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Company news about After Rolex raised its prices, the premium rate in the secondary market expanded further

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After Rolex raised its prices, the premium rate in the secondary market expanded further

2026-03-03
After Rolex raised its prices, the premium rate in the secondary market expanded further

After Rolex implemented its latest global price increase, the premium rate in the secondary watch market has expanded notably, especially for its most sought-after steel sports models. According to data from WatchCharts and industry analysts, the average retail price hike reached approximately 7% in early 2026, with gold and precious-metal models rising by 8% to 10%. Instead of cooling down the market, this official adjustment has reinforced confidence among collectors and pushed secondary prices even higher, widening the gap between retail and resale values.

One key reason is the persistent supply shortage. Popular models such as the Daytona, Submariner, and GMT-Master II remain extremely hard to buy at official retail prices, with long waiting lists that show no sign of shortening. When the official price rises, it sets a new higher price floor, and secondary dealers immediately adjust their asking prices upward. Many buyers believe that owning a Rolex is a reliable store of value, so they are willing to pay extra to skip waiting. This psychology directly pushes up premiums.

In addition, rising costs for gold, diamonds, Swiss manufacturing, and logistics support the brand’s pricing strategy. As the official price goes up, the perceived value of pre-owned pieces also increases. Rolex’s certified pre-owned program further stabilizes the second-hand ecosystem, providing trusted quality standards that support higher resale values.

The expansion of premiums also reflects strong market segmentation. While regular models see mild changes, classic, limited, and discontinued pieces record the largest premium growth. In summary, Rolex’s price increase has not dampened demand; instead, it has strengthened the brand’s luxury positioning and investment appeal, leading to a wider premium in the secondary market and solidifying its status as one of the most resilient assets in the luxury watch industry

Name: Miss. lily

WhatsApp: +8613710029657

WeChat: wxid_sefg102piwyt22

Email 3811694357@qq.com

Phone +8613710029657

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news details
Home > News >

Company news about-After Rolex raised its prices, the premium rate in the secondary market expanded further

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After Rolex raised its prices, the premium rate in the secondary market expanded further

2026-03-03
After Rolex raised its prices, the premium rate in the secondary market expanded further

After Rolex implemented its latest global price increase, the premium rate in the secondary watch market has expanded notably, especially for its most sought-after steel sports models. According to data from WatchCharts and industry analysts, the average retail price hike reached approximately 7% in early 2026, with gold and precious-metal models rising by 8% to 10%. Instead of cooling down the market, this official adjustment has reinforced confidence among collectors and pushed secondary prices even higher, widening the gap between retail and resale values.

One key reason is the persistent supply shortage. Popular models such as the Daytona, Submariner, and GMT-Master II remain extremely hard to buy at official retail prices, with long waiting lists that show no sign of shortening. When the official price rises, it sets a new higher price floor, and secondary dealers immediately adjust their asking prices upward. Many buyers believe that owning a Rolex is a reliable store of value, so they are willing to pay extra to skip waiting. This psychology directly pushes up premiums.

In addition, rising costs for gold, diamonds, Swiss manufacturing, and logistics support the brand’s pricing strategy. As the official price goes up, the perceived value of pre-owned pieces also increases. Rolex’s certified pre-owned program further stabilizes the second-hand ecosystem, providing trusted quality standards that support higher resale values.

The expansion of premiums also reflects strong market segmentation. While regular models see mild changes, classic, limited, and discontinued pieces record the largest premium growth. In summary, Rolex’s price increase has not dampened demand; instead, it has strengthened the brand’s luxury positioning and investment appeal, leading to a wider premium in the secondary market and solidifying its status as one of the most resilient assets in the luxury watch industry

Name: Miss. lily

WhatsApp: +8613710029657

WeChat: wxid_sefg102piwyt22

Email 3811694357@qq.com

Phone +8613710029657

lily16889900
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