Prices at the AD & on the 'grey market'

Difference in prices

Let's start with the third price increase of Rolex in January 2023. On average, the price has increased by about 2.3%. And that sounds manageable, of course, but bear in mind: this is the third increase in a year and a half. And that is of course quite good. If you look at one of the most famous models: the Datejust. You can choose this model in 31, 36 or 41mm. If we take the middle size, you end up with the Datejust 36. If you would like to get your hands on a two-tone (yellow gold with steel), the cheapest Rolex Datejust 36 is now €12,550 at the so-called AD (Authorized Dealer). And that's a lot of money. Yet we already mentioned it: this offers opportunities. And that works as follows: if you beg the AD to be allowed to buy a watch, you often still have to wait years for it to arrive. You may not be as impatient as we are, but this same 'grey market' watch with box and papers costs €13,750. Of course that is a considerable price difference, but you have the watch in your hands immediately, without having to be on a waiting list for years. Because let's be honest: with the current inflation, it's better not to leave your money in the account for years.

Price drop or not?

Which brings us to the next point: the prices of Rolex watches on the grey market are now stable. But last year, in 2022, these prices dropped sharply after years of rising. And that's a lot healthier for the market, but also for you as a customer. And a lot more fun too, because the potential of your investment increases again. As the prices on the grey market are falling, or stabilizing, you see that the difference with the increased prices at the Rolex AD is getting smaller and smaller. And that's nice. Especially now that the Rolex AD is gaining more power with their Certified Pre-Owned program, where you already notice that Rolex watches through this program are considerably more expensive than necessary. Well, if money is no object and you don't care, you can of course always buy a watch from Rolex Certified Pre-Owned.

What we want to make clear is that the price difference on the so-called gray market and the AD is getting smaller and smaller. And that is good news for buyers: you can buy a watch with confidence that has been on your wish list for years. Only you don't have to wait years until you can (or rather: may) buy it.