As we now enter February, watch enthusiasts’ attention is turning to the biggest event of the year: Watches and Wonders 2026. After a wave of price increases across all major brands, including Rolex, AP, and Patek, the appetite for new watches has noticeably cooled. Unless brands start listening to their consumers, demand will likely continue to soften. With that in mind, here’s a list of what we’d like to see from Rolex at Watches and Wonders 2026.
What We Want to See
Rolex GMT-Master II – Coke
This watch has been on the minds of collectors for the past three years. After a no-show at Watches and Wonders 2025—despite heavy speculation and the reveal of a patent pending for a black and red bezel—it would make sense for Rolex to finally introduce the Coke. We could even see this come alongside a farewell to the Pepsi after an eight-year production run.
Rolex Submariner Full Yellow Gold – Hulk
Another watch that has been mocked up countless times by collectors is the full yellow gold Submariner Hulk. This would feature a full green sunburst dial, similar to its blue counterpart, with a matching green bezel. Ever since the Hulk was discontinued in 2020, hype for this watch has remained strong among collectors, and it would be a fantastic addition to the Submariner lineup.
Rolex Land-Dweller – New Dials
The Rolex Land-Dweller was introduced last year in 2025, featuring three metal options, two sizes, but only two dial variants. It would be great to see more dial choices added to the lineup. Safe and proven colours like blue, black, and silver—commonly found on the Datejust—would make perfect sense here.
What We Don’t Want to See
Rolex Sky-Dweller – Oysterflex
The Rolex Sky-Dweller has been an underperforming model for the past few years, with many references—including some steel variants—sitting in display windows collecting dust. From a collector’s standpoint, it’s probably the last watch we want to see updated, and it’s unlikely to help Rolex improve sales performance for the model.
Rolex Yacht-Master – Oysterflex
Another victim of the Oysterflex curse is the Yacht-Master 40 range. These watches have also struggled at retail, largely due to high prices and lower desirability. Don’t get me wrong—they’re great watches—but in terms of collectability and popularity, they’re down there with the Sky-Dweller.
Rolex 1908 – New Dials
Lastly, we have the Rolex 1908, Rolex’s answer to the dress watch, which replaced the Cellini in 2023. These additions to the lineup haven’t been as popular as the brand likely hoped. While they’re beautiful on the wrist and undeniably elegant, they don’t blend well with the rest of the Rolex catalogue and are often viewed as watches for an older lady or gentleman.
That said, the introduction of the Settimo bracelet has helped turn this model around. However, with prices starting at £24,000, it’s no surprise that the 1908 continues to struggle to move.
In Conclusion
We personally think Rolex needs to work a little harder this year. After multiple price increases, many buyers have been put off purchasing at retail, meaning the brand can no longer afford to do the bare minimum without risking a slump in sales. Hopefully, we’ll see some genuinely desirable models, along with exciting new dials on existing favourites, to keep the flame alive.
But let’s see what happens in April 2026. 👀