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Rolex 2020 Submariners flip for 90% over retail prices

Oyster Perpetual Submariner

Two months after Rolex unveiled its 2020 line up of steel Submariners, with or without date, and Oyster Perpetuals in a range of sizes and colors, the secondary market is passing judgement on which are the most desirable and hardest to buy from authorized dealers as market forces influence prices.

An early frenzy for the new models saw them listed on sites such as eBay and Chrono24 — brand new with boxes and papers — for up to double their retail prices, but the watches have been changing hands in recent weeks for slightly less eye-watering mark-ups.

Trends are emerging that demonstrate how well Rolex judged such a difficult market this year.

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Oyster Steel Submariners were certain to be hot ticket items, but the Stella dialed Oyster Perpetuals in a range of colors are proving just as desirable with the Tiffany Blue 41mm model trading at 78% over retail right now.

The only watch commanding a higher mark-up is the new 41mm steel Kermit Submariner with date, which is changing hands at 91% over retail.

Erik Boneta, chief executive of New York-based Boneta Inc, which has trading offices all over the world helping authorized dealers and fine watch stores handling aging inventory, compiled the latest pricing data for WatchPro from a range of sources including WhatsApp groups and the thousands of deals the business is doing every day.

Mr Boneta is keen to be clear that his business does not lobby authorized dealers to sell new watches, a policy that separates the company from the “flippers”.

His research reveals the following pricing today:

Submariner

Rolex Submariner 41mm with Date in Oyster Steel with black dial, Ref. 1266610LN, selling now for $13,000 to $13,500 (retail $9,150) +44%

Rolex Submariner 41mm with Date “Kermit” in Oyster Steel with black dial and green bezel, Ref. 126610LV, selling now for $18,000 to $18,500 (retail $9,550) +91%

Rolex Submariner 41mm No Date in Oyster Steel with black dial, Ref. 124060, selling now for $11,500 – $12,000 (retail $8,100) +45%

Oyster Perpetual 41mm (Ref. 124300)

“Tiffany Blue” dial Rolex Oyster Perpetual 41mm in Oyster Steel, Ref. 124300, selling now for $10,500 (retail $5,900) +78%

Red, green and yellow dial Rolex Oyster Perpetual 41mm in Oyster Steel, Ref. 124300, selling now for $9,500 (retail $5,900) +61%

Blue and black dial Rolex Oyster Perpetual 41mm in Oyster Steel, Ref. 124300, selling now for $6,300 (retail $5,900) +7%

Oyster Perpetual 36mm (Ref. 126000)

“Tiffany Blue” dial Rolex Oyster Perpetual 36mm in Oyster Steel, Ref. 126000, selling now for $9,500 (retail $5,600) +70%

Green dial Rolex Oyster Perpetual 36mm in Oyster Steel, Ref. 126000, selling now for $7,700 (retail $5,600) +37%

Pink dial Rolex Oyster Perpetual 36mm in Oyster Steel, Ref. 126000, selling now for $9,000 (retail $5,600) +61%

Yellow dial Rolex Oyster Perpetual 36mm in Oyster Steel, Ref. 126000, selling now for $8,300 (retail $5,600) +48%

Red dial Rolex Oyster Perpetual 36mm in Oyster Steel, Ref. 126000, selling now for $8,000 (retail $5,600) +43%

1 Comment

  1. This crap that, “It takes a Rolex employee (1) year to build/produce a Rolex time piece is just that! Is he/she working on just (1) watch… NO! Otherwise Rolex would have millions of employees. Look at how many Subs for any given year are built.. It’s all hype! Sure they are masterfully/obsessed over during the build, but that’s what CNC machines do. Don’t be fools! Save your money! MANY high end watch names like Omega and such use ETA movements.

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Tags : Boneta Incpre-owned watchesRolexSecondary Market
Rob Corder

The author Rob Corder