The Rolex Day-Date, a flagship series favored by the high-end market and celebrities both domestically and internationally, may not have overly complex functions like date and day display by today’s standards. However, when the brand first developed this product in 1956, it was the world’s first watch with a dial capable of simultaneously displaying the full date and day. Coupled with Rolex’s insistence on using precious metals, the watch’s pricing was significantly higher than other series. Moreover, the brand only uses the “President” bracelet (composed of three rows of semi-circular links) in this series. 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, the 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, which is quite a gap compared to the general perception of other Rolex watches.
The Day-Date series is now available in 36mm and 40mm. In 2024, the brand added gradient, pearly 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 also saw increases. Take the 40mm model 228238, which has the lowest pricing in the series, as an example. This watch is made of gold, has a fluted bezel, and its hour markers are not diamond-set. Its pricing before the outbreak of the pandemic in 2019 was NT$ 1,157,000. Five years later, as the pandemic has largely subsided, the watch’s pricing has seen several increments over the years. The current pricing of the same model has now exceeded 1.4 million, representing an increase of approximately 23.2% over five years, or specifically an increase of NT$ 269,500. This amounts to an average annual increase of over NT$ 50,000 – prices that can never 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 styles. The price of each style varies depending on factors such as diamond settings and dial materials. The following takes the most basic models of each case material in the Day-Date 40mm as examples to give you an understanding of the pricing level of the series.
★ 228238 (Gold) – NT$ 1,426,500
★ 228235 (Everose Gold) – NT$ 1,694,000
★ 228239 (White Gold) – NT$ 1,536,500
★ 228236 (Platinum) – NT$ 2,209,000
For more information on the prices and specifications of the Day-Date series watches, click here
The pricing of 228238 is NT$ 1,426,500, and the current average secondary market price is approximately NT$ 1.337 million.
From the pricing of the Day-Date in the four materials, it can be seen that the platinum model is the most precious among them, with a pricing one level higher than the other three precious metals, making it the noble among the President watches. 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 general downturn in the luxury watch market since the second quarter of 2022, the prices of the Day-Date series have continued to decline in the past half year, although the decline has not been as severe.
The pricing of 228235 is NT$ 1,694,000, and the current average secondary market price is approximately NT$ 1.50 million.
According to data from the advanced watch market research institute WatchCharts, the secondary market prices of the entry-level models of the Day-Date in the four materials in June 2024 were as follows: US$ 39,668 for the gold model (approximately NT$ 1.288 million), US$ 45,698 for the Everose gold model (approximately NT$ 1.484 million), US$ 38,986 for the white gold model (approximately NT$ 1.266 million), and US$ 77,459 for the platinum model (approximately NT$ 2.516 million). At that time, both the Everose gold and platinum President watches were above the retail price. Those interested in purchasing would need to budget more generously to have a chance.
The pricing of 228239 is NT$ 1,536,500, and the current average secondary market price is approximately NT$ 1.22 million.
Fast forward to December 2024. Over the past half year, the secondary market prices of the Day-Date 40mm have fluctuated but overall still show a downward trend. The platinum model has been in a slump for most of the year. Its performance began to show significant growth in November, reaching a high point in the past half year, but then plummeted again in December. The white gold model, which has always had a relatively weak market performance, continued to decline from April to May 2024, reaching the lowest point of the year. It only started to recover after June but began to decline again after August. As of September, the fluctuations have been relatively large, and the current price is less than US$ 38,000. Again, according to WatchCharts, the current secondary market prices of the gold, Everose gold, white gold, and platinum Day-Date 40mm are US$ 41,158 (approximately NT$ 1.337 million), US$ 46,183 (approximately NT$ 1.50 million), US$ 37,605 (approximately NT$ 1.22 million), and US$ 74,064 (approximately NT$ 2.406 million), respectively. Currently, the gold, Everose gold, and platinum models still have above-retail prices, while the white gold model has been below the retail price for quite some time.
The pricing of 228236 is NT$ 2,209,000, and the current average secondary market price is approximately NT$ 2.406 million.
Based on the latest market trends, among the three precious metal materials of the Day-Date 40mm with above-retail prices, the platinum model is the most sought-after, with a premium rate of over 17%. The premium rate of the Everose gold model remains stable at 7%. After a small increase in December, the gold model has changed from below the retail price to a small premium rate of 2.6%. In conclusion, if you have a strong interest in the Day-Date series and have no particular preference for the case material, the white gold model currently has the relatively lowest entry threshold. However, if you consider reselling after purchase, the watch’s value retention also needs to be taken into account, and in this case, the white gold model may not be the most ideal choice.
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