BREAKING NEWS: Rolex Prices Increase 7.4%

When is time actually money?

Just a couple of weeks ago, we announced that Rolex would be increasing its retail prices in the UK for 2020. At the time, it was stated that the reasons for the scheduled price increase had to do with the struggling British Pound and the ability for travelers to claim back the 20% VAT (Value Added Tax); however, we still couldn’t help wonder if price increases for the rest of the world would be next. Well, it turns out that we were right, and as of January 1, 2020, the world’s most famous luxury brand has increased U.S. retail prices for the vast majority of Rolex watches.

Rolex may have already increased their prices for 2020, but we haven’t yet- so don’t wait! Be sure to buy now while our prices are still low and before these new price increases take effect.

Rolex Prices for 2020

Rolex’s new 2020 prices represent an average increase of 7.4%; however, the price hike is not symmetrical across the board for all models. For several years now, I have said that Rolex watches are undervalued (at retail), citing the multi-year waitlists that exist at dealers for many of the brand’s most popular models. Moreover, Rolex has not raised prices for several years now, so this increase was long overdue. Additionally, these same highly-desirable models trade hands for significantly more than their original retail prices on the secondary market, proving that the actual ‘value’ of these watches is greater than the retail prices that Rolex charges for them.

Buyers that have patiently sat on the waiting list for the opportunity to purchase their favorite model will find the 2020 price increase particularly irritating, as they will be charged the new 2020 prices should their name come up on the waiting list this year. Minor annoyances aside, the vast majority of these buyers will still be eager to pay the new 2020 retail prices for their dream watch, as even with the increase, retail prices sit well-below market value for many of Rolex’s top models, particularly their stainless steel sports watches.

As a point of reference, a stainless steel Rolex Daytona ref. 116500LN had a retail price of $12,400 in 2019. Although that exact same watch in 2020 will now be accompanied by an official retail price of $13,150, this is still significantly below the open-market value for the watch, which is currently sitting just above $20k.

Although the 2020 price increase will certainly not be popular among retail customers, it is highly unlikely that it will deter buyers in the slightest. For those individuals out there that have waited several years for the opportunity to purchase their favorite model, a price difference of several hundred dollars is hardly going to be the factor that makes them abandon their planned purchase. If anything, this increase only further supports the ability of Rolex watches to serve as investments, as secondary market prices are likely to also increase throughout the year in response to the new 2020 prices.

Model # and New Retail Price | Old Price | New Price | % Increase
Rolex Submariner | | |
114060 | $ 7,500.00 | $ 7,900 | 5.33%
116610LN | $ 8,550.00 | $ 8,950 | 4.68%
116610LV | $ 9,050.00 | $ 9,350 | 3.31%
116613 | $ 13,000.00 | $ 14,100 | 8.46%
116618 | $ 34,250.00 | $ 35,750.00 | 4.38%
| | |
Rolex GMT-Master II | | |
126710 | $ 9,250 | $ 9,700 | 4.86%
126711 | $ 14,050 | $ 14,800 | 5.34%
126715 | $ 36,750 | $ 38,250 | 4.08%
126719 (meteorite dial) | $ 38,400 | $ 39,900 | 3.91%
| | |
Rolex Daytona | | |
116500LN | $ 12,400 | $ 13,150 | 6.05%
116503 | $ 16,900 | $ 17,400 | 2.96%
116519LN | $ 28,800 | $ 29,700 | 3.13%
| | |
Explorer | | |
214270 | $ 6,550 | $ 6,550 | 0.00%
216570 | $ 8,350 | $ 8,100 | 2.99%
| | |
Sea-Dweller | | |
126600 | $ 11,350 | $ 11,700 | 3.08%
126603 | $ 16,050 | $ 16,600 | 3.43%
126660 (D-Blue dial) | $ 12,550 | $ 12,900 | 2.79%
| | |
Milgauss | | |
116400GV | $ 8,200 | $ 8,300 | 1.22%
| | |
Air-King | | |
116900 | $ 6,200 | $ 6,450 | 4.03%
| | |
Sky-Dweller | | |
326934 | $ 14,400 | $ 14,800 | 2.78%
326933 | $ 17,150 | $ 17,650 | 2.92%
326138 | $ 38,150 | $ 38,850 | 1.83%
| | |
Yacht-Master | | |
226659 | $ 27,800 | $ 28,900 | 3.96%
126655 | $ 24,950 | $ 27,300 | 9.42%
268655 | $ 22,000 | $ 23,250 | 5.68%

Below is an updated list with the new 2020 retail prices for many of Rolex’s top models.

Submariner

114060 = $7,900

116610LN = $8,950

116610LV = $9,350

116613 = $14,100

116618 = $35,750

116619 = $38,350

GMT-Master II

126710 = $9,700

126711 = $14,800

126715 = $38,250

126719 = $38,250

$39,900 w/ Meteorite Dial

Explorer

214270 = $6,550

Explorer II

216570 = $8,350

Daytona

116500LN = $13,100

116503 = $17,400

$19,350 w/ Diamond Dial

116508 = $36,650

$38,600 w/ Diamond Dial

116509 = $39,350

$41,300 w/ Diamond Dial

116505 = $39,350

$45,600 w/ Diamond Dial (Baguette Diamonds)

116518LN = $28,500

$30,450 w/ Diamond Dial

116519LN = $29,700

$31,650 w/ Diamond Dial

116515LN = $29,700

$35,950 w/ Diamond Dial (Baguette Diamonds)

116506 = Price Upon Request

Air-King

116900 = $6,450

Milgauss

116400GV = $8,300

Yacht-Master

226659 = $28,900

126622 = $12,000

268022 = $11,250

126621 = $14,500

268621 = $13,150

126655 = $27,300

$47,150 w/ Diamond Dial

268655 = $23,250

$41,000 w/ Diamond Dial

Yacht-Master II

116680 = $18,750

116681 = $25,350

116688 = $43,550

116689 = $48,150

Sea-Dweller

126600 = $11,700

126603 = $16,600

Deepsea

126660 = $12,600

$12,900 w/ D-Blue Dial

Day-Date

228238 = $36,550

$41,000 w/ Diamond Dial

228348 = $51,950

228239 = $39,250

$43,700 w/ Diamond Dial

228349 = $56,650

228235 = $39,250

$43,700 w/ Diamond Dial

228345 = $56,650

128238 = $33,150

$36,150 w/ Diamond Dial

128348 = $46,250

128239 = $35,850

$38,850 w/ Diamond Dial

128349 = $48,950

128235 = $38,850 w/ Diamond Dial

128345 = $51,950 w/ Diamond Dial and Diamond Bezel

Datejust

Datejust 41 (Oystersteel)

starting at $7,650

Datejust 41 (White Rolesor)

starting at $9,650

Datejust 41 (Yellow Rolesor)

starting at $12,500

Datejust 41 (Everose Rolesor)

starting at $12,800

Datejust 36 (Oystersteel)

starting at $7,050

Datejust 36 (White Rolesor)

starting at $8,300

Datejust 36 (Yellow Rolesor)

starting at $10,950

Datejust 36 (Everose Rolesor)

starting at $11,250

Date 34 (Oystersteel)

starting at $6,500

Date 34 (White Rolesor)

starting at $7,650

Datejust 31 (Oystersteel)

starting at $6,400

Datejust 31 (White Rolesor)

starting at $7,550

Datejust 31 (Yellow Rolesor)

starting at $9,650

Datejust 31 (Everose Rolesor)

starting at $10,000

Datejust 31 (Yellow Gold)

starting at $26,850

Datejust 31 (Everose Gold)

starting at $29,350

Lady-Datejust (Oystersteel)

starting at $6,500

Lady-Datejust (White Rolesor)

starting at $7,550

Lady-Datejust (Yellow Rolesor)

starting at $8,850

Lady-Datejust (Everose Rolesor)

starting at $9,150

Sky-Dweller

326934 = $14,800

326933 = $17,650

326938 = $46,650

326935 = $49,450

326138 = $38,850

326135 = $40,350

Oyster Perpetual

114300 = $5,700

116000 = $5,400

114200 = $5,100

177200 = $5,000

176200 = $4,850

Cellini

50535 = $26,750

50529 = $19,400

50525 = $19,400

50519 = $17,900

50515 = $17,900

50509 = $15,200

50505 = $15,200

Pearlmaster

Prices start at $37,000; however, most are listed as ‘Price Upon Request’ on the official Rolex website.