1991 Wholesale Price List

[Incroyable12]

In 1991, a Rolex platinum Day-Date cost $35,000 retail which adjusted for inflation is about $75,000 today.

Considering globalization as we know it now was in its early stages in 1991, the customer base for this type of watch must have been tiny. No Chinese market, no Dot Com money, no Russian oligarchs.

You also didn't have the internet or "flex culture" so it would have been pretty interesting to know who the customer base was for 5 figure watches back then.

[bob sims]

Gold dd was under 10k in real world with discounts. TT DJ and bluesey was less than 5k. Junk metal DJ and Sub was 3k if my memory is right.

[Incroyable12]

Originally Posted by bob sims

Gold dd was under 10k in real world with discounts. TT DJ and bluesey was less than 5k. Junk metal DJ and Sub was 3k if my memory is right.

Gold DDs probably sold quite well given all the used examples you see now.

It'd be interesting to know--pre-internet hype--how well the platinum DDs and other more niche models sold.

[Incroyable12]

It's also interesting that the smooth bezel YG DD sold for only $50 less than the fluted version.

Now of course the smooth bezel version is much more valuable.

[Incroyable12]

Some ultra-rare "Super President" Day-Dates

[mountainjogger]

I remember those days.

[chris_1001]

I’m curious on the Sub a s SD pricing.

I paid ~$3350 In 1998

[Incroyable12]

Originally Posted by chris_1001

I’m curious on the Sub a s SD pricing.

I paid ~$3350 In 1998

Here's the Daytona and Submariner section:

[CarlOver]

Will a Submariner cost $28000 in 2052?

[inadeje]

Everyone seems focused upon the retail pricing but something huge occurred as Rolex became a stronger brand. Take a look at the wholesale to retail margin. Back then approximately 50%, whereas today ADs are lucky to be around 16-18%.

It’s a classic power move by Rolex once their watches basically sold themselves.

[huncho]

Originally Posted by inadeje

Everyone seems focused upon the retail pricing but something huge occurred as Rolex became a stronger brand. Take a look at the wholesale to retail margin. Back then approximately 50%, whereas today ADs are lucky to be around 16-18%.

It’s a classic power move by Rolex once their watches basically sold themselves.

i thought ADs have about 35% margin?

[WilsdorfNDavis]

Originally Posted by inadeje

Everyone seems focused upon the retail pricing but something huge occurred as Rolex became a stronger brand. Take a look at the wholesale to retail margin. Back then approximately 50%, whereas today ADs are lucky to be around 16-18%.

It’s a classic power move by Rolex once their watches basically sold themselves.

Originally Posted by huncho

i thought ADs have about 35% margin?

Yes, the margin is 35%.
It is known.

[Incroyable12]

Originally Posted by WilsdorfNDavis

Yes, the margin is 35%.
It is known.

So the margins haven't really changed much since then.

[Incroyable12]

Originally Posted by inadeje

Everyone seems focused upon the retail pricing but something huge occurred as Rolex became a stronger brand. Take a look at the wholesale to retail margin. Back then approximately 50%, whereas today ADs are lucky to be around 16-18%.

It’s a classic power move by Rolex once their watches basically sold themselves.

How much of a discount could you get back then?

[chris_1001]

Originally Posted by Incroyable12

How much of a discount could you get back then?

I got 5% in 1998. Equal to the sales tax.

Alpha Omega was the AD.

Heard a lot of story's on how they blew up.

[chris_1001]

I remember trying to get financing on a SS/Gold Sub. Got denied (was 18 ish) $2500. Was at an AD in the Natick mall in MA. Friends mother was the SA.

[Incroyable12]

I've also heard that some ADs kept stock of the factory diamond bezels and dials so customers could "upgrade".

[JohnnyBer]

In ‘90 my dad paid ~$8500 for his 18248 (Day-Date w/ bark finish). RRP was in the $13’s as shown above.

[Incroyable12]

Originally Posted by JohnnyBer

In ‘90 my dad paid ~$8500 for his 18248 (Day-Date w/ bark finish). RRP was in the $13’s as shown above.

Seems like there was a lot of room for negotiation back then.

[csaltphoto]

The difference between Platinum and gold was crazy back then. They were both selling for about $360/oz. (And yeah I know it's even nuttier now with Gold 2x the price of platinum)

[1sttimerolex]

I remember ss sub date was around $3k retail in 2000. My English prof used to wear one on the days he'd go do his auditions for lawyer roles, and that watch looked so good on his wrist and is what got me into rolex.

I remember talking to him about it and he told me I should go get it for my graduation because it'll last me a lifetime and would be something to mark a significant milestone (not to mention about 10% discount that was availble at the time). I laughed cuz I thought he was crazy encouraging a 22yo go plunk down what was then an amount that was equivalent to 2 quarters' tuition at UCLA.

Maybe I should've listened to him cuz I ended up getting it in 2019 and paid full retail and msrp was like 3x what it was in 2000.

[Incroyable12]

Originally Posted by csaltphoto

The difference between Platinum and gold was crazy back then. They were both selling for about $360/oz. (And yeah I know it's even nuttier now with Gold 2x the price of platinum)

Wonder who was buying the platinum watches back then since you couldn't show off your new "heavy-hitter" online.

In those days they didn't even have the Ice Blue dials so it was truly a stealth wealth watch.

[bob sims]

Originally Posted by Incroyable12

Wonder who was buying the platinum watches back then since you couldn't show off your new "heavy-hitter" online.

Nobody that I knew. Never even heard of them. Of course I was working, drinking, gambling, traveling and whoring (not neccesarily in that order!) back then and once I got my gold white romans DJ I was pretty oblivious to watches for the next 20 years until my parents and I discovered the joys of reverse mortgages. Money for nothing and checks for free!

[Solo118]

What amazes me is the amount of references available. So many options!