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What You Need to Know About Rolex Price Rises in 2023

Rolex Office Geneve

A new year has begun and with it, it has brought more Rolex price rises. Rolex price changes are always a big deal, not least because grey market flippers believe they can squeeze a few extra pennies from collectors because the perceived value of each watch has increased. However, if you’re an honest collector (as an Oracle Time reader I assume this the case) who genuinely wants a Rolex and is willing to join the waiting list then things are not so bad as it sounds.

This latest round of price rises is below recent inflation in the UK with the average increase at just 2.5%, a notable change to be sure but not a severe one. Let’s take a look at rise of some specific Rolexes to see how it’s affected real prices since 2022.

Rolex Submariner no date 124060

Submariner No-Date Ref. 124060

  • Original price: £7,500
  • New price: £7,700
  • Increase: 2.7%

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Rolex Cosmograph Daytona steel and ceramic 116500LN

Cosmograph Daytona Steel and Ceramic Ref. 116500LN

  • Original price: £12,150
  • New price: £12,500
  • Increase: 2.9%

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Rolex Pepsi GMT Master II on Jubilee bracelet 126710BLRO

Pepsi GMT Master II with Jubilee Bracelet Ref. 126710BLRO

  • Original price: £9,000
  • New price: £9,150
  • Increase: 1.6%

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Rolex Air-King 126900

Air-King Ref. 126900

  • Original price: £6,150
  • New price: £6,250
  • Increase: 1.6%

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Rolex Datejust 41 126300

Datejust 41 Ref. 126300

  • Original price: £6,750
  • New price: £6,800
  • Increase: 0.7%

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Rolex Day Date white gold 228239

Day-Date White Gold Ref. 228239

  • Original price: £31,450
  • New price: £35,000
  • Increase: 11.3%

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Rolex Deepsea Challenge 126067

Deepsea Challenge Ref. 126067

  • Original price: £21,850
  • New price: £21,900
  • Increase: 0.2%

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Rolex Yacht-Master Everose gold 126655

Yacht-Master Everose Gold Ref. 126655

  • Original price: £23,550
  • New price: £24,250
  • Increase: 3%

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The major losers here are the precious metal watches, the white gold Day-Date and the Everose Yacht-Master and to a certain extent that makes a lot of sense. For one, the materials are more expensive in general and creating effective, sustainable supply lines can be problematic. But on the whole, if you had your heart set on one last year, these Rolex price increases probably won’t change your mind.

Rolex Office

It also makes sense that some of the smallest changes are seen across Rolex’s 2022 launches like the Air-King and Deepsea Challenge. Rolex was able to introduce them at appropriate prices and only fine adjustment was required. Although in some cases the fact that they changed the price at all is almost comical – adding £50 to the Deepsea makes absolutely zero difference to the people who are buying it.

The last point to cover, and it’s an important one, is the fact that this is a snapshot of Rolex’s price rises in the last year. Sure the change from 2022 to 2023 has been relatively small, but the picture is very different across the last three years. If we were to look at prices from 2020 to 2023, we’d find an average price increase of approximately 20%. Of course, the individual price rises on a specific model could vary significantly within that but the overall story is clear, Rolexes are getting more expensive and they look set to continue to do so.

More details at Rolex.

About the author

Michael Sonsino

As Junior Content Producer for Oracle Time, Michael needs an eye for detail, which makes it a good thing that his twin joys in life are miniatures and watches. While a relative newcomer to the magazine, he's nonetheless a lifelong fan of fine timepieces, especially those of a more historic nature - if it has a twist of Art Deco, all the better.

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