Short answer: No. Rolex holds no Black Friday or Christmas sale: new watches are sold only by Official Rolex Jewelers at Rolex's suggested retail price, which Rolex raised in January 2026 and again for gold in June. Holiday "Rolex deals" come from independent and pre-owned dealers. The bigger savings are already in the market: on October 19, 2026 Bizak's asks for a new yellow gold Day-Date 40 228238 were from $41,106 against a $50,400 list, while a steel Submariner 124060 was from $13,632 against $10,050.
Last reviewed on October 19, 2026 by Filip Biczak. US list prices (suggested retail before tax) are from rolex.com; Bizak prices are that day's asks for new watches, not quotes. Bizak & Co. is independent and not affiliated with Rolex.
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Does Rolex have a Black Friday sale?
No. New Rolex watches are sold only by Official Rolex Jewelers, Rolex's US name for its authorized dealers. Rolex publishes a suggested retail price before tax for every current model, and its US pricing policy states that selling above that price, or as part of a tie-in sale, is not permitted. It adds that demand at times outpaces production and that its independent jewelers manage allocation themselves. Rolex Certified Pre-Owned watches, at least two years old and carrying a two-year Rolex guarantee, are sold by participating Official Rolex Jewelers.
The Black Friday and Christmas "Rolex sales" you see are run by independent and pre-owned dealers. One large US pre-owned dealer's 2025 Black Friday sale, for example, took 5% off for 24 hours, capped at $1,000: about 3% of a $33,990 Daytona ask. Black Friday 2026 falls on November 27 and Cyber Monday on November 30.
Do Rolex prices ever drop?
List prices rise rather than fall. Rolex raised US prices on January 1, 2026, the seventh January in a row, and again in June, when gold watches went up about 5%, according to Reuters. The yellow gold Submariner Date 126618LN, for instance, moved from $48,600 to $50,900.
Market prices do fall. WatchCharts' secondary-market index declined for eleven straight quarters after the 2022 peak before recovering in early 2025. In September 2026 its Rolex index slipped 0.4%, with 11 of 15 collections down, and WatchCharts put the secondary supply of Rolex at record levels in the third quarter. How far the market sits from list depends on the model: gold and two-tone watches often trade below list, steel sports models and new launches above it.
Which Rolex models sell below list?
Rolex's US list price against Bizak's lowest ask for the same new configuration on October 19, 2026:
| New Rolex (reference, dial) | Rolex list | Bizak from (vs list) |
|---|---|---|
| Sky-Dweller, white gold, Oysterflex (336239, bright black) | $53,450 | $39,050 (−27%) |
| Day-Date 40, Everose gold (228235, Sundust) | $54,200 | $44,175 (−18%) |
| Day-Date 40, yellow gold (228238, silver) | $50,400 | $41,106 (−18%) |
| Lady-Datejust 28, yellow gold (279178, silver) | $35,300 | $28,923 (−18%) |
| Sky-Dweller, yellow Rolesor (336933, champagne) | $24,050 | $20,321 (−16%) |
| Datejust 41, yellow Rolesor (126333, champagne) | $16,900 | $15,344 (−9%) |
| Datejust 41, steel (126300, silver) | $8,950 | $10,039 (+12%) |
| Submariner, steel (124060, black) | $10,050 | $13,632 (+36%) |
| Oyster Perpetual 41, steel (134300, black) | $7,050 | $10,229 (+45%) |
| Land-Dweller 40, white Rolesor (127334, white) | $16,450 | $26,087 (+59%) |
| GMT-Master II, steel, Oyster (126710BLNR, black) | $11,800 | $20,048 (+70%) |
| Cosmograph Daytona, steel (126500LN, black) | $16,900 | $33,990 (+101%) |
The split follows metal and demand, not the calendar: the gold and two-tone models above were 9% to 27% under list, the steel and white Rolesor ones 12% to 101% over. The dial matters too: a champagne Day-Date 40 228238 was $55,284, 10% over the same $50,400 list as the silver one. A 5% holiday code is small next to either gap.
When do grey-market Rolex prices soften?
- When supply builds, not on a set date: the September 2026 dip came as secondary supply of Rolex sat at record levels, two months before Black Friday.
- Once a watch has been worn: on October 19 a pre-owned Submariner 124060 was $12,622 against $13,632 new. Compare pre-owned asks by model in used Rolex.
- Before January, if you buy new at list: Rolex has raised US prices every January since 2020. If it does so again on January 1, 2027, a watch bought at list in December avoids that increase.
How to buy a Rolex well on Black Friday and at Christmas
- Ask what the "sale" is measured against. A struck-through "regular price" may be Rolex's list or the seller's own figure. On the solid gold models above, Bizak's asks were 18% to 27% under list with no promotion at all.
- Compare the exact configuration: reference, dial, bezel and bracelet. The dial alone moved the Day-Date 40 ask by $14,178.
- Read the guarantee card date: Rolex's five-year guarantee is completed and dated by the Official Rolex Jeweler at the original sale, so a new watch bought later has less of it left.
- Ask whether any diamonds are factory: factory gem-set bezels carry a suffix such as RBR or TBR in the reference, and Rolex's guarantee excludes watches modified with non-genuine parts such as a bezel or dial. See our Rolex diamond bezel guide.
- Count tax and delivery: see our Rolex sales tax guide.
- Work back from the gift date: at Bizak, dispatch takes 2–3 business days after your wire clears and US delivery is overnight, so for delivery by Thursday, December 24 the balance should clear by Friday, December 18. Brand-new watches are final sale; eligible pre-owned watches can be returned within 90 days of delivery for store credit.
Quick answers
Does Rolex have Black Friday sales?
No. Rolex sells new watches only through Official Rolex Jewelers at its suggested retail price, and its US pricing policy does not allow selling above that price or tie-in sales. Black Friday Rolex discounts come from independent and pre-owned dealers.
Is Black Friday a good time to buy a Rolex?
Only if the price is good on its own. On October 19, 2026, with no promotion, Bizak's asks for the new gold and two-tone Day-Date, Lady-Datejust, Sky-Dweller and Datejust models in our table were 9% to 27% under Rolex's list, while a steel Submariner, GMT-Master II and Daytona were 36% to 101% over it.
Do Rolex prices ever go down?
List prices rise: Rolex raised US prices in January 2026, the seventh January in a row, and raised gold models again in June. Market prices can fall: WatchCharts' index declined for eleven straight quarters after 2022, and its Rolex index slipped 0.4% in September 2026.
When is the cheapest time to buy a Rolex?
There is no fixed date. Market prices soften when dealer supply builds, as in September 2026, and some models already trade under list all year. If you are buying new at list, buying before January 1 avoids any new-year increase.
Are Black Friday deals on pre-owned Rolex real?
Some are, but check the size: one large US pre-owned dealer's 2025 Black Friday sale was 5% off, capped at $1,000. Compare the price with live asks for the same reference, and check the guarantee card date and whether any parts or diamonds were added.
Can a Rolex ordered now arrive by Christmas?
Start early, because sourcing time depends on the reference. At Bizak, once your wire for the balance clears, dispatch takes 2–3 business days and US delivery is overnight, so for delivery by December 24, 2026 the wire should clear by Friday, December 18.
Can I return a Rolex bought as a gift?
At Bizak, brand-new watches are final sale. Eligible pre-owned watches can be returned within 90 calendar days of delivery for store credit, subject to their original condition, packaging and documents.
Request a sourcing quote
Want a configuration that is not listed, or a pre-owned piece? Send the reference through our sourcing enquiry form.
Related reading: Rolex price increase history · Rolex prices: retail vs secondary · Authorized dealer vs grey market · Rolex waitlist explained · His and hers Rolex pairs
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