When it comes to Rolex prices, there is a difference between retail price and actual market price for many of their watches. Their hottest models, like the steel Daytona and Pepsi GMT, are notorious for selling far above the manufacturer’s suggested retail prices (MSRP) on Rolex's website. The gap has been closing a bit since 2022, though. Many of the more common Rolexes, such as Datejusts with standard dials and smooth bezels, now sell secondhand for retail price or even less. But turquoise Oyster Perpetuals, titanium Yacht-Masters, and Le Mans Daytonas still sell for huge premiums. Even Datejusts with popular options like palm motif or mint green fluted motif dials often sell for thousands above list.
So why is there such a difference between retail and market prices for Rolex watches? The short answer: because of the gap between supply and demand. Demand for Rolex is still extremely high, and the Rolex supply chain can't simply create an additional million watches by flipping a switch. If you’re listening to this episode, you’re probably aware of the infamous Rolex waiting list – there simply aren't enough new Rolex watches for sale in the primary market to keep up with demand. This has paved the way for a robust secondary market of grey market dealers selling Rolex watches.
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