Huge increase to rose gold Daytonas??

[Socalwatchguy]

I know the price increase has been discussed at length….

But can anyone tell me if there is any justification for the huge increase to rose gold Daytona pieces? It looks like 15%+ to some.
White gold and yellow gold were hardly impacted.

Is there a material cost increase? Or is Rolex just taking advantage of the popularity? Thoughts?

[jb335]

Check again. The WG and YG Daytonas also had ~14% increases.

Full RG and full WG is $50k and YG is $47K USD. Rose and White were always a bit more than Yellow.

[GB-man]

Because they are extra sauce

[Socalwatchguy]

Looks like the mobile website isn't fully updated....

I see a price of $33,500 for WG Oysterflex when in the "view all" view. Clicked on it and then showed pricing of $38,100

[harvey]

…because people will still buy.

[jb335]

Originally Posted by Socalwatchguy

Looks like the mobile website isn't fully updated....

I see a price of $33,500 for WG Oysterflex when in the "view all" view. Clicked on it and then showed pricing of $38,100

May need to clear your cache. At least that sounds like something my IT guy would tell me...

But yes, $38K is the new price for the standard issue Daytona OF models.

Bottom line, PM Daytonas got the biggest markup and I believe it's pretty similar if not identical (% wise) for WG, YG and RG. None were left untouched.

[hellofromthebay]

During the pandemic, everyone wanted Rolex to raise prices to match/kill the grey market deals. Rolex does it. Now we are all upset :-)


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[enjoythemusic]

Originally Posted by GB-man

Because they are extra sauce

And here i was thinking it was the secret sauce. You're right GB Man

[Calatrava r]

Supply will be limited on these full gold Daytona models so the price increase will have no effect on lowering the demand or increasing availability. More than enough people would pay much more.

[Calatrava r]

Originally Posted by hellofromthebay

During the pandemic, everyone wanted Rolex to raise prices to match/kill the grey market deals. Rolex does it. Now we are all upset :-)


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We may all be upset but are we all buyers. While no one wants to pay more money, the folks who are actively seeking these watches from ADs will pay the freight.

[Jimmy66]

Because Rolex are ensuring the Daytona is to become the Birkin or the Nautilus of the lineup. Hence the 100% difference in price increase between the Daytona and all other models. Rolex are (further) creating a brand within a brand.

[Gva1985]

Originally Posted by Jimmy66

Because Rolex are ensuring the Daytona is to become the Birkin or the Nautilus of the lineup. Hence the 100% difference in price increase between the Daytona and all other models. Rolex are (further) creating a brand within a brand.

I think this is a fair assessment, agree with that

[Gunnersaurus]

Originally Posted by Jimmy66

Because Rolex are ensuring the Daytona is to become the Birkin or the Nautilus of the lineup. Hence the 100% difference in price increase between the Daytona and all other models. Rolex are (further) creating a brand within a brand.

Hasn't it been that way since the 90's?

[Bazil]

If I could, I would …



[IMG][/IMG]

[Mystro]

Originally Posted by Bazil

If I could, I would …



[IMG][/IMG]

X2

[Mr. Superlative]

Production costs are vastly more expensive, esp. with the increased cost of Gold. The price hike of 14% of precious metals is aligned with the higher material cost, plus some extra $ profit for Rolex.

Bottom line: the PM pieces will still sell, the prices now are a reflection of what they are/were on the Grey network.

[AEV]

Full gold Daytona (indices dial) is now 4K euro / 9% more expensive than a DD40 in a similar config with indices / romans.
I did not take into account diamond bezels or indices. Just the ''plain'' configs.

I don't remember a gold Daytona being more expensive than a DD40.

[inadeje]

All the PM Rolex’s languishing unsold at grey dealers just got hiked too. I started seeing it on C24 and some of their websites.

[inadeje]

delete

[Hollie_Rollie]

Originally Posted by Mr. Superlative

Production costs are vastly more expensive, esp. with the increased cost of Gold. The price hike of 14% of precious metals is aligned with the higher material cost, plus some extra $ profit for Rolex.

Bottom line: the PM pieces will still sell, the prices now are a reflection of what they are/were on the Grey network.

PM pieces historically collected dust, even during the initial years of the hype leading up to 2020. Will be interesting to see them collecting dust once again.


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[codecow]

Even with the 15% price increase they’re still very undervalued!

[duffyanneal]

Originally Posted by codecow

Even with the 15% price increase they’re still very undervalued!

I agree, but the issue now is these pieces are dangerously crossing over into PP, AP, VC, etc. territory. I have PM pieces on my list with my Rolex ADs, but now I also have a list at PP, and I have an appointment at AP later this month. I love Rolex, but now they are elevating themselves into territory occupied by companies that offer features they simply don't.

[codecow]

Originally Posted by duffyanneal

I agree, but the issue now is these pieces are dangerously crossing over into PP, AP, VC, etc. territory. I have PM pieces on my list with my Rolex ADs, but now I also have a list at PP, and I have an appointment at AP later this month. I love Rolex, but now they are elevating themselves into territory occupied by companies that offer features they simply don't.

I suppose, but how much is a PM ROC? For a modern example like a Ref. 26715OR.OO.1356OR.01 they’re about $70k MSRP, so still a substantial difference even after the price hike. I’d argue you have a lot better chance of getting a PM Daytona than something like that ROC from an AD, and the ROC is still trading at a premium where the Daytona is not.

AP with that one has space to bump it up maybe $15k and keep the supply low.

Similar with VC, you can’t buy them; although their premiums have really dropped they’re in that same 70k+ bracket so more comparable to a Platinum Daytona.

[duffyanneal]

Originally Posted by codecow

I suppose, but how much is a PM ROC? For a modern example like a Ref. 26715OR.OO.1356OR.01 they’re about $70k MSRP, so still a substantial difference even after the price hike. I’d argue you have a lot better chance of getting a PM Daytona than something like that ROC from an AD, and the ROC is still trading at a premium where the Daytona is not.

AP with that one has space to bump it up maybe $15k and keep the supply low.

Similar with VC, you can’t buy them; although their premiums have really dropped they’re in that same 70k+ bracket so more comparable to a Platinum Daytona.

I would have to start on the ground level with any other those brands so there is zero chance getting any PM models, initially. I hear that even the Aquanaut is a third piece after Calatrava and Complications. Nautilus and Cubitus are way down the road. Similar story at AP. A SS RO (not blue or green) comes after a Code (maybe). Obviously, there are exceptions. I read about people picking up a RO or Cubitus as their first piece. The same magical unicorns that I read about receiving a Sub or GMT as a walk-in. It happens, but there are probably better odds playing the lottery.

The alternative being going gray, but I don't mind building out the collection. Going grey and paying 1.5x - 2x for a Pepsi or SS Daytona is one thing. Paying 3X for a Cubitus is entirely something else.

[Robf52]

Gold price rose 33% in 2024; Rolex is recouping some cost by passing on some of that to customers.

[RiRi]

Originally Posted by Robf52

Gold price rose 33% in 2024; Rolex is recouping some cost by passing on some of that to customers.

That only explains part of the issue - why do the DDs go up 7-9% when the PM Daytonas increase by 14%?

[duffyanneal]

Originally Posted by RiRi

That only explains part of the issue - why do the DDs go up 7-9% when the PM Daytonas increase by 14%?

Rolex is trying to bump VC out of the Holy Trinity.

[Robf52]

Originally Posted by RiRi

That only explains part of the issue - why do the DDs go up 7-9% when the PM Daytonas increase by 14%?

Could be a Marketing move based on supply/demand considerations. In my old business life, a predominant competitor used to brag about the reason they'd initiate significant price increases: the reason simply was "because they could".

[MRBolton]

Originally Posted by duffyanneal

Rolex is trying to bump VC out of the Holy Trinity.

Increasing their pricing without an increase in quality doesn't do anything to affect that.

[duffyanneal]

Originally Posted by MRBolton

Increasing their pricing without an increase in quality doesn't do anything to affect that.

Tell me about it. One of the reasons why I'm looking at the Holy Trinity. Though I hear that AP quality is not what it used to be.