What if Rolex doubled their Prices?

[Chute]

Years ago, a manufacturer who was experiencing high demand and after market prices decided to double his price. I wonder what would happen if Rolex did the same?

Sure, Daytonas would be $27k and still in demand.
But OP’s at $12k
Subs and GMT’s $20k
Day dates and other yellow gold models to $70k

It was just a thought and wanted to share it.

I think it would fill a lot of cases and run off the speculative buyers.
It worked for that manufacturer back in the 90’s .

[tifosi]

I don’t feel like Rolex prof models could support those MSRPs. $10k watch, max.

[neekon]

They would price themselves out of the market or seriously need to up their fit and finish.

None of the Rolex models can compete in that price space, none of those models are worth double their price.

It would definitely lead to fuller cases, but it would also destroy their sales

[dwjez14]

That wouldn’t be a good move. IMO they have them priced perfect now for retail

[Vetracer]

This worked for Richard Mille although I’m not a fan.

[Kyle3130]

That’d be fine with me. I’ve got the one I want.

[SaintMickey]

Well its just a matter of a couple years that the Submariner Date will be $9,600, $10,200, $10,700....then $12,500.

We are just frogs being boiled slowly.

[SaintMickey]

Originally Posted by Kyle3130

That’d be fine with me. I’ve got the one I want.

And then there is this! Me too!

[schwartz914]

If they doubled the price. They also could make less watches and not have to work as hard. Obv the demand is there just saying

[10klakes]

The demand would cool off, and it would price a lot of people out of the brand.

If you hope to see Rolex watches sitting in displays, also realize, it’s a package deal with damaging the exclusivity and unobtainable reputation that is currently elevating brand.

[schwartz914]

If they went from 1 million watches a year to 500k. There's now way it would sit.

[P1nky_Up]

I could see $3k increases to SS and $5k to oysterflex and $7500 to FG. It’s a big increase but they’d still sell like hotcakes.

[Pw92676]

IMHO part of the demand stemmed from the price being so low in comparison to other high end watches. So raising the price may have curbed the demand a bit a few years ago, I think now it’s too late.

[GradyPhilpott]

If Rolex immediately doubled their prices, they would be going against their founding principles and Rolex isn't likely to do that. In fact, I would say that as long as Rolex is structured the way they are now, it would not happen.

[malba2366]

Could work in the current environment, but would then necessitate price cuts in the future which would destroy their brand.

[Gary Busey]

Wouldn’t change much imo. All the posers would continue to chase, if not with more fervour.
For the pedestrians it will continue to be as unattainable as it is today.


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[Watch Maniac]

I don't think things would change much. People will still continue to buy them.

[schwartz914]

Agreed. There's no slowing this down. Rolex may as well make some more money

[ce027772]

Originally Posted by SaintMickey

Well its just a matter of a couple years that the Submariner Date will be $9,600, $10,200, $10,700....then $12,500.

We are just frogs being boiled slowly.

The new Sub Date price effective 01/01/2022 is 9400 euros. I haven't seen prices in USD, but it should be around $10,600 in just a few days. It's not a slow boil anymore.

[SaintMickey]

Originally Posted by ce027772

The new Sub Date price effective 01/01/2022 is 9400 euros. I haven't seen prices in USD, but it should be around $10,600 in just a few days. It's not a slow boil anymore.

OR I'm a genius! A boy can dream...

[Marcjvr]

Then big discounts would return. I’m sure Rolex doesn’t want to go back there

[ce027772]

Originally Posted by SaintMickey

OR I'm a genius! A boy can dream...

I wish you were right Dreaming of a transitory inflation

[JSCP]

Rolex will not double their prices. They don’t need to. It’s already exclusive.

Now it’s basically double fir grey market new difficult pieces so… and people buy them….disposable income.

Be happy what you have and dint worry about it.

[SaintMickey]

Originally Posted by Marcjvr

Then big discounts would return. I’m sure Rolex doesn’t want to go back there

They are already being bought from Grey at these prices. Volume would not go down people would gladly pay it to buy from an AD and get a glass of cheap champagne.

[SaintMickey]

Originally Posted by ce027772

I wish you were right Dreaming of a transitory inflation

[nollie85]

They could double their MSRP but that would have to come along with lowering their production output by about 50%.

[Wismo]

Originally Posted by tifosi

I don’t feel like Rolex prof models could support those MSRPs. $10k watch, max.

The market begs to differ with you.

[Danny83]

I would buy a Rainbow Daytona lol

[teck21]

A lot of people want Rolex precisely because they are so hard to obtain at an AD.

Doubling MSRP works against that, and would leave a terrible taste in consumers.

Rolex’s real power today comes from the premise that ‘yes you can afford, but no you can’t have it’.


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[inadeje]

Originally Posted by teck21

A lot of people want Rolex precisely because they are so hard to obtain at an AD.

Doubling MSRP works against that, and would leave a terrible taste in consumers.

Rolex’s real power today comes from the premise that ‘yes you can afford, but no you can’t have it’.


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