Rolex Retail Price Increase 2024 June: Daytona
Rolex has surprised us with a price increase in the early hours of the morning. This time, however, it only applies to watches that contain gold, including two-tone models, solid gold watches, and even those with fluted bezels. Rolex rarely increases their retail prices twice in a year.
This increase is probably due to the continuous rally in gold prices lately resulting in a significant increase in production costs. Consequently, Rolex has had to raise retail prices to maintain its profit margin. The exclusion of platinum models and the inclusion of stainless steel models with fluted bezels in the price increase further support this.
What do you think of the price increase? Could we see a third Rolex price increase in 2024 if gold continues its rally?
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