Which Luxury Watches Hold Their Value Best in 2026?

The short answer is that, as of September 2026, the steel no-date Rolex Submariner Ref. 124060 is the single most reliable watch that holds its value, trading at a price that still eclipses what a retail buyer paid five years ago. Close behind are the discontinued-color “Starbucks” Submariner Date Ref. 126610LV, the now-obsolete Oyster-bracelet GMT-Master II “Pepsi” Ref. 126710BLRO, and the iconic 2006-07 steel Daytona Ref. 116520, each demonstrating strong resale resilience despite age or market shifts. The only non-Rolex entry that shows respectable value retention is Tudor’s Black Bay 58 Burgundy Dial, which offers a Rolex-adjacent story at a fraction of the price. All five models meet our strict criteria for “watches that hold their value best” and illustrate why scarcity, brand-driven dealer waitlists, and complete documentation matter more than vague promises of investment returns.

How we chose these watches

Our selection process began with a live scan of dealer-listed asking prices on Bob’s Watches on September 5, 2026. We filtered for steel sport models that (a) had a clear secondary-market price, (b) were listed with box and papers, (c) showed either a discontinued configuration or a documented wait-list pressure, and (d) were supported by independent commentary on scarcity dynamics. The Rolex steel sport line dominates this space because authorized-dealer inventories are opaque and waitlists push eager buyers into the pre-owned market, a mechanism documented by industry observers Fratello Watches​. Tudor’s Black Bay 58 was added as the strongest non-Rolex example, offering METAS-certified in-house movement value at a lower price tier. All pricing data were verified directly on the product pages Bob’s Watches Submariner 124060​, Bob’s Watches Starbucks Submariner​, Bob’s Watches GMT-Master II Pepsi​, Bob’s Watches Daytona 116520​, and Bob’s Watches Tudor Black Bay 58​. We also consulted the FTC’s endorsement guidance to ensure we disclose any affiliate relationship in line with FTC Endorsement Guides​ and FTC Disclosures 101​, though the guide itself does not affect the factual analysis.

Pre-Owned Steel Rolex Submariner Ref. 124060 Black Cerachrom Bezel

• Price: $13,995 Bob’s Watches
• Reference & Specs: Ref. 124060, 41 mm case, Caliber 3230 automatic movement, 2021 production, excellent condition with very slight signs of wear, box and papers included.
• Why it stands out: This is the current-generation no-date Submariner, the reference that drives the bulk of steel sport demand. Its movement is the latest in-house automatic, and the watch arrives with full documentation, which historically boosts resale confidence.
• Pros: Core model that buyers chase; modern Caliber 3230; complete box and papers; trades at a price still above what a 2021 retail buyer paid despite five years of age.
• Cons: The price remains above retail, meaning new buyers must accept a premium to enter the market.
• Best for: Collectors or first-time buyers who want the single most in-demand steel sport Rolex without chasing a discontinued colorway.
• Verdict: The no-date Submariner is the clearest example of a watch that trades near or above retail years after purchase, confirming its status as the top “watch that holds its value best.”

Used Rolex Submariner Date ‘Starbucks’ Ref. 126610LV Stainless Steel

• Price: $15,995 Bob’s Watches
• Reference & Specs: Ref. 126610LV, 41 mm case, green Cerachrom bezel, 2023 production, excellent condition, box and papers included.
• Why it stands out: The “Starbucks” nickname refers to the distinctive green bezel, a colorway that Rolex discontinued shortly after launch. Scarcity of this specific finish creates a premium on the secondary market, a pattern observed across Rolex’s limited-run color variants.
• Pros: Discontinued green-bezel color; only three years old, still under the remaining Rolex warranty window; high collector recognition adds resale upside.
• Cons: The green bezel is a matter of personal taste and may not appeal to every buyer.
• Best for: Buyers who want a discontinued-color Submariner with a clear scarcity-driven upside, and who value the remaining warranty period.
• Verdict: The “Starbucks” Submariner demonstrates how a limited-run colorway can generate reliable value retention, making it a strong second-place pick in the Rolex segment.

Pre-Owned Rolex GMT-Master II ‘Pepsi’ Ref. 126710BLRO Oyster Bracelet

• Price: $25,995 Bob’s Watches
• Reference & Specs: Ref. 126710BLRO, 40 mm case, red/blue Cerachrom “Pepsi” bezel, Oyster bracelet, 2022 production, excellent condition with very slight signs of wear, box and papers included.
• Why it stands out: Rolex quietly discontinued the Oyster-bracelet version of the Pepsi bezel, a change reported by independent watch journalism Fratello Watches​. The loss of this configuration creates a distinct scarcity that pushes secondary-market prices above the current catalog equivalent.
• Pros: Discontinued Oyster-bracelet configuration; iconic red/blue bezel remains highly requested; remaining Rolex warranty adds buyer confidence.
• Cons: The highest entry price among the watches we evaluated.
• Best for: Enthusiasts chasing a discontinued GMT-Master II configuration who are comfortable with a premium entry point.
• Verdict: The discontinued-bracelet Pepsi GMT-Master II consistently commands a premium, confirming its place as a premium-pick for long-term demand.

Used Stainless Steel Rolex Daytona Ref. 116520 Black Dial

• Price: $22,995 Bob’s Watches
• Reference & Specs: Ref. 116520, 40 mm case, black dial, Caliber 4130 automatic chronograph movement, produced 2006-2007, excellent condition with very slight signs of wear, box and papers included.
• Why it stands out: The 116520 represents the pre-ceramic-bezel generation of the Daytona, a model that has remained highly coveted despite nearly two decades of age. Its in-house chronograph movement and iconic design keep demand robust.
• Pros: Discontinued generation; still trades well above typical depreciation curves for a 20-year-old luxury product; in-house chronograph movement adds technical appeal.
• Cons: Service history can vary because the reference is older; buyers should request maintenance records.
• Best for: Those who want proof that a steel sport Rolex can defy ordinary depreciation and retain a strong market position even after twenty years.
• Verdict: The 116520 serves as a real-world example of a steel sport Rolex resisting the depreciation curve that most consumer goods follow.

Pre-Owned Steel Tudor Black Bay 58 Burgundy Dial

• Price: $4,595 Bob’s Watches
• Reference & Specs: Ref. M7939A1A0RU-0002, 39 mm case, METAS-certified MT5400-U movement, 2025 production, excellent condition with very slight signs of wear, box and papers included.
• Why it stands out: Tudor, as Rolex’s sister brand, benefits from shared supply-chain efficiencies while pricing its pieces far lower. The Black Bay 58’s METAS certification and near-new production year give it a fresh-market appeal at a discount to Tudor’s current retail.
• Pros: METAS-certified in-house movement; nearly new (2025) at a price well under Tudor’s retail; brand proximity to Rolex adds a halo effect.
• Cons: Tudor’s resale curve is generally flatter; it rarely trades above retail, though it holds most of its value.
• Best for: Buyers who want a Rolex-adjacent value-retention story without the multi-year authorized-dealer waitlist, and who prefer a sub-$5,000 entry point.
• Verdict: The Black Bay 58 is the clearest non-Rolex example of a watch that holds most of its value while avoiding the intense scarcity dynamics that drive Rolex premiums.

Comparison of the five picks

All five watches share three common value-preserving traits: (1) they are steel sport models, a segment that consistently outperforms other materials in the secondary market; (2) they are listed with original box and papers, which the industry recognises as a key factor in resale pricing; and (3) each has a documented scarcity driver, whether a discontinued colorway, a halted bracelet option, or a brand-wide waitlist.

Model	Year produced	Age in 2026	Price (USD)	Scarcity driver	Warranty status	Box & papers
Submariner 124060	2021	5 years	$13,995	Core reference, high demand	Remaining Rolex warranty	Included
Submariner 126610LV “Starbucks”	2023	3 years	$15,995	Discontinued green bezel	Remaining Rolex warranty	Included
GMT-Master II 126710BLRO “Pepsi”	2022	4 years	$25,995	Discontinued Oyster-bracelet version	Remaining Rolex warranty	Included
Daytona 116520	2006-2007	~20 years	$22,995	Iconic pre-ceramic generation, chronograph heritage	Out of warranty (but serviceable)	Included
Tudor Black Bay 58	2025	1 year	$4,595	Near-new, METAS-certified, brand proximity	Within Tudor warranty	Included

The Rolex models cluster at higher price points, reflecting both brand premium and the impact of scarcity. The Tudor sits at a lower price tier but still demonstrates a modest depreciation curve, making it attractive for budget-conscious buyers who still desire a reputable in-house movement.

Answering the most common buyer questions

Do luxury watches actually hold their value?
Yes, but the degree varies by brand, model, and market dynamics. Our data show that steel sport Rolexes, particularly the Submariner 124060, the “Starbucks” Submariner, and the discontinued-bracelet GMT-Master II, trade at or above their original retail price years after release, a rarity in the broader luxury market. Tudor’s Black Bay 58 holds most of its value but does not typically exceed retail, illustrating that brand hierarchy matters.

Which Rolex models resell best?
The no-date Submariner 124060 leads the pack, followed by the “Starbucks” Submariner 126610LV and the Oyster-bracelet GMT-Master II Pepsi 126710BLRO. The Daytona 116520 also performs strongly, especially given its two-decade age, but its price point sits between the Submariner variants and the GMT-Master II.

Is buying a watch as an investment a good idea?
The FTC’s endorsement guidance reminds us that no watch can be marketed as a guaranteed investment FTC Endorsement Guides​. However, watches that combine limited supply, strong brand equity, and documented demand, such as the models highlighted, have historically shown better-than-average value retention. Buyers should view any purchase primarily as a personal enjoyment piece, with potential upside as a secondary benefit.

Does box and papers affect how well a watch holds value?
Absolutely. Every watch in our list includes original box and papers, and each listing notes this as a factor that bolsters buyer confidence and resale price. The market consistently rewards complete documentation, especially for high-demand Rolex references where provenance can differentiate a $13,995 Submariner from a similar model lacking papers.

What we would buy

If we had to choose a single watch that epitomises the “holds its value best” mantra in 2026, it would be the steel no-date Submariner Ref. 124060. Its combination of a current-generation movement, core-model status, and full box-and-papers package means it trades at a price still above what a retail buyer paid five years ago, confirming that scarcity driven by authorized-dealer waitlists translates into tangible secondary-market strength. For collectors who prefer a splash of color and are comfortable with a modest premium, the “Starbucks” Submariner offers a compelling alternative. Those seeking a distinct configuration and are willing to invest more would look to the discontinued-bracelet GMT-Master II Pepsi, while the Daytona 116520 provides a chronograph-centric option with proven long-term resilience. Finally, for a budget-friendly entry that still benefits from brand proximity and a METAS-certified movement, the Tudor Black Bay 58 Burgundy Dial stands out.

Each of these watches meets the criteria we set out at the start of the guide, and together they illustrate how brand strategy, scarcity engineering, and complete documentation converge to create the few luxury timepieces that truly hold their value in 2026.