A polished move. (Photo credit: Rolex.com)
For the first time, Rolex has published its service prices online, separating five-digit and six-digit references in a move toward greater transparency around long-term ownership costs. Modern Rolexes are cheaper to service than older models, according to a page added Wednesday, despite their higher purchase prices and more advanced components. A Daytona service costs $940, compared with $1,430 for its five-digit predecessor.
The move is a sign that Rolex wants to set price expectations upfront, but it also gives owners a price-point comparison with independent watchmakers who may provide the same kind of service.
Prices vary slightly by country and currency. Servicing a modern Submariner Date costs $700 in the U.S., €740 in Europe, CHF 700 in Switzerland and £640 in the U.K. Polishing is listed separately at $170. More prices can be found here.