On the heels of last year's significant price increase across its collection, the outset of 2024 has brought another appreciable jump of around 4% for most models in the UK and 8-10% in Canada. The rise in price is effective immediately and applies to stock that Rolex Authorized Dealers received at the prior MSRP.

As of this writing, prices in the US remain the same. So a non-US resident could, in theory, enjoy a pleasant vacation on the money saved travelling to the States to purchase one of the brand's pricier offerings—that is if they can find a retailer who has one to part with.

Even at the lower 4% increase, on estimated annual sales of $5 billion, this jump more than accounts for the $100 million fine levied against Rolex France SAS by France's Haute Autorité de la Concurrence last month.