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Again, another price increase in Rolex watches

It feels like we’re duplicating our content when it comes to Rolex and its price increase in the last couple of years. But, it happened again, and we’re just as flabbergasted as you are with the second price increase in 2024. The second! The year is just halfway there and we’re already having to put more money in the ‘green market’ instead of just buying instantly at the grey market. What will happen to the market? We’ll explain.

The difference in price

When it comes to the price difference in the green market (AD) or grey-market, price don’t vary that much. It’s really a game of time: do you want to own your desired watch right now or in a couple of years when Rolex decides to increase their list pricings again? I mean, if you’re in the market for the GMT-Master II Two-Tone 126713GRNR, the list price was €16.650 in December 2023. In January 2024 it was €17.350. How about now? €17.850. And the grey market price of this piece is around €18.450, and you can get your hands on it within 24 hours. So why on earth would you want to wait for your local AD to call you with the news (if it ever comes?).

An overview of the increase in price in June 2024 by Rolex

The noted retail prices are from end 2023, the first price increase in 2024 and the second price increase in june 2024.

Model20232024 (1)2024 (2)
Rolex Datejust 126234€8950€9300€9400
Rolex GMT-Master TT €16.650 €17.350€17.850
Rolex Daytona TT€19500€20500 €21100
Rolex Datejust 126200€7400€7700€7900

Rolex Datejust

One of the most popular watches is the Rolex Datejust in 36mm. In my opinion, the best configuration around. On a jubilee, a fluted bezel in white gold and a dial without diamonds will now set you back €9.400. While the list price in December 2023 was €8.950. And in January €9.300. So another €100,- price increase, which doesn’t feel like much maybe, but again, it’s the second increase in 6 months’ time. 

Hard to get

One of the watches that seem impossible to get your hands on, is the Rolex Daytona. We all know the story about getting a Daytona for list, so don’t even get us started on the crazy things we hear in this market. But, if you’re one of the few lucky ones, and you’re about to walk into the AD for a two-tone Daytona, make sure you’ve increased your limit. In December 2023 you could have get your hands on a Two-Tone Rolesor Daytona for €19.500. In January they’ve increased the price to €20.500, which was already a 5% increase in price. And now? €21.100, so another €600 added to your bill. 

Overall, it’s again another increase. And you might as well just buy your desired watch straight away on the grey market. But hey, that’s just us. 

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