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Rolex Day-Date 40 price (UK): retail price history

Rolex Day-Date 40, white gold, fluted bezel, President bracelet

Reviewed by the Nuvinty editorial team · Last checked

In the UK the Rolex Day-Date 40, white gold, fluted bezel, President bracelet has gone from £28,850 (Dec 2019) to £45,200 (4 Oct 2026), a rise of 57% (about 6.8% a year). These are the brand’s own list prices, not resale prices.

New, UK list price
£45,200
Recorded 4 Oct 2026 · Rolex Day-Date 40 m228239-0033 (GB) - rolex.com
Pre-owned, median asking price
£40,150
Asking prices across 29 listings at partner retailers, 11 Oct 2026. Not sold prices. All variants and years, so compare like with like on the pre-owned page.

UK (£)

£25,000£30,000£35,000£40,000£45,000£50,00020202021202220232024202520262019-12: £28,850 (228239)2022-12: £31,450 (228239)2023-01: £35,000 (228239)2024-12: £37,800 (228239)2025-01: £40,400 (228239)2026-01: £43,100 (228239)2026-06: £45,200 (228239)2026-10-04: £45,200 (228239)£45,200
Rolex’s UK list prices, Dec 2019 to 4 Oct 2026, from 5 published sources (listed in the table below). Last re-checked 4 Oct 2026.
DatePriceReferenceSource
Dec 2019£28,850228239BREAKING NEWS: Rolex Hikes New Year Prices - WatchPro (press report)
Dec 2022£31,450228239Rolex Retail Price Update: 2023 - Watches of Wales (published price list)
Jan 2023£35,000228239Rolex Retail Price Update: 2023 - Watches of Wales (published price list)
Dec 2024£37,800228239Rolex Price Rises in 2025 Explained - Oracle of Time (press report)
Jan 2025£40,400228239Rolex Price Rises in 2025 Explained - Oracle of Time (press report)
Jan 2026£43,100228239Rolex Hikes Prices By 5% On Gold Watches - WatchPro (press report)
Jun 2026£45,200228239Rolex Hikes Prices By 5% On Gold Watches - WatchPro (press report)
4 Oct 2026£45,200228239Rolex Day-Date 40 m228239-0033 (GB) - rolex.com

Worth knowing

The UK list price of a white gold Day-Date 40 has risen from £28,850 at the end of 2019 to £45,200 today, with the steepest jumps coming as the gold price surged. Rolex raised gold models twice in 2026 (January and again in June), while steel watches only moved once. The yellow gold version (228238) currently lists at £42,100 in the UK, and new Day-Dates are usually allocated through official retailers rather than bought off the shelf.

Buying one pre-loved instead?

See live pre-loved listings, current asking prices from partner retailers and an authentication checklist.

Pre-loved Rolex Day-Date →

How we compile this: we record a list price only when we can link to where it was published: the brand’s site, an archived copy of it, or a named press report. We never estimate gaps between known prices, and a new point is added only after a real re-check. Spotted an error? Tell us.

5 sources.