As the new year arrives, along with resolutions for a fantastic 2024, we’ve just witnessed the now customary increase in Rolex’s price list.
Let’s now delve into the details of the increase that all models of the crowned house have undergone.
Rolex List Prices in 2024
First of all, as expected, the Daytona Le Mans was correctly discontinued in 2024.
The price increase for Rolex at the beginning of this year ranges from a minimum of 1.91% for the Deepsea Sea-Dweller Challenge, to 5.75% for the GMT Master Jubilee Left-handed.
The average general increase is just over 4%. This is higher than last year’s average, which was around 3.5%.
Without further ado, here you have the full list of Rolex prices variation.
Complete List of Rolex Price Increases
| Year end 2023 | 2024 | % Increase | |
| Oyster Perpetual 36 | € 6,150 | €6,350 | 3.25% |
| Oyster Perpetual 41 | € 6,450 | €6,650 | 3.10% |
| Avg. | 3.18% | ||
| Datejust 36 steel | € 7,500 | €7,750 | 3.33% |
| Datejust 41 steel | € 8,150 | €8,500 | 4.29% |
| Avg. | 3.81% | ||
| Explorer I | |||
| Steel 36 mm | € 7,300 | €7,500 | 2.74% |
| Steel 40 mm | € 7,750 | €7,950 | 2.58% |
| Steel and Gold | € 11,850 | €12,400 | 4.64% |
| Avg. | 4.98% | ||
| Explorer II | € 9,750 | €10,100 | 3.59% |
| Milgauss | discontinued | discontinued | |
| Air-King | € 7,500 | €7,750 | 3.33% |
| Submariner | € 9,150 | €9,550 | 4.37% |
| Submariner Date | |||
| Steel | € 10,350 | €10,750 | 3.86% |
| Steel and green | € 10,850 | €11,300 | 4.15% |
| Gold and Steel | € 15,750 | €16,500 | 4.76% |
| Yellow Gold | € 39,300 | €40,800 | 3.82% |
| White Gold | € 42,200 | €43,900 | 4.03% |
| Avg. | 4.12% | ||
| Deepsea Sea-Dweller | |||
| Std | €14,300 | €14,850 | 3.85% |
| D-Blue | €14,620 | €15,170 | 3.76% |
| Challenge | €26,200 | €26,700 | 1.91% |
| Avg. | 3.17% | ||
| Yacht-Master 42 | |||
| Yellow Gold | € 29,350 | €30,600 | 4.26% |
| White Gold | €30,750 | €32,000 | 4.07% |
| Titanium | €14,150 | €14,750 | 4.24% |
| Avg. | 4.19% | ||
| GMT Master | |||
| Oyster Left-handed | € 11,300 | €11,750 | 3.98% |
| Jubilee Left-handed | € 11,300 | €11,950 | 5.75% |
| Oyster | € 10,750 | €11,200 | 4.19% |
| Jubilee | € 10,950 | €11,400 | 4.11% |
| Steel and Everose | € 16,250 | €17,150 | 5.54% |
| Rolesor | € 16,550 | €17,400 | 5.14% |
| Yellow Gold | € 39,200 | €40,700 | 3.83% |
| Everose | € 40,800 | €42,500 | 4.17% |
| White Gold and Meteorite | € 43,100 | €44,850 | 4.06% |
| Avg. | 4.53% | ||
| Sky-Dweller | |||
| Oyster Steel | € 15,800 | €16,400 | 3.80% |
| Oyster Steel and Gold | € 19,400 | €20,500 | 5.67% |
| Oysterflex Yellow Gold | € 41,450 | €43,100 | 3.98% |
| Oysterflex Rose Gold | € 42,950 | €44,700 | 4.07% |
| Avg. | 4.38% | ||
| Daytona | |||
| Steel | €15,200 | €15,850 | 4.28% |
| Yellow Gold | €39,800 | €41,500 | 4.27% |
| White Gold | €42,700 | €44,500 | 4.22% |
| Everose | €42,700 | €44,500 | 4.22% |
| Platinum | €79,900 | ||
| Oysterflex Yellow Gold | €30,850 | €32,100 | 4.05% |
| Oysterflex Rose Gold | €32,350 | €33,600 | 3.86% |
| Oysterflex White Gold | €32,350 | €33,600 | 3.86% |
| Le Mans in White Gold | €51,700 | discontinued | |
| Avg. | 4.11% | ||
| Perpetual 1908 | |||
| Yellow Gold | €22,150 | €23,050 | 4.06% |
| White Gold | €23,450 | €24,350 | 3.84% |
Final Remarks
With this new price increase, already much discussed within the world of collecting, Rolex once again positions itself even higher in terms of prices. What is certainly being asked today is whether there can ever be a sort of brake on this phenomenon of rapid increase in list prices.
Indeed, as much as it may seem quite normal, especially to young collectors, the repeated increase even several times a year, was not at all common. On one hand, the need to keep up with the pressing inflation that inevitably increases all prices of raw materials, on the other, an excellent situation to raise their prices and position the product at an even higher level.
Certainly, the price increase is the consequence of an increase in costs to produce the timepieces. At the same time, if they were to increase again so rapidly, they could deter collectors from purchasing a given model.
Only time will tell if this trend of increasing price lists will find peace so that it can settle; or continue without repercussions for the Maison.
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