(Photo credit: Rolex)
Rolex’s climb upmarket has been reported by Coronet, marked by new releases with a stronger emphasis on gold, including at Watches and Wonders 2025 earlier this month. The new Land-Dweller 40 in white Rolesor, a blend of white gold and steel, is priced at $14,900. What’s less reported is how Rolex’s value compares today to other brands.
In the integrated-bracelet landscape, for example, dominated by Vacheron Constantin, Audemars Piguet and Patek Philippe, Rolex holds its own with a new, revolutionary movement. The Land-Dweller costs at least $10,000 less than models from those three brands, yet still delivers high-end finishing and a 5Hz caliber, offering higher frequency performance than its more expensive peers.
(Data: the brands)
The value proposition extends to its precious metal. The full-gold Cosmograph Daytona, for example, is priced at $47,000, a staggering $20,000 less than comparable offerings from Audemars Piguet and Vacheron Constantin. Coronet reported last year how Rolex had aggressively priced its platinum 1908.
When asked about Rolex’s positioning in the market, the brand told Coronet it strives for perfection while offering what it believes is an “excellent rapport qualité prix” and a fair price for a watch built on “reliability, robustness, high performance and excellence.”