Rolex produces a range of products that cover a wide range of different price points, which is just like any manufacturer. The cheapest men’s model, the Oyster Perpetual, is currently available brand new for between $5,500 and $6,500. That number will get you stainless steel, time-only watch if you’re lucky enough to find one available in the market.
At the other end of the spectrum, a 39mm Pearlmaster ref. 86409RBR, a heavyweight member of the Datejust family set with more than 700 diamonds, costs around $250,000 although on the plus side, you do get the convenience of a date function. In between, most of the brand’s offerings are in the $8,000 to $40,000 range, but many of them have waiting lists and are trading on the open market for three times their new retail price.
Given Rolex’s price range, none of the watches sold by the brand can be fully taken as “cheap” – and that was before we started looking at the vintage market, where the sky really is the limit. Rare pieces in particular and those with intriguing backstories tend to fetch incredible prices until we reach the Daytona owned by Hollywood film legend Paul Newman, which sold for around $17.8 million at an auction in 2017.
Fairly speaking, Rolex’s reputation for producing expensive watches is one that the brand has cultivated on its own in many ways. Since the 1980s, Rolex has shifted its focus from being simply a maker of high-quality watches to being a purveyor of the ultimate sought-after lifestyle – and the average price of a replica Rolex watch has risen at the same time.
Watches that were once essential tools for individuals engaged in a specific job or activity are now status symbols. The mechanical watch is no longer something you need, but something you want, and the concept of exclusivity has become the brand’s main USP together with this comes to a new cost structure. The average price of a Rolex steadily increased at an unprecedented rate until buying a Rolex watch became a big deal – a reward for achieving a major personal milestone.
At the same time, however, Rolex began to offer more for the money. To perfect every aspect and every individual component, fake Rolex spent billions of dollars on research and development. This spawned a series of innovations, such as a range of proprietary materials and lubricants, designed specifically for longevity and performance. Whether under the immense pressure of the ocean depths or the extreme temperatures of a mountain top, Rolex replica watches keep on ticking.