Retail Price
The official or stated selling price of a watch when offered new through the brand or authorised retail channel.
Also known as: RRP, MSRP, List price, Recommended retail price
Definition
Retail price is the price at which a new watch is officially offered to consumers through the manufacturer or authorised retail network, usually before any negotiated discount and inclusive or exclusive of tax depending on market convention. It is distinct from wholesale cost, grey-market price and secondary-market value. Retail prices can vary by country because of tax, currency and brand pricing policy and can change while a reference remains in production.
Why it matters
Retail price provides a baseline for value comparisons, but it should not be treated as current market value—especially for discontinued, discounted or supply-constrained watches.