Rolex pricing (price list and evolution)

Introduction

The Rolex pricing is among watch enthusiasts’ most popular and debated topics. It comes standard each time the brand consistently updates its product portfolio, yet, Rolex usually increases its entire price list in the first and second half of the year.

In the last two years, the brand’s price list didn’t change due to the pandemic until the start of 2022, when Rolex increased the price list throughout its offering and added new products at the end of March.

With the beginning of 2023, Rolex has once again updated its price list. Please find below the Rolex price list updated to 1 January 2023 concerning the professional models, the most desired Rolex watches by far.

As 2024 kicks off, Rolex has updated its price lists again.

Let’s take a look at the Rolex 2024 prices by collection and reference; we’ll finalize the analysis by detailing the Rolex price increase from 2021 to 2024 (as of January).

The Rolex pricing evolution 2022 to 2024.

The 2022 new Rolex pricing was mainly affected by the following factors:

• a comprehensive price increase (across all luxury brands, too) at the beginning of the year,
• New models’ or simple updates led to a further rise in the price list, generating a combined effect.
• A further price increase came into effect on November 1, 2022.

January 2023: the Rolex price list has a new increase

In January 2023, Rolex made a further price increase, raising the average list price of the models listed here by nearly 3,0%, with the most significant increase expected on the 41 and 36-mm Oyster Perpetual and the Sea-Dweller in Rolesor.

Rolex increases its price list at the beginning of 2024

Here is the 2024 Rolex price list and the comparison with its 2023 one (2024 prices are in italics). Consider that the new Rolex 2024 price list is already in force, as you can check via the brand’s official website.

Oyster Perpetual 2023

• • Oyster Perpetual 41mm ref. 124300: 6.450 €
  • Oyster Perpetual 36mm ref. 126000: 6.150 €

Oyster Perpetual 2024

• • Oyster Perpetual 41mm ref. 124300: 6.650 €
  • Oyster Perpetual 36mm ref. 126000: 6.350 €

Explorer 2023

• • Explorer I ref. 124270: 7.300 €
  • Explorer I ref. 124273: 11.850 €
  • Explorer II ref. 226570: 9.750 €

Explorer 2024

• • Explorer I ref. 124270: 7.500 €
  • Explorer I ref. 124273: 12.400 €
  • Explorer II ref. 226570: 10.100 €
  • Nuovo Explorer 40 ref. 224270: 7.950€

Submariner 2023

• • Submariner ref. 124060: 9.150 €
  • Submariner Date ref. 126610LN: 10.350 €
  • Submariner ref. 126610LV: 10.850 €

Submariner 2024

• • Submariner ref. 124060: 9.550 €
  • Submariner Date ref. 126610LN: 10.750 €
  • Submariner ref. 126610LV: 11.300 €

GMT-Master II 2023

• • GMT-Master II ref.126710BLRO Jubilee: 10.950 €
  • GMT-Master II ref.126710BLRO Oyster: 10.750 €
  • GMT-Master II ref. 126710BLNR Jubilee: 10.950 €
  • GMT-Master II ref. 126710BLNR Oyster: 10.750 €

GMT-Master II 2024

• • GMT-Master II ref.126710BLRO Jubilee: 11.200 €
  • GMT-Master II ref.126710BLRO Oyster: 11.400 €
  • GMT-Master II ref. 126710BLNR Jubilee: 11.200 €
  • GMT-Master II ref. 126710BLNR Oyster: 111.400 €
  • GMT-Master II ref. 126713GRNR Jubilee: 17.400€
  • GMT-Master II ref. 126718GRNR Jubilee: 40.700€

Daytona 2023

• • Daytona ref. 126500LN: 15.200 €
  • Daytona ref. 126515LN: 32.350 €
  • Daytona ref. 126518LN: 30.850 €
  • Daytona ref. 126519LN: 34.350 €
  • Daytona ref. 126505: 42.700 €
  • Daytona ref. 126506: su richiesta

Daytona 2024

• • Daytona ref. 126509: 42.700 €
  • Daytona ref. 126500LN: 15.850 €
  • Daytona ref. 126515LN: 33.600 €
  • Daytona ref. 126518LN: 30.850 €
  • Daytona ref. 126519LN: 33.600 €
  • Daytona ref. 126505: 44.500 €
  • Daytona ref. 126506: 79.900€
  • Daytona ref. 126509: 44.500 €

Sky–Dweller 2023

• • Sky-Dweller ref. 336934 Oyster: 15.800 €
  • Sky-Dweller ref. 336934 Jubilee: 16.000 €
  • Sky-Dweller ref. 336238: 41.450 €
  • Sky-Dweller ref. 336235: 42.950 €

Sky–Dweller 2024

• • Sky-Dweller ref. 336934 Oyster: 16.400 €
  • Sky-Dweller ref. 336934 Jubilee: 16.600 €
  • Sky-Dweller ref. 336238: 43.100 €
  • Sky-Dweller ref. 326235: 44.700 €

Yacht-Master 2023

• • Yacht-Master 40 Ref. 126622: 12.400 €
  • Yacht-Master 40 Ref. 126655: 29.050 €
  • Yacht-Master 42 Ref. 226627 RLX Titanium: 14.150 €

Yacht-Master 2024

• • Yacht-Master 40 Ref. 126622: 12.650 €
  • Yacht-Master 40 Ref. 126655: 30.200 €
  • Yacht-Master 42 226627 RLX Titanium: 14.750 €

Sea-Dweller 2023

• • Sea-Dweller Ref. 126600: 13.350 €
  • Sea-Dweller Ref. 126603: 18.150 €

Sea-Dweller 2024

• • Sea-Dweller Ref. 126600: 13.900 €
  • Sea-Dweller Ref. 126603: 19.000 €

Deepsea 2023

• • Deepsea Ref. 136660: 14.300 €
  • Deepsea Ref. 136660 Blue: 14.620 €
  • Deepsea Challenge Titanio RLX Ref. 126067: 26.200 €

Deepsea 2024

• • Deepsea Ref. 136660: 14.850 €
  • Deepsea Ref. 136660 Blue: 15.170 €
  • Deepsea Challenge Titanio RLX Ref. 126067: 26.700 €

Rolex price list differences between 2024 and 2023

The price list has increased yearly by 4% on average, with some peaks explained in the following paragraphs.

Oyster Perpetual: a steady price increase

The Oyster Perpetual is one of the brand’s most iconic Rolex models. It did not undergo significant price changes at the beginning of 2022 but increased further in November 2022 and January 2023, and in January 2024, it experienced another widespread increase.

The Oyster Perpetual collection

Despite the new Submariner holding the headline news in 2021, the Oyster Perpetual collection has undergone a revamp and, most importantly, a new 41mm lineup has replaced the now-phased-out 39mm one.

Let’s begin with introducing the two new 41mm references: the former is the reference 124300 with a silver dial; the latter is the reference 124300 with a black dial. Both models showcase a sunray finish.

They showcase 18-karat gold indexes and hands in yellow or white gold, respectively. I’m not fond of the new case size that much, honestly, and I’m not praising Rolex for phasing out such a sleek timepiece like the Rolex Oyster Perpetual 39mm reference 114300. Yes, the Rolex Oyster Perpetual 39 has been discontinued. However, let’s hope to get our hands on the new watches to give our final verdict.

The major esthetic changes

However, from an aesthetic standpoint, the new dial doesn’t look as clean as an Oyster Perpetual 39’s; the double index applied at three, six, and nine makes the new 41mm model look chunky. It tends to make this Oyster’s dial look like a kind of Datejust 41.

Conversely, the new Chromalight-filled indexes overcome one of the old Oyster Perpetual 39’s weak points: poor readability in the dark. Let’s expect the current Oyster Perpetual 39 in stock to increase its value on both the new and used Rolex market.

The evergreen Oyster Perpetual 36 126000 now offers new and stronger-than-ever colour options. It keeps playing with colourful dial options, with the phased-out Grape or Green dials standing out in the past. Please welcome new colour palettes, more vivid than ever before, and confirm the 36mm option is the unisex, small-wrist oriented Oyster.

Why has the Rolex pricing of such a classic model grown so much? As with most Rolex watches, the gap between supply and market demand has quickly resulted in product shortages of most professional Rolex watches, thus pushing fans to register their interest for timepieces once available at their nearest Rolex AD network. Let’s keep in mind that the time interval under the loupe has seen the most significant gap between product offering and demand, in recent times, for Rolex.

Oyster Perpetual 41mm – Ref. 124300

• Retail price 2021: € 5,600
• Retail Price 2022 Jan-Oct: € 5,850 (+ 4.4%)
• Delta Retail Price 2022: € 6.100 (+4,3%)
• Retail Price Jan 2023: 6.450 € (+5,7%)
• Delta Retail Price January 2024: 6.650 € (+3,1 %)

Price Increase 2021-2024: 17.5 percentage points.

Oyster Perpetual 36mm – Ref. 126000

• Retail price 2021: € 5,300
• Retail Price 2022 Jan-Oct: € 5,600 (+ 5.7%)
• Retail Price end of 2022: € 5,800 (+3,6%)
• Retail Price Jan 2023: 6.150 € (+6,0%)
• Delta Retail Price January 2024: 6.350 € (+3,3%)

Price Increase 2021-2024: 18.6 percentage points.

The collection includes references with 34mm, 31mm, and 28mm case diameters we won’t consider.

Explorer: a significant price increase on the 40 mm model

The Rolex watch designed to explore the world under the harshest weather conditions is undoubtedly the Explorer, tested by scientists and adventurers worldwide.

However, this collection unexpectedly faced one of its highest increases despite preserving an attractive retail price.

The Rolex Explorer collection

Against all expectations, Rolex has slightly redesigned Explorer I and its bigger brother. The Rolex Explorer slims down by three millimetres in case width (39 to 36), thus paying homage to the original 1953 model.

Furthermore – here is perhaps the most significant piece of news – Rolex has released their first Rolesor Explorer joining the classic Oystersteel model. The black lacquered dial preserves the mixed Arabic numerals and baton indexes layout while adding several upgrades.

Rolex has announced that the new collection adopts next-gen Chromalight, capable of ensuring better lume performance in either appearance and long-lasting effect than the outgoing Explorer. The latest-gen Rolex Explorer’s size pays homage to the reference 114270.

From a technical standpoint, it now houses the state-of-the-art calibre 3230, whose power reserve grows from 48 to 70 hours.

The Rolex Explorer 2

You won’t find any ceramic bezel, as most experts have rumoured. The new Rolex Explorer II 226570 has changed, but not as radically as you might have expected. All in all, an additional ceramic inlay would affect the core collection’s identity, and we’re all aware that Rolex barely redesigns any new watch from the ground up, especially regarding professional high-volume products, as rooted as they are in history.

The case comes with a circular surface satin finish providing a different touch and feel, whereas a significant design upgrade is that the bracelet gains one millimetre in width as opposed to the now-old Rolex Explorer 2.

Look at the bezel ring’s width; it looks larger but it is not as wide as the pictures suggest. The different feel comes from a tapered design mimicking a Daytona’s conical graduated bezel, thus making the Explorer II bolder and more masculine than the prior model.

In contrast, I would have gone for a less-than-42-mm size, whereas the new one looks and feels bigger instead. Most importantly, the Rolex Explorer II 226570, like the base Explorer, now comes standard with upgraded calibre; please (finally) welcome the Rolex calibre 3285 found anywhere on all the Rolex GMT models.

Explorer 40 – Ref. 224270

• First retail price: 7.300 €
• Delta Retail Price January 2024: 7.950 € (+8,9%)

Explorer I – Ref. 124270

• Retail price 2021: € 6,100
• Retail Price 2022 Jan-Oct: € 6,850 (+ 12.2%)
• Retail Price end of 2022: € 7,150 (+4,4%)
• Retail Price Jan 2023: 7.300 € (+2,1%)
• Delta Retail Price January 2024: 7.5o0 € (+2,7%)

Price Increase 2021-2024: 21.4 percentage points.

Explorer I – Ref. 124273

• Retail price 2021: € 10,350
• Retail Price 2022 Jan-Oct: € 10,700 (+ 3.5%)
• Retail Price end of 2022: € 11,150 (+4,2%)
• Retail Price Jan 2023: 11.850 € (+6,3%)
• Delta Retail Price January 2024: 12.400 € (+4,6%)

Price Increase 2021-2024: 18.6 percentage points.

Explorer II – Ref. 226570

• Retail price 2021: € 8,150
• Retail Price 2022 Jan-Oct: € 9,050 (+ 11.0%)
• Retail Price end of 2022: 9,500 € (+5,0%)
• Retail Price Jan 2023: 9.750 € (+2,6%)
• Delta Retail Price January 2024: 10.100 € (+3,6%)

Price Increase 2021-2024: 22.2 percentage points.

Would you like to know more? Please read our review of the new Rolex Explorer.

Day-Date: a relevant price increase in 2024

Introduced in 1956, the Day-Date was the first model to display the date and day of the week.

From a price increase perspective, the Rolex pricing has grown from € 37,600 to € 38,600 on the most luxurious gold models, marking a + 2.6% growth on both Ref. 228239 and Ref. 228235. Their retail price has increased to € 40,500.

In January 2024, the two references grew to €43,600 (+7.7%). The two models’ overall increase totals 15.4 percentage points.

Submariner: a 3.9% to 4.4% price increase in 2024

The Submariner is the luxury “diver’s watch” par excellence, geared towards diving professionals and “amateur divers”. We’ll here exclusively refer to the references in Oyster Steel.

The Rolex Submariner collection

The new Rolex Submariner is leading the Rolex proposal and has among the most extended product life cycles; the latest generation appeared in 2020.

New Vs. Old Submariner

Let’s try and identify them via the pictures released:

• the case grows from the current 40mm to 41mm
• the case wears thinner than before, and the lugs are less squared and sleeker
• the rotating bezel has different grooves (while hopefully preserving the same top-notch detenting)
• the Rolex Hulk and Rolex Smurf were replaced by the 2020 Rolex Kermit and Smurf

A new calibre

• the Rolex calibre 3235 is replacing the now-obsolete Rolex 3135 (Sub Date)
• the dial showcases the Rolex logo amidst the Swiss Made wording placed at six

Here is a group photo including some of the new references, like the new Rolex 124060, the Rolex 126610LV, the Rolex 126613 LB in Rolesor and, last but not least, the Rolex 126619 LB.

There is also the Submariner Date with black dial reference 126610LN and an additional variant in Rolesor (Oystersteel and yellow gold) with a Royal Blue dial. Finally, the catalogue includes two options in Full Gold (yellow gold, let me remind you that a Submariner never comes with Everose rose gold case and bracelet).

The Rolex pricing on this collection underwent a general increase from 2021 to 2022, totalling +10% approximately. The market request for the Submariner is high, explaining why the Price has grown so much.

Submariner Ref. 124060

• Retail price 2021: € 7,750
• Retail Price 2022 Jan-Oct: € 8,550 (+ 10.3%)
• Retail Price end of 2022: € 8,950 (+4,7%)
• Retail Price Jan 2023: 9.150 € (+2,2%)
• Delta Retail Price January 2024: 9.550 € (+4,4%)

Price Increase 2021-2024: 21.6 percentage points.

Submariner Date Ref. 126610LN

• Retail price 2021: € 8,750
• Retail Price 2022 Jan-Oct: € 9,650 (+ 10.3%)
• Retail Price end of 2022: € 10,100 (+4,7%)
• Retail Price Jan 2023: 10.350 € (+2,5%)
• Delta Retail Price January 2024: 10.750 € (+3,9%)

Price Increase 2021-2024: 21.4 percentage points.

Submariner Ref. 126610LV

• Retail price 2021: € 9,150
• Retail Price 2022 Jan-Oct: € 10,150 (10.9%)
• Retail Price end of 2022: 10,650 € (+4,9%)
• Retail Price Jan 2023: 10.850 € (+1,9%)
• Delta Retail Price January 2024: 11.300 € (+4,1%)

Price Increase 2021-2024: 21.8 percentage points.

We have reviewed, from the new collection, the Rolex Submariner in white gold.

Daytona: price increase is over 4%

The Daytona, designed initially to time professional car races, still is a Rolex reference product whose appeal stands the test of time. The collection marks a price increase as well but shows off different behaviours:

• a relevant price increase on the steel models,
• a slighter increase on gold references, whose starting price is three times higher than before.

A Rolex Daytona keeps being the most wanted luxury chronograph. It takes a lot of patience and dedication to get one and many years on a waiting list if you’re willing to get your hands on a steel and ceramic Daytona. Over the past three years, the full-gold Daytona references have become as desirable as their steel siblings, and their quotations on the grey market skyrocketed.

If you want to learn more about this iconic timepiece, head to our article regarding the history of the Rolex Daytona.

Daytona Ref. 126500LN

• Price 2023: 15.200 €
• Price 2024: 15.850 € (+4,3%)

Daytona Ref. 126515LN

• Price 2023: 32.350 €
• Price 2024: 33.600 € (+3,9%)

Daytona Ref. 126518LN

• Price 2023: 30.850 €
• Price 2024: 30.850 € (=)

Daytona Ref. 126519LN

• Price 2023: 34.350 €
• Price 2024: 33.600 € (tbv)

Daytona Ref. 126505

• Price 2023: 42.700 €
• Price 2024: 44.500 €  (+4,2%)

Daytona Ref. 126509

• Price 2023: 42.700 €
• Price 2024: 44.500 € (+4,2%)

You will notice a decrease in the listed price on the reference 126519LN; we are checking our information regarding the latest 2023 price list.

Old generation Daytona

Daytona Ref. 116500LN

• Retail price 2021: 12.600 €
• Retail price 2022 Jan-Oct: 13.900 € (+10,3%)
• Retail price end of 2022: 14.600 € (+5,0%)
• Retail price Jan 2023: 14.900 € (+2,0%)

Daytona Ref. 116515LN

• Retail price originale 2021: 28.550 €
• Retail price 2022 Jan-Oct: 29.250 € (+2,5%)
• Retail price end of 2022: 30.750 € (+5,1%)
• Retail price Jan 2023: 31.650 € (+2,9%)

Daytona Ref. 116518LN

• Retail price 2021: 27.250 €
• Retail price 2022 Jan-Oct: 27.950 € (+2,5%)
• Retail price end of 2022: 29.300 € (+4,8%)
• Retail price Jan 2023: 30.250 € (+3,2%)

Daytona Ref. 116519LN

• Retail price 2021: 28.450 €
• Retail price 2022 Jan-Oct: 29.250 € (+2,8%)
• Retail price end of 2022: 30.750 € (+5,1%)
• Retail price Jan 2023: 31.650 € (+2,9%)

Daytona Ref. 116505

• Retail price 2021: 37.100 €
• Retail price 2022 Jan-Oct: 38.700 € (+4,4%)
• Retail price end of 2022: 40.600 € (+4,9%)
• Retail price Jan 2023: 41.900 € (+3,2%)

Daytona Ref. 116506

• Retail price 2021: 72.600 €
• Retail price 2022 Jan-Oct: 74.500 € (+2,6%)
• Retail price fine 2022: ND

Daytona Ref. 116509

• Retail price 2021: 37.100 €
• Retail price 2022 Jan-Oct: 38.700 € (+4,3%)
• Retail price end of 2022: 40.600 € (+4,9%)
• Retail price Jan 2023: 41.900 € (+3,2%)

GMT Master II: a 4% price increase on steel models

Here is the most wanted GMT watch ever. The Rolex GMT is available with a Jubilee or an Oyster bracelet and a two-tone bezel in the iconic blue and red Pepsi combo or blue and black.

Both product references had the same retail Price, with the Ref. 126710 Oyster jumping from € 9,050 to break the 10k threshold and stop at € 10,050. The same goes with the Ref. 126710 Jubilee, now costing € 10,250 instead of € 9,250 as of 2021.

GMT-Master II ref. 126710BLRO and 126710BLNR Jubilee

• Retail price 2021: € 9,250
• Retail Price 2022 Jan-Oct: € 10,250 (+ 10.8%)
• Retail Price end of 2022: € 10,750 (+4,9%)
• Retail Price Jan 2023: 10.950 € (+1,9%)
• Delta Retail Price January 2024: 11.400 € (+4,1%)

Price Increase 2021-2024: 21.7 percentage points.

GMT-Master II ref. 126710BLRO and 126710BLNR Oyster

• Retail price 2021: € 9,050
• Retail Price 2022 Jan-Oct: € 10,050 (+ 11.0%)
• Retail Price end of 2022: € 10,550 (+5,0%)
• Retail Price Jan 2023: 10.750 € (+1,9%)
• Delta Retail Price January 2024: 11.200 € (+4,2%)

Price Increase 2021-2024: 22.1 percentage points.

Check out our review of the Rolex Batman.

Sky-Dweller: limited price increase in 2024 for the Rolex complicated model

The complicated Rolex par excellence is among the most clever watches on the market, and Rolex keeps upgrading the collection by adding new variants and improving comfort, considering the size of the case (the thickness, especially).

Among the latest novelties were the new Sky-Dweller 326238 and 326235, equipped with the Oysterflex bracelet for the first time. The watch has the disadvantage of having a relatively large case which has always penalized it compared to the more popular sports Oyster Perpetuals, precisely in terms of comfort.

With the launch of this new option, the Sky-Dweller is equally sportier and more comfortable, and I believe it’ll soon broaden its audience.

If you own a Rolex Daytona on Oysterflex or a Yacht–Master 40, you know that the Rolex patented rubber strap is super smooth yet robust. Its flexibility is top-notch, thanks to the adoption of titanium and nickel-made blades inside each half. The Oysterflex combines a metal bracelet’s performance with the best quality and ease of use with a rubber strap.

Finally, the Oysterflex makes the Gold Sky–Dweller lighter and perfect during the summer season. It comes with 18-carat Gold Oysterclasp and Glidelock extension systems. Specifically, the new Rolex Sky-Dweller 326238 in yellow gold also debuts a unique black dial with a sunray finish and is priced at 38,350 Euros at launch.
Like every new 2020 Oyster Perpetual, the former is one of the new options available. Please jump to Francesco Falcone’s article to learn more about Rolex Sky-Dweller Oysterflex’s specs and options.

Above all, Oysterflex contributes to lowering the weight of the gold Rolex Sky-Dweller. Coupled with the strap is the Oysterclasp in 18K yellow gold.

Sky-Dweller 326934/336934 Oyster

• Retail price 2021: 14.200 €
• Retail Price 2022 Jan-Oct: 14.600 € (+2,8%)
• Retail Price end of 2022: 15.300 € (+4,8%)
• Retail Price Jan 2023: 15.800 € (+3,3%)
• Delta Retail Price January 2024: 16.400 € (+3,8%)

Price Increase 2021-2024: 14.7 percentage points.

Sky-Dweller 326934/336934 Jubilee

• Retail price 2021: 14.400 €
• Retail Price 2022 Jan-Oct: 14.800 € (+2,8%)
• Retail Price end of 2022: 15.500 € (+4,7%)
• Retail Price Jan 2023: 16.000 € (+3,2%)
• Delta prezzo gennaio 2024: 16.600 € (+3,8%)

Price Increase 2021-2024: 14.5 percentage points.

Sky-Dweller 326238/336238

• Retail price 2021: 38.350 €
• Retail Price 2022 Jan-Oct:  –
• Retail Price end of 2022: 40.200 € (+4,8%)
• Retail Price Jan 2023: 41.450 € (+3,1%)
• Delta Retail Price January 2024: 43.100 € (+4,0%)

Price Increase 2021-2024: 11.9 percentage points.

Sky-Dweller 326235/336235

• Retail price 2021: 39.750 €
• Retail Price 2022 Jan-Oct:  –
• Retail Price end of 2022: 41.750 € (+5,0%)
• Retail Price Jan 2023: 42.950 € (+2,9%)
• Delta Retail Price January 2024: 44.700 € (+4,1%)

Price Increase 2021-2024: 12.0 percentage points.

Discover our review of the Rolex Sky-Dweller in steel and gold.

Yacht-Master 40: the increase regards Rolesor and Titanium models

The collection faced a limited price increase on the Rolesor reference and higher on the gold options.

Yacht-Master 40 Ref. 126622

• Retail price 2021: € 11,450
• Retail Price 2022 Jan-Oct: € 11,750 (+ 2.6%)
• Retail Price end of 2022: € 12,300 (+4,7%)
• Retail Price Jan 2023: 12.400 € (+0,8%)
• Delta Retail Price January 2024: 12.650 € (+2,0%)

Price Increase 2021-2024: 10.1 percentage points.

Yacht-Master 40 Ref. 126655

• Retail price 2021: € 26,150
• Retail Price 2022 Jan-Oct: € 27,850 (+ 6.5%)
• Retail Price end of 2022: € 28,150 (+1,1%)
• Retail Price Jan 2023: 29.050 € (+3,2%)
• Delta Retail Price January 2024: 30.200 € (+4,0%)

Price Increase 2021-2024: 14.8 percentage points.

Yacht-Master 42 RLX Titanium Ref. 226627

• Retail price 2023: 14.150€
• Delta Retail Price January 2024: 14.750 € (+4,2%)

You can read our review of the Rolex Yacht-Master 40 here.

Sea-Dweller: a 4% plus price increase in 2024

The Sea-Dweller has undergone a consistent price increase.

Rolex Sea-Dweller Ref. 126600

• Retail price 2021: € 11,150
• Retail Price 2022 Jan-Oct: € 12,350 (+ 10.8%)
• Retail Price end of 2022: € 12,950 (+4,9%)
• Retail Price Jan 2023: 13.350 € (+3,1%)
• Delta Retail Price January 2024: 13.900 € (+4,1%)

Price Increase 2021-2024: 22.9 percentage points.

Rolex Sea-Dweller Ref. 126603

• Retail price 2021: € 14,950
• Retail Price 2022 Jan-Oct: € 16,300 (+ 9.0%)
• Retail Price end of 2022:€ 17,050 (+4,6%)
• Retail Price Jan 2023: 18.150 € (+6,5%)
• Delta Retail Price January 2024: 19.000 € (+4,7%)

Price Increase 2021-2024: 24.8 percentage points.

Please read our full review of the Rolex Sea-Dweller.

Deepsea: less than a 4% price increase in 2024

Here comes a slight price increase.

Rolex Deepsea Ref. 126660

• Retail price 2021: € 12,050
• Retail Price 2022 Jan-Oct: € 13,250 (+ 10.0%)
• Retail Price end of 2022: € 13,900 (+4,9%)
• Retail Price Jan 2023: 14.300 € (+2,9%) – [Ref. 136660]
• Delta Retail Price January 2024: 14.850 € (+3,8%)

Price Increase 2021-2024: 21.6 percentage points.

Rolex Deepsea Ref. 126660 Blue

• Retail price 2021: € 12,350
• Retail Price 2022 Jan-Oct: € 13,550 (+ 9.7%)
• Retail Price end of 2022: € 14,250 (+5,2%)
• Retail Price Jan 2023: 14.620 € (+2,6%) – [Ref. 136660 Blue]
• Delta Retail Price January 2024: 15.170 € (+3,8%)

Price Increase 2021-2024: 21.3 percentage points.

Check out the Deepsea in our review.

The new Rolex Deepsea Challenge Titanium RLX 126067

Ten years after the experiment that saw James Cameron deep dive the Rolex Deepsea Challenge prototype eleven thousand meters down in the Mariana Trench (10,908 meters), Rolex entitled the famous director and producer to unveil the commercial edition of that timepiece finally: please welcome the new Rolex Deepsea Challenge Titanium RLX 126067.

A giant of the seas

The new watch, measuring a whopping 50 mm in diameter, marks the debut of Rolex’s first-ever professional watch in titanium. The brand patented it as “Titanium RLX”, a grade 5 titanium alloy combining a brushed finish to some luxurious touches like the mirror polish on either lugs’ edges, crown protectors, and crown.

Here is Rolex’s answer to Omega’s Ultra Deep, and they are the only premium watches to belong to the 11,000-meter water-resistant diving watches’ club.

The Rolex ultra-professional model has slightly increased its price tag by €100. The 2024 retail price is 26.700 €.

Milgauss: slight price increase

The Milgauss is one of the most recognizable and long-established Rolex models, thanks to its unique style, which includes a green sapphire crystal. Despite being unchanged for several years, this historical collection saw its retail price jump 10%+ over 2021 RRP.

We have thoroughly reviewed this collection, and you can read our review of the Milgauss here.

Milgauss (two variants reference 116400GV)

• Retail price 2021: € 7,950
• Retail Price 2022 Jan-Oct: € 8,750 (+ 10%)
• Retail Price end of 2022: € 9,200 (+5,1%)
• Retail Price Jan 2023: 9.400 € (+2,2%)

The above price is the last known price of the Milgauss. With the launch of the new 2023 models, the Rolex Milgauss was officially discontinued. We therefore leave this section to provide some historical data, waiting for a new model which we hope might return in 2024.

The reasons behind the Rolex price list’s increase

Now that we have scrutinized the new prices let’s return to the opening question. What triggered the Rolex pricing increase?

The watch industry wasn’t the only luxury business to face such increases. While the premium luxury business is somewhat different from anything else, let’s try and list some key factors.

The wake of the pandemic: how the stop of production affected the watch market

By closing all the industrial activities in the previous two years, the retail industry suffered a product shortage which drove a further price increase. With the product demand being strong and even more sustained when it comes to Rolex, a lowered product supply has further increased the gap between product availability and demand.

The demand for Rolex watches never plummeted

Companies stopped producing non-essential goods, yet this didn’t stop fans from purchasing luxury watches and Rolex watches.

Several studies prove that luxury consumer product purchases increased thanks to the steady lockdown and online sales boom.

Raw materials price increase

Another not negligible factor concerns raw materials, whose quotations have grown throughout, on less precious metals like steel as on more precious ones such as gold which, as far as Rolex is concerned, holds a relevant part in the product mix.

For additional information, please visit the official Rolex website.

RELATED ARTICLES

• The Rolex 5513 vintage watch hands-on
• The Rolex GMT-Master II 126711CHNR Oystersteel and Everose Gold

(Photo credit: Horbiter®)

Giovanni Di Biase @Horbiter®