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Rolex raised many of its listed prices in Europe and the U.K. at the start of 2024, generally by about 3% to 5%. One Italian comparison found an average increase just over 4%. U.S. prices, by contrast, had not risen in the data reported in early January. The size of an increase depended on the country, tax basis, exact reference and material, so no single percentage describes every Rolex market.
How much did Rolex prices increase in 2024?
Reports on the January 2024 adjustment put many U.K. and European increases in the 3%–5% range. Perpetual Passion calculated an average increase of about 4% for Italy, with individual examples ranging from 3.1% for the Oyster Perpetual to 4.1% for a GMT-Master II BLNR on Jubilee. Italian Watch Spotter reported a wider range, from 1.91% for the Deepsea Challenge to 5.75% for a left-handed GMT-Master on Jubilee.
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Those figures describe particular national price lists and comparisons, not a worldwide Rolex increase. The sources use different markets and model samples; they should be read as evidence of the broad pattern, not combined into one universal average.
Did Rolex raise prices in the U.S. in 2024?
Not in the U.S. data available at the beginning of January. JCK reported that Barclays analysts tracking prices found U.K. prices up around 4%, while U.S. prices had not changed as of their January 3 data. The analysts said a U.S. increase could still occur later in 2024, so their report does not establish what happened in every U.S. price update over the full year. JCK’s report says Rolex did not respond to a request for comment.
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The analysts associated the difference partly with dollar strength and pricing differentials between geographies; they also discussed softer trading and declines in secondary-market prices. Their report said demand continued to exceed supply in both the U.S. and U.K. These are analysts’ explanations, not a stated Rolex rationale.
What happened to prices for popular Rolex models?
The following euro comparisons are from Fratello’s European price list and include 20% VAT. VAT rates differ across European countries, so these prices are not interchangeable with prices elsewhere. The Daytona comparison also spans a model-generation change, which makes its year-on-year percentage less like-for-like than the Submariner examples. Fratello’s comparison provides the listed figures.
| Model and reference | Earlier price | 2024 price | Change |
| Submariner, stainless steel 124060 | €9,050 at the start of 2023 | €9,500 | 5% versus start of 2023 |
| Submariner Date 126610LN | €10,200 | €10,700 | — |
| Submariner Date 126610LV, green bezel | €10,700 | €11,200 | — |
| Submariner two-tone 126613LB and 126613LN | €15,500 | €16,350 | 5.4% |
| Cosmograph Daytona stainless steel 116500LN, previous generation | €14,650 | Not the 2024 reference | — |
| Cosmograph Daytona stainless steel 126500LN, new generation | €14,950 at its 2023 launch | €15,700 | 5% versus 2023 launch price; 7% versus the previous generation’s listed price |
| Daytona two-tone 126503 | — | €20,500 | — |
| Daytona yellow gold 126508 | — | €41,100 | — |
| Day-Date 40, yellow gold | €38,200 | €40,100 | About 5% |
| Day-Date 36, yellow gold | €34,700 | €36,500 | About 5% |
| Day-Date 40, Everose or white gold | €41,100 | €43,200 | — |
A dash means the comparison source did not state a prior or percentage figure for that cell; it does not imply that the price was unchanged.
Submariner
The stainless-steel Submariner 124060 rose by €450, from €9,050 to €9,500, in Fratello’s 20%-VAT comparison. Its two-tone 126613LB and 126613LN increased by €850 to €16,350, a larger percentage rise of 5.4%. The difference illustrates why both the cash increase and percentage matter: a higher-priced watch can gain more euros even when its percentage increase is similar.
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The 126500LN reached €15,700 in 2024, but a comparison with the discontinued 116500LN mixes a price adjustment with a new generation. Against the 2023 launch price of €14,950 for the 126500LN, the increase was 5%; against the prior generation’s €14,650 listed price, the difference was 7%. The launch-to-2024 comparison is the more direct measure of the 2024 change for the current reference.
GMT-Master II, Datejust and Oyster Perpetual
For Italy, Perpetual Passion reported increases of 4.1% for the GMT-Master II BLNR on Jubilee, 3.8% for the Datejust 41 on Jubilee and 3.1% for the Oyster Perpetual. Italian Watch Spotter’s euro list showed the Datejust 36 steel moving from €7,500 to €7,750 and the Datejust 41 steel from €8,150 to €8,500. In the same list, the Oyster Perpetual 36 went from €6,150 to €6,350, and the Oyster Perpetual 41 from €6,450 to €6,650. Its largest cited increase was 5.75% for a left-handed GMT-Master Jubilee reference.
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Precious-metal watches
Fratello’s examples show the yellow-gold Day-Date 40 and 36 each rising by about 5%, while the cited Everose and white-gold Day-Date 40 references reached €43,200 from €41,100. Across the cited comparisons, two-tone and precious-metal watches often had larger cash increases than steel models; that does not mean every precious-metal reference had the largest percentage increase.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why do Rolex prices differ by country?
Retail prices reflect more than currency conversion. The country’s price list, tax treatment, currency movements and the watch’s material and reference all matter. Fratello’s euro figures include 20% VAT; a euro retail price with VAT cannot be compared directly with a U.S. list price before sales tax. Singapore Watch Insider reported Submariner increases of 4.77%–5.96% including GST changes, with the two-tone 126613LB and 126613LN at 5.96%. That example further shows why a national price movement may incorporate tax changes as well as a list-price adjustment.
For a meaningful comparison, match the same reference and generation, compare the same country and tax basis, and distinguish official retail prices from secondary-market asking prices. A resale-market movement is not the same thing as a Rolex list-price change.
What prompted the 2024 adjustment?
Perpetual Passion attributed the January 1 Italian adjustment to Swiss-franc strength against the dollar and euro, inflation and production costs. JCK’s reporting is more cautious: Rolex did not comment, and Barclays analysts discussed currency differences and market conditions as possible context. Neither source establishes an official Rolex explanation for every country’s price change.
Were Rolex’s 2024 new watches part of the price increase?
No. Rolex’s newsroom lists releases or updates announced on April 9, 2024, including the GMT-Master II, Day-Date, Deepsea, Cosmograph Daytona and Sky-Dweller. Those product announcements are separate from the January list-price adjustment; a newly announced or updated watch should not be counted as evidence of the annual increase. Rolex’s 2024 newsroom announcements identify the releases.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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