While you were busy reveling and ringing in the new year, Rolex was discretely changing its price tags. Most watches now cost a modest 3% to over 10% more than previously, according to the USD prices listed on the Rolex website. For many models, this means several hundred dollars more but some are up over a grand.
If, for instance, you wanted a GMT Master II “Pepsi” — and you were somehow special enough to be able to get one at retail price — you would have saved $1,050 by having bought it in December. It’s normal for brands to increase prices over time, and Rolex does so regularly, but this year (with inflation on everyone's minds) sees some bigger jumps than previous years. No one needs to panic, but we’re all about ruining your Monday mornings, so there ya go.
The difference in MSRP may feel slightly ironic to many since you typically can’t even buy many steel Rolex sport watches at retail, anyway. Buyers have to get on long waiting lists (the requisite for which is typically that one has previously purchased — wait for it — other Rolexes), and the watches often trade above MSRP on the secondary market almost immediately following their release.
By all means, don’t hate the player — hate the game. Rolex isn’t in the business of making inexpensive watches to begin with, and you can’t exactly blame ’em for hiking prices. That said, here’s some examples of how purchasing popular Rolex models will hurt your wallet even more in 2022: