Prices belong to sellers, so the only price data worth publishing is somebody else's, with a date on it. This page reports what a sample of dealer catalogues were asking in September and October 2026: ranges, not quotes, grouped by the factory label and the model family. The same reference can carry asking prices that differ by a factor of seven depending on which label is attached to it, which is the single most useful thing price data shows in this trade.
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What does the market ask by factory label?
Quartiles across every listing carrying that label in the sample. A label is what a seller calls the build, so part of the spread inside one row is the label being used loosely.
| Label | Listings | Median | P25 – P75 | Full range |
|---|---|---|---|---|
| VS | 641 | $615 | $564 – $700 | $450 – $1,835 |
| CLEAN | 449 | $740 | $630 – $1,000 | $280 – $1,400 |
| APS | 137 | $850 | $736 – $926 | $526 – $1,136 |
| RM | 137 | $1,750 | $1,053 – $2,400 | $800 – $15,000 |
| unspecified | 134 | $809 | $647 – $977 | $475 – $1,117 |
| ZF | 109 | $628 | $609 – $708 | $564 – $1,199 |
| QF | 90 | $983 | $850 – $1,034 | $672 – $1,168 |
| BBF | 56 | $745 | $717 – $818 | $691 – $950 |
| ARF | 49 | $761 | $678 – $828 | $564 – $1,066 |
| PPF | 45 | $691 | $672 – $907 | $590 – $1,100 |
| 3K | 44 | $691 | $462 – $723 | $437 – $1,053 |
| VSF | 32 | $765 | $700 – $1,200 | $600 – $1,300 |
| BETTER | 31 | $888 | $863 – $888 | $799 – $888 |
| DDF | 29 | $736 | $704 – $850 | $704 – $996 |
| EWE | 28 | $596 | $564 – $609 | $462 – $659 |
| AF | 25 | $550 | $358 – $575 | $354 – $609 |
| DD | 21 | $1,142 | $1,009 – $1,212 | $1,009 – $1,263 |
| V7 | 16 | $650 | $628 – $672 | $604 – $700 |
| BLS | 14 | $491 | $488 – $533 | $488 – $700 |
| THB | 13 | $882 | $628 – $1,009 | $628 – $1,244 |
| VICTORY | 13 | $856 | $815 – $869 | $704 – $882 |
| BR | 12 | $558 | $558 – $618 | $545 – $700 |
| EAST | 11 | $507 | $507 – $609 | $507 – $609 |
| IP | 10 | $736 | $736 – $755 | $736 – $755 |
| SONIC | 9 | $1,117 | $1,034 – $1,142 | $1,034 – $1,206 |
| HB | 6 | $850 | $482 – $850 | $482 – $850 |
| RICH | 6 | $1,835 | $1,835 – $2,533 | $1,835 – $2,533 |
| NEW | 3 | $1,100 | $1,100 – $1,650 | $1,100 – $1,650 |
What does the market ask by model family?
References listed beside a family are the ones with the most listings in the reference sample for that family; each link opens its own asking-price ladder, sample size and date.
| Model family | Listings | Median | Full range |
|---|---|---|---|
| Daytona In the reference sample: 116515LN · 126518LN · 116508 | 472 | $1,009 | $482 – $3,000 |
| Datejust In the reference sample: 126334 · 126300 · 126234 | 371 | $850 | $310 – $1,750 |
| Royal Oak In the reference sample: 15510ST · 15500 · 26240ST | 298 | $850 | $526 – $1,900 |
| Day-Date In the reference sample: 228238 · 228235 · 228239 | 227 | $926 | $316 – $1,750 |
| GMT-Master II In the reference sample: 126710BLNR · 126710BLRO · 126710GRNR | 199 | $799 | $280 – $2,000 |
| Submariner In the reference sample: 126610LN · 116610LN · 126610LV | 158 | $736 | $291 – $1,750 |
| Richard Mille In the reference sample: RM055 · RM35-01 · RM35-02 | 157 | $1,750 | $250 – $15,000 |
| Seamaster In the reference sample: 220.10.43.22.03.001 · 210.22.42.20.01.001 · 210.30.42.20.01.001 | 149 | $550 | $500 – $1,550 |
| Nautilus In the reference sample: 5711/1A-018 · 5711/1A-010 · 5711/1A-014 | 135 | $800 | $590 – $1,850 |
| Panerai In the reference sample: PAM01074 · PAM01232 · PAM00382 | 131 | $575 | $450 – $700 |
| Oyster Perpetual In the reference sample: 126000 · 124300 · 277200 | 98 | $635 | $615 – $1,750 |
| Hublot In the reference sample: 421.CI.1170.RX · 411.CI.1190.RX · 411.JX.4802.RT | 84 | $850 | $482 – $1,700 |
| Yacht-Master In the reference sample: 226659 · 126621 · 126622 | 82 | $755 | $291 – $1,650 |
| Constellation In the reference sample: 123.20.38.21.08.001 · 131.12.41.21.06.001 · 131.33.41.21.01.001 | 45 | $615 | $500 – $800 |
| Breitling | 42 | $750 | $250 – $1,450 |
| Aquanaut In the reference sample: 5167/1A-001 · 5268/ | 41 | $717 | $609 – $900 |
| Pilot In the reference sample: IW377714 | 35 | $650 | $564 – $755 |
| Explorer In the reference sample: 226570 · 124270 · 124273 | 35 | $691 | $615 – $1,650 |
| Calatrava | 34 | $850 | $609 – $1,400 |
| Complications In the reference sample: 5396/1G-011 | 34 | $800 | $750 – $1,500 |
| Sky-Dweller In the reference sample: 326934 · 326935 · 326235 | 33 | $850 | $700 – $1,650 |
| Sea-Dweller In the reference sample: 126660 · 126600 · 126603 | 31 | $818 | $310 – $1,650 |
| Portugieser In the reference sample: IW501707 · IW501708 | 26 | $650 | $596 – $850 |
| Santos In the reference sample: WSSA0047 · WHSA0015 · WSSA0039 | 22 | $680 | $500 – $1,100 |
| Overseas | 20 | $672 | $609 – $990 |
| Speedmaster In the reference sample: 310.32.42.50.02.001 · 310.92.44.51.01.003 | 17 | $750 | $672 – $850 |
| Milgauss In the reference sample: 116400 · 116400GV | 15 | $850 | $700 – $1,700 |
| Air-King In the reference sample: 126900 | 10 | $775 | $615 – $1,650 |
| Tudor | 5 | $609 | $609 – $609 |
| Carrera | 4 | $700 | $700 – $700 |
| Tank | 3 | $550 | $550 – $550 |
Why does the same watch have six prices?
Comparing listings by reference number, not by description, we found 334 references that appear in more than one catalogue. The widest spread was a RM67-02: asking prices from $1750 to $15000 across 4 catalogues, a factor of 8.6 for the same reference number. Nothing about the watch changes that much; what changes is the factory label the seller attaches, the movement tier named in the listing, the bracelet and box configuration, and how the seller positions itself. The practical consequence for a buyer is that the label matters more than the reference, and that a single price is close to meaningless without the label next to it. Across every reference we could match this way, the spread had a median of 1.25x and a maximum of 8.6x; within a single label it fell to 1.09x. The full breakdown, and how to read a price before paying, is on why the same watch has so many prices.
What do these numbers not tell you?
- Not transaction prices. Nobody publishes what was actually paid; these are what sellers asked.
- Not current. Each row carries its snapshot date. Prices move; these will age.
- Not a valuation. No judgement about what any watch is worth or what it cost.
- Not a shop window. No dealer is named on this site and no listing here links to a shop: the sample size and dates are given so the work can be repeated, not so anyone can be sent somewhere to buy.
Where do the numbers come from?
Aggregated asking prices observed across dealer catalogues. No dealer or shop is named. Asking prices, not transaction prices; the sample and date are stated with every row.
Sample: 7 dealer catalogues read on one dealer catalogue snapshot dated 2026-09-23, plus six dealer catalogues read through their public store APIs on 2026-10-01. Listings with an identifiable factory label: 2,170; with an identifiable reference number: 2,616. Quartiles are computed on the sample; rows with fewer than three listings in a group are omitted. Asking prices below $50 and placeholder zero values are excluded as data errors.
Reviewed 2026-10-01. This page is not a recommendation and this site does not sell watches, take payment, or link to any seller. See methodology.