Although rare, Rolex does not always raise prices annually in all markets.

Historically, Rolex tends to start each year with marginal (single-digit %) price increases — this is one of the many longstanding tactics they’ve used to maintain one of the most formidable positions in not just the niche watch industry, but the luxury world as a whole.

Rolex is the absolute benchmark when it comes to marketing, pricing, and branding. So consumers and businesses alike, follow what they do very closely. And while Rolex did raise prices in the United Kingdom in 2024, so far, it appears the world’s leading Swiss watchmaker has chosen to maintain its 2023 prices in the United States.

Not only does Rolex act as a benchmark to watch and luxury brands — it’s also an economic bellwether. And if Rolex is not raising its prices in the US in 2024, it’s likely because their sales data points to a trend that suggests raising the prices is not a good strategy this year.

Even after years of long waiting lists — exacerbated by the pandemic — Rolex has still chosen not to raise prices in 2024 (the way they did in 2023 or 2022 and for many years prior), which combined with higher inventory levels will presumably boost retail sales to higher levels, even if the macro economy of the US slows down (which many experts are predicting for 2024).

This could also further stabilize the exaggerated Rolex secondary market pricing that was seen during the pandemic, and will certainly curtail the gray market to an even greater extent — ultimately giving Rolex more control of its brand.

 

Top screenshot from Rolex.com – January 2024.