SS Daytona price history/ big price hike coming?

[montecarlo77]

Who here knows what a Daytona sold for new 10 or 20 years ago? I'm curious as to what the price history has been and how much and how often Rolex raises prices on this model.

Given the fact that the SS Daytona goes for about $20k in the secondary market it is clear that a Rolex could and should significantly raise prices. I think $18,500 as msrp would make sense to balance the market. Thoughts on the timing and amount of next price increase?

[uniqueMR]

Its time to increase Daytona msrp :)

[padi56]

They are overpriced now at retail and with those who post about them being underpriced,plus those who are willing to pay crazy prices for the Daytona they will remain overpriced, it's that simply.

[albaserver]

10 years ago it was the ref. 116520... maybe something like 7k... more or less... if you were lucky enough to find it at price list :D

[ROLEXUS]

10 years ago in 2008 I was offered BNIB 116520 from a european AD for 6800Euro which I believe was retail at the time.

One thing is for certain, the next price move for Daytonas won't be down. In all seriousness the 116500 easily holds its own against pretty much all other 20k USD stainless steel watches from other manufacturers so at least in that respect the price doesn't look that bad.. .

[PJitz]

Originally Posted by padi56

They are overpriced now at retail and with those who post about them being underpriced,plus those who are willing to pay crazy prices for the Daytona they will remain overpriced, it's that simply.

In what sense are they overpriced, more so than any other steel Rolex?

[GolfPunk]

Originally Posted by padi56

They are overpriced now at retail and with those who post about them being underpriced,plus those who are willing to pay crazy prices for the Daytona they will remain overpriced, it's that simply.

Sorry but demand dictates the true price of goods and whilst a lot of people are prepared to pay £15000 for a 116500LN, then that’s the true market value of them.

In reality, I think Rolex should make the MSRP on them £12500

[AK797]

10% will be about as high as Rolex will go at once, and they will probably put it on all models, doubt they will pick and choose, so it will be limited. They will take in more revenue as demand will be inelastic at this level but the grey market will remain unchanged without a visible supply increase.

[BillA]

Originally Posted by montecarlo77

Who here knows what a Daytona sold for new 10 or 20 years ago? I'm curious as to what the price history has been and how much and how often Rolex raises prices on this model.

Given the fact that the SS Daytona goes for about $20k in the secondary market it is clear that a Rolex could and should significantly raise prices. I think $18,500 as msrp would make sense to balance the market. Thoughts on the timing and amount of next price increase?

The market is already balanced. More demand than supply, price in secondary market above MSRP.

[TimeToWatch]

The market price for a Daytona is 18-20k. We can argue till the cows come home whether this price is justified, however, that’s the going rate. I think it’s only a matter of time before Rolex bumps MSRP.

[beshannon]

Originally Posted by padi56

They are overpriced now at retail and with those who post about them being underpriced,plus those who are willing to pay crazy prices for the Daytona they will remain overpriced, it's that simply.

Sorry Peter, you and I normally see eye to eye on nearly everything.

In this case the free market determines the price and it clearly needs to be higher at MSRP for all Rolex stainless steel pieces.

If they increase supply that will drop the price and I doubt they will be willing to do that. A product ramp up in production will follow a price increase.

When that happens is anyone's guess.

[Justinmg]

I think all Rolexs are over priced, especially compared to the quality you get with Tudor for a fraction of the price. People just have more money then they know what to do with, and the false sense of them being rare drives up the price/hype, like diamonds.

[travisb]

I think raising the MSRP will only increase prices in the seconday market. Not balance them but who knows.
Picture raising MSRP to 18k only to see the secondary market go to 27k.

[montecarlo77]

Originally Posted by travisb

I think raising the MSRP will only increase prices in the seconday market. Not balance them but who knows.
Picture raising MSRP to 18k only to see the secondary market go to 27k.

I agree this could be the case!

[oldcarz]

I bought this watch, gently used, at a Las Vegas casino store in 2006. It was traded in earlier in the day. No box, just paperwork from 2005. The photograph shows more swirls than the eye sees. No dings. Paid $6K and it polished up perfectly when I got home.

[Roger Lococco]

The intent of the SS Daytona is not that it be sold at a price point per se, but rather that it be bestowed to select customers as a reward. As such, an artificially low MSRP is an important part of the equation.


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[ArtNouveau]

I had three Daytonas in the past and from memory the 16520 circa 2000 was $5300. The 116520 later that year was $6200 on introduction, and by the time I bought my last one in 2004 it was $6975.
I agree that the current MSRP of $12400 is pushing it minus the hype surrounding it. $18K+ is just silly to me. I'm okay with never having another at that price.

Historically I can't recall Rolex ever raising prices more than 10% in one hike.

[padi56]

Originally Posted by beshannon

Sorry Peter, you and I normally see eye to eye on nearly everything.

In this case the free market determines the price and it clearly needs to be higher at MSRP for all Rolex stainless steel pieces.

If they increase supply that will drop the price and I doubt they will be willing to do that. A product ramp up in production will follow a price increase.

When that happens is anyone's guess.

Agree about the free market but the high Daytona prices are simply down to those that will pay these high prices.Today many Daytona C end up on the grey market where there are hundreds for sale,thus depriving many who wants to buy and own a Daytona at retail.Trouble today Rolex are no longer watches but now little more than £££££$$$$.

[beshannon]

Originally Posted by padi56

Agree about the free market but the high Daytona prices are simply down to those that will pay these high prices.Today many Daytona C end up on the grey market where there are hundreds for sale,thus depriving many who wants to buy and own a Daytona at retail.Trouble today Rolex are no longer watches but now little more than £££££$$$$.

Agreed, hype and demand is pushing the price up.

If the grey market could not resell for the higher prices they would not buy, hence the need for a price increase.

[GSBC]

A Rolex Daytona is not just a watch, it’s a trophy.
The market has spoken.

[American Jedi]

Originally Posted by padi56

they are overpriced now at retail and with those who post about them being underpriced,plus those who are willing to pay crazy prices for the daytona they will remain overpriced, it's that simply.

+1

[REFZ]

The MSRP for the 116520 in 2015 was € 9850 as far as I remember it correctly.

[10klakes]

Originally Posted by GSBC

A Rolex Daytona is not just a watch, it’s a trophy.
The market has spoken.

Truth.


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[Justinmg]

Originally Posted by beshannon

Agreed, hype and demand is pushing the price up.

If the grey market could not resell for the higher prices they would not buy, hence the need for a price increase.

Why would anyone ask to pay more? So the people that payed 8k over msrp feel better about there purchase makes perfect sense

[dmash]

Originally Posted by beshannon

Sorry Peter, you and I normally see eye to eye on nearly everything.

In this case the free market determines the price and it clearly needs to be higher at MSRP for all Rolex stainless steel pieces.

If they increase supply that will drop the price and I doubt they will be willing to do that. A product ramp up in production will follow a price increase.

When that happens is anyone's guess.

*2 years ago, more than 50% of Rolex SS pieces were selling under retail. because of a 2 year (actually, more like 18 months) fluke, now all SS MSRP should be raised? Right. It needs way more time for one to make a statement like you have.

The Sub was selling BNIB for $7500 in 2016 from practically every TS. Were you also saying prices should have been dropped then? It would be a see-saw if they followed your logic....and that looks horrible for a luxury brand who prides itself of maintaining 'value'. It's a balancing effect and Rolex knows it, hence them not raising prices.

[SLS]

Great pricing info on Sheldon’s website.

https://www.minus4plus6.com/PriceEvolution.php

I paid roughly $7k for my Daytona 12 years ago. Beautiful watch and probably the most comfortable wearing watch I own.

[Plai]

You can argue the Daytona is underpriced if you compared it to a Patek or AP. Standalone, price is about right. Could they increase prices, absolutely they could. People will still buy it if prices went up 20%. There is some logic for a price increase, if AP 26330 is $33,000 CAD, the 116500 at $14,250 CAD is a bargain.
I paid under $12,000 CAD for my 116520 back in 2013 from a local AD. I do see a price increase in the horizon for the Canadian market. We have not seen increase in 2 years, and the CAD vs. USD is atrocious!

[904VT]

Rolex could easily raise MSRP and make this a store piece rather than a reward piece. But they won't do that because the margins are bigger for TT and especially PM. The SS demand drives up the model line. They are already at producer equilibrium even if that takes away from our consumer utility.

[sparky]

Paid $6075.00 (full retail) for my Daytona in November of '03

[Bigblu10]

Originally Posted by padi56

Agree about the free market but the high Daytona prices are simply down to those that will pay these high prices.Today many Daytona C end up on the grey market where there are hundreds for sale,thus depriving many who wants to buy and own a Daytona at retail.Trouble today Rolex are no longer watches but now little more than £££££$$$$.

When have Rolex watches ever been "cheap"? They were always expensive even dating back to the pre-quartz days. Those who want a modern SS Daytona are at a catch 22. Can't find the watch at MSRP at an AD, so the alternative is the grey market for a 6-8K markup. Glad I don't want one