The 2024 Price Predictions from Rolex

When it comes to one of the most famous watch brands in the world, prices have been rising at your local authorized dealer (AD). If you’re one of the few lucky ones to get your hands on a watch at the AD, you need to bring some serious money nowadays since Rolex increased their prices a couple of times over the last 18 months. What’s going to happen in 2024?

Breaking: Rolex increased their Retail Prices at the start of 2024. Quickly checkout what it means for your grail watch's price!

Timo Klinge

Chief Entertainment Officer

Updated at: 01/01/2024

Rolex Price Predictions 2024

We’ve seen some serious increases in price over the last 18 months, but will prices still increase in 2024? Probably yes. Rolex is building a brand-new factory and all the materials and hours worked on these amazing watches will continue to increase in price, so it does make sense to increase the retail prices in 2024 again for a brand-new Rolex watch. The current list price for a Steel Submariner now is €9.100, but expect to pay at least €9.400 or up in 2024 for a brand new Submariner No Date. The same goes for a Datejust, which is now pretty expensive already for a two-tone Rolesor or Everose Datejust, so expect to pay around 4 to 6% extra in 2024.

Also read

Price Predictions Omega 2024

14/12/2023 — Timo Klinge

Gap between grey market and authorized dealers

You might know the stories about the prices on the grey market decreasing, which is now pretty stable to be honest. The gap between the retail prices at your local AD and the grey market isn’t like 2 years ago, so that probably means that you’re able to buy grey market without having to pay a large premium on Rolex watches. Since it’s still really hard to get your hands on a brand-new Rolex watch at the authorized dealer, you should consider buying grey market since the prices have been coming down over the last 12 months. If you’re in the market for a two-tone Datejust 41 for example, the premium is now down to €1.500, which means you can get your hands on your desired watch immediately instead of having to wait on some sort of ‘waiting list’ which doesn’t exist.

Our predictions for 2024

As we look through our data, we think Rolex will increase their retail prices with around 4% on average, meaning that the grey market will continue to grow as it’s really hard to get your hands on a new watch at Rolex, especially since Rolex acquired Bucherer a few months ago. With that being said, we think the prices of modern watches on the grey market will stabilize or drop a bit, while the market for vintage pieces will continue to grow, just for watches that are modern and discontinued.