Rolex website updated...new prices up.

[Kyle3130]

I’ll drink to that. Got my 124060 at the right time.

[Nice marmot]

So my first thoughts are that the ss sport models saw about a 10.5% increase. Take the no date sub for example it went from 8100 to almost 9k, the explorer from 6450 to 7200. Rolex watches are certainly a luxury and something no one actually has a need for. That said,Rolex is certainly a brand people aspire to own, perhaps more so than any other luxury good. A person of relatively modest means that saved for that Explorer or sub may now say “to hell with it I’m out”. I think that customer is getting priced out of the brand

As for the precious metal sports models they went from what 39k to a little over 40k? Who
cares? I’m sorry if you have 40k to drop on a watch you have 45k to drop on a watch. Rolex should have probably gone up more on those. Please spare me the “my money is import to me” bullshit if you disagree.

Of course all of this is a moot point because an average person can’t walk into to an AD and buy a damn thing anyway.

[SaintMickey]

Originally Posted by Nice marmot

So my first thoughts are that the ss sport models saw about a 10.5% increase. Take the no date sub for example it went from 8100 to almost 9k, the explorer from 6450 to 7200. Rolex watches are certainly a luxury and something no one actually has a need for. That said,Rolex is certainly a brand people aspire to own, perhaps more so than any other luxury good. A person of relatively modest means that saved for that Explorer or sub may now say “to hell with it I’m out”. I think that customer is getting priced out of the brand

As for the precious metal sports models they went from what 39k to a little over 40k? Who
cares? I’m sorry if you have 40k to drop on a watch you have 45k to drop on a watch. Rolex should have probably gone up more on those. Please spare me the “my money is import to me” bullshit if you disagree.

Of course all of this is a moot point because an average person can’t walk into to an AD and buy a damn thing anyway.

I definitely think for the average guy who just wants his first and maybe only "good" watch it could be a problem..in the example of the Submariner might be a "mental/psychological" block that makes it hard for them to spend over $10,000 for a stainless steel watch.

And I wouldn't blame them...I'm just parking cash but have to illusions that its ridiculous as well.

[amanbra]

Originally Posted by Nice marmot

So my first thoughts are that the ss sport models saw about a 10.5% increase. Take the no date sub for example it went from 8100 to almost 9k, the explorer from 6450 to 7200. Rolex watches are certainly a luxury and something no one actually has a need for. That said,Rolex is certainly a brand people aspire to own, perhaps more so than any other luxury good. A person of relatively modest means that saved for that Explorer or sub may now say “to hell with it I’m out”. I think that customer is getting priced out of the brand

As for the precious metal sports models they went from what 39k to a little over 40k? Who
cares? I’m sorry if you have 40k to drop on a watch you have 45k to drop on a watch. Rolex should have probably gone up more on those. Please spare me the “my money is import to me” bullshit if you disagree.

Of course all of this is a moot point because an average person can’t walk into to an AD and buy a damn thing anyway.

You’re right re if you 40k you have 45k. The thing is there is a bit of a price ceiling at that end with the higher tier brands lurking.

With ss they set the prices. Still a huge gap to the next tier.

I genuinely don’t think the 10-11% ss jump will actually stop the good majority of those waiting for a wAtch.


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[linekerca]

what is the point? I can't get one at either price anyway...

[SaintMickey]

Originally Posted by linekerca

what is the point? I can't get one at either price anyway...

Not with that attitude! I got 3 last year from the AD at MSRP (obviously). First one with zero purchase history...

Think you can't...well then you won't.

[Watch This]

SS Ym2 unchanged.

[SaintMickey]

Originally Posted by Watch This

SS Ym2 unchanged.

Thats a good of a starting point as any....

YM 2 is being discontinued!!!!!!!!!

[Tell44]

Well im happy I got my Milgauss Z Blue just under the wire! $850 increase.

Havent’t taken delivery on an Explorer II yet though. Oh well. Ill pay it!

[10klakes]

Interesting price difference on YG (43k) versus WG (48k). I could be wrong, but it looks like the WG YM2 went from 44k to 48k…

[SaintMickey]

Precious Metals are looking better every day...that's the logical direction I'm going in anyway ...less pieces but PM.

[J to the Z]

Perhaps this will help. I need to ask my AD what the new platinum prices are, but this should help people with remembering what prices used to be versus new prices. All prices are for the US and are in USD.




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[JodyHighroller]

Originally Posted by J to the Z

Perhaps this will help. I need to ask my AD what the new platinum prices are, but this should help people with remembering what prices used to be versus new prices. All prices are for the US and are in USD.


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Regarding the RG SkyD on OF and oyster, I’m surprised as this is the first time I’ve seen Rolex lower retail price.

[J to the Z]

Originally Posted by JodyHighroller

Regarding the RG SkyD on OF and oyster, I’m surprised as this is the first time I’ve seen Rolex lower retail price.

I know, that was surprising to me as well. Perhaps some other references saw minor decreases as well outside of this batch of 76 of the most popular references.


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[Trek360]

Originally Posted by J to the Z

Perhaps this will help. I need to ask my AD what the new platinum prices are, but this should help people with remembering what prices used to be versus new prices. All prices are for the US and are in USD.


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Thank you for providing this!

[Santiago32]

Originally Posted by J to the Z

Perhaps this will help. I need to ask my AD what the new platinum prices are, but this should help people with remembering what prices used to be versus new prices. All prices are for the US and are in USD.




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Thank you! Glad to see the OF Daytona was marginal

[samuel019]

Originally Posted by J to the Z

Perhaps this will help. I need to ask my AD what the new platinum prices are, but this should help people with remembering what prices used to be versus new prices. All prices are for the US and are in USD.




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Thanks for posting this. Much better than the manual one I did

What I find interesting is from a % stand point the EXP II was almost the highest. Higher than the most

Hmmm. Glad I got my new EXP II and Sub when I did via my A D

[J to the Z]

Originally Posted by samuel019

Thanks for posting this. Much better than the manual one I did

What I find interesting is from a % stand point the EXP II was almost the highest. Higher than the most

Hmmm. Glad I got my new EXP II and Sub when I did via my A D

I’m glad it is useful for everyone here! It occurred to me yesterday (Dec 31) that the Rolex website would be updating with the new prices so I scraped the prices from the website before the update and then right after the update.

I agree, it is fascinating how the Explorer line saw such big increases from a % standpoint.


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[jlovda]

Interesting that a few days ago when the pricing rumors began, everyone was surprised that the AD margin dropped from 40% to 36%. With an average price increase of 10% I don't think they are complaining.

[DoctorA]

SS YMII did not get a price increase!!! I think that’s a big telling sign that it’s getting discontinued!!

[rolexjackson]

I wonder how much other brands will increase their prices next year?


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[nosignalbmwdriver]

Glad to see 116688 YM2 YG stays the same price

[Wismo]

Interestingly, Tudor prices appear to be unchanged.

[SaintMickey]

Originally Posted by Wismo

Interestingly, Tudor prices appear to be unchanged.

They make the Tudor employees work weekends so they will probably update the website tomorrow.
Somebody has to dig the ditches!

[S``]

I doubt an increase in steel Daytona to ~15k vs 40k in secondary market makes availability in ADs cases any better. Onto the next topic

[ThornappleWatch]

I'm not sure why, but the 10% increase on the sub date kinda ticks me off. I have one, don't need another of exact same model, so doesn't/won't effect me personally, but leaves a bad taste in my mouth. Most will disagree...

[brandrea]

More money for the foundation.

[logo]

Friend of mine who was looking at a 278271 (31mm DJ, RG/SS, fluted, jubilee, MOP/diamond dial) just said she thinks the price actually went DOWN by ~10%. I tried looking on the Rolex site and it’s glitchy for me, prices bouncing all over the place for that reference. Anyone else able to see?

[Roddypeepa]

Well it didn’t take long for price rises to filter onto Chrono24. 114060 lowest asking price private seller 9499 GBP up from late 8000s last week (uk sellers only).


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[ArtNouveau]

I’m kind of shocked that the SS Daytona has now gone up $2150 in just two years since I got mine for $12400. Not 100% positive I would have asked for one at the current $14550.
Rolex price increases have never been about inflation, more demand driven I would say. At least in the US we had an almost decade long period of no price increases, now two hikes in two years just like the “old days.” I am happy that the only piece I’m waiting on, an OP41, was just barely raised. I am grateful that I got my last three pieces before the price hikes.