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 increase in price is mostly for the steel Rolex sport watches, which is a bit ironic because most of those models are almost never available at retail anyway. There’s an extremely long waiting list for these watches and 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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