Anyone who keeps an eye on the modern watch market will know that it is currently a waste of time to walk into a Rolex retailer that deigns to allow you to purchase a steel Cosmograph Daytona chronograph. Demand is so high that dealers’ waiting lists now stretch into the next decade, so the only way to secure a ‘new’ Cosmograph is to look to the preowned market and pay a huge premium above retail for one that’s being ‘flipped’.
The first result thrown up by a Google search for such a watch offered a 2021 model delivered in three weeks for a price of £27,880. The Rolex RRP for its so-called ‘watch born to race’ is a more reasonable £10,500.
The market is so hot that such watches are finding buyers easily, despite prices being vastly inflated. But, just as people are beginning to seriously question the logic of being so blatantly shafted for what is a largely unremarkable if undeniably well-engineered watch, so a challenger to the Daytona has arrived from an unexpected rival – Zenith.