know that. I think it is a massive sleeper. massively undervalued.

[00:03:03]They were 15 to 16k plus last year and they've just sat around the 12 to 13k mark. So, if you're wanting something a little bit different from the standard black on black Submariner, for me that is a sleep. But unfortunately, as I just said in the last few months, it is just a little bit slow. What's coming through this year? We all know watch and wonders few weeks ago that's all passed. The new releases, some of them have hit the market early. The one we have to discuss is of course the Jubilee Oyster Perpetual comes in three different sizes. The 31, the 36, and the 40.

[00:03:37]Normally Rolex will drip feed the smaller sizes into the market first.

[00:03:41]They've actually all hit the market already. The retail price from Rolex for the 40 mil. Let's discuss that one, is just under the £6,000 mark. The retail price online, if you go online, the cheapest probably around the world is going to be around the £20,000 mark. We did say this. We predicted when they hit the market, they're going to be around the 20k plus. I've seen some up at £37,000.

[00:04:04]Can you believe it? We've actually had them offered here at LWC. We have made fair offers, made very strong offers.

[00:04:10]Unfortunately, we have not been successful. There are other dealers out there that are willing to charge more for you guys. And that's one of the reasons why when new watches get released, we are not very successful in buying. And some will actually decide not to buy cuz we know as every week goes on from the new releases, they're going to drop drop drop. If you're not buying the cheapest one on the market when you're looking for that new watch, then you are going to get burned unfortunately. So, we would like to get them in. We will still continue to make offers on that watch. But as always, we will not overcharge you guys cuz for me that is more important than just getting one watch, making a profit and losing you forever as a client. Let's discuss some of the other watches that have hit the market. It is the D just that new beautiful dark green dial. Again, we have had these offered. In fact, one of our clients picked one up at an international airport. We've not actually seen any for sale online.

[00:04:59]They're actually quite hard for us to value when there's none there to value against. But for transparency, the way that we value that watch is the same as a mint dial date, just the most popular in that category and a little bit more.

[00:05:12]What that little bit more is what we feel comfortable to offer knowing that obviously we'll have to pay more than the mint because it's a new release and we can sell for a bit more. But once they hit the market again, there's going to be some silly silly prices. I think again around the 18 to 20k for the affordable mil. And for me, I think that watch needs to be around £1,000 more for us to retail to you on the gray market.

[00:05:34]So I would estimate a fair price would be around the £14,000 mark. Let's discuss what else isn't coming through.

[00:05:41]There's quite a few watches that we've not seen through. And of course the Daytonas, they are our bestselling category. I know you guys already know that. But the Oyster Flex models in particular, we've had a drought in 2026.

[00:05:55]We've had the rose golds, the yellow golds, and the white golds. We have seen a few of the ghost coming through. Our bestselling Daytona of all time on the Oyster Flex variant, but all the others, the Pikachu, the Paul Newman's, the Meteorites, you know, the rose gold variant in the Oyster Flex. Again, we are not seeing those coming through.

[00:06:14]They've been starved in 2026. I know cuz you guys that follow us and shop with LWC, whenever you see a 2024 or 25 model, again, brand new and worn, of course they are, but they will sell out straight away cuz you guys know they are so hard to get from your authorized deal. They're so hard to get anywhere when they're supplying them. And now they've cut supply or certainly slowed down supply in 2026. Any that hit the market, you guys are pulling the trigger 1 million%. Another watch that we've hardly seen any come through over the last four to six weeks is the GMT category is probably one of the most popular, certainly gone up in price in 2026 and it is the beautiful Bruce Wayne. It comes in the stainless steel variant. It comes on the Oyster and the Jubilee bracelet. The Oyster being the most popular because it has that beautiful two-tone gray and black bezel which is more under the radar. Retail price from Rolex just over the £10,000 mark for the Jubilee variant. Again, we did a big video on this saying we'd actually put them up 10% online, reduce them slightly back to market prices around the 15K and we have been selling out and there's hardly any coming through for such a popular watch. It is a shame, but hopefully we'll be getting more that hit the market in the next few weeks. You guys probably saw we bought quite a large collection as well recently from one of our um good clients and it was no surprise we shot a video on it before pretty much 50% of the watches hit our website. They were all sold on the back of the video. So, if any of you guys have a collection of watches, please reach out to the team at LWC cuz we are constantly looking to buy your collections. The bigger the better.

[00:07:52]We'll go down to wherever you'd like us to meet and we'll actually take them away and pay you on the day. No consignment. We are looking to buy your watches. If you've got a collection and you're thinking about selling it, reach out to the team because we are desperately looking for more stock. So, as the next few months unfold, of course, we are going to see more of the new releases hitting the market. We know that majority were off catalog pieces, but I know the Yacht Master 44, one of my personal favorites. I know a lot of you guys probably would not be the buyer for that particular watch just due to the size. It's had a revamp. It looks a far better watch in my opinion. We've got it in the stainless steel. We've also got the yellow gold and what a watch that is. I absolutely love that watch. I know a few have hit the market already. Let's see how they perform. I'm sure because it's a new release, they'll be sold around the list price on the gray market. Maybe a touch more for the first ones that come through. The early ones will always hit that premium over time. I'm not too sure. I think we'll probably be end up buying and selling under list, which is a shame, but the only reason for that is just purely because of the size of watch. It is a big watch and of course made out of solid yellow gold. It is a heavy watch as well. But I've got to tell you, if you ever get the chance to see a Yacht Master 44 in yellow gold on somebody's wrist, I don't care whether you like it or not, you will look at that watch and say, "What a watch that is." We also have to discuss the Automas PK and Swatch collaboration. They were released yesterday at the boutiques. You guys were queuing around the corners. Pick these up. Retail price around the 3 to400 mark. The big shocker was obviously not only was AP collaborating with Swatch, a prestigious brand as as big as AP, but also it wasn't actually a watch that you could wear on your wrist.

[00:09:36]It is a pocket watch and also a desk clock. Whether you like it, you hate it, whether you'd buy one or not, it does create interest. And also for the younger generation that maybe weren't aware of AP or certainly would would never buy an AP, it's not in the mainstream for them. It's far too high up there price-wise. And obviously the models over out there are something that they would not pick up and wear. It introduces a bit of fun. It's a bit of pop art. It's a nod to swatch in the 80s. You know, could it be a new trend that the youngsters now who actually are looking to get into the watch industry, they don't actually want, you know, a wristwatch to wear the pocket watch.

[00:10:12]They can tie it around the belt. They can tie it around the wrist. They can put it around the neck. They can stick it on the desk. You know what? Like I said to you, love it or I think it's a great thing. Would I buy one to wear around my neck? Absolutely not. would I bow and stick on my desk? I actually would. I was saying to the guys this morning, it'd be great to get one, stick on the desk. How cool is that? You know, for little money, it's a few hundred quid. It gets you into the watch industry. It gets you into the watch market. And I could see young people out there going around with it round the neck. It's super cool. And I tell you what it is. Well done, AP. I think all the money's actually been done it to some form of charity as well, which I think is pretty cool. But what I like about it is it's something a bit different. And like I said, love it or hate it. Well done, AP and Swatch.

[00:10:53]Please tune in next month for our monthly market update. As you can see, the market is constantly changing and it's important that you get the information and honest information that we always provide at LWC. As always at LWC, we never sit on our laurels. We're always looking to push ourselves and get out of the office even more. We've got some big things planned for 2026. You're going to see me not only behind the desk, but also out of the office a lot more. And for you golf fans out there, we have a big video coming in the next few weeks.