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CORDER’S COLUMN: A pot of gold at the end of every Rainbow

Rob Corder, managing editor, WatchPro and managing director of Promedia. (Photo by Ausra Osipaviciute/ITP Images)

Only the most loyal and successful Rolex authorized dealers are even given an allocation of the Rolex Daytona Rainbow in Everose (ref. 116595RBOW) that launched in 2018.

Rolex does not say how many are made every year, but we know they are extremely hard to make because the diamonds and multi-colored stones that adorn the dial, bezel and case are tough to source in the right quantities and quality.

I have spoken to dealers who know their year is made if they get an allocation and they typically set future budgets on the assumption that they will not get any.


Imagine the torture these dealers go through when they read that a 2018 Daytona Rainbow has sold at auction for $310,000 this week, the first time a 2018 model has gone under the hammer.

This is a watch that is listed at $96,000, and Rolex does not allow to be sold for a dime more at its retail partners.

That means that every time they sell a Rainbow Rolex’s authorized dealers are waving it away with more than $200,000 potential profit attached.

And, you know what? That is precisely what they do because losing the Rolex account is worth more to the reputation and finances of any jeweler than the short term profit from a single sale.

No Rolex dealer should expect sympathy for the plight in which they find themselves, but put yourself in their position, could you hand over a $200,000 profit and keep smiling?

No, me neither!


2018 Rolex Daytona rises in price by over $200,000 in less than a year

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