Prices have risen by almost 13% since 2022.

The increase is considerably lower than the 8.5% from 2022 into 2023 in Britain, as the global inflation pressures forced the brand to pass on higher production costs to customers.

Rolex raised prices twice in 2022 in an effort to maintain margins as inflation started to bite and to iron out disparities between different markets caused by currency variations. This has been exacerbated by current global affairs leaving Rolex with no choice but to increase their prices for the third time in the space of under two years.

From the end of 2022 to the new prices from January 1 this year, prices have increased by an average of 12.5%. Prices across the majority of models have increased, which has had an adverse affect on the secondary market sales of these watches. 

*note that Rolex have not confirmed these price changes

What consumers will find coming into early 2024, is that the majority of precious metal pieces are now selling under retail on the secondary market, with premiums tanking due to current market downtrends as well as the general state of the economy as it stands. This includes full gold Submariner Dates, GMT-Master II's and some of the Rolex Day Date models, especially in white and yellow gold. 

There is now less demand for precious metal watches starting to take place as the general sentiment of authorised dealer customers is that they don't want to...

a) Buy over the odds for a piece that was worth less the year prior.

b) lose money walking out of the AD/Boutique. 

However... this does not mean that Rolex are facing any issues with the general demand. Rolex lovers are still enthusiastic to buy from Authorised dealers, premium or no premium. What helps this sentiment is the fact that although stainless steel sports models have increased in price, they still maintain their premium on the secondary market. 

This means if you're lucky enough to buy a Rolex sports model from the authorised retailer, theres a good chance you can make some money as soon as you walk out of the door.