Prices for the most sought-after used watch models from top Swiss brands Rolex, Patek Philippe and Audemars Piguet fell again in 2024, hitting fresh three-year lows.

Let’s be real: Rolex could price its steel watches a lot higher than it does. Demand continues to far outpace supply when it comes to the brand’s steel sports models, and prices on the secondary market have long remained above the asking price from the brand.

Rolex watches, which aren’t known for their affordability, are getting even more expensive this year with the soaring price of gold to blame.

And it wasn't just a few days ago that Rolex turned around and upped its prices. And we talk to you about this. And yet we've got the second hand market, the U.S. market falling. Can you kind of put these two stories together for me?

Rolex implemented its annual price hike on Jan. 1, which saw the tag on some white, yellow, and Everose gold watches in its collection rise more than 8%. The change comes after a record-breaking year for gold,

In a move reflecting the surging value of gold, Rolex SA, the titan of Swiss luxury watchmaking, has initiated a significant price increase on some of its most sought-after timepieces. This adjustment,