Rolex Retail Price Increase 2024 June: Explorer, Air-King, Sky-Dweller
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.
Rolex Sky-Dweller
The only stainless steel models that saw a price increase were those with fluted bezels & diamond bezels, which are made of white gold, such as the Rolex Sky-Dweller and Rolex Datejust. The price increase for these models ranges about $300 and $100 respectively. The difference in pricing is due to the denser fluted bezel of the Rolex Sky-Dweller, which requires more gold.
Rolex Explorer
Rolex Air-King
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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