What if Rolex doubled their Prices?

[Oxfordian]

Originally Posted by 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 .

It would also stop many people from buying Rolex watches, those people who have done their homework, have realised that a Rolex is for life and want to celebrate a special event in their lives with a Rolex watch.

If my DJ had been double the price when I enquired at the AD I wouldn’t have it now, the same would apply to my Submariner. In fact if I hadn’t bought the DJ I would not have been offered the Submariner.

Rolex watches are a mass produced item, 800,000 or more per year, why would anyone pay 12,000 for an entry level watch? Or 70,000 for a gold watch, these are not hand built marvels lovingly created by a master craftsman, they are a mass produced item with human intervention to get them assembled.

Sure those who have FOMO disease will pay whatever it costs to get their Daytona/Submariner/GMT but they are a minority, most people will buy their watches from the AD.

Hype is driving demand, hype is driving prices ever upwards for Rolex watches, at some point in the future it will change and there will be a levelling up.

Doubling prices at the AD will not help anyone IMHO.

[drrd]

Originally Posted by 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 .

Rolex is part of a registered charity. Short term maximal profit might not be their main consideration.

[Kinnakeet]

If Rolex doubled prices it would be a foolish mistake. They won’t

[Goin2drt]

In the current economy they would all still be sold no problem. Go for it. I would be curious to see what happens to the gray market if this happened so let's try it out.