Luxury Watch Market Statistics (2026) — From Real Dealer Data

Every number on this page comes from our own market data: private wholesale dealer chats, public retail listings, and our store's catalog. Writers may cite any statistic with a link to this page. Figures update with each quarterly report. Last update: July 16, 2026. Full data and methods: Wholesale Watch Market Report, Q2 2026.

The wholesale market (Q2 2026)

• Dealers offered $271.7 million worth of watches in private trade chats in a single quarter.
• 947 dealers posted priced offers across 561 watch references.
• 66.7% of all wholesale watch offers were Rolex (4,868 of 7,304 priced offers).
• Wholesale watch prices were flat in Q2 2026: −1.4% median change across 59 references quoted in both halves of the quarter.
• The most-traded watch in the wholesale market was the Rolex Datejust 41 (ref. 126334) — 345 priced offers in 84 days, about one every 6 hours.

What watches cost dealers

• The median wholesale price of a Rolex was $14,692.
• The median wholesale price of a Patek Philippe was $105,500 — 7.2× the Rolex median.
• The median wholesale price of an Audemars Piguet was $37,803.
• The median wholesale price of a Richard Mille was $181,000 — the highest of any brand.
• The median wholesale price of a Tudor was $4,360 — the lowest entry into the trade market among major Swiss brands.

The dealer margin, measured

• Across 113 references, retail asking prices sat a median of 7.8% above wholesale.
• Half of all references carried a retail markup between 0.5% and 14.7%.
• The markup on common steel Rolex sports models is often under 5% — thinner than most buyers expect.

Demand: what dealers hunt

• Dealers posted 2,642 want-to-buy requests in one quarter — one for every 2.8 sell offers.
• The most-hunted watch was the Rolex Datejust 41 (126334) with 98 want-to-buy posts, ahead of the yellow-gold Daytona 116508 (64).
• The Rolex Land-Dweller, launched in 2025, drew 352 sell offers and 93 want-to-buy posts in its first full spring quarter — a median ask of $26,775.

Movers of the quarter

• Fastest riser: Tudor Black Bay Chrono (79360N), +23.7% at wholesale within the quarter.
• Fastest slide: Patek Philippe Aquanaut rose gold (5167R-001), −15.1%.
• The Cartier Santos softened across three references at once: −7.1%, −9.1%, and −11.5% in the same window.
• The Richard Mille RM 011 slipped 7.8% at wholesale, to a late-quarter median of $154,888.

How to cite

Format: "Source: Bizak & Co. Wholesale Watch Market Report, Q2 2026" with a link to this page or the full report. All figures are aggregates of dealer-to-dealer asking prices; no dealer identities are ever published. Questions, comments for a story, or custom data cuts: contact us — a working dealer answers, not a press office.