Explore the top luxury watches collectors chased in July 2026, including standout models from Rolex and Omega.
July belonged almost entirely to Rolex, with nine of ten spots going to the Crown, but the month’s real story sits at number two. The black-dial Moonwatch has climbed every month since March, and July marks its highest placement in the entire run of this series. It's the lone Omega on the list, holding its own against a ranking that otherwise shuffles the same Rolex references around the top.
The all-black ceramic GMT-Master II holds a spot for the second month running, having debuted in June. Its appeal lies in what it leaves out, no two-tone bezel and no nickname, just the black Cerachrom insert that opened the ceramic era. Collectors drawn to the GMT format without the color continue to find their way here.
The Hulk returns after a long absence, last appearing in December. Its green dial and matching bezel remain among the most recognizable in Rolex’s modern catalog, and its reappearance alongside the Starbucks gives the list two green Submariners at once. Seven months away hasn’t dulled the appeal of a watch collectors have always regarded with a certain affection.
The Oyster-bracelet Bruce Wayne returns to the list, joining its Jubilee counterpart at the top. The two variants have now charted together several times this year, and the split continues to come down to how a collector wants the watch to wear. The Oyster reads sportier and more understated, a quieter take on the same grey-and-black bezel.
The previous-generation Submariner stays in the top ten, holding steady after appearing in both March and June. Its case proportions read differently enough from the current 126610LN that collectors continue to treat the two as separate pursuits rather than steps on a single upgrade path.
The Starbucks returns after sitting out June, landing back in the upper half where it has spent most of the year. Its green bezel and black dial remain the most wearable expression of color in Rolex’s current Submariner lineup, distinct without demanding attention. Its return this month puts it in company with the Hulk, the two greens bracketing the middle of the list.
The current-generation ceramic Daytona climbs from seventh to fifth. Its white dial and black subdials remain the configuration most collectors picture first when they think of the Daytona, and its steady upward movement suggests the reference is settling into a consistent place on this list rather than passing through.
The Pepsi holds fourth for a second month. Rolex confirmed in April that the steel and white gold references had left current production, with no red-bezel replacement announced, and secondary market prices moved in response. The initial jolt of that news has settled into steadier demand, and the Pepsi’s position here reflects a reference that has found its footing as a watch collectors now pursue on the secondary market rather than chase at retail.
The black Submariner slips to third, its first month outside the top two since winter. The drop reads as reshuffling above it rather than any softening of its own demand. It remains the reference this series returns to more than any other, and third place in a month this crowded at the top does little to change that standing.
The black-dial Moonwatch reaches second, the highest it has placed in this series and the culmination of a climb that began in March. It is the only non-Rolex watch anywhere on the July list, and its steady rise against an almost entirely Rolex field is the month’s most genuine piece of movement. Where the watches around it trade places from month to month, the Moonwatch has done something harder, moving in one direction and holding it.
The Bruce Wayne reclaims the top spot after a month at fifth, and the pattern is becoming familiar. It and the Submariner have traded number one for most of the year, each stepping back only to return. With first-place finishes now in six of the fifteen months this series has tracked, the Bruce Wayne has led more often than any other reference, and July marks another turn in a rotation the two of them have run all year.
Bezel is the top-rated marketplace for buying and selling luxury watches. We give you access to tens of thousands of the most collectible watches from the world's top professional sellers and private collectors. Every watch sold goes through our industry-leading in-house authentication process, so you can buy, sell, and bid with confidence.
Download the Bezel app on the iOS App Store or start searching for your next watch today at getbezel.com.
Bezel is available to download on the App Store now. Please reach out to our concierge team if there is anything we can help you with!
©2026 Bezel Inc.
All rights reserved.