SS Sky Dweller will go to $18,400 in Feb with newUS price increase?

[Xerxes77]

Originally Posted by HK Islandboy

Fully agree. Rolex underpriced the SS SkyD.

Pricing this at a slight premium to the YMII would make sense - and would clearly be much closer to the price the market ascribes to this reference.

I am agree with you but the rise it’s too much

[tyler1980]

Originally Posted by SteelSubmarinerGuy

Was told today that Rolex will increase the US markets pricing and the SS SD’s will go to $18K... Your thoughts?


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makes zero sense if the UK prices don't rise first and we have been waiting for that for a while. In USD terms Rolex is already much less expensive in the UK than the US. If US prices go up it makes Rolex even cheaper than they already are in the UK for an individual buying in USD.

I agree the SS Sky-Dweller is underpriced generally, but in a global market with currency differences the US isnt the logical first market to raise prices in as the Sky-D in the UK is already well below current US prices at retail in USD.

The proposed new price would make the watch nearly $20k including tax in the US, where as the same watch including tax is $14k in the UK right now.

[AK797]

Originally Posted by tyler1980

makes zero sense if the UK prices don't rise first and we have been waiting for that for a while. In USD terms Rolex is already much less expensive in the UK than the US. If US prices go up it makes Rolex even cheaper than they already are in the UK for an individual buying in USD.

I agree the SS Sky-Dweller is underpriced generally, but in a global market with currency differences the US isnt the logical first market to raise prices in as the Sky-D in the UK is already well below current US prices at retail in USD.

The proposed new price would make the watch nearly $20k including tax in the US, where as the same watch including tax is $14k in the UK right now.

Indeed. I don't think Rolex like price rises and have sure been reluctant to make more parity with the unbalanced UK situation, but given they seem to have an ever rising overdemand issue they might have to raise prices, as I don't think they will or can alter production very much. Probably 5-10% in most countries and maybe 10-15% here next year.

[Etschell]

not happening.

[HogwldFLTR]

Originally Posted by bdex75

Hope they do it to the Daytona too. Will fix the flipping problem.

....


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Originally Posted by Fleetlord

There should be a price increase.

Rolex is the hottest brand in the industry by a light year and the Rolex buyer is already paying big money on the grey market, so why not?

Other brands are contracting, struggling or just staying around, but Rolex is absolutely thriving.

Time for Rolex to cash in.

What fraction buys watches in the grey market? A couple percent I'd guess at a maximum. That is likely outside the normal distribution. If I were Rolex I wouldn't base a decision on the grey market; it could well backfire. I must say I'm glad to have placed my order when I did before all the hoopla developed for the watch. For me it was an obvious highly desirable model from the get to.

[Muzz]

The watch is desirable at MSRP so what is that going to achieve raising the price for ADs to discount it when lists are filled down the road?

Doubtful.

The YM II is a pretty slow mover to be benchmarking against as well. The new handset in 2017 will make sure the discounts are plentiful on that model in SS.

These rumours are becoming more out there and less believable by the week.

[1William]

I will believe it when I see it. You do not break the Grey Market by increasing prices, you break the Grey Market by decreasing prices and putting enough watches on the market in AD's to satisfy demand and maintain inventory.

[The Argonaut]

Originally Posted by 1William

I will believe it when I see it. You do not break the Grey Market by increasing prices, you break the Grey Market by decreasing prices and putting enough watches on the market in AD's to satisfy demand and maintain inventory.

Absolutely. Look at grey market prices, and the watch goes for around $18k average. Further, the ADs have no stock, the GMs have plenty. So what does that tell us? That most wont pay $18k for the Sky Dweller. If people were prepared to pay this, there would be barely any stock with the GMs. However, that isn't the case. There are plenty to be had. It may be that Rolex may increase their prices, but as Tyler1980 stated, such an increase would be done on a worldwide basis and not juts the U.S.

[travisb]

The AD wouldn't know regardless of his source.
An increase is long overdue however so it wouldn't surprise anyone if it happened in 18'.

[bdex75]

Originally Posted by HogwldFLTR

What fraction buys watches in the grey market? A couple percent I'd guess at a maximum. That is likely outside the normal distribution. If I were Rolex I wouldn't base a decision on the grey market; it could well backfire. I must say I'm glad to have placed my order when I did before all the hoopla developed for the watch. For me it was an obvious highly desirable model from the get to.

Very low percentage buy in the gray market, no doubt. But with these high demand models (allocation pieces) I guarantee Rolex is 100% aware of what is happening in the gray market.

My opinion, Rolex really doesn’t care that it is there. But I would not put it past them to take advantage of it to adjust their pricing on high demand models. I have wondered for years why they let someone else make the profit on a piece that has the demand the Daytona does. Only other option to make the bottom line as healthy is to make more watches. And they have proven (much to the approval of current Daytona owners) that they have no intentions of doing that.

I have no idea if they will have any increase at all. But I do know that for what you get the SkyD is one of the best values in the Rolex lineup at current pricing.


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[joli160]

Everyday their is a new price increase, just regular AD politics

[SteelSubmarinerGuy]

Originally Posted by Fleetlord

The previous SS Daytona had a huge increase a few years back to clean up all the flipping that was rampant.

Guess whats going on now?

Rampant flipping...

Guess what Rolex will do?

Raise prices at some point.

Rolex sees these references selling for big % over retail. If people are paying that from Grays, they will pay it from an AD.

Rolex sees the money they are leaving on the table and it won't stay on the table for much longer.

You are a smart man!!! That’s what I was thinking when I created this thread!


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[SteelSubmarinerGuy]

Originally Posted by bdex75

Hope they do it to the Daytona too. Will fix the flipping problem.

Same thing with concert tickets. They sell first hand for $75 for a good artist, sell out immediately and resale market is $350. Why not let the artist and promoter taking the risk reap the reward?? Why some gray market scalper???


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Mine said he is positive that the Daytona is going up as well.


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[jhunter3]

Originally Posted by The Argonaut

Well, if that's true it's good news in one sense: it'll be quite easier to buy a SS SD in 2018. One of the reasons the watch is popular is because after tax, its just over $15k. Yes, that's expensive, but its quite a lot of watch for the money However, if the price goes to $18,400, that's pushing the watch to the $19.5k range (and higher in some states), putting it beyond reach of many. $20k is a distinct threshold, and many who would pay $15k for the watch, will not pay $20k for it.

In my view, raising the price this much could backfire for Rolex. The demand is there for the watch at $15k. I don't know if that demand would remain if the watch is a tad under $20k. After all, the original precious metal Sky Dwellers didn't sell in big numbers because everyone liked the watch, but no-one wanted to pay the high cost.

Makes sense, but I guess it depends on how many they're putting out there, because apparently there are some people out there willing... Rolex's challenge would just be to figure out exactly how many.

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[superdog]

Strangle the market. Reduce all stock.

Increase the pricing and reintroduce the product into the market.

Brilliant.

[The Argonaut]

Originally Posted by jhunter3

Makes sense, but I guess it depends on how many they're putting out there, because apparently there are some people out there willing... Rolex's challenge would just be to figure out exactly how many.

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Absolutely, and Rolex is a very conservative company. It’ll be interesting to see what they do in 2018, and whether the Sky Dweller remains hot. I think it might for blue, but not for white or black.


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[watchwatcher]

Originally Posted by travisb

The AD wouldn't know regardless of his source.

An increase is long overdue however so it wouldn't surprise anyone if it happened in 18'.

Absolutely. Do people really think they are getting in on the ground floor of Rolex corporate strategy by having a 10 minute conversation with an AD?

This mystifies me, yet thread after thread on this...unbelievable.

[RaceDoc11]

While a price increase is always possible the amount does not make sense. If SS is going to be $18,400 how much the 2 tone will be? Currently at $ 17,150 it has to go up not necessarily by the same 28% but still, this significantly can hurt both lines. I don't think Rolex likes to compete with itself.

[Fleetlord]

Originally Posted by superdog

Strangle the market. Reduce all stock.

Increase the pricing and reintroduce the product into the market.

Brilliant.

Yes sir...

People are getting comfortable buying $11K Hulks and $16K SS Daytonas now...

So Rolex can make that money instead.

[SteelSubmarinerGuy]

Originally Posted by RaceDoc11

While a price increase is always possible the amount does not make sense. If SS is going to be $18,400 how much the 2 tone will be? Currently at $ 17,150 it has to go up not necessarily by the same 28% but still, this significantly can hurt both lines. I don't think Rolex likes to compete with itself.

What Fleetlors said:

People are getting comfortable buying $11K Hulks and $16K SS Daytonas now...

So Rolex can make that money instead.


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[superdog]

I believe this. Weather or not it’s a factual thread (I believe it likely is) this strategy is only logical.

Glad I have what I have. I hope they raise prices. And I hope it deters me from buying any morecwatxhes.

[The Argonaut]

Yes, there might be an increase, but you also have to ask if the same levels of demand will remain if the prices are increased and by how much. Rolex will not want to alienate or lose future buyers, which it could easily do if they get the increase wrong. Just because a small percentage of buyers will pay over the odds for a Daytona, etc, doesn't mean a new market price has been created and everyone will buy a Daytona at that price. The Sky Dwellers that are in the GM are not flying off the shelves? Why? They are priced too high. A big part of any brand is expanding one's base carefully in order to attract new buyers. The SS models all do that, and are very competitively priced. Suddenly making Daytona's, for example, $18K may result in lots deciding they cant afford the watch. Rolex has been around for too long, and is much too canny to practice that sort of amateur mistake.

[RaceDoc11]

I agree...

Originally Posted by The Argonaut

Well, if that's true it's good news in one sense: it'll be quite easier to buy a SS SD in 2018. One of the reasons the watch is popular is because after tax, its just over $15k. Yes, that's expensive, but its quite a lot of watch for the money However, if the price goes to $18,400, that's pushing the watch to the $19.5k range (and higher in some states), putting it beyond reach of many. $20k is a distinct threshold, and many who would pay $15k for the watch, will not pay $20k for it.

In my view, raising the price this much could backfire for Rolex. The demand is there for the watch at $15k. I don't know if that demand would remain if the watch is a tad under $20k. After all, the original precious metal Sky Dwellers didn't sell in big numbers because everyone liked the watch, but no-one wanted to pay the high cost.

[aquatimerfla]

Originally Posted by superdog

Strangle the market. Reduce all stock.

Increase the pricing and reintroduce the product into the market.

Brilliant.

Im not sure.

Lets say Rolex increases prices.Fair enough.

Than they release a SS Coke GMT for example. Will the greys get all the first stock and sell at a premium again? will all the people on the 'list' get a new coke and flip immediately?

I see nothing changing unless Rolex increases their supply. I understand they dont want to 'flood' the market but on the flipside underserving the market creates the Trusted Scalper situation we have today with popular sport models.

Basel 18 will tell us all how Rolex intends to operate moving forward. In last months watchtime their was an article on Patek vs Rolex and apparently Patek is telling their ADs to stop selling watches to 'known' resellers and only to those they know for certain will not resell. Not sure how that will work out.

Bottomline. Rolex needs to release the daytonas and sport models along with a price increase if need be. The amount of Rolex BNIB available for resale @ increased prices these days has become ridiculous. Rolex can fix it. Let buyers 'order' Daytonas and wait 2 months for example. Let ADs have showpieces in which buyers try on and than decide too order. This way Rolex can control and fulfill demand without flooding the market.

[HogwldFLTR]

As I said earlier, only a small fraction of the population is willing to pay over inflated prices. I can see a price increase but if Rolex uses the grey market as a gauge I'm pretty certain they'll shoot themselves in the foot. Now anyone who has their grails would have no issue; those trying to buy would be the ones hung out to dry.

[peterpl]

Thats a big big increase from rrp. I dont think that would work and honestly probably put off many many many buyers.

Dont forget TRF is a tiny community of the Rolex customers.

[GB-man]

Lol no. The reason watches are commanding a premium is because Rolex is controlling supply. Not because everyone is dying for a skydweller in ss. If they made as many of them as DJs or subs they would be collecting case dust.

[RaceDoc11]

Exactly! keeping the supply less than the demand even if the demand is really low.

Originally Posted by GB-man

Lol no. The reason watches are commanding a premium is because Rolex is controlling supply. Not because everyone is dying for a skydweller in ss. If they made as many of them as DJs or subs they would be collecting case dust.

[The Argonaut]

I had lunch today with a very serious PP and Rolex collector. I mean serious. He’s the VIPs VIP, and is very knowledgeable about both brands. As he advised today, Rolex doesn’t really care about making more money. They’re the top of tree, and know it. They’re beyond simple things such as making more money, which they know they could do as easily as turning on a tap. They’re concerned totally with product control and reputation, which is why they do everything at tectonic speed. They don’t need to do anything, and they’ll do nothing to jeopardize their market position. Demand for their product completely outstrips supply, and will for the future providing they keep doing what they’re doing. So, what does this mean? Will they put up their prices? Maybe. If so, it won’t be by much because they’re interested in protecting and maintaining their strong position worldwide. No one bar Rolex knows what they’ll do, and they’re not saying. In other words, it doesn’t matter. But what you like, and don’t worry.


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[The Argonaut]

Originally Posted by GB-man

Lol no. The reason watches are commanding a premium is because Rolex is controlling supply. Not because everyone is dying for a skydweller in ss. If they made as many of them as DJs or subs they would be collecting case dust.

Absolutely. If Rolex made them available tomorrow, they’d be like most other watches. They’re special because of what they are, and that you have to work to get one—well, most of us. You have to sweat a little for one, and that makes them all the sweeter. I’ve never been in a position to spend $1000s only to find I can’t because no-one will take my money. I have to get in line like the rest.


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