Pricing. Thanks to DAVIDSW, at trusted reseller at The Rolex Forums, we have information of some of the new Rolex watches announced by the company in March 2010. The prices above are the old retail prices. The prices on the bottom are the new models.
Explorer I
114270: US$5,050.00
214270: US$5,650.00
Submariner
16610: US$6,000.00
116610: US$7,250.00
Submariner LV
16610LV: US$6,400.00
116610LV: US$7,750.00
The increase in price of the new 39mm Explorer is a tad more than 10%. The price increase of the two Submariners is at 20%. Given that the substantial improvements of the new Submariner has a ceramic bezel and a glidelock clasp, whereas the Explorer I has an improved clasp, but a substantially simpler and less expensive one than that on the new Submariner, and more metal being larger in size, the larger price increase for the Submariner is justified.
In the real world though, the price increase of the 39mm Explorer is bigger than it looks. The older Explorer I regularly sold at a 15%-18% below the suggested retail price. I would not expect a discount on the new Explorer for some time. So effectively, the new Explorer I will cost 25%-30% more than the old one, at least in the short term. It is also likely that the new Explorer I will never be discounted as heavily as the old Explorer I.
On the other hand, the price increase of the new Submariner is smaller than it looks. Being one of Rolex's best selling models, it never is sold with steep discounts, maybe 5%-7%. Given than I do not expect discounts of either of the new Submariners, for a long period of time, the effective price increase is about 25%.
About Rolex. Rolex SA is a Swiss manufacturer of wristwatches and accessories founded in 1905 by Hans Wilsdorf and Alfred Davis. Rolex is the largest single luxury watch brand by far, producing over 2000 watches per day. Rolex is the best known and most sought after watch brand in the world.
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