Rolex is increasing its watch prices in 2020

Rolex had another stunning year selling approximately 1 million units in 2019, where the demand for its watches was much higher than the supply. The Swiss luxury watchmaker has decided to ring in the new year by increasing the prices of its timepieces, especially those in the brand’s steel sports ranges. The prices have been raised by anywhere between 3 to 6 percent in the United States. What that means is if you are one of those who decided to put off their purchase of a Rolex watch in 2020, you’ll have to pay at least a few hundred dollars more. For example, the Rolex Submariner “No Date” Oyster steel which was previously priced at $7,500, is now listed on the brand’s US website for $7,900.

As mentioned before, the price increase is mostly for the steel Rolex sport watches, which is ironic because most of those models are rarely available at retail anyway. There’s an extremely long waiting list for these watches. They trade significantly above retail on the secondary market (almost double the MSRP in most cases); therefore, the marginal increase won’t hurt the buyers. As far as the timing of the price increase goes, the last time Rolex increased prices in the US was in 2012, and it was long overdue; speculations around it began to build around the holidays.

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Sayan Chakravarty, a Senior Writer at Luxurylaunches, brings over 10 years of automotive journalism expertise. He provides insightful coverage of the latest cars and motorcycles across American and European markets, while also highlighting luxury yachts, high-end watches, and gadgets. An authentic automobile aficionado, his commitment shines through in educating readers about the automotive world. When the keyboard rests, Sayan feeds his wanderlust, traversing the world on his motorcycle.