Rolex price increases 2024 – everything you need to know

LuxuryWatchesRolex price increases 2024 – everything you need to knowFrom Daytona to Datejust, here’s every price change you need to know aboutWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.

From Daytona to Datejust, here’s every price change you need to know about

When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.

(Image credit: Rolex)

Rolex Cosmograph Daytona

(Image credit: Rolex)

While thebest Rolexmodels haven’t been a breeze to pick up at retail for a while now, they’ve at least been relatively well priced. Compared to the secondary market prices, Rolex at retail is quite the steal.

That was perhaps best shown with theRolex Certified Pre-Ownedprogram. Introduced last year as a means for official Rolex Authorised Dealers to combat the burgeoning grey market, the program only really served to showcase just how disparate the two are.

As the new year rolled in, so too did another round of price increases for the lineup. That’s not entirely uncommon – we see the prices of bigwatchesfrom major retailers jump about once per year. Here, we’re going to dive into the changes and analyse just what it means for those looking to buy.

(Image credit: Rolex)

Rolex Day-Date 36

(Image credit: Rolex)

Have Rolex prices increased in 2024?

Simply put – yes, they have. As mentioned above, though, that’s not entirely uncommon. Luxury watches tend to increase in price each year, sort of like inflation.

(Image credit: Rolex)

Rolex 1908

(Image credit: Rolex)

Which Rolex models are more expensive now?

Get all the latest news, reviews, deals and buying guides on gorgeous tech, home and active products from the T3 experts

(Image credit: Rolex)

Rolex Sky-Dweller

(Image credit: Rolex)

Why are Rolex increasing prices?

I’m sure if you speak to someone at Rolex about the price hikes you’ll be told something about ‘market conditions’ or ‘weakening currencies’. I’m not sure if I necessarily believe either of those, though.

The price of gold hasn’t changed massively in the last year, so there’s no real material cost difference there. Inflation sat at3.9% in November, which possibly is an indicator.

I think there’s a different reason why, though. Cynical though it may be, I think this is Rolex attempting to push their luck with pricing one last time. We’ve seen grey market prices sinking fast in recent months, falling away from their grossly inflated heights.

If that trend continues at the same rate – a big ‘if’, I grant you – secondary dealers may soon be selling at near-enough parity with retail pricing. I think Rolex recognise this, and are making a last ditch attempt to move prices closer to the current market value.

It’s done tastefully, though. A 3-5% increase isn’t going to be too bitter a pill for those spending several thousands of pounds on a watch. It’s not too out of line with historic price rises, either, making it unlikely that anyone would question it.

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