Rolex Retail Prices Hiked in 2024: A Comparison to 2023
As mentioned before, Rolex increases its retail prices every year. Last year, the prices were increased by a significant margin. This was due to the fact that the production costs were largely impacted in late 2022. However, the economy has since stabilized a lot, and this time around, Rolex has only increased its prices by an average of 4%, with some of the steel models being increased by 2-3% and an increase of 4-7% on models with precious metals.
Now that we know what is expected, here’s a close look at the newly announced retail prices for 2024. We have also compared these with the 2023 retail prices to understand how much of a price hike we are looking at.
Oyster Perpetual
The Oyster Perpetual is the entry-level Rolex that everyone looks at. While these have increased in price in the last few years, they remain more affordable than Datejust or any of the sports models. Even though these are considered entry-level watches, they are still hard to get directly from the Authorized Dealer. Here’s a look at the Rolex watch prices in UAE for the Oyster Perpetual lineup.
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 277200 | AED 22,400 | AED 23,050 | 2.9% |
| 124200 | AED 22,800 | AED 23,550 | 3.29% |
| 126000 | AED 24,000 | AED 24,750 | 3.14% |
| 124300 | AED 25,200 | AED 26,050 | 3.37% |
Datejust
While OP is the entry-level Rolex, it is the Datejust that everyone wants as their first watch. The popular 36mm and 41mm models have increased by at least 4%, making them a tad bit harder to purchase for the fans. However, there are some two-tone Datejust models that you can find in the secondary market for under-retail. Nevertheless, here’s a close look at the price change for some of the popular Datejust references.
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 126300 Oyster | AED 31,800 | AED 33,200 | 4.40% |
| 126334 Jubilee | AED 41,000 | AED 42,800 | 4.39% |
| 126200 Oyster | AED 29,150 | AED 30,300 | 3.95% |
| 126234 Jubilee | AED 34,800 | AED 36,500 | 4.89% |
Submariner
The Submariner models are usually the first sports model that people go for. With the Submariner No-Date now starting at AED 37,400, these watches are still really well priced. With a mere 2-3% increase, these models have not been impacted as much.
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 124060 (Black No-Date) | AED 36,500 | AED 37,400 | 2.47% |
| 126610LN (Black with Date) | AED 41,000 | AED 42,000 | 2.44% |
| 126610LV (Starbucks) | AED 43,200 | AED 44,100 | 2.08% |
| 126613LB | AED 62,600 | AED 64,300 | 2.72% |
| 126619LB | AED 168,000 | AED 171,400 | 2.02% |
Sea-Dweller
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 126600 | AED 52,100 | AED 54,100 | 3.84% |
| 126603 | AED 70,800 | AED 74,300 | 4.94% |
| 136660 (Black) | AED 55,800 | AED 58,000 | 3.94% |
| 136660 (Blue) | AED 56,900 | AED 59,250 | 4.13% |
| 126067 | AED 102,000 | AED 104,200 | 2.16% |
Sky-Dweller
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 336934 (Oyster) | AED 62,000 | AED 63,900 | 3.06% |
| 336934 (Jubilee) | AED 62,800 | AED 64,700 | 3.03% |
GMT-Master II
The GMT-Master II is among some blessed models that have not faced a massive price increase. With just about 2% price hike, the Stainless Steel models are barely affected. It is only the two-tone and full gold variants that have taken the hit.
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 126710 (Pepsi, Batman) Jubilee | AED 43,700 | AED 44,500 | 1.83% |
| 126710 (Pepsi, Batman) Oyster | AED 42,850 | AED 43,650 | 1.87% |
| 126720 (Sprite) Jubilee | AED 45,800 | AED 46,600 | 1.75% |
| 126720 (Sprite) Oyster | AED 44,950 | AED 45,750 | 1.78% |
| 126719BLRO (Blue Dial) | AED 162,600 | AED 165,900 | 2.03% |
| 126719BLRO (Meteroite Dial) | AED 171,850 | AED 175,150 | 1.92% |
| 126715CHNR | AED 162,600 | AED 165,900 | 2.03% |
| 126711CHNR | AED 64,700 | AED 66,800 | 3.25% |
| 126713GRNR | AED 64,800 | AED 68,000 | 4.94% |
| 126718GRNR | AED 152,600 | AED 158,800 | 4.06% |
Yacht-Master
Just like the GMT lineup, the Stainless Steel yacht Master references have been only mildly affected by this price hike. However, Gold and Titanium models have faced an upwards of 4% price increase in 2024.
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 268622 (37mm Steel) | AED 45,200 | AED 46,150 | 2.10% |
| 126622 (40mm Steel) | AED 48,200 | AED 49,150 | 1.97% |
| 126655 (40mm Rose Gold) | AED 113,400 | AED 118,000 | 4.06% |
| 226627 (42mm, Titanium) | AED 55,000 | AED 57,500 | 4.55% |
| 226658 (42mm, Yellow Gold) | AED 114,400 | AED 119,300 | 4.28% |
| 116680 (Steel) | AED 73,200 | AED 74,750 | 2.12% |
| 116681 (Steel & Rose Gold) | AED 94,800 | AED 101,600 | 7.17% |
| 116688 (Yellow Gold) | AED 162,400 | AED 174,300 | 7.33% |
Cosmograph Daytona
At Watches & Wonders, Rolex released new 2023 models and the Daytona was one of them. It got the new Calibre 4131 movement and with the introduction of the new models, Rolex also brought a new Platinum Daytona with an Exhibition case back. Later in the year, the company also released the Daytona Le Mans, which is a White Gold timepiece with an open case back. With the introduction of the new reference, the prices of the Daytona lineup already got inflated. Now, in 2024, they are getting yet another price hike. So, compared to January 2023, you are most likely paying 7-8% more, depending on the model you pick.
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 126610LN | AED 59,200 | AED 61,750 | 4.31% |
| 126503 | AED 76,600 | AED 80,600 | 5.22% |
| 126508 Oyster | AED 154,800 | AED 161,700 | 4.46% |
| 126508 Oysterflex | AED 120,000 | AED 125,200 | 4.33% |
| 126509 | AED 166,800 | AED 173,500 | 4.02% |
| 126509 Le Mans | AED 201,500 | AED 209,900 | 4.16% |
| 126506 | AED 304,800 | AED 311,500 | 2.19% |
Day-Date
| Reference | 2023 Retail Price | 2024 Retail Price | Percentage Increase |
|---|---|---|---|
| 228238 | AED 151,400 | AED 157,500 | 4.02% |
| 228235 | AED 162,800 | AED 169,700 | 4.23% |
| 228239 | AED 162,800 | AED 169,700 | 4.23% |
| 228236 | AED 248,400 | AED 253,900 | 2.21% |
Retail Price Hike: What happens to the secondary market?
Due to the increase in retail prices, there might be a slight reflection on some models in the secondary market. These watches will not go up in price by a huge margin, it is expected to be just a similar 2-3% increase. So, if you are buying a watch from the secondary market, it should not affect you much as you are already paying a premium. As for selling a watch today, you might be able to get slightly extra for your watch compared to what you would have got 2 weeks ago.
