As one of the most recognized watch brands worldwide, Rolex enjoys both prestige and widespread popularity. Owing to this acclaim, the perception of Rolex prices often leans heavily towards the “unaffordable” spectrum. However, it’s worth noting that the cost of Rolex watches varies widely depending on the model. From more affordable styles to extremely opulent prices, the price range of Rolex watches spans a wide spectrum.
This guide aims to shed light on the question “How much is a Rolex in 2024?” to help you find one that suits your taste and budget.
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List Price vs Market Price
It is important to note that there can be price variations for each Rolex watch, and it all depends on where you will buy your timepiece.
The list price refers to the price established in the manufacturer’s pricing list for a specific watch model. Therefore, if you purchase a Rolex directly from the esteemed company’s manufacturer, you will pay the list price.
It can be challenging to acquire highly-coveted Rolex models at their suggested retail prices due to demand often surpassing supply from the manufacturer. Long waitlists and frustrating disappointment can occur when the desired Rolex model is out of stock, making it impossible to purchase at the list price. This is where the market price comes into play, which represents the asking price for watches on the pre-owned market. For many Rolex models, the market price typically exceeds the list price significantly.
The difference between Rolex list price and market price lies in the discrepancy between the manufacturer’s suggested retail prices (MSRP) – commonly referred to as the list price – and the actual market prices for Rolex watches.
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Rolex Cosmograph Daytona Prices as of July 2024
Introduced in 1963, the Rolex Daytona is the brand’s signature chronograph, designed to meet the timing needs of professional racing drivers.
The collection was entirely revamped in March 2023, with a redesigned case and bezel, and updated movement, heralding the launch of the 126xxx generation.
List / retail price: from $15,000 (steel) to $42,500 (yellow gold)
Market price: between $6,000 – $179,000, with an average price of around $32,000
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Rolex Submariner (No Date and Date) Prices as of July 2024
The Rolex Submariner, introduced in 1953, is a line of sports watches specifically designed for diving. With its ruggedly handsome design, the Submariner has earned a reputation as a classic among wristwatches, reflecting its prestigious standing in the watch industry. The collection was last updated in 2020, with a new 41mm case and a new generation movement.
List / retail price: from $9,100 (no date, steel) to $42,000 (yellow gold)
Market price: between $9,000 – $131,000 on the secondary market, with an average price of around $14,000
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Rolex GMT-Master II Prices as of July 2024
Introduced in 1954, the Rolex GMT Master is a professional watch designed for aviation and travel, equipped with a second time zone function that displays the local time and an additional time zone simultaneously. The collection was last updated in 2024 with a new grey and black Ceramic bezel colorway.
List / retail price: from $10,700 (Batgirl) to $42,300 (Pepsi white gold meteorite)
Market price: between $11,000 – $124,000 on the secondary market, with an average price of around $18,000
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Rolex Sea-Dweller, Deepsea and Deepsea Challenge Prices as of July 2024
The Rolex Sea-Dweller and Deepsea collection consists of robust diving watches designed for extreme underwater conditions. The Sea-Dweller variant offers dependable water resistance up to 1,220 meters (4,000 feet), while the Deepsea model surpasses this with a water resistance of up to 3,900 meters (12,800 feet).
Rolex’s most impressive dive watch, the Deepsea Challenge, was introduced in 2022.
List / retail price: from $14,150 (D-Blue) to $42,800 (RLX Titanium)
Market price: between $9,000 – $43,000 on the secondary market, with an average price of around $14,000
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Rolex Explorer and Explorer II Prices as of July 2024
The Rolex Explorer collection comprises durable and legible watches designed for explorers. The Explorer is a time-only everyday watch, while the Explorer II, with additional 24-hour hand, the Explorer II is equipped to aid in distinguishing day and night hours.
List / retail price: from $7,250 (36mm steel) to $9,650 (42mm steel)
Market price: Explorer I – between $5,000 – $15,000 on the secondary market, with an average price of around $8,000
Explorer II – between $7,000 – $24,000 on the secondary market, with an average price of around $9,000
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Rolex Yachtmaster and Yachtmaster II Prices as of July 2024
The Rolex Yacht-Master is a collection of watches designed for sailing enthusiasts and water sport lovers. Originally launched in 1992, the collection comprises watches in a variety of sizes, materials, and colors, with a common characteristic: precise timekeeping for yachting and regatta activities.
The most recent model from the collection is the Titanium 42mm Yacht-Master, introduced in 2023.
List / retail price: from $11,550 (steel – platinum Yachtmaster 37) to $43,500 (yellow gold Yachtmaster II)
Market price: between $5,000 – $39,000 on the secondary market, with an average price of around $15,000
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Rolex Air-King Prices as of July 2024
The Rolex Air-King is a robust and sporty steel watch that symbolizes the fearlessness of aviation and stands as a tribute to the pioneers of flight. The current Oyster Perpetual Air-King features a redesigned case with a crown guard and straight lugs, akin to other models in Rolex’s Professional category.
List / retail price: $7,450 (Air-King ref 126900)
Market price: between $3,000 – $8,000 on the secondary market, with an average price of around $5,000
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Rolex Sky-Dweller Prices as of July 2024
The Rolex Sky-Dweller is an elegant and technically sophisticated watch designed for those who perceive the world as a unified territory without borders, allowing travelers to navigate seamlessly through varying time zones and stay ahead of schedule. The Sky-Dweller was updated with the new generation movement Caliber 9002 in 2023.
List / retail price: $19,850 (two-tone steel and gold) to $53,000 (Everose gold)
Market price: between $18,000 – $62,000 on the secondary market, with an average price of around $24,000
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Rolex Day-Date 36 and Day-Date 40 Prices as of July 2024
The Rolex “President” Day-Date was the first watch to feature the date along with the day of the week spelled in full on the dial. The Day-Date is yet another timeless and sizable assortment by Rolex, dedicated solely to precious metals such as gold or platinum. Given the wide array of possibilities available, with hundreds of combinations to choose from, we will outline only the most enduring variations below.
List / retail price: $39,500 (white gold) to $111,800 (platinum Arabic dial)
Market price: between $9,000 – $114,000 on the secondary market, with an average price of around $31,000
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Rolex Oyster Perpetual Prices as of July 2024
The Rolex Oyster Perpetual is a highly regarded collection of watches, renowned for its timeless design and impeccable functionality. It is currently available in no fewer than five different sizes, with a wide range of dial colors, making it one of the most varied Rolex collections.
List / retail price: $5,550 (28mm) to $7,450 (41mm Celebration dial)
Market price: between $2,000 – $10,000 on the secondary market, with an average price of around $7,000
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Rolex Perpetual 1908 Prices as of July 2024
In March 2023, Rolex introduced the Perpetual 1908 collection as the successor to the Cellini series. This refined range is the epitome of elegance in Rolex’s lineup, featuring a new movement, intricate adornments, and a sapphire back.
List / retail price: $22,000 in yellow gold and $23,000 in white gold
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Rolex Sky-Dweller Everose Gold Models
What determines Rolex prices?
The prices of Rolex watches are influenced by several key factors, including:
Model and Collection: Different collections and models within the Rolex lineup can vary significantly in price. Iconic models like the Submariner or Daytona tend to command higher prices compared to other models.
Material: The materials used in the construction of the watch, such as stainless steel, gold, platinum, or diamonds, can greatly impact the price. Watches made from precious metals or featuring intricate designs typically come with a higher price tag.
Rarity and Exclusivity: Limited edition pieces, discontinued models, or rare variations can be priced higher due to their scarcity and exclusivity within the market.
Condition: Whether the watch is brand new, pre-owned, or vintage can also affect the price. Brand new Rolex watches typically come with a higher price compared to pre-owned or vintage pieces.
Market Demand: Fluctuations in market demand, trends, and consumer preferences can impact the pricing of Rolex watches. Popular models may see an increase in price due to high demand.
Retailer and Location: The authorized Rolex retailer, country of purchase, and local taxes can also influence the final price of a Rolex watch.
By considering these factors, you can better understand what determines the prices of Rolex watches and make an informed decision when it comes to purchasing one.
Additionally, the market price can be influenced by the condition, rarity, and current year of production of the Rolex watch. All these factors contribute to the fluctuation and variation in market prices for Rolex timepieces.
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Final Thoughts
It’s important for prospective buyers to be aware of these distinctions and do their research to understand the market dynamics and factors that contribute to the market price of Rolex watches.
At SwissWatchExpo, we are firm believers that purchasing a pre-owned luxury timepiece offers customers the highest possible value. Our commitment lies in offering the finest watches at unmatched prices, often thousands of dollars less than the cost of a brand-new timepiece. This is achievable due to our extensive global network of dealers and buyers, diligently seeking out the best deals on the most exquisite timepieces.
Explore our wide inventory of Rolex watches, along with thousands of authentic, pre-owned watches from the world’s best brands, at SwissWatchExpo.com.
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