2020 Rolex Price Book

These numbers seem to show that Rolex is taking 2020 as an opportunity to continue its strategy of creating a more premium image, and with continuing strong sales numbers relative to its main competitors, it seems unlikely that these price increases will slow that strategy down. As of January 1, 2020, the world’s most famous luxury brand has increased U.S. retail prices for the vast majority of Rolex watches.

2020 Price

Model # and New Retail Price2019 Price2020 Price% Increase
Rolex Submariner
114060 $   7,500.00 $         7,9005.33%
116610LN $   8,550.00 $         8,9504.68%
116610LV $   9,050.00 $         9,3503.31%
116613 $ 13,000.00 $      14,1008.46%
116618 $ 34,250.00 $ 35,750.004.38%
Rolex GMT-Master II
126710 $         9,250 $         9,7004.86%
126711 $      14,050 $      14,8005.34%
126715 $      36,750 $      38,2504.08%
126719 (meteorite dial) $      38,400 $      39,9003.91%
Rolex Daytona
116500LN $      12,400 $      13,1506.05%
116503 $      16,900 $      17,4002.96%
116519LN $      28,800 $      29,7003.13%
Explorer
214270 $         6,550 $         6,5500.00%
216570 $         8,100 $        8,3502.99%
Sea-Dweller
126600 $      11,350 $      11,7003.08%
126603 $      16,050 $      16,6003.43%
126660 (D-Blue dial) $      12,550 $      12,9002.79%
Milgauss
116400GV $         8,200 $         8,3001.22%
Air-King
116900 $         6,200 $         6,4504.03%
Sky-Dweller
326934 $      14,400 $      14,8002.78%
326933 $      17,150 $      17,6502.92%
326138 $      38,150 $      38,8501.83%
Yacht-Master
226659 $      27,800 $      28,9003.96%
126655 $      24,950 $      27,3009.42%
268655 $      22,000 $      23,2505.68%

DateJust 41mm ref. 126300 in Oystersteel: $7,900 (6.0% increase over 2019)
Submariner No Date ref. 114060 in Oystersteel: $7,900 (5.3% increase over 2019)
GMT-Master II BLNR ref. 126710BLNR in Oystersteel: $9,700 (4.9% increase over 2019)
Day-Date 40mm ref. 228239 in 18ct White Gold: $39,250 (4.5% increase over 2019)
Yacht-Master 40mm ref. 126655 in Everose Gold: $27,300 (4.2% increase over 2019)
Air-King ref. 116900 in Oystersteel: $6,450 (4.0% increase over 2019)
Sea-Dweller 43mm ref. 126603 in Oystersteel and Yellow Gold: $16,600 (3.4% increase over 2019)
Cosmograph Daytona ref. 116519LN in 18ct White Gold: $29,700 (3.1% increase over 2019)
Explorer II White Dial ref. 216570 in Oystersteel: $8,350
Explorer ref. 214270 in Oystersteel: $6,550
Sky-Dweller ref. 326935 in Everose: $49,450
Oyster Perpetual 39mm ref. 114300 in Oystersteel: $5,700
Cosmograph Daytona ref. 116500LN in Oystersteel: $13,150
Milgauss ref. 116400GV in Oystersteel: $8,300
Submariner Date ref. 116618LB in Yellow Gold: $35,750