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A Look at Rolex Price Increases for 2024

As we step into the new year, with the holidays still on our minds, it's time to transition back into our everyday routine. It's a familiar January occurrence for watch brands to capitalize on the moment, often making adjustments to their prices.

Keeping up with the trend, Rolex kicked off 2024 by updating the prices of most of their references on the website. The renowned Swiss watchmaker showed an impressive increase of approximately 4%-6% this year.

However, we have some good news. In comparison to the previous year’s 7% rise, the price increase for 2024 is far more moderate. Moreover, the current pricing landscape doesn't do any differentiation based on models or materials – which wasn’t the case in 2022 and 2023.

In this article, we break down everything there’s need to know about the Rolex price increase 2024.

Evolution of Pricing Dynamics

In the world of timepieces, Rolex has emerged not just as a piece of luxury but also as a potential long-term investment. The brand has consistently defied the odds by maintaining its value through its sophisticated timepieces and periodic price adjustments.

Several factors influence this decision, and investors and enthusiasts need to understand these dynamics to gain insight into the reasons behind the surge in prices.

Brand Value and Exclusivity

Rolex has managed to cultivate an image of exclusivity over the years. By gradually increasing the price of its watches, the brand keeps up with its prestigious image, making customers see its timepieces as a symbol of excellence and quality.

Production Cost and Material Expenses

The use of high-quality materials and exquisite craftsmanship play a pivotal role in the total cost of luxury watches. Changes in production methods and technological advancement, along with the price fluctuation of precious metals like platinum and gold, can lead to higher manufacturing costs. As a result, the watchmakers may adjust their prices accordingly.

Economic Factors

Economic factors, such as rising inflation or weaker currency, can increase the cost of imported materials. As Rolex sources materials globally, such changes in exchange rates can influence the final retail price of its timepieces.

Global Distribution

While Australia, Canada, India, Taiwan, and Europe (excluding Switzerland) witnessed a spark in prices this year, the brand chose to maintain its 2023 prices in the United States and Switzerland.

This stability could be interpreted as a response to the currency value, market strength, and brand positioning in these key regions. This highlights Rolex’s nuanced approach to pricing, considering regional economic conditions instead of applying a blanket global increase.

Comparison Between Current and Last Year’s Prices

Let's delve deeper into the Rolex price increase for our favorite models in 2024. Keep in mind that these prices may vary depending on the country.

Cosmograph Daytona

First up, we have the special case of Cosmograph Daytona. Since the collection’s iconic chronograph was revamped in March 2023, with its watches being released in the latter half of the year, it's difficult to accurately compare current models with previous ones.

The Rolesor two-tone models and the yellow gold Daytona saw a 5 to 6% increase in their prices, whereas the Paul Newman-Inspired Le Mans reference's price climbed up by 4%. On average, the Rolex Daytona had a 4.11% surge in its price for the year 2024.

Submariner and Submariner Date

Moving on, the Submariner stainless steel references witnessed a 5% increase. The difference between the steel and Rolesor references was relatively less than that observed last year. As for the Submariner Date, a 4% spike was observed.

GMT-Master II

Following a drastic increase of about 7% in 2023, the GMT-Master II models this year were only moderately impacted by the price evolution. Both the Pepsi and Batgirl variants had a surge of 5%, whereas the Sprite reference was at a notable 6.7%. 

Explorer and Explorer II

Rolex Explorer, regarded as the most popular and prolific collection of 2023, saw an increase in its prices near the 4% range.

For Explorer I, the increase was around 3% for the single-tone references. In contrast, the figures rose to almost 5.5% for the two-tone variants. Explorer II shared an equal increase with its predecessor, falling just under the 4% criteria.

Datejust 41 and Datejust 36

Rolex Datejust remains the most classic and versatile collection launched up to date. For the year 2024, the Datejust 41 mm and 36 mm reference had a price surge between the 4 to 5% range. Meanwhile, the Rolesor steel and yellow gold models had a significantly larger increase of around 6%.


Based on the updated prices of Rolex watches, an estimated increase between 4% to 6% is observed this year. Another prominent detail was how the price of Rolesor models stood relatively higher than other references.

We hope this article has given you the necessary knowledge to come to an informed decision and select a timepiece that you will cherish for years to come.

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