Retail price

Retail price is the price a brand sets for a new watch sold through its authorised dealers, also called list price or MSRP.

In the pre-owned market, retail is the reference point buyers and sellers measure everything against. Some references trade above retail because they're hard to get new; many trade below, because a buyer can walk into a store and buy one new at list.

Brands raise retail prices over time, which can lift pre-owned prices for current models. When you quote a retail figure, note the date, since it may already be out of date.