Swiss watch exports declined further at the start of 2026, according to the Federation of the Swiss Watch Industry, extending a slowdown from the previous year. The drop affects mid-market brands amid cooling demand in China and the settling of the post-pandemic boom. For Rolex buyers, this shift means easier access to certain models on the secondary market.
The Federation of the Swiss Watch Industry reported that Swiss watch exports fell again in early 2026, continuing a trend that began in 2025. This slowdown involves fewer watches being shipped globally, especially from mid-market brands, as demand in China cools and the post-pandemic boom fades.
Rolex stands apart from this broader industry trend. Estimates from Morgan Stanley and LuxeConsult indicate that the brand achieved approximately CHF 11bn in wholesale sales in 2025, positioning it as Switzerland's largest watchmaker. Notably, while volumes for Rolex slightly decreased, prices rose, reflecting the company's strategy of carefully controlling supply rather than flooding the market.
For potential buyers, this creates a nuanced opportunity. Popular sports models like the Cosmograph Daytona, GMT-Master II “Pepsi”, and steel Submariners continue to face waiting lists and robust resale values. However, other lines such as Datejusts, Explorers, and Oyster Perpetuals have become more accessible. These models, once overlooked by collectors pursuing hyped sports watches, now trade closer to or below retail on the secondary market, depending on configuration and condition.
Specific examples include the modern Rolex Explorer 36mm, which retails for about £6,700 but can be found for £5,800–£6,200 from reputable dealers. Oyster Perpetuals with simpler dial colors hover near their £5,500 retail price, occasionally dipping lower by a few hundred pounds. The classic Datejust 41 starts at around £8,000 new, with pre-owned versions often available for £1,000 or more below that price.
Platforms like Subdial and Chrono24, along with authorised retailers' pre-owned departments, facilitate price comparisons, contrasting sharply with the high grey-market premiums of the early 2020s. Overall, while Rolex remains challenging to acquire, the market frenzy has eased, making 2026 the closest to normal conditions in recent years.