Breaking Down Rolex’s Latest 2024 Price List

In 2023, Rolex saw a notable price decline within the secondary market. As we kick off the new year, Rolex is rebounding with a more conventional price increase for 2024.

Curious about the implications of this shift? Dive into the details in this article to gain a comprehensive understanding of the scenario.

Rolex Increases List Price for 2024

At the onset of each new year, it’s customary for esteemed brands such as Rolex to recalibrate their pricing strategies. In early 2023, Rolex implemented a notable upswing in the Recommended Retail Price (RRP) across most of its models.

This increase particularly impacted those crafted from precious metals and featuring two-tone designs. This marked increase sparked considerable attention and discussion within the watch industry.

Now, in 2024, while Rolex continues its practice of adjusting list prices, the increases are more reasonable. According to the 2024 Rolex price list, there’s an overall uptick of approximately 4% in the RRP, representing a more measured adjustment.

This new pricing structure was unveiled on January 1st, encompassing both Rolex and Tudor models. In addition to the pricing update, Rolex has been quite active since the previous year’s close. 

In late December and early January, Rolex showcased a limited edition Day-Date featuring an enamel dial designed exclusively for the Vienna Philharmonic. 

Rolex has enjoyed a longstanding partnership with the Vienna Philharmonic since 2008 and has held the exclusive sponsorship of the renowned New Year’s Concert since 2009.

Complete List of Rolex Price Increases

This year, Rolex adjusted most of its product lineup. Let’s delve into the 2024 Rolex price list’s intricacies, examining each collection’s details.

1. Oyster Perpetual

The Oyster Perpetual models, especially the 36mm version (Ref. 126000), have seen the most significant surge in 2024, registering a notable uptick of +11.82% compared to the previous year. 

This substantial increase could be attributed to the unique dynamics observed in the secondary market. Resale prices have witnessed a rapid and significant rise, prompting Rolex to recalibrate its pricing in response to this pronounced “market” influence. 

The 36mm model is the frontrunner regarding list price increments over the last two years. Presently, the price for this reference is 15.45% higher than it was two years ago, marking the most substantial percentage hike among all the watches analyzed.

Below is the comprehensive price comparison for the Oyster Perpetual collection, based on the Italian catalog and in Euros. Please note that there may be slight variations in the applied VAT systems in other countries.

2. GMT-Master II

The GMT lineup has undergone notable price shifts this year. The previous year, the GMT-Master II Batman, Pepsi, and Sprite/Destro experienced a 7% price uptick. 

Specifically, Reference 126710, available in both Oyster and Jubilee bracelet configurations, recorded a substantial increase of approximately +11%. 

This trend is consistent across all variants of the steel GMT, including the ‘Destro,’ with the current pricing hovering around the 11k mark. The 126715CHNR witnessed a more moderate increase at +4.17%.

Adding to the mix, two new models were unveiled at Watches & Wonders in 2023—the GRNR versions featuring yellow gold or yellow Rolesor cases and bracelets. Despite their recent debut, these models haven’t escaped the price surge. The comprehensive list is provided below.

3. Submariner 

The Rolex Submariner collection undergoes a modest price uptick of approximately 4%. There’s no discernible evolution in the collection, maintaining the design integrity from its last update in 2020 as a quintessential dive watch. 

Notably, the no-date model (ref. 124060) takes the lead with a pricing increase to €9,550, while the date version experiences a +3.86% rise. The detailed list is outlined below.

4. Daytona

The Rolex Daytona, hailed as the brand’s star cosmograph, underwent a complete overhaul in March 2023, leading to a change in reference number in April 2023 with the introduction of Ref. 126500, replacing the previous Ref. 116500.

This collection stands out for some of the most substantial increases, particularly in the last two years. Ref. 116508 has experienced a notable growth of +15.28%, ranking second to the Oyster Perpetual 126000 in percentage increase.

The classic model with a black bezel (Ref. 126500LN) has seen a +6.38% increase. Meanwhile, the Oysterflex configuration (Ref. 126519LN) followed a +6.16% uptick. Here is the complete list of Daytona’s new prices in 2024.

5. Yacht-Master

The dynamics of the Rolex Yacht-Master and Yacht-Master II collections have consistently set them apart from the broader professional collection.

Within the Yacht-Master lineup, we observe some of the most restrained increases in our analysis. 

To break it down, Ref. 126622 sees a subtle uptick of +2.02%, while the model sporting a rubber bracelet (Ref. 126655) shows a growth of +3.96%. 

It’s worth noting that the Yacht-Master II displays the most conservative increase, standing at just +1.86%. For a comprehensive overview, refer to the table below for the complete list.

Why Rolex Updates Price Lists Each Year

The yearly uptick in prices isn’t arbitrary—various factors drive it. One major influencer is inflation, coupled with the fluctuations in raw material costs, prompting many watchmakers to recalibrate their pricing strategies.

Recent years have witnessed these components playing a pivotal role in the global economy. The post-pandemic era saw a surge in inflation in the United States and Europe, while geopolitical tensions contributed to heightened costs of both raw materials and energy. 

In 2023, thanks in part to Central Bank interventions, inflation was curbed, resulting in more subdued list price increases than the spikes in January the previous year.

Notably, the average increase in 2024 is 4%, a significant drop from the 7.8% recorded in 2023—roughly half the percentage. The previous year’s surge was so remarkable that Rolex implemented two increments, one in November 2022 and another in January 2023, aiming for a more gradual adjustment.

The shifts in Rolex collection prices could alter trends in the watch market this year. However, this price increase is definite and aligns with the prevailing market conditions.

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