ROLEX
DAY-DATE 40 IN WHITE GOLD, WITH MOTHER-OF-PEARL DIAL AND BAGUETTE DIAMOND INDEXES
A lot of people have misunderstood the message underlying the 2024 Rolex novelties. But before we talk about that, let’s look at how Rolex has grown in the last 10 years. It is estimated that Rolex has increased its production in the past decade around 25 percent, which is significantly less than that of many other brands. Yet, at CHF 15.1 billion in retail value as of 2023, Rolex does more than double the business compared to every other brand in luxury watchmaking. Further that, for every single Rolex, there is more than one willing buyer. And Rolex has the greatest luxury brand recognition on earth, which means its brand equity is unassailable.
So how has Rolex achieved such staggering revenue growth if it has only grown moderately in terms of volume? Last year, the average price of a Rolex was CHF 12,218, which is significantly more than most people realize. Rolex has achieved its revenue growth by increasing its average price, and through consistently gaining market share in the high luxury category with more precious metals, gem setting and artisanal dials for its watches. And it is clear that Rolex is on track to utterly dominate this category. That is the message behind the watches that were launched this year.
The 40mm white gold Day-Date combines all three of these elements, with in-house smelted gold for its case, a ravishing
