Rolex Unveils More Understated New Models, Signaling Return to Normalcy

Rolex debuted more subtle, toned-down watches for 2024 after several years of "hype" models, signaling a return to normalcy in the watch market.

Key new references include a steel GMT-Master II with a black and gray bezel, an ultra-luxurious 18K gold Deepsea diver, and precious metal Daytona chronographs.

The new watches lack some of the buzz generated by 2023 models like the two-tone GMT-Master II and colorful Day-Dates.

Secondary market prices for luxury watches have weakened recently, though Rolex remains in extremely high demand.

Rolex's CEO acknowledged global economic uncertainty but the brand continues working to boost production capacity to meet ongoing strong interest.