Why the Rolex Price Increase of 2017 Shook the Luxury Industry


Greetings to all luxury watch enthusiasts out there! As you may have already heard, Rolex, the leading Swiss watch brand known for its quality craftsmanship and timeless designs, has increased its prices in 2017. This move has caused a stir in the luxury watch market and has left many customers and enthusiasts wondering about the reasons behind it.

In this article, we will delve into the details of the Rolex price increase of 2017 and analyze its impact on the luxury watch industry. We will also discuss the advantages and disadvantages of this move, as well as provide answers to the most frequently asked questions about the topic.

What Caused the Rolex Price Increase of 2017?

In 2017, Rolex announced a global price increase that affected all of its models. This was not the first time that the brand had increased its prices, as it had already done so in previous years. However, the magnitude of the increase in 2017 was much larger than before, ranging from 5% to 12%, depending on the model.

The main reason behind the increase was the rising costs of production and raw materials. As a luxury watch brand, Rolex is committed to maintaining the highest standards of quality, and it uses only the finest materials and expert craftsmanship to create its timepieces.

However, the costs of these materials, such as gold, platinum, and diamonds, have been steadily increasing over the years. In addition, the brand has been investing heavily in research and development to improve its technologies and designs, which has also led to higher production costs.

Therefore, to ensure that it can maintain its standards of quality and innovation, Rolex had to increase its prices to reflect these rising costs.

The Advantages of the Rolex Price Increase of 2017

Despite the initial shock and disappointment that customers and enthusiasts may have felt about the price increase, there are several advantages to this move.

1. Maintaining Quality Standards

By increasing its prices, Rolex is able to maintain its commitment to using only the finest materials and expert craftsmanship to create its timepieces. This ensures that its watches continue to meet the high standards of quality that customers expect from the brand.

2. Encouraging Exclusivity

The higher prices of Rolex watches make them even more exclusive and desirable for collectors and enthusiasts. This exclusivity adds to the brand’s prestige and reinforces its image as a luxury watch brand.

3. Protecting Brand Value

A price increase can also help protect the brand value of Rolex by communicating to customers and competitors that the brand is committed to maintaining its quality and exclusivity.

The Disadvantages of the Rolex Price Increase of 2017

However, the Rolex price increase of 2017 also has some potential disadvantages that customers and enthusiasts should be aware of.

1. Higher Prices for Customers

Obviously, the main disadvantage of a price increase is that customers have to pay more for the same product. This may dissuade some potential buyers from purchasing Rolex watches, as they may feel that the price is too high.

2. Decreased Affordability

The higher prices of Rolex watches also make them less affordable for many customers, especially those who are just starting their watch collections.

3. Increased Competition from Rivals

Competitors may see the price increase as an opportunity to attract customers who are looking for luxury watches at a lower price point. This could lead to increased competition for Rolex in the luxury watch market.

Understanding the Rolex Price Increase of 2017

To help you better understand the details of the Rolex price increase of 2017, we have created a table that summarizes the changes in price for each model.

Model Previous Price New Price Percentage Increase
Submariner Date $8,550 $9,550 12%
Datejust 41 $7,450 $8,200 10%
Day-Date 40 $35,650 $38,250 7%
GMT-Master II $8,500 $9,250 9%

Frequently Asked Questions

1. Is the Rolex price increase of 2017 permanent?

Yes, the Rolex price increase of 2017 is permanent and affects all models of the brand.

2. Will the prices of Rolex watches continue to increase in the future?

It is possible that Rolex will increase its prices in the future, as the costs of production and raw materials are likely to continue rising.

3. Can I still find pre-owned Rolex watches at a lower price?

Yes, pre-owned Rolex watches are often available at a lower price point than brand new ones. However, it is important to ensure that you are buying from a reputable source to avoid any scams or counterfeit products.

4. Are there any discounts or promotions for Rolex watches?

No, Rolex does not offer any discounts or promotions for its watches. The brand maintains its prices to ensure that its products remain exclusive and valuable.

5. How can I ensure that my Rolex watch is authentic?

To ensure that your Rolex watch is authentic, you should purchase it from a reputable authorized dealer and examine its features carefully. You can also have it authenticated by a professional if you have any doubts.

6. Is it worth investing in a Rolex watch?

As with any investment, the value of a Rolex watch may fluctuate over time. However, Rolex watches are known for their durability and popularity, and they are often sought after by collectors and enthusiasts.

7. What should I do if I want to purchase a Rolex watch after the price increase?

If you are interested in purchasing a Rolex watch after the price increase, it is important to consider your budget and do your research about the model that you want. You can also consult with an authorized dealer to get more information and guidance.


In conclusion, the Rolex price increase of 2017 was a necessary move to ensure that the brand can continue to produce high-quality luxury watches that meet the expectations of its customers and enthusiasts. While it may have some disadvantages, the advantages of the price increase, such as maintaining quality standards and exclusivity, outweigh them.

If you are a luxury watch enthusiast or collector, we encourage you to consider investing in a Rolex watch and adding it to your collection. Remember to do your research and purchase from a reputable source to ensure that you are getting an authentic product.


Thank you for reading our article about the Rolex price increase of 2017. We hope that it has provided you with valuable information and insights about the topic. Please note that the information provided in this article is for educational and informational purposes only, and it should not be considered as financial, investment, or legal advice. Always consult with a professional advisor before making any decisions.