Published on 10 Apr 2024 on Yahoo Finance
Rolex's new 2024 watches are a 'return to normalcy' after 'crazy' debuts
Coming off a "hype watch"-fueled 2023, luxury Swiss watch giant Rolex is taking a step back with toned-down debuts for 2024, mirroring a watch market that’s returning to normalcy.
The Watches and Wonders trade show, held this week in Geneva, is where the biggest brands in the industry like Rolex, Patek Philippe, and IWC debut their new models for the year. Rolex typically has the marquee slot for debuts at the show and this year offered some of its most popular models with refreshed looks, precious metals, and diamond adornments.
Chief among those models is a new GMT-Master II in stainless steel with a black and gray ceramic bezel that the brand introduced last year with a steel and gold two-tone bracelet. It comes in either a standard Oyster or dressier Jubilee bracelet and will likely carry on the trend of Rolex steel pieces like the previous GMT-Master II and Submariner — being virtually impossible to find at retail locations. If you can find it, the new GMT will start at $10,700, depending on the bracelet.