| Model | REF | Notes | Quote |
|---|---|---|---|
| Oyster Perpetual | 126000 | 36mm OP | $3800-$5700 |
| Oyster Perpetual | 124300 | 41mm OP | $5000-$6500 |
| Submariner | 126610LV | 41mm Green ceramic bezel & Green dial with Date on the oyster bracelet | $12000-$13000 |
| Submariner | 124060 | 41mm No date Black ceramic bezel & black dial | $8900-$9200 |
| Submariner | 126610LN | 41mm Black ceramic bezel & black dial with Date on the oyster bracelet | $10000-$10500 |
| Submariner | 116610LN | Black ceramic bezel & black dial with Date on the oyster bracelet | $7000 – $8000 |
| Submariner Hulk | 116610LV | Green ceramic bezel & Green dial with Date on the oyster bracelet | $8500 – $10000 |
| Submariner | 16610 | with Date on osyter bracelet | $4500 – $5500 |
| Submariner | 14060 | No date on the oyster bracelet | $5000 – $6500 |
| Submariner | 116613LN | Steel & Gold with Ceramic Blue Bezel on 2tone bracelet | $8500 – $9000 |
| Submariner | 116613LB | Steel & Gold with Ceramic Black Bezel on 2tone bracelet | $9000 – $9500 |
| Datejust 41mm Smooth | 116300 | Steel 41mm, smooth steel bezel on Oyster/Jubilee bracelet | $5000 – $5500 |
| Datejust 41mm fluted | 116334 | Steel 41mm, 18k white gold bezel on Oyster/Jubilee bracelet | $5500 – $6000 |
| Datejust Fluted 2 tone | 116333 | Steel & Gold 41mm, 18k Yellow gold bezel on Oyster/Jubilee bracelet | $7000 – $7500 |
| Datejust 36mm smooth | 116200 | Steel 36mm, smooth steel bezel on Oyster or Jubilee bracelet | $3800 – $4300 |
| Datejust 36mm fluted | 116234 | Steel 36mm, 18k white gold bezel on Oyster/Jubilee bracelet | $4300 – $4800 |
| Daytona | 116520 | 40mm steel with steel bezel | $12500 – $15500 |
| Daytona | 116500 | 40mm steel with ceramic bezel | $15000 – $16000 |
| Daytona | 116518LN | 40mm 18k yellow gold ceramic bezel on oysterflex rubber strap | $20000 – $22000 |
| Daytona | 116519LN | 40mm 18k white gold ceramic bezel on oysterflex rubber strap | $23000 – $25000 |
| Daytona | 116509 | 40mm 18k white gold case & bezel on gold bracelet | $17000 – $23000 |
| Day Date 2 | 218238 | 41mm 18k Yellow gold case on 18k gold president bracelet | $24000 – $27000 |
| Day Date 40 | 228238 | 40mm 18k Yellow gold case on 18k gold president bracelet | $21500 – $23500 |
| Day Date 36mm | 18238 | 36mm, 18K Yellow Gold on gold bracelet, Double Quickset | $8500 – $9500 |
| Explorer II | 16570 | 40mm, steel on bracelet, GMT, automatic | $4500 – $6000 |
| GMT Master II Pepsi | 126710 BLRO | 40mm, ceramic bezel, Steel on jubilee bracelet, automatic cal. 3285 | $14000 – $15000 |
| GMT Master II Yellow Gold | 116718 | 40mm, 18K yellow gold on bracelet, Green dial, GMT, automatic | $17000 – $19000 |
| Day Date 36mm | 18038 | 36mm, 18K Yellow Gold on gold bracelet, Single Quickset | $7000 – $8000 |
| Yacht-Master Platinum Bezel | 116622 | 40mm, steel with platinum bezel, dark Rhodium dial | $7500 – $8500 |
| Yacht-Master Platinum Bezel | 116622 | 40mm, steel with platinum bezel, dark Blue dial | $7000 – $8000 |
| GMT Master II Batman | 116710 BLNR | 40mm, steel on the bracelet, GMT with Blue & Black ceramic bezel | $8000 – $9500 |
| GMT Master II Ceramic | 116710LN | 40mm, steel on the bracelet, GMT with a Black ceramic bezel | $6000 – $8500 |
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 Price | 2019 Price | 2020 Price | % Increase |
| Rolex Submariner | |||
| 114060 | $ 7,500.00 | $ 7,900 | 5.33% |
| 116610LN | $ 8,550.00 | $ 8,950 | 4.68% |
| 116610LV | $ 9,050.00 | $ 9,350 | 3.31% |
| 116613 | $ 13,000.00 | $ 14,100 | 8.46% |
| 116618 | $ 34,250.00 | $ 35,750.00 | 4.38% |
| Rolex GMT-Master II | |||
| 126710 | $ 9,250 | $ 9,700 | 4.86% |
| 126711 | $ 14,050 | $ 14,800 | 5.34% |
| 126715 | $ 36,750 | $ 38,250 | 4.08% |
| 126719 (meteorite dial) | $ 38,400 | $ 39,900 | 3.91% |
| Rolex Daytona | |||
| 116500LN | $ 12,400 | $ 13,150 | 6.05% |
| 116503 | $ 16,900 | $ 17,400 | 2.96% |
| 116519LN | $ 28,800 | $ 29,700 | 3.13% |
| Explorer | |||
| 214270 | $ 6,550 | $ 6,550 | 0.00% |
| 216570 | $ 8,100 | $ 8,350 | 2.99% |
| Sea-Dweller | |||
| 126600 | $ 11,350 | $ 11,700 | 3.08% |
| 126603 | $ 16,050 | $ 16,600 | 3.43% |
| 126660 (D-Blue dial) | $ 12,550 | $ 12,900 | 2.79% |
| Milgauss | |||
| 116400GV | $ 8,200 | $ 8,300 | 1.22% |
| Air-King | |||
| 116900 | $ 6,200 | $ 6,450 | 4.03% |
| Sky-Dweller | |||
| 326934 | $ 14,400 | $ 14,800 | 2.78% |
| 326933 | $ 17,150 | $ 17,650 | 2.92% |
| 326138 | $ 38,150 | $ 38,850 | 1.83% |
| Yacht-Master | |||
| 226659 | $ 27,800 | $ 28,900 | 3.96% |
| 126655 | $ 24,950 | $ 27,300 | 9.42% |
| 268655 | $ 22,000 | $ 23,250 | 5.68% |
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
