Most Overpriced Luxury Watches in 2026
These 20 watches carry the largest markups above retail in 2026. While high premiums can indicate desirability and investment potential, they also mean significant upfront costs. Here's what you need to know before paying above retail.
#1. The Tudor Submariner carries a 1311.8% markup, meaning you'd pay approximately $12,000 over the ~$12,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#2. The Tudor Submariner carries a 366.7% markup, meaning you'd pay approximately $7,000 over the ~$7,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#3. The Rolex Submariner Date carries a 119.9% markup, meaning you'd pay approximately $21,000 over the ~$21,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#4. The Rolex Cosmograph Daytona carries a 113.1% markup, meaning you'd pay approximately $31,000 over the ~$31,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#5. The Rolex GMT-Master II carries a 102.8% markup, meaning you'd pay approximately $21,500 over the ~$21,500 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#6. The Omega Speedmaster Moonwatch Anniversary Series Silver Snoopy Award carries a 98.2% markup, meaning you'd pay approximately $10,900 over the $11,100 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#7. The Rolex Cosmograph Daytona carries a 93.5% markup, meaning you'd pay approximately $24,000 over the ~$24,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#8. The Rolex Cosmograph Daytona carries a 93.4% markup, meaning you'd pay approximately $15,450 over the $16,550 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#9. The Rolex GMT-Master II carries a 85.6% markup, meaning you'd pay approximately $18,000 over the ~$18,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#10. The Rolex Cosmograph Daytona carries a 81.3% markup, meaning you'd pay approximately $13,450 over the $16,550 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#11. The Rolex Cosmograph Daytona carries a 80.0% markup, meaning you'd pay approximately $31,840 over the $39,800 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#12. The Rolex Cosmograph Daytona carries a 80.0% markup, meaning you'd pay approximately $27,320 over the $34,150 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#13. The Rolex Cosmograph Daytona carries a 80.0% markup, meaning you'd pay approximately $31,840 over the $39,800 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#14. The Rolex Cosmograph Daytona carries a 80.0% markup, meaning you'd pay approximately $16,040 over the $20,050 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#15. The Rolex Submariner carries a 72.8% markup, meaning you'd pay approximately $14,000 over the ~$14,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#16. The Rolex GMT-Master II carries a 66.0% markup, meaning you'd pay approximately $8,150 over the $12,350 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#17. The Rolex GMT-Master II carries a 62.2% markup, meaning you'd pay approximately $15,000 over the ~$15,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#18. The Rolex Sea-Dweller carries a 58.6% markup, meaning you'd pay approximately $18,000 over the ~$18,000 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#19. The Rolex Submariner Date carries a 58.5% markup, meaning you'd pay approximately $14,500 over the ~$14,500 (market value) retail price on the secondary market. Prices continue to rise, so waiting may cost more.
#20. The Rolex GMT-Master II carries a 53.8% markup, meaning you'd pay approximately $6,650 over the $12,350 retail price on the secondary market. Prices continue to rise, so waiting may cost more.
Frequently Asked Questions
Why are some watches so far above retail?
Supply and demand drive secondary market premiums. Limited production, waitlists at authorized dealers, and collector hype all contribute to prices exceeding retail.
Is it worth paying above retail for a watch?
It depends on your goals. If the Tudor Submariner at +1312% above retail is a grail piece, the premium may be justified. For investment purposes, consider whether the premium is sustainable.
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