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Rolex Halts Production of Milgauss Watch, Resellers Eye Profit Surge April 04, 2023 (0 comments)
Geneva, Switzerland--Swiss luxury watchmaker Rolex has discreetly stopped producing the magnetic field-resistant Milgauss watch, causing a stir among collectors and boosting interest in the model.
[Image via Rolex]
According to a report, the quiet discontinuation took place during Rolex's showcase of their 2023 releases, which included the 60th-anniversary Cosmograph Daytona, a titanium Yacht Master, and the all-new 1908.
First introduced in 1953, the Milgauss was designed for scientists, engineers, and other professionals working in environments with strong magnetic fields.
However, the model's sales remained lukewarm over the years.
Despite being sported by celebrities like Jeff Goldblum, Jennifer Aniston, and Anthony Kiedis, the Milgauss has consistently ranked low among the brand's stainless steel models. Following the discontinuation, there has been a notable increase in demand for the Milgauss, with some resellers listing it for over $13,000 compared to its original $9,300 retail price.
Paul Altieri, CEO of Rolex reseller Bob's Watches, predicted in the report that the model's value will likely increase over time. While it's possible that Rolex may revive the Milgauss in the future, for now, enthusiasts will have to settle for pre-owned versions.
Learn more in the report.