Since January 1st we have seen the 2023 Rolex and Tudor Retail price increase.

After the price increase already recorded for the crowned brand in November 2022, in addition to the one that took place in January 2022, both brands have now raised the bar for their references.

The price updates in short

For Rolex, the delta of increase is between 0.4% and 6.6%, while the average is almost 3.5%. In Tudor’s case, the delta is much higher, between 8.5% and 14.1%, with an average of 9.8%.

For Rolex, the greatest increases concern the steel and gold references and the model to grow the most (in %) was the Oyster Perpetual + 5.9% In the case of Tudor, the model with the most increase was the Black Bay GMT S&G.

The complete list of the 2023 Rolex and Tudor retail price increase

Below you will find the (almost) complete list of the 2023 Rolex and Tudor retail price increase, with the exception of some models as the configurations can be multiple (e.g. Datejust/Day-Date).

ROLEX

TUDOR

Final thoughts

The 2023 Rolex and Tudor retail price increase is a rather controversial topic, between the brand that wants to keep the value of its watches high and exclusive, and collectors who are looking for the exact same timepieces but with a much higher price within a few years .

Since 2020 we have seen an unprecedented increase in prices on the secondary market, which has led both Rolex and then Tudor to raise their list prices. All surrounded today by a very marked global inflation.

Between 2020 and 2021, however, a lot has changed. Today, gray market prices are falling, despite Rolex Certified Pre-Owned offering exorbitant prices for pre-owned models. The brand’s desire to grab a slice of the gray market is more than legitimate, but now everything is changing. Direct sales through its own retailers is the only means of turnover. Even today the demand for sports models is very high and there is still unsatisfied demand. At the same time, however, the increase in price lists followed the logic that the secondary market is growing.

What will we see in the future? Rumors say that in 2023 production will be increased by 20-25%, which would lead to around 1.3 million pieces produced. Will brands continue to relentlessly raise prices? Although the secondary market no longer follows?

For all the updates on the 2023 Rolex and Tudor retail price increase, follow the IWS Instagram profile.