Has Rolex ever reduced retail price?

[Lawlex]

A thought popping in my head. Not sure whether this happened in history.

Just a curiosity, that’s all.

[*M5]

This year, for the Yacht-master steel and platinum. 3-400 dollars if I recall.

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[Rollei35]

Never if not because of exchange rate

[thenobbox]

A recent example: the 2021 36mm 124270 was $6450, $100 less than the outgoing 214270 ($6550).

[winst]

Originally Posted by thenobbox

A recent example: the 2021 36mm 124270 was $6450, $100 less than the outgoing 214270 ($6550).

Not the best example unfortunately as the 214270 was 39mm and 124270 36mm.

[enjoythemusic]

Yes, though usually increases due to purposeful currency devaluation by central banks. At 2% compounded inflation (a.k.a. currency devaluation) for only 20 years causes prices to approx double just to stay 'even'. Your question OP is excellent as we know the unstable ~8% devaluation annually over recent years has caused many challenges for both producers and consumers.

[Sauzo]

Before all the hype for Rolex, yes. You even could walk in and out with a Rolex and not even know the SA name.

[Dawgprint]

Yes in 2014. Discount on any model, like buying a car too back then

[Rollei35]

Originally Posted by Dawgprint

Yes in 2014. Discount on any model, like buying a car too back then

we know discount did exist.
we are talking about official msrp price.

[drrd]

Originally Posted by Rollei35

we know discount did exist.
we are talking about official msrp price.

Greg Focker has already mentioned the mother of pearl dials price drop from a couple of years ago.

No spec or reference change, Rolex just knocked more than a grand off the 36 and 41mm MOP DJs.

The 36mm MOP DJ is still available and cheaper now than it was three years ago, even with the %annual increments.

So no, not ‘never’.

[jimcameron]

In the 60's if you were in the military you could purchase a Rolex Sub, at the Military Post Exchange for $250 dollars.

So other than minuscule drops Rolex has never reduced prices of any significance. Increase?yes, drop? not so much.

[Manamana]

Even if there is no retail decrease, Rolex knows ADs will start discounting up to 25% on some references. Only if demand is still low then Rolex may start reducing retail price. ADs still make over 10% at a minimum when discounted.

[JC316]

Yes.

[Thewatchfactor]

I don't think it has ever happened, if it has it's probably cause of exchange rate.

[J to the Z]

Yes, it has happened although very nominally. The platinum DD36/40 had $50 price decreases during the most recent price adjustments in the US (January 2023). YM37/40 in SS, YMII in SS, and YMII in YG also had $50 price decreases.


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[yachty 1]

Does anyone think they will start discounting PM models again? I was told Rolex won’t let ADs discount. By the AD of course, lol.