Just How High can MSRP go on New Stainless Sport Models?

[hhh007]

In your opinion, is there a price point on the SS sport models (like a Sub or GMTII) where even the hardcore Rolex aficionado will say "enough is enough, that's just too much"? Let's say for example 5 - 7 yrs. from now the MSRP on a new Sub or GMT is $10000.00 or more, will that be the 'over the top' price point for most people, or can Rolex easily keep raising prices annually with no real resistance?

I can see the steep price increases on the solid 18K models over the years as gold spot prices have risen from about $300.00 per oz. to over $1200.00 in the past 10 yrs. and represents a steep manufacturing cost rise for Rolex, but SS represents a very tiny cost in relation to the manufacturing cost of a SS model.

I remember when the MSRP on a new SS Sub hit about $3500.00 and I thought (at the time) that was pretty high and most people wouldn't ever pay much more for a mass produced SS sport watch regardless of the very powerful Rolex brand name, boy was I wrong.

So how high can they go down the road......does Rolex have virtual unlimited pricing power, and will you pay it?