The main article is : early 2025 in the financial world , the world famous lux ury brand Ro lex announced another price increase , the average increase of this price adjust ment is expected to be between 5% and 7%, the price of some popular gold models , such as the Dit na , rose from 34 4, 900 yuan to 39 3,000 yuan , the increase reached nearly 14%.
The move coinc ides with a down ward cycle in the global economy and is attra cting market attention .
The second - hand market price of Ro lex has dec lin ed , main ly affected by the do wng rade of consumption .
Under the down ward cycle of the economy , consumers tigh tened sp ending , reduced op tional consumption sp ending , and , at the very least , lower demand for goods .
In addition , the transpar ency of second ary prices and the ex pansion of ro utes have limited the price increase of used wat ches .
The rise of social media and e - commerce platform s has lower ed the th res hold for two - lux ury transactions , nar ro wed the information gap and compr essed the profit space .
Ro lex has offici ally entered the second - hand business , with loc ations in Hong Kong and the in land , which offer high but reli able ro utes , and may also affect the price trend in the second - hand market .
In contrast to the down tur n in the second - hand market , Ro lex ' s first - tier market has ris en significant ly in value .
Beh ind this is not only the rise in pre cious metal prices and the practice of ra ising the price of lux ury goods , but also the adjust ment of brand strategy .
Ro lex is trying to stim ulate consumption through self - inc reas ing official prices and increased supply .
Un til now , the popular Ro lex wat ches had to be in a row to arr ange the goods , and the price went up , but after this price increase , some popular models no longer need to arr ange the goods in a row , and can be brought directly by themselves .
This approach has broken the hung er marketing model and spur red some consumers to buy , but it has been controver sial .
It looks like a price increase , but in fact , because the hidden costs are fall ing , such as not having to proc ure goods , it is suspect ed that the price may change and lower , which may also under mine brand value .
Therefore , Ro lex must gras p the scale on top of supply control .
Against the back dr op of the rise of smart wat ches , some people believe that Ro lex ' s " de val ue " is a sign of the end of the mechani cal watch era .
While smart wat ches have a wealth of functions , integrat ing functions such as communication and health monitoring , mechani cal wat ches such as Ro lex have a single function .
However , the difference between the two target customer groups is significant .
Cons um ers who buy smart wat ches value practical fun cti ona lity , while consumers who buy Ro lex value non - function al elements such as brand value , identity display ed by mechani cal wat ches .
The impact of smart wat ches on the watch market is main ly concent rated in the mid - p ric ed segment , with limited impact on high - end brand s such as Ro lex .
Under the large environment of do wng rad ing consumption , the traditional price - rais ing strategy of lux ury brand s is difficult to sus tain .
Ro lex ' s approach of " rais ing prices but lett ing supply go " aims to balance the relationship between quant ity and price , first - hand and second - hand markets , and respond to market press ures .
However , whether this strategy is successful needs to be veri fied by the market and consumers , and in the future , Ro lex needs to constant ly adjust and optimi ze in terms of brand position ing , market strategy and other aspects , and adapt to the changing market environment .
Release date: 2025-01-13 12:23:22
