The 2023 Rolex Price List Has Been Released And Shows Another Significant YTD Increase
Year-to-Date, prices have gone up quite significantly again, following an already substantial rise in early 2022.
Like almost every year, brands benefit from the new year to release updated price lists. Twelve months ago already, we published a comprehensive look at the 2022 Rolex Price List, which showed rather substantial inflation, mainly on the steel sports models. And because we’ve just commenced a new year, we expected the Crown (and, of course, many more brands) to release its new pricing policy. And the 2023 Rolex price list is here… with its dosage of corrections. And let us be clear from the beginning, on a year-to-date basis, by comparing January 2022 and January 2023, we’re looking at a significant increase in all prices, ranging from about 7 to 11% depending mainly on the materials – two-tone Rolesor models being the most impacted in 2023. Let’s take a closer look.
Preliminary note: to simplify this 2023 Rolex price list and to have a reliable comparative background to Rolex prices in 2022, we’ve decided to compare the price on a year-to-date basis – January 2022 vs January 2023 – and with the prices in Euro, on the French market. This allowed us to use the article we published last year as a precise comparison, using the same market, currency and models. Also, note that Rolex had a mid-year price increase in Q3 2022. Another source (WatchPro) indicates that compared to mid-2022, the early-2023 rise in prices seems limited to about 2.5%. However, this source uses the British Pound as a base for its calculation and doesn’t list as many models. This is why we’ve chosen this YTD 2022-2023 approach here.
A new year means a new price policy. This is standard practice for most industries, and given the current situation of the world economy, it is clear that 2023 wasn’t about to show a contraction of prices. The production costs are increasing, which is now reflected in the price lists. On the other hand, however, the trend for the watchmaking industry is extremely positive, with 2022 revealing record sales.
With Rolex, we have to keep in mind that the brand is very discreet – hermetic – regarding its production figures or revenues. Presiding over Montres Rolex SA is a foundation – the Hans Wilsdorf Foundation, which owns and controls Rolex to this day – and there is no requirement to disclose financial statements under the law. As such, we can only speculate on the company’s health and rely on the reports of experts such as Vontobel or Morgan Stanley to estimate Rolex’s production levels. While the situation seems to be slowing down gradually, the demand for Rolex watches is still extremely high, and most steel and sports references have long waiting lists. This year, Rolex also entered the second-hand market with the Rolex Certified Pre-Owned Programme.
Before we look at the prices in detail, there are a few trends we can spot with the 2023 Rolex price list. First of all, on average, most watches are up by about 7 to 8% on a year-to-date basis, with a few exceptions, such as the Yacht-Master II collection or the recent Air-King. Also, we can easily see a difference depending on the materials. In 2022, stainless steel watches were most affected by price increases of about 10 to 11%. Looking at this year’s prices, it seems it’s Rolesor’s turn (steel-and-gold models) to report a more significant increase than the rest of the collection – about 11 to 12%. Full steel models are up by about 7% on average, and gold models are up by about 8 to 9% on average.
Let’s now take a look at the detailed 2023 Rolex price list per collection.
Starting with the star chronograph of the brand, the Rolex Daytona, we can clearly see the trend that we explained above, reflected in the pronounced increase in the price of the steel-and-gold Rolesor reference 116503, compared to the classic steel models – either black or white dial – and the rest of the collection, composed of precious metals. The steel 116500LN watches, the most coveted in the collection, are facing a 7% increase, following a rise of 10.5% in early 2022. In 2021, the price of such a watch was EUR 12,400 compared to EUR 14,650, meaning an 18.1% increase in two years.
Submariner and Submariner Date
The Submariner collection is no exception to the rule, with about a 7% increase on the steel models, about 8% on the gold models and an increase of almost 12% for the Yellow Rolesor watches, either with a blue or black bezel. Regarding the classic date version with a black dial and bezel, the increase in 2023 follows a 9.8% rise in 2022. In 2021, reference 126610LN was priced at EUR 8,650 compared to EUR 10,200 now, meaning that the model is up by 17.9% over two years.
Following the trend, the three stainless steel editions of the GMT-Master II – the Batgirl, the Pepsi and even the very recent Destro – are all facing close to a 7% increase. The rise in price is again more noticeable for the Rootbeer version, which has a steel and Everose gold case. Regarding the classic Pepsi 126710BLRO edition, the increase follows a rise of 11% in 2022. This model was priced at EUR 9,100 in early 2021 and is now EUR 10,800 (on a jubilee bracelet), meaning 18.7% more expensive.
Sea-Dweller and Deepsea
The very latest release of Rolex, the Deepsea Challenge RLX reference 126067, hasn’t been hit by a price correction. But keep in mind that this model was launched in November 2022. The rest of the collection is no exception to the trend we outlined, with a significant increase in the price of the two-tone edition of the SeaDweller 43mm. The classic black dial steel model, reference 126600, was priced at EUR 10,950 and is now EUR 13,100, meaning a 19.6% increase in its price in two years.
EXPLORER 36 AND EXPLORER II
The Rolex Explorer collection – either the classic 3-hand model or the more complex dual-time edition – were both released in 2021 but faced an increase already in 2022. For early 2023, the situation for all models in this collection is identical to all previous sports watches, with 6 to 11% increases. In 2021, an Explorer II White Dial 226570 cost EUR 8,050; in 2023, it has risen to EUR 9,550, representing an increase of 18.6% in two years.
Yacht-Master and Yacht-Master II
Identical to what we reported in 2022, the situation for the Yacht-Master and Yacht-Master II collections is a bit different from the rest. The increase seems to be more controlled on the steel editions of the classic YM, while again much more limited than the rest of the collection on the YM II watches – this was already the case in 2022, with no increase at all of the prices for this sub-collection. Does this reflect a declining interest in customers? This could explain why the collection is not overly affected by the correction of prices. The white gold reference 116689 has even been discontinued.
MILGAUSS, AIR-KING AND SKY-DWELLER
Looking at the two stand-alone sports models in the collection, the situation is slightly more complex than above. The Milgauss 116400 follows the trend of other steel watches, rising about 7%. The Air-King reference 126900, a recent model introduced in 2022, sees a slightly less significant rise in its price. The Sky-Dweller was almost not impacted by a price correction in 2022; however, it is now following the same trend as all models above, with an increase in prices depending on the materials.
DATEJUST 41 AND 36
To keep things clear, we only focus on a compact selection of models in the Datejust line, which comprises hundreds of references. The steel models, either with a smooth steel bezel or a fluted white gold bezel, are all impacted by a 7% + correction, while two-tone watches are more significantly impacted, with prices up 11 to 12%. A classic 126300 (41mm, smooth bezel, Oyster bracelet) was priced at EUR 7,250 in 2021 and now retails for EUR 8,000, or about a 10% increase over two years.
DAY-DATE 40 AND 36
With a collection available exclusively in precious metals, the Day-Date range is impacted, like other gold models above, by a rather substantial rise in prices of around 8%. A classic yellow gold version on a President bracelet was priced at EUR 34,400 in 2021 and EUR 38,200 in 2023, meaning an 11% increase in 24 months.
OYSTER PERPETUAL 41, 36, 34, 31 AND 28
Following a relatively reasonable correction of the prices in 2022, the entry-level Oyster Perpetual collection undergoes a significant increase in price in 2023, with all models facing at least a 10.5% or more correction – or 500 to 600 euros more. As a reminder, an Oyster Perpetual 41 reference 124300 was priced at EUR 5,550 in 2021 and is now EUR 6,350 in 2023, thus about 14% more than two years ago.
You can consult the updated prices of Rolex in your region by visiting www.rolex.com.
Good news, but the price hikes should be more severe.
Raising prices of their new watches is a way, IMO the best way, to significantly address the imbalance of supply and demand of new Rolex watches.
Most true Rolex customers would welcome far higher prices. That would let more people actually willing to buy watches for themselves get one. Most of us would rather pay a more hefty price to actually get a new Rolex than have watch flippers buy them all and try to extort even higher prices from people. Or even worse: try to get people to buy used watches for more than new ones.
The watch industry is doing very badly.
Almost 10,000€ for a steel diver…
Rolex should rather concentrate on selling their products to real enthusiasts, check that their ADs are doing their job and not selling to friends, cousins, brothers and uncles to make a profit.
A real mafia the rolex watches.
Not only are the waiting lists long but they also allow themselves to increase the prices. I listed on a gmt 2 3 years ago. Its price keeps increasing. I’m not interested anymore at this price. Too bad.
And it’s not just Rolex anyway, everyone else is going for their 6-10-15% increase.
Personally, I will stop here in my collection. No more.
Do these prices include a VAT? 20%?
A good job there is nothing in their current catalogue I like. Could be that if you are on the waiting list it’s next years increase that will have to be take into account as well
@tristian – these are retail prices in France and include 20% taxes
That’s why I am a Seiko enthusiast they leave room for charities and not self indulgence. In the end both just tell time!
Did you know Rolex has a charity of their own? Might want to check their history..
It’s pure marketing at its best! One can have same purpose with plenty of cash to spare……with discrepancy in status symbol though😔
When I decided to buy the no date Sub in 2017, the price then was 6800 EUR. Now it is 9100 EUR!!! “Luckily”, I was able to purchase it when the price was 8500 EUR last year. My feeling about this is very mixed.
ridiculous, what’s the price for the platinum daytona?
its not ridiculous, everything increase, interest rate, property. its just the economy. we can t do noting about that
Have you seen the increase in the price of gold I’m sure the 18ct models must be worth the increase