From Rolex.com
In a change of policy on Rolex’s website, the brand now displays retail prices for all its watches, even the pricier ones. Before the change, pieces with price tags above a certain threshold — $60,000 in the U.S, £40,000 in the U.K. — would display "price on request."
The aim would provide increased transparency to potential clients looking to buy Rolex’s top-of-the-catalog pieces.
From Rolex.com
The change in policy reveals some interesting surprises. How much does that platinum Day-Date cost if you’d like to upgrade the bezel from fluted to diamond?
A Day-Date 40 Ice blue on platinum will set you back $63,000. The same watch with a diamond-set bezel and markers is listed at $116,300, an extra $53,300 for the upgrade.