The Rolex Day-Date, the flagship series beloved by the elite market and celebrities both domestically and internationally, may have date and day display functions that are not overly complex by today’s standards. However, when the brand first developed this product in 1956, it was the world’s first watch with the ability to simultaneously display the full date and day of the week on the dial. Coupled with Rolex’s insistence on using precious metals for production, the watch’s pricing was significantly higher than other series. Moreover, only in this series does the brand use the “President” bracelet (composed of three rows of semi-circular links). Not to mention the various variations of the series, such as diamond-set bezels, bracelets, hour markers, and dials. These details all contribute to highlighting the role of the watch in reflecting the status of the wearer.
Today’s Day-Date series is available in two sizes: 36mm and 40mm. For men, although both sizes are suitable, when given the choice, most people typically prefer the 40mm size. Regardless of the size, the starting price of the Day-Date is over NT$1.1 million, presenting a significant gap compared to the general perception of regular Rolex watches.
The Day-Date series is currently available in 36mm and 40mm sizes. In 2024, the brand added gradient colors, pearlescent white mother-of-pearl, or blue-green dials to attract collectors’ attention.
Even though the original pricing of the Day-Date series was already relatively high, in recent years when Rolex adjusted product prices, this series would also increase. Taking the 40mm model 228238, which has the lowest pricing in the series, as an example. This watch is made of gold with a fluted bezel and unadorned hour markers. Its pricing was NT$1,157,000 before the outbreak of the pandemic in 2019. Six years later, after the pandemic has largely subsided, the watch’s pricing has gradually increased over several waves during these years. The current latest pricing of the same model has exceeded NT$1.5 million. The pricing has increased by approximately 31.8% in the past six years, amounting to NT$368,500. On average, the price has increased by more than NT$60,000 per year – prices that can’t return to the past. Apart from the size distinction, the Day-Date series can be roughly classified into gold, Everose gold, white gold, and platinum models. The price of each model varies depending on factors such as diamond settings and dial materials. The following takes the most basic models of each case material of the Day-Date 40mm as examples to give you an understanding of the pricing level of the series.
- 228238 (Gold) – NT$1,525,500
- 228235 (Everose Gold) – NT$1,642,500
- 228239 (White Gold) – NT$1,642,500
- 228236 (Platinum) – NT$2,231,000
The pricing of 228238 is NT$1,525,500, and the current average secondary market price is approximately NT$1.36 million.
From the pricing of the four materials of the Day-Date, the platinum model is the most precious among them, with a pricing level significantly higher than the other three precious metals, qualifying as the noble among the President watches. Also, due to the high pricing threshold of the series, their prices in the secondary market are relatively stable compared to other popular Rolex watches. After experiencing the downturn in the high-end watch market since the second quarter of 2022, the prices of the Day-Date series have generally continued to decline in the past half year, but the decline has not been as sharp.
The pricing of 228235 is NT$1,642,500, and the current average secondary market price is approximately NT$1.545 million.
According to the data from the advanced watch market research institution WatchCharts, the market prices of the entry-level models of the four materials of the Day-Date in July 2024 were US$40,500 (approximately NT$1.34 million) for the gold model, US$46,385 (approximately NT$1.535 million) for the Everose gold model, US$39,531 (approximately NT$1.308 million) for the white gold model, and US$76,682 (approximately NT$2.538 million) for the platinum model. At that time, the President watches of gold, Everose gold, and platinum models all belonged to the overpricing level. If you want to purchase them, you need to have a more generous budget.
The pricing of 228239 is NT$1,642,500, and the current average secondary market price is approximately NT$1.247 million.
Fast forward to January 2025. Over the past half year, the secondary market prices of the Day-Date 40mm have fluctuated but overall have shown an upward trend. The development of the platinum model has been somewhat dramatic. Originally, its market price started to plummet in December last year to the lowest point of the year. However, since mid-December, it has suddenly soared to the peak since October 2024. The white gold model, which has always had a less satisfactory market performance, has been on a downward trend in the first half of 2024. It started to pick up after June but began to decline again in August and has been lingering at the low end since September, currently remaining below US$38,000. Also, according to WatchCharts, the current market prices of the gold, Everose gold, white gold, and platinum Day-Date 40mm are US$41,120 (approximately NT$1.36 million), US$46,693 (approximately NT$1.545 million), US$37,679 (approximately NT$1.247 million), and US$78,548 (approximately NT$2.6 million), respectively. Currently, only the Everose gold and platinum models have overpricing market conditions. The gold and white gold models have both shown a situation where the market prices are lower than the official pricing after the adjustment in 2025.
The pricing of 228236 is NT$2,231,000, and the current average secondary market price is approximately NT$2.6 million.
Based on the latest market conditions, among the two precious metal materials of the Day-Date 40mm that are overpriced, the platinum model is the most sought-after, with a premium rate to as much as 22.7%. As for the Everose gold model, the premium rate barely maintains at 0.8%. If it continues to decline, it will fall below the official pricing sooner or later. In conclusion, if you have a strong fondness for the Day-Date series and have no particular preference for the case material, currently, the white gold model has the relatively lowest entry threshold. However, if you consider reselling after purchase, the watch’s value retention must also be taken into account. In that case, the white gold model might not be the most ideal choice.
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