Could the SS Daytona Price Increase 20%?

[Chiboy]

The Patek sub-forum is all abuzz about Patek's announcement yesterday to increase the price of the white-hot Nautilus stainless steel line (5711-1A and 5712-1A) by about 20% worldwide effective March 1. Price increases, if any, for the rest of the lines have not yet been announced and may be announced at Basil.

Gray market prices of these SS Pateks have been well above theoretical MSRP for some time and are now even higher than they've been. Sound familiar?

Sooooo....does anyone think this might happen with Rolex and SS Daytona prices?

[travisb]

I wouldn't be surprised if Rolex did an increase this year but I would be shocked if it was anywhere near 20%.

[Art 1]

I hope so.

[rossi46]

Originally Posted by travisb

I wouldn't be surprised if Rolex did an increase this year but I would be shocked if it was anywhere near 20%.

Agreed. Maybe 5%?

10% tops.

[Art 1]

If I was the king of Rolex I would raise the price of all steel sport watches by 10%.

[HorologyK]

They will do something. 15K sounds fair.


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[jrs146]

I’m quite sure there will be an increase. I’m guessing Daytona goes to 14,500-15,500.


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[Raypep]

Originally Posted by Art 1

I hope so.

Once I get my hands on a DaytonaC, I hope too! Not until then though!


As much as watches are a hobby, I like to think I'm making an investment.

-R

[aquatimerfla]

No point raising prices unless they increase availability.

I personally think Daytonas will be much easier to obtain over the next 24 months. Writings on the wall after the 2017 debacle.

[tomchicago]

Oh goodness! 20% !!!! I should buy one now before the prices rise! Do you have one to sell, pray tell good sir? Help us !!!

[BLM2]

As I remember, Rolex did raise the previous model Daytona price when the grey market was out of control. I think this lead to their AD's getting a bigger price.

Lee

[10klakes]

At what point would any of you say "no, that MSRP is too high" and pass on the Daytona? I'm sure Rolex decision makers are reading this and would like to know....


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[Bond's First Watch]

With the US stock market up 31 percent in the last year, I guarantee there will be a price increase.

[watchwatcher]

That's a good question...and I don't really know, TBH.

However, it does seem strange to me that with the gap between MSRP and what the Daytona is commanding on the secondary market, Rolex is leaving so much money on the table. Guess time will tell.

[rossi46]

Originally Posted by 10klakes

At what point would any of you say "no, that MSRP is too high" and pass on the Daytona? I'm sure Rolex decision makers are reading this and would like to know....

It's hard to say, as I think that number is different for WIS and non-WIS. And there are exponentially more non-WIS out in the world, of course. That's Rolex's true customer base, in fact.

For the WIS, there are a number of outstanding SS watches in the "next" price tier: AP Royal Oak, PP Aquanaut, VC Overseas, etc. I don't think Rolex wants to creep into the high teens range and start competing with those.

For the non-WIS, who knows? They just want the shiny thing that says Rolex on the dial.

[Chiboy]

Originally Posted by tomchicago

Oh goodness! 20% !!!! I should buy one now before the prices rise! Do you have one to sell, pray tell good sir? Help us !!!

I'm not selling one. In fact, I've been on the waitlist for one since 8/16 and am still waiting. Just raising this as a topic since it is happening on a hot Patek model or two and the Rolex situation is somewhat similar.

[rmlovett1]

Originally Posted by travisb

I wouldn't be surprised if Rolex did an increase this year but I would be shocked if it was anywhere near 20%.

⬆️⬆️⬆️X3. But...if any increase....I’m glad I’m securing another WG pre-ceramic 116509. These, if found in excellent/complete condition, seem to be a no-brainer VS ceramic SS

[Micha]

one should not compare Patek's price policy with Rolex. In February 2015 Patek lowered prices in the US by 7% something Rolex NEVER did...

[S-F]

Last AD I spoke to told me there was now a four year waiting list for the Daytona. With that said, who cares since it doesn't apply to anyone currently in the market for one

[ArtNouveau]

Originally Posted by BLM2

As I remember, Rolex did raise the previous model Daytona price when the grey market was out of control. I think this lead to their AD's getting a bigger price.

Lee

Pretty sure the 116520 was $6200 MSRP when it came out, it was up to the C's current price of $12400 in its final days. Its price went up several times over its run but always proportionate to the rest of the line. Rolex hasn't had a US price increase in over five years, when it does all models will go up and no way it will be 20%.
I also believe once the Daytona's price crested $10K the demand softened. The C is still new in its run but in a few years and price increases it too will level out.(but at a lot higher price)

[10klakes]

So if MSRP rises 20% (hypothetically), what percent or price increase do TRF members think this would correlate to on the grey market?


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[sensui]

No one knows for sure...but if I were a betting man...I'm going to guess a price increase is around the corner. All signs like supply shortage, demand, economy, currency etc points towards it...Daytona going up 20% like Nautilus would not surprise me one bit.

[soundserious]

It ought to be more expensive, much more. This watch is by far the biggest bargain that Rolex makes. That of course is why it sells at such a premium in the secondary market.

[doboy007]

Originally Posted by soundserious

It ought to be more expensive, much more. This watch is by far the biggest bargain that Rolex makes. That of course is why it sells at such a premium in the secondary market.

No, it sells for a premium due to lack of availability. You can’t possibly believe it would have that kind of pricing power if market was flooded with it.

[soundserious]

Originally Posted by doboy007

No, it sells for a premium due to lack of availability. You can’t possibly believe it would have that kind of pricing power if market was flooded with it.

Sure if the market was flooded then it's flooded. But good point. So why the lack of availability? Because all the allocation is immediately presold....you won't see one in an AD window...like ever. Unlike say the PM versions which are readily available and can be had at a steep discount...like 20% steep. Why? Because the MSRP in steel is an absolute bargain, the exact same watch in PM ain't.

[doboy007]

Originally Posted by soundserious

Sure if the market was flooded then it's flooded. But good point. So why the lack of availability? Because all the allocation is immediately presold....you won't see one in an AD window...like ever. Unlike say the PM versions which are readily available and can be had at a steep discount...like 20% steep. Why? Because the MSRP in steel is an absolute bargain, the exact same watch in PM ain't.

Lack of availability is mainly due to limited production. Of course the inventory will be presold when ADs get such limited supply and I’m sure a lot of those are presold to grey markets.

[rominvicta]

Wrong assumption. What is common between PP and R? Both make watches, right? Nothing else. How many does PP make annually? Less than 50000. What about R? 1 mln. So what would be revenue influence on PP if price of Nautilus is increased by 20%, if assume Nautilus makes 20% of their annual turnover? And what about the same of SS Daytone would increase price by 20%? Ask yourself as well which of both needs badly turnover rise, which of both might be in lack of cash and etc.
Nay i would say Rolex does increase prices due to objective reasons like inflation etc!

[16610v]

I think around 10% since its actual value is much more than this.

[cmcm3]

The Daytona could easily take a 20% price increase and remain in high demand. It looks cheap in the context of the wider market right now. Whether Rolex do it or not is another matter.

[JacksonStone]

That would be nutty.