WatchPro reported that U.S. Rolex retail prices rose by about 3–6% on January 1, 2020. That range describes WatchPro’s sample of U.S. models, not a worldwide increase: its U.K. examples and WatchTime’s German figures show different changes by market and reference.
Reported U.S. Rolex price increases in 2020
In a January 7, 2020 analysis, WatchPro said prices for a range of Rolex models in the United States increased by around 3–6% effective January 1. Its examples included a 6% increase for a 41mm Oystersteel Datejust and a 3.1% increase for an 18ct white-gold Daytona. These are reported changes for selected models, not a complete price list. WatchPro’s U.S. report
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
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Fossil Men's Watch, Neutra Quartz Stainless Steel Chronograph Watch for Men, Color: Silver | $191.98 | Buy on Amazon |
| 2 |
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Michael Kors MK4741 - Petite Lexington Three Hand Watch Gold One Size | $245.00 | Buy on Amazon |
How the reported changes differed by market
The U.S. figures should not be applied to other countries. The following reported examples use different currencies and selected references; they are not a standardized comparison of every Rolex model.
| Market and source | Model/reference | Reported price change |
|---|---|---|
| United States — WatchPro, 2020 | 41mm Oystersteel Datejust | +6%; the report does not state the before-and-after retail prices in the cited summary. |
| United States — WatchPro, 2020 | 18ct white-gold Daytona | +3.1%; the report does not state the before-and-after retail prices in the cited summary. |
| United Kingdom — WatchPro, 2020 | Datejust 126300 | +10.5%, to £6,300. |
| United Kingdom — WatchPro, 2020 | Submariner 114060 | +9.6%, to £6,300. |
| United Kingdom — WatchPro, 2020 | GMT-Master II 126710 BLNR | +8.4%, to £7,750. |
| Germany — WatchTime, 2020 | GMT-Master II 126710 | €8,400 in 2019 to €9,000 in 2020; +7.14%. |
| Germany — WatchTime, 2020 | Daytona 116500LN | €11,300 in 2019 to €12,250 in 2020; +8.41%. |
| Germany — WatchTime, 2020 | Datejust 36 126234 | €7,500 in 2019 to €7,950 in 2020; +6%. |
Sources: WatchPro’s U.K. report and WatchTime’s German examples. The reported U.K. changes are higher than WatchPro’s sampled U.S. range, while the German examples vary by reference. Currency and market context matter; these figures do not establish a single global rate.
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Which models went up the most in the reported examples?
Among the specific examples above, the U.K. Datejust 126300 had the largest stated percentage increase, at 10.5%. In Germany, the Daytona 116500LN rose 8.41% in WatchTime’s comparison, more than its cited GMT-Master II and Datejust examples. WatchPro’s U.S. examples show a different pattern: the Oystersteel Datejust rose 6%, compared with 3.1% for the white-gold Daytona. These rankings apply only to the cited samples; they do not identify the largest increase across every Rolex reference or country.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What was behind the increases?
The reports do not establish an official explanation from Rolex. In a January 15, 2020 JCK article, Bob’s Watches founder and CEO Paul Altieri attributed demand for steel sports models to a supply-demand imbalance, saying: “I think this is a supply-demand situation. [With] most of the steel sport models, there is a shortage worldwide.” This is Altieri’s assessment relayed by JCK, not a statement of Rolex’s rationale. JCK’s report
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What the 2020 figures do—and do not—show
- They describe selected reported retail-price changes in particular markets, rather than a complete, uniform Rolex price schedule.
- The U.S. 3–6% range comes from WatchPro’s analysis of a range of models; the U.K. and German examples are separate reports with their own currencies and references.
- The available reporting does not establish a global average or a Rolex-published explanation for the adjustment.
Rolex’s current U.S. catalog lists the Datejust 41, but a present-day catalog is not evidence of what that watch cost in 2020. Rolex’s current Datejust 41 catalog page
