AP price increase again?

[kimwizzzuuu]

Increasing price won’t affect much for those still expecting certain pieces from boutique.

[macrowatch]

Originally Posted by kimwizzzuuu

Increasing price won’t affect much for those still expecting certain pieces from boutique.

I will confess the 26574ST looks awfully rough as a value proposition now though vs where I had planned on buying from last year. Ouch!

[illiguy]

I assume there will be a corollary impact on secondary and grey market, as well.

[kimwizzzuuu]

Originally Posted by macrowatch

I will confess the 26574ST looks awfully rough as a value proposition now though vs where I had planned on buying from last year. Ouch!

While waiting for the allocation, gotta dump in the money to stock market close up the gap.

[RolexZen]

Originally Posted by huncho

it depends on the watch. some got more some got less. for example the 15450 had a 20% increase this past january while other models had ~10%

8 months ago, a poster here finally had his 15450 come in at a boutique after production was shut down. Some were predicting an economic downturn and market softening, so he was was considering asking for a discount. Don’t think that went very far, and in the end I believe he decided to pass on the 15450.

Not making fun of the poster—he had his reasons to pass, and to make his guess at what would happen with pricing. Personally, I wouldn’t have been on a waitlist for a watch unless I knew the watch was worth the current MSRP to me, and wouldn’t have backed out unless I was under certain financial distress.

[huncho]

Originally Posted by RolexZen

8 months ago, a poster here finally had his 15450 come in at a boutique after production was shut down. Some were predicting an economic downturn and market softening, so he was was considering asking for a discount. Don’t think that went very far, and in the end I believe he decided to pass on the 15450.

Not making fun of the poster—he had his reasons to pass, and to make his guess at what would happen with pricing. Personally, I wouldn’t have been on a waitlist for a watch unless I knew the watch was worth the current MSRP to me, and wouldn’t have backed out unless I was under certain financial distress.

i agree, i wouldn't be asking for a discount for any allocation piece. at that point you're lucky enough to get it from an AD

[AshAP]

Originally Posted by kimwizzzuuu

While waiting for the allocation, gotta dump in the money to stock market close up the gap.

Especially if it’s been in Tesla


Sent from my iPhone using Tapatalk

[macrowatch]

Originally Posted by kimwizzzuuu

While waiting for the allocation, gotta dump in the money to stock market close up the gap.

I bet that’s AP’s game plan. Take a cut of everyone’s FAANG holdings!

[chiscott_29]

Originally Posted by macrowatch

I will confess the 26574ST looks awfully rough as a value proposition now though vs where I had planned on buying from last year. Ouch!

I have given up on the 26574ST. It’s went up big time this year. Although, when I dove into the 15407ST I gave up on it in actuality, but I was hoping the Perpetual would stay in the mid $60s. I’m pretty sure it’s a $90k watch now? Crazy.


Sent from my iPad using Tapatalk

[AshAP]

Originally Posted by Lindhuirst

Can anyone walk me through all increases since dec 31 2018?

How many are we talking? 5,6? (Close to 100%?)

World be interesting to see Numbers on say a 154/500 or 26331ST

Nothing like 100% in 2 years but it’s model dependent. Example 1: almost 10 years ago I bought a black dial steel Diver new for rrp £10,800. That watch now has an rrp of £16,700. Example 2: just over 2 years ago I bought a 15407 new for rrp £39,900. That watch now has an rrp of £50,000.


Sent from my iPhone using Tapatalk

[supersam80]

Originally Posted by Lindhuirst

Can anyone walk me through all increases since dec 31 2018?

How many are we talking? 5,6? (Close to 100%?)

World be interesting to see Numbers on say a 154/500 or 26331ST

I bought my ROC in Oct last year for $24k USD which I'm fairly sure was the msrp at the time (ex tax)

Doing the chf conversion today the msrp is about $30k usd

[GreenLantern]

Originally Posted by dchang81

How long ago was their PM decrease of 30%........

At least it was all at once.

Originally Posted by RODODD

Rumors also here in Italy about 5% increase on 1st January. It would be third increase in 1 year time

Indeed, 3 increases in 1 year simply tells the world: I am terrible at pricing, and you can't trust anything I do.

[AshAP]

Originally Posted by dchang81

How long ago was their PM decrease of 30%........

I think it was January 2012. It’s deliberately a bit fuzzy for me to remember exactly because I bought a gold Offshore on the Christmas Eve literally a month or so before the price decrease, I think ultimately the adjustment spoilt my enjoyment of that particular watch but the reality is that if AP hadn’t adjusted the prices downward it’s unlikely that I’d have the platinum Offshore now so it worked in my favour over the longer term. It was just very tough luck initially to take the hit.


Sent from my iPhone using Tapatalk

[Emery]

Originally Posted by chadwick4eva

It isn't the devaluation of the dollar- it's supply and demand for the entire Royal Oak line. Why let gray dealers capture some of the money that you could be making for yourself instead?

Indeed. This is exactly what some people are asking Rolex to do with the 116500 and its 100% premium.

[Lindhuirst]

Originally Posted by AshAP

Nothing like 100% in 2 years but it’s model dependent. Example 1: almost 10 years ago I bought a black dial steel Diver new for rrp £10,800. That watch now has an rrp of £16,700. Example 2: just over 2 years ago I bought a 15407 new for rrp £39,900. That watch now has an rrp of £50,000.


Sent from my iPhone using Tapatalk

Okay,

Just simple math here, but if You have a 15.000 watch,
Then raise the price 5 times by 13%. That watch is now 27.600.
Close to double.

AP had 3 this year and I guess some last year?
Feels insane...

[AshAP]

Originally Posted by Lindhuirst

Okay,

Just simple math here, but if You have a 15.000 watch,
Then raise the price 5 times by 13%. That watch is now 27.600.
Close to double.

AP had 3 this year and I guess some last year?
Feels insane...

There’s only been 1 this year to my knowledge on 1st Jan for the UK market.


Sent from my iPhone using Tapatalk

[Lindhuirst]

Originally Posted by AshAP

There’s only been 1 this year to my knowledge on 1st Jan for the UK market.


Sent from my iPhone using Tapatalk

1st Jan. 1st july. 1st Jan again. Where I live.

But I might be wrong. Just feels like Many.

[Goin2drt]

I think this is marvelous. I think all these watch brands should take price increases until they have figured the supply and demand where THEY are making the profit not the grays. I have stated for a while they are leaving so much money on the table with all the gray shenanigans and they are the ones really making hay.

Good on AP and now Rolex should do the same. I would take all SS pricing up 20% at Rolex.

[Lindhuirst]

Originally Posted by Goin2drt

I think this is marvelous. I think all these watch brands should take price increases until they have figured the supply and demand where THEY are making the profit not the grays. I have stated for a while they are leaving so much money on the table with all the gray shenanigans and they are the ones really making hay.

Good on AP and now Rolex should do the same. I would take all SS pricing up 20% at Rolex.

I’m not really sure the grays are making more money?
Not so sure the grays like this either. Its the flippers that makes the profit!
Grays have to buy higher, at smaller margin and with higher risk.
They still made money when everything was below retail...
Probably more money!

[Reign]

Originally Posted by Goin2drt

I think this is marvelous. I think all these watch brands should take price increases until they have figured the supply and demand where THEY are making the profit not the grays. I have stated for a while they are leaving so much money on the table with all the gray shenanigans and they are the ones really making hay.

Good on AP and now Rolex should do the same. I would take all SS pricing up 20% at Rolex.

Agree with this.

With frequent price increases, it could lead to more availability in boutiques again. They’re just recalibrating their supply demand ratio by increasing price.

People often complain about availability, well this is the solution and it’s better compared to increasing output and diluting the brand

[fullofboats]

Originally Posted by Lindhuirst

Okay,

Just simple math here, but if You have a 15.000 watch,
Then raise the price 5 times by 13%. That watch is now 27.600.
Close to double.

AP had 3 this year and I guess some last year?
Feels insane...

What are you talking about? There have not been five separate 13% price increases.

At most there's been a 20-25% increase over the past two years.

[fullofboats]

Originally Posted by Lindhuirst

I’m not really sure the grays are making more money?
Not so sure the grays like this either. Its the flippers that makes the profit!
Grays have to buy higher, at smaller margin and with higher risk.
They still made money when everything was below retail...
Probably more money!

That's his point...

Grays are squeezed out by brands increasing retail price.

[EEpro]

Originally Posted by Goin2drt

I think this is marvelous. I think all these watch brands should take price increases until they have figured the supply and demand where THEY are making the profit not the grays. I have stated for a while they are leaving so much money on the table with all the gray shenanigans and they are the ones really making hay.

Good on AP and now Rolex should do the same. I would take all SS pricing up 20% at Rolex.

In the US they may have to based on exchange rate alone.

[GreenLantern]

Originally Posted by EEpro

In the US they may have to based on exchange rate alone.

No one else raises prices this often. Look at cars. They do it once a year, almost consistently. That's it.

Three times in less than 12 months is absurd. Twice in less than 2 months is even more absurd.

[dchang81]

my question about the massive price decrease 8 years ago is with all these increases, then eventually the watch market goes back to normal. all of a sudden massive inflated msrp on watches that no one wants. i guess milk it while you can and deal with it later? i havent followed exact price changes but has the code had the same level of increases as the other lines?

[EEpro]

Originally Posted by GreenLantern

No one else raises prices this often. Look at cars. They do it once a year, almost consistently. That's it.

Three times in less than 12 months is absurd. Twice in less than 2 months is even more absurd.

It is absurd and it seems like they are in need of cash and grabbing from the greys so to speak.

[huncho]

Originally Posted by GreenLantern

No one else raises prices this often. Look at cars. They do it once a year, almost consistently. That's it.

Three times in less than 12 months is absurd. Twice in less than 2 months is even more absurd.

you can't compare this to cars and car brands can't do this because cars depreciate the second you drive off the lot and there's so much competition

with this you can increase prices because people are already paying much more on the grey market, even with all the price increases factored in

[AEV]

I know the prices of 15450 (as I am on a waiting list for it), give or take couple of hundred euros. It also depends which county in Europe will be selected (e.g. prices in Spain are higher than Germany)

Dec 2019: EUR 16.8k
Jan 2020: EUR 19.6k
July 2020: EUR 21.0k

First price increase was on Jan 1s 2020, then there was another one on July 1st 2020.
There was rumor about a third on Nov 1st, but it did not happen.
Currently the 15450 is 25% more expensive than the same period 1 year ago.

Curious to see what will happen on Jan 1st 2021.

[supernova]

I think the 15450 was exception that it increased a lot in the Jan 2020 increase compared to say the 15500.

There was a Nov 2020 increase but was only for the US market, but think they didn’t get an increase in July?


Sent from my iPhone using Tapatalk

[GreenLantern]

Originally Posted by huncho

you can't compare this to cars and car brands can't do this because cars depreciate the second you drive off the lot and there's so much competition

with this you can increase prices because people are already paying much more on the grey market, even with all the price increases factored in

I'm only comparing them to cars because of the currency fluctuations comment.

Porsche deals with the same issue. You don't see them crying about it.