5 Rolexes that can now be bought brand-new and under retail prices

For the last few years many watch enthusiasts have had a hard time getting their hands on some specific Rolex models. In this scenario, turning to the secondary market was not an option either because of the hefty premium that many of this hard-to-get models carry.

However, today we bring some good news for true aficionados: some models are becoming a bit more accessible and can be easily purchased at your local Authorised Dealer (even with a discount) or below their retail/MSRP prices in the secondary market (e.g. Chrono24). We know this may not be a surprise since many already know the market has been showing signs of normalisation during recent months.

We have picked just 5 desirable yet attainable Rolex so let's dive into it (we include official prices in Europe in euros(€) currency as well as market value, in euros too):

Rolex Explorer 36mm in steel & yellow gold (ref. 124273): This recently introduced (2021) two-tone blends steel and yellow gold which is a combination termed "Rolesor". It has a classic design with a steel Oyster bracelet and yellow gold center links. With a caliber 3230 movement, its retail price is approximately €11k and new ones can be found just above €10k.

Rolex GMT-Master II in rose gold (ref. 126715CHNR): This 2018 iteration of the GMT was nicknamed the "Root Beer" after its 40mm rose gold case, black and brown Cerachrom insert, and Everose Oyster bracelet. It is powered by the typical GMT caliber 3285 with a 70-hour reserve. Officially priced at roughly €40k, new ones can be found around €37.5k-€38k.

Rolex Yacht-Master 42 in white gold (ref. 226659): A model that masterfully blends luxury and understatement, this white gold Yacht-Master features an Oysterflex bracelet. Inside, it houses the caliber 3235, boasting a 70-hour reserve. With a retail price of just over €30k, new ones can be found for €28k to €29k.

Rolex Day-Date 40 in white gold & blue dial (ref. 228239): A classic Rolex in white gold that comes with the legendary Presidential bracelet. Two stunning dial options for this model can be found slightly under retail: green and blue. Powered by the caliber 3255 with the weekday complication, it's priced officially at €41.5k but these 2 variants can be found new around €39k.

Submariner Date in white gold (ref.126619LB): This low-key but heavy hitter submariner combines a black dial with a not-too-shiny blue bezel insert. At ADs it is priced at roughly €41k yet new ones can be found for about €36k. A lot of bang for the buck in our opinion. We simply do not understand the market in this one.

Long are the days when getting into a Rolex boutique and purchasing something on the go was possible. 

If you fancy any of these, we highly recommend going to your local AD and kindly ask for a fair discount instead of directly going to the Secondary Market. Why? Salespeople appreciate those who buy what they like and not what is doing well in the grey market, and will surely remember you as a loyal customer when they receive other "more sought after" pieces.