Where it is cheapest
Rolex Day-Date 40 price by country
Cheapest for a visitor: Japan, about €38,411, roughly 23% below the Portuguese shelf price of €50,200.
| Country | Shelf price | In EUR | Visitor price (est.) | Date & source |
|---|---|---|---|---|
| Portugal | €50,200incl. 23% VAT | €50,200 | €42,670–45,180est. after refund | 16 Oct 2026rolex.comOfficial · rolex.com Portuguese locale; prices consistent with 23% VAT |
| France | €49,000incl. 20% VAT | €49,000−2.4% vs PT | €41,650–44,100est. after refund−14.6% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| Italy | €49,800incl. 22% VAT | €49,800−0.8% vs PT | €42,330–44,820est. after refund−13.2% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| Spain | €49,400incl. 21% VAT | €49,400−1.6% vs PT | €41,990–44,460est. after refund−13.9% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| Germany | €48,600incl. 19% VAT | €48,600−3.2% vs PT | €41,310–43,740est. after refund−15.3% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| United Kingdom | £42,100incl. 20% VAT | €49,758−0.9% vs PT | €49,758no refund−0.9% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| Switzerland | CHF 44,900incl. 8.1% VAT | €48,254−3.9% vs PT | €45,358–46,323est. after refund−8.7% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| United States | $50,400before sales tax | €44,968−10.4% vs PT | €44,968–49,577+ 0–10.25% sales tax−5.8% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| JapanCheapest for visitors | ¥7,481,100incl. 10% VAT | €42,252−15.8% vs PT | €38,41110% tax-free−23.5% vs PT shelf | 16 Oct 2026rolex.comOfficial |
| Brazil | R$ 411,000incl. local taxes | €72,514+44.4% vs PT | €72,514no refund assumed+44.4% vs PT shelf | 16 Oct 2026rolex.comOfficial |
Converted at the ECB euro reference rates of 2026-10-15 (1 EUR = 1.1208 USD, 0.8461 GBP, 0.9305 CHF, 177.06 JPY, 5.6679 BRL; ecb.europa.eu). Visitor price is an estimate for a non-resident tourist after the VAT refund, not a quote. EU 10–15% net of fees, Switzerland 4–6%, Japan 10% tax-free, UK none since 2021, US list excludes state sales tax. EU residents cannot reclaim VAT inside the EU and must declare goods bought outside it on return. Assumptions.
10.3% a year over 3 years. That ranks 3rd of 42 items with at least two years of data. The sharpest sourced step was +11.7%, from $38,500 to $43,000 by Jan 2025. There were stretches with no change at all, so the rise came in bursts, not a steady drift.
Retail price, 2024 to 2026
Step chart. The line holds flat until the next sourced change; we plot only dated, sourced prices and never fill gaps. Hover or tap a point for detail. Sources: luxurybazaar.com, coronet.org, rolex.com.
Every sourced price
| Date | Price (USD) | Change | Source |
|---|---|---|---|
| Oct 2026 | $50,400 | +5.0% | rolex.comOfficialListed on rolex.com, accessed 2026-10-16 |
| Jun 2026 | $48,000 | 0.0% | luxurybazaar.comBlogBlog-sourced only; not yet confirmed by an official, press or market-data source. |
| Jan 2026 | $48,000 | +8.6% | coronet.orgBlogBlog-sourced only; not yet confirmed by an official, press or market-data source. |
| May 2025 | $44,200 | +2.8% | luxurybazaar.comBlogBlog-sourced only; not yet confirmed by an official, press or market-data source. |
| Jan 2025 | $43,000 | +11.7% | luxurybazaar.comBlogBlog-sourced only; not yet confirmed by an official, press or market-data source. |
| 2024 | $38,500 | luxurybazaar.comBlogBlog-sourced only; not yet confirmed by an official, press or market-data source. |
Resale value
- Rolex (brand average)104% value retentionAs of Rebag Clair Report 2025 (published Dec 2025) , us.fashionnetwork.com
Resale figures carry their own date and are measured against the retail price at that time, not the current list price shown above.
Related
- Rolex Submariner Date (steel, 116610LN → 126610LN) price history
- Rolex Cosmograph Daytona (steel, 116500LN → 126500LN) price history
- Rolex GMT-Master II (steel 126710, Oyster bracelet) price history
- Rolex Datejust 41 (steel 126300, smooth bezel, Oyster) price history
- Rolex Oyster Perpetual 41 (steel) price history
- Rolex Sea-Dweller (steel 126600) price history
- All Rolex prices
- All watches on the index
Questions
How much is the Rolex Day-Date 40 (yellow gold 228238) now?
The latest sourced US list price price is $50,400 (Oct 2026), per rolex.com.
How much has the Rolex Day-Date 40 (yellow gold 228238) price increased?
From $38,500 in 2024 to $50,400 in Oct 2026: +31% (about 10.3% a year), based on the sourced data points below.
Data checked 2026-10-16. Download the raw JSON. Found an error? The methodology explains how we source and correct.