Wholesale Rolex price drops are moving ahead of retail suggests dealer-to-dealer startup


Online retailers cannot agree on whether secondary market prices for popular Rolex steel sports models are going up, down or sideways, but Wholesalr.io, a startup market for dealer-to-dealer wholesale trade, says that offer prices for certain models have dropped since the start of the year.

Although the sample size for data is dramatically smaller than for giants like Chrono24 or Chronext, the dealer-to-dealer price does give an insight into which way retail prices may move in the coming weeks.


“We have noticed that the prices of some of the popular Rolex models are in fact falling on the wholesale side while others have been stable or even climbing,” says Avi Shenkar, founder of Wholesalr.io “For example, wholesale pricing of the Rolex GMT Master II Pepsi that was recently released has gone from around $19,000 a few months ago to a surprising $16,000 in the past few weeks. Same with the two-tone Root Beer,” he adds.

“The Rolex Sea-Dweller 43mm has seen a drop from around $15,000 to around $12,500. The two-tone Sky-Dwellers have also seen a drop from around $19,000 to around $16,000,” Mr Shenkar continues.

The black and blue Batman GMT and all green Hulk have seen prices rising in wholesale trades in the past few months and the white ceramic Daytona is also up on Wholesalr.io.

Models that have been stable include the Submariner, GMT, Datejust, and the Yacht-Master 40mm Rose Gold, according to Mr Shenkar.


  1. All these headlines from WatchPro are getting a BIT LAME…..
    “Prices for hottest Rolex models are falling fast!”, “Rolex rumored to be buying Patek”, etc….


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