The Rolex Oyster Perpetual Datejust remains one of the most sought-after luxury watches, with prices ranging from 16,000 for premium configurations. Recent price adjustments by the Swiss manufacturer have made this classic timepiece increasingly expensive at retail, though some savings can still be found in the secondary market.
Current Retail Pricing Structure
At authorized dealers, the entry-level Lady-Datejust 28mm starts at 7,750. The larger Datejust 41 carries an $8,500 starting price. These figures represent significant increases from previous years, with Rolex implementing multiple price hikes in both 2024 and 2025. Key factors affecting pricing include:
- Case size (28mm to 41mm)
- Metal composition (steel, gold, or two-tone)
- Bezel type (smooth or fluted)
- Bracelet selection (Oyster or Jubilee)
- Diamond accents on dial or bezel
Secondary Market Dynamics
While most Datejust models trade near retail value, certain discontinued references offer relative bargains. The Datejust II (2009-2016), for example, typically sells for 12,400 depending on configuration. Earlier 116xxx reference models from 2004-2018 often represent particularly good value, with steel versions available around $6,700.
Industry analysts note that the secondary market premium typically seen during shortages has largely disappeared for standard Datejust models, though rare configurations and vintage pieces may still command higher prices.
Conclusion
With Rolex’s consistent price increases and strong brand demand, experts suggest buyers may benefit from purchasing sooner rather than later. The company’s transparent pricing structure, including an online configurator tool, makes comparison shopping straightforward for prospective buyers.
As the luxury watch market continues to evolve, the Datejust remains a cornerstone of Rolex’s offerings, combining timeless design with modern reliability across its various size and style options.
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