Rolex Submariner Rolex Submariner 116610LN. Photo is from the JK Watchstore
should be made without permission from the source.
The new icon. The new super cased maxi dialed Rolex Submariners have a suggested retail price much higher than the previous model:
Submariner
16610: US$6,000.00
116610: US$7,250.00
Submariner LV
16610LV: US$6,400.00
116610LV: US$7,750.00
Rolex Submariner Rolex Submariner 116610LN. Photo is from the JK Watchstore
should be made without permission from the source.
New model premium. The Submariner is one of Rolex's best sellers and the new model has been eagerly awaited. As with any new Rolex watch, if you want one of the first (few thousand) off the line, you will have to pay a premium. In the case of the Rolex Submariner 116610LN and 116610LV, we do not see the crazy initial pricing the some newly released Rolex watches commanded in recent years.
Mainly due rumors that the Rolex Milgauss 116400GV was a "limited edition" watch, for a time it sold for almost 300% of its suggested retail price. Even its white and black face siblings which were not touted as limited editions sold for over 30% of their suggested retail price.
The Rolex Sea-Dweller DEEPSEA, at initial relase sold for as high as 65% over its suggested retail price, but that was a one off in the gray market. Within two months from its release, it sold for 30% over its suggested retail price.
In the case of the new Submariner, it is only selling at a premium of 10% or less. In our opinion, this is mainly due to the poor prevailing economic conditions. This is both, a good and a bad thing, more bad in my opinion.
Submariner 116610
MSRP: US7,545.00
Retail Price : US$7,895.00
Source: JK Watchstore
Submariner 116610LV
MSRP: US7,750.00
Source: Swiss Luxury
Given that you should never really expect more than a 10% discount for a stainless steel Submariner, the 10% price premium on the asking price to get the first few thousand units in the market is not all that bad.
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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