The internet is rife with "super-fakes" that can fool even experienced hobbyists. To stay safe:
If you want to pay the official retail price, you must work through an AD. As of January 2026, Rolex retail prices increased by 7–9% due to rising gold costs.
Only use platforms with buyer protection. Experts at ECI Jewelers recommend verifying the watch, vetting the seller's history, and securing the transaction through escrow services.
Most AD websites have a "Request Information" button. Be specific about the model (e.g., a Datejust or Oyster Perpetual) to show you are a serious buyer.