Are we staring at $10K ceramic sub soon?

[rod727]

With the availability issues how likely is it that an 116610LN will crack $10,000 in near future ?

[Loevhagen]

7,9

[037]

MSRP? Not unless they go to a new movement and update the case significantly to justify the price increase. Even then I wouldn't expect more than a $300 increase.

Through greys? Maybe. I wouldn't pay $10k for a black dial Sub Date, personally. It's gotta be their highest production sports model. This is one place greys have to compete. I don't see availability on the Sub Date ever getting that bad.

[cht]

Originally Posted by 037

MSRP? Not unless they go to a new movement and update the case significantly to justify the price increase. Even then I wouldn't expect more than a $300 increase.

Through greys? Maybe. I wouldn't pay $10k for a black dial Sub Date, personally. It's gotta be their highest production sports model. This is one place greys have to compete. I don't see availability on the Sub Date ever getting that bad.

USED to be their highest production model, now its restricted and allocated

[037]

Originally Posted by cht

USED to be their highest production model, now its restricted and allocated

Fair point but that doesn't mean they're producing less, it only means demand is higher and they're more careful about where they go. There's a difference.

[kauffee]

$8550 to $10k would be a 17% price increase. Seems unlikely, but who knows.

Edit: Sorry, I didn’t realize you were talking about the secondary market.

[alphasports]

Already 10k here in Canada, in our pesos ;)

[AK797]

Around 11K in the UK.

[Nikrnic]

I don't know about that but nothing surprises me anymore. I see a never worn 114060 out there (grey) for 8495

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[WEST HAM ROLEX]

It's that already in UK

[DylanFox]

Anything’s possible. I wonder what the decade by decade pricing is? I’m sure there’s been a bump every 10 years or so

[THC]

Only the shadow knows.....

[Chadridv]

Originally Posted by THC

Only the shadow knows.....

Is that DavidSW’s new nickname? I like it.

[dmash]

Not anytime soon, no. They kind of already priced themselves too high in 2012, hence we haven't had a price increase in the US for 6 entire years. I think 10% would be reasonable when they drop the new movement and/or update the case slightly.

IMO.......Rolex is sort of a niche. They're above Breitling/Omega and below the likes Patek/AP/Lange/VC etc (purely from a watchmaking perspective and the amount of detailing done). They produce the best no frills sports range watches out there with an incredibly durable movement. However, with that being said, they can't simply continuously raise prices to no end. Fact of the matter, is that it's a simple diver on a great bracelet. You're already double the price of an Omega Seamaster 300m, you can't keep pushing the price envelope without some justification. Pair that with the fact that Rolex is not Hermes pushing Birkins or LV pushing Speedys.....and that this is a watch company, which A LOT of people consider to be supplying an item which is inevitably dying out......and I think they'll hang out where they are for a bit. This is 2018, not 1988.

[Uggi]

Originally Posted by dmash

Not anytime soon, no. They kind of already priced themselves too high in 2012, hence we haven't had a price increase in the US for 6 entire years. I think 10% would be reasonable when they drop the new movement and/or update the case slightly.

IMO.......Rolex is sort of a niche. They're above Breitling/Omega and below the likes Patek/AP/Lange/VC etc (purely from a watchmaking perspective and the amount of detailing done). They produce the best no frills sports range watches out there with an incredibly durable movement. However, with that being said, they can't simply continuously raise prices to no end. Fact of the matter, is that it's a simple diver on a great bracelet. You're already double the price of an Omega Seamaster 300m, you can't keep pushing the price envelope without some justification. Pair that with the fact that Rolex is not Hermes pushing Birkins or LV pushing Speedys.....and that this is a watch company, which A LOT of people consider to be supplying an item which is inevitably dying out......and I think they'll hang out where they are for a bit. This is 2018, not 1988.

I think you're looking at it from a logical POV which does not correlate with the illogical nature of the market right now. For reasons it is difficult to pinpoint Rolex is riding a wave of intense desirability right now. My work colleague has worn an Omega Seamaster 300m proudly for quite a long time but one week after I started wearing my LV he was vocally belittling his watch as second rate and searching for his first Rolex. Even people I know have zero interest in watches are fascinated by Rolex. Perception is everything and reality means nothing. Maybe PP watches are "better" in terms of complexity or whatever but they are nowhere near as desirable to someone who loves quality craftsmanship but isn't a horological aficionado - to them (I should say us because I would count myself in this group) PP and AP etc are just meh. If you offered me a Nautilus or a BLRO I'd take the BLRO any day. The PP brand (like the Omega) means absolutely nothing to me and I think that goes for lots of people.
I think Rolex could increase prices by 15% and demand would go up even more.

[dmash]

Also, as a side note, I will flat out say it, you're only paying over MSRP on a Sub date if you're lazy. I was searching around for a SD4k the past couple months, and got offered black SS Sub dates as an alternative (in stock, ready to buy) from MULTIPLE ADs. That's without even asking for the model to begin with. Don't whine about $500-$750 premium if you won't pick up the phone and call around for 1 hour. This is still an easy model to find in the US.

[Khans14]

The question should be: if Rolex set that as the price would they sell all the subs they churn out to the public? Is it fair? Is it worth it? Will collectors still buy? All irrelevant. It is supply and demand.

[edweather]

Why would they raise the price, when there aren't any in the stores at 8.5K? Maybe the grey price will go up.

[maxpowerman]

The way things are going and if the economy continues to improve I wouldn't be surprised one bit.

[Andad]

$10k equivalent soon if you can even find one over here.

[Bigblu10]

Originally Posted by directioneng

$10k equivalent soon if you can even find one over here.

Subs are scarce in the land of Oz?

[Andad]

I haven't seen a SubDate for sale in an AD's cabinet for more than 18 months.

[marcotagudelo]

My speculation is that the more desirabe models of the professional line
Divers,pilots will start above 10k msrp leaving wiggle room for tudors in house movement.
Making the rolex brand more “exclusive” once restocking comes back to normal.
The rolex brand will have opened another tier in there price range you can see the market accepts the premium in grays and in some dealers as well, why shouldnt they up the price?

[JR16]

Originally Posted by marcotagudelo

My speculation is that the more desirabe models of the professional line
Divers,pilots will start above 10k msrp leaving wiggle room for tudors in house movement.
Making the rolex brand more “exclusive” once restocking comes back to normal.
The rolex brand will have opened another tier in there price range you can see the market accepts the premium in grays and in some dealers as well, why shouldnt they up the price?

I can see this happening and your logic is sound IMO. Tudor watches w in-house movements are probably under priced and if Rolex lifts prices on their lower priced watches and prof line, they can increase inch prices upwards on tudors . If Rolex continues at current levels of supply for the prof watches, I don’t think a 15 % price increase is out of the question. Patek raised prices 20% for nautilus line and aquanaut is prob next , and no one that I know here or otherwise said “nope, not gonna buy the 571x now”.


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[Jacobson]

I’ve just seen a number of pre-owned Subs advertised for over $10K usd @ a London grey dealer.

[Richmor]

Subs will only exceed $10K if someone buys at that level.

[JR16]

Originally Posted by Richmor

Subs will only exceed $10K if someone buys at that level.

TONS of people will buy it at $10k, guarantee it.


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[Xelorpepsi]

Originally Posted by AK797

Around 11K in the UK.

Originally Posted by WEST HAM ROLEX

It's that already in UK

The 116610LN is sold for £6,250 in the UK. That's c.$8,400 at today's spot rate... We are still 15%+ away from the $10k threshold!

[AK797]

Originally Posted by Xelorpepsi

The 116610LN is sold for £6,250 in the UK. That's c.$8,400 at today's spot rate... We are still 15%+ away from the $10k threshold!

Retail probably will have a 10% increase, but think OP means grey price which is at £8K plus here now so a 30% premium.

[train-time]

Absolutely