In the prestigious world of watchmaking, Rolex has established itself as an essential reference, symbolizing luxury, performance and durability.
Each Rolex watch, whether intended for exploring the depths of the sea or to accompany the most elegant evening outfits, is the result of a long tradition of excellence.
In 2024, the brand continues to fascinate with a catalog offering legendary models to newcomers, each carrying the Rolex heritage with pride.
This year, Rolex has decided on an average increase of 4% on the catalog.
Here is an overview of the new prices: (for information purposes only, this does not commit the brand)
| Model | price 2023 | price 2024 | + % |
| Submariner Date 126610LN | €10,250 | €10,700 | 4.4% |
| Submariner Starbucks 126610LV | €10,800 | €11,100 | 3.7% |
| Day-Date 128239 | €37,900 | €39,400 | 4.0% |
| Datejust 126234 | €8,950 | €9,300 | 3.9% |
| Datejust 126200 | €7,400 | €7,700 | 4.1% |
| Daytona 126500LN | €15,100 | €15,700 | 4.0% |
| Daytona 126503 | €19,500 | €20,500 | 5.1% |
| Air-king 126900 | €7,450 | €7,700 | 3.4% |
| Explorer II 226570 | €9,650 | €10,050 | 4.1% |
Purchasing a new Rolex automatic watch is a significant investment, often marking a momentous event or celebration of personal success.
To acquire a new Rolex, it is recommended to contact official Rolex stores or authorized distributors. These points of sale guarantee the authenticity of your watch, accompanied by an international guarantee.
Visiting a Rolex boutique also allows you to benefit from expert advice who will guide you in your choice, taking into account your personal tastes and specific needs.
The scarcity of new watches available from official distributors has led to intense speculation , with used watch dealers offering completely new Rolex watches at prices two to three times their list value.
Discover our collection of automatic watch winders .
As seen previously, new watches available from official distributors are very limited , it is difficult to obtain one on a "regular" basis. It will surely be necessary to add your name to the waiting list, if the list is already not complete.
To acquire one immediately, exploring luxury watch auctions or specialist second-hand retailers can be an alternative, however the boutique price will generally not be not applied .
Rolex watches come in a wide range of models, sizes, materials, and complications, which means they vary widely in price.
The cost of a new Rolex watch will depend on many factors, including the specific model, case material, complexity of the movement, and additional features such as encrusted diamonds.
Prices of new Rolex watches fluctuate between 5,000 and 35,000 euros, even hundreds of thousands of euros for the most exclusive models like the Rolex daytona rainbow .
The Rolex Oyster Perpetual is often considered the entry level of the brand, so it is the cheapest Rolex . It's a classic and timeless watch, available in a variety of sizes and dial colors.
In terms of price, the Rolex Oyster Perpetual is one of the brand's most affordable options. Retail prices generally start around 5,000 euros for stainless steel models, making it a relatively accessible option for those looking to enter the world of Rolex.
The most expensive Rolex watch in the catalog is often the Daytona Rainbow. This watch is crafted from 18k white gold and is set with 36 rainbow colored sapphires on the bezel, as well as diamonds on the dial. Due to its exclusivity and high-end features, the Rolex Daytona Rainbow is one of the brand's most expensive watches, with a price tag that can exceed 100,000 euros , or even more on the second-hand market.
If you are considering adding a Rolex watch to your collection or making a quality watch investment, here is our selection of five iconic Rolex models to consider.
Each of these watches offers a unique combination of style, functionality and prestige.
In addition, if you already own an automatic watch or plan to acquire one, don't forget to discover the essential watch accessory that is the automatic watch box , which keeps your watch in perfect working order, even when you're not wearing it.
The Rolex Submariner is legendary for its robustness and timeless look. The version with a green bezel is one of the most popular in the Submariner range.
Equipped with a green ceramic bezel , it is waterproof up to 300 meters and is ideal for scuba diving. This watch is ideal for those looking for a stylish and versatile sports watch from Rolex.
Price : €11,100
The Rolex GMT-Master II Pepsi and Batman are iconic watches that embody elegance and functionality. Their bidirectional ceramic bezels, GMT movement for a second time zone and remarkable aesthetic make them popular choices for frequent travelers. The Jubilee bracelet brings an extra touch of sophistication to these already exceptional models.
Price : €11,200
The Rolex Explorer embodies the spirit of adventure and exploration. Its sleek design and black dial contrast perfectly with the luminescent indexes, ensuring optimal readability, even in the most extreme conditions. The 36mm size fits both male and female wrists.
Price: €7,400
The Rolex Datejust is a classic model that combines timeless elegance and functionality. This 36mm version features a distinctive fluted bezel and a sophisticated black dial. The Jubilee bracelet provides additional comfort and a touch of refinement. The Datejust is perfect for both formal and casual occasions.
Price: €9,200 in 2024, according to the list price at Rolex.
The Rolex Daytona is a legend among racing watches. Available in yellow gold with a yellow gold Oyster bracelet or a high-performance rubber Oysterflex bracelet (as shown above), this watch embodies speed and style. Its chronograph is ideal for measuring times to 1/8th of a second, making it an exceptional choice for motor racing enthusiasts.
Price with yellow gold Oyster bracelet: 40,800€
Price with Oysterflex bracelet: 31 550€
The gap between the gray market and authorized dealers continues to spark discussion in the world of Swiss luxury watches. With the average 4% increase in Rolex prices in 2024 , the famous crown brand has seen the selling price of iconic models like the Rolex Daytona or the Rolex GMT reach new heights. This price increase has also influenced gray market prices.
Authorized dealers , working closely with Rolex for decades, have had to adapt to this price increase to maintain their position in the market. On the other hand, the gray market , being more flexible and responsive to fluctuations, tends to offer Rolex watches at more attractive prices. This gap is sometimes criticized by the competition authority , but Rolex remains firm on its retail policy.
Annual price increases are common at Rolex . In 2024 , Rolex announced an average price increase of 4% .
The Rolex Milgauss is one of the most emblematic models of the famous Swiss brand Rolex . With Rolex 's prices increasing in the market, the Milgauss is a more affordable choice compared to the models in the Rolex Daytona collection.
Rolex recently increased the prices of its watches by 4% , bringing the price of a Rolex Milgauss to €10,200 . Despite this increase, Rolex remains a popular brand among resellers, with flagship models like the Submariner No Date selling for up to € 15,500 . The Rolex continues to innovate, staying one step ahead of a new hand on the competition.
A: A moderate price increase of 4% was seen on Rolex watches in 2024.
A: The average price increase for Rolex watches is expected to be around 4% in 2024.
A: The new Rolex watch prices for 2024 were released in early 2024.
A: Rolex has increased its prices gradually in recent years, with another increase planned for 2024.
A: Popular Rolex models like the steel Daytona, Milgauss and two-tone models may see a significant increase in price.
A: Increasing production costs, growing demand and Rolex's business decisions influence price increases.
A: A further price increase is possible for January 2025
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