New year new price list. From 1st January 2024, Rolex adjusts its price list, based on the continuous strengthening of the Swiss Franc against the US Dollar and the Euro, inflation and production costs. This year the average increase is 4% approximately compared to 2023 prices. Last year, on average, most Rolex watches saw an increase of around 7-8% year-on-year, with some exceptions, such as the Yacht-Master II or Air-King collection .

The Submariner Date saw an increase of 3,9%; the GMT-Master (BLNR on Jubilee), by 4,1%; the Datejust 41 on Jubilee, by 3,8%. The price of the Perpetual 1908, a watch just one year old, has increased by 1.400 euros. The model that recorded the smallest increase was the Oyster Perpetual with 3,1%.

In this article you will find the Italian prices updated to 1st January 2024, focusing on the most requested references from Rolex, in particular on Professional models.

The exits

There have been predictions throughout 2023 about hypothetical exits from the new Rolex catalogue, but no one would have thought of a farewell to one of the brand's iconic "professional" models... Officially the Rolex Milgaus ref. 116400 è released from Rolex 2024 production.

It remains in production, beyond the unofficial rumors that have followed one another in recent days, the Rolex Cosmograph Daytona “Le Mans” ref. 126529 LN, at a retail price of 53.800 Euros.


Presented with a 41mm case in 2020 and movements updated to the new Rolex technical specifications, the list prices are updated: Submariner does not date ref.124060 (9.550€); Submariner date ref.126610 (10.750€ for the variant with black ring LN e 11.300€ for the variant with green ring LV). As for the versions in Yellow Rolesor e 18ct Yellow Gold., the new list price is equal to 16.500, for references 126613LB, 126613LN and di 40.800 for the 126618LB and 126618LN (yellow gold). 

The version in Owhite 18ct., reference 126619LB, has a price of 43.900


The models currently in production are the 126600, celebratory edition with red writing on the dial, and the version in Yellow Rolesor presented at Baselworld 2019 126603.

The new price of these two specimens is 13.900 for ref.126600 e 19.000€ for ref.126603.

In 2014 Rolex presented a special version of the model, the Rolex Deepsea with dial D ‑ blue, to celebrate the historic solo dive of James Cameron at the deepest point of the Mariana Trench, approximately 11.000 meters of depth. Gradually transitioning from midnight blue to deep black, the two-tone dial of the Rolex Deepsea celebrates one man's journey to the deepest place on Earth. The list price updated on January 1, 2024 is equal to 14.800€ for the normal version reference 136660 e 15.170 for the James Cameron edition.

Further “big boy” is the ref.126067 in titanium with a 50mm diameter: the Deep Sea Challenge. Introduced in November 2023 with great fanfare, he is commonly referred to as the “King of the Abyss.” The price list updated on January 1, 2024 is 26.700€.


To mark the 60th anniversary of the Cosmograph Daytona, Rolex has brought a subtle reimagining to the collection with both technical and aesthetic improvements. The additions are quite significant considering that the previous model, the 116500, was only seven years old, having been introduced at Baselworld in 2016, and remains one of the most sought-after watches on the market.

The previous version of the Daytona, the ref. 116500, was arguably the best chronograph in its category and indisputably difficult to purchase at its recommended retail price. Starting with the dial, the subdial rings and dial markers have become thinner, as has the ceramic bezel which now features a protective outer ring made from the same material as the central case.

The new Daytona has a thinner case, under 12 mm for the first time. After 23 years of service, the beloved caliber 4130 gives way to the new caliber 4131. As the name suggests, the caliber 4131 is an evolution of the caliber 4130, rather than an entirely new design. The most significant change is the addition of the brand's new proprietary Chronergy escapement, introduced in 2015 and gradually spreading throughout the Rolex catalog since then.

The new reference 126500LN in stainless steel with a white or black dial configuration appears to have a price of 15.850€. In the version steel Oystersteel e yellow gold the updated price is 20.650€.

For the category full of gold, the iconic 126508 in 18 kt yellow gold, the new list price is 41.500il 126505 in 18ct Everose gold. 44.500 €,  il 126509 in white gold , €44.

For configuration with bracelet Oysterflex, the 2024 list prices are 32.100 for the yellow gold version and 33.600 Euro for those in white gold and rose gold. The meteorite dial variants are not listed in the catalog or in the configuration.


The updated selling price to the new 2024 Rolex price list is equal to 11.200€ for both references with Oyster bracelet, 11.400 with Jubilee bracelet. The version for “Mancini” ref.126720VTNR appears to be a 11.750€ for the version with Oyster bracelet e 11.950€ for the version with Jubilee bracelet. While for the version in Oystersteel and Everose gold, reference 126711CHNR, the price list is equal to 17.150.

And of 42.500  it is instead the price for the versions in Gold Everose 18 ct. (126715CHNR ) to White gold 18 ct. (126719BLRO) . The list price for the dial version Meteorite, and of 44.850€ .


The new Explorer and Explorer II models in the current reference Explore 124270 and the reference 226570 ofExplorer II. The updated prices are 7.500 for the 'Explore 124270 (36mm), of 7.950  for the reference 224270 (40mm) e 10.100€ for the 'Explorer II 226570. The configuration Yellow Rolesor ref.124273 undergoes a slight increase when moving to 12.400€.


Introduced at Baselworld 2012, the Rolex Sky-Dweller was a completely new model and was dubbed the company's first true wristwatch with two time zones. Unlike the GMT-Master where the second time zone is indicated via a rotating 24-hour bezel, the Sky-Dweller indicates its second time zone via a rotating 24-hour disc on the main dial. In addition, the indexes are equipped with a window indicating the month in red adjusted by the bezel that determines the position of the crown. Impressive and highly practical, the result has been secured through an enormous amount of research and design with over 11 patents to protect its ingenuity.

The updated list prices for references in Oystersteel ref. 336934 are 16.400 with Oyster bracelet e 16.600 with Jubilee bracelet.

For the versions in Oystersteel and yellow gold ref. 336933, the prices are 20.500 for the Oyster e 21.100 for Jubilee bracelet. Models with a gold case and Oysterflex bracelet have a list price of 44.700 for Everose gold and 43.100 for yellow gold.

The full gold version in yellow gold, reference, 336938 has a price of 50.200.


At the end of 2020, Rolex introduced the new Oyster Perpetuals in a variety of colors and sizes, 28mm, 31mm, 34mm, 36mm and 41mm. Here are the prices updated to the 2024 price list, respectively in order of size 5.800 (28mm), 5.900 (31mm), 6.000 (34mm), 6.350 (36mm) e 6.650 Euro (41mm).

The prices indicated are inclusive of VAT.