It's now been 5 years since I compiled my first price list (during the early days of the pandemic, oh how time flies) and just for giggles I wondered what would appear in both that one and this latest price list and what the difference would be. Well, truth be told there's almost nothing, but the obvious candidate would be the stalwart CAW211P Monaco (colloquially known as the 'Steve McQueen'). So, shockingly (or maybe not that shockingly really) the price in July 2020 was £5050... and after the latest price increase it's now a bowel-loosening £7500!
Wow, that is some hefty, inflation busting rise eh? But the thing is with that though is that the pre-owned price has not kept pace with that at all. In fact if you want a CAW211P today and you're not stuck on buying brand new then Chrono 24 has over 100 examples on offer right now, with prices starting at £3500... that's a hell of a saving (or a massive depreciation cliff depending on your point of view).
That aside, for the most part it's the usual bi-yearly £50-150 increases, which don't sound too bad but which of course add up to a significant sum over two or three years. There are also a few other instances where we see £200+ increases, notably the Hodinkee Seafarer, the solid gold Carrera glassbox and the Porsche 963 Carrera, but thankfully there's none of those outrageous 40% increases we saw back at the start of the year.
Hilariously though, despite raising the prices of some of the tourbillon models by up to £10,000 earlier in the year, TAG Heuer have still added another £50 on to the prices this time, presumably because they didn't go quite far enough last time 🤣.
But it's not all bad news, if you've been hankering after a Superdiver but didn't want to pay £6100 for it you'll be pleased to know that it's now priced at £5550. And also coming down is the darker green Aquaracer 300 which for some reason had a price premium at launch. This is something we are seeing now and again actually, where one colour is more expensive than the rest of the range and then eventually they all come into line.
Quite a few new additions this time, obviously there's the new 38mm Formula 1 range and various 34 and 36mm Aquaracers, but also a few Monacos and Carreras and even previously available models now available on bracelets (in particular the two tone Aquaracers and the Glassbox Carreras).
Unsurprisingly, there are no new Links. Surely that range needs something doing with it soon?
I also notice the older CAR style tourbillons have gone now and the solid gold Aquaracers have been discontinued too (after the £2000 discounts earlier in the year), and with the release of the new Carrera Day/Dates obviously another casualty are the old WBN models, which makes sense.
As usual, blue text is for price changes, red text is for new additions.
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