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Celebrates 100 years of Bang & Olufsen craftsmanship
Monarch features sculpted Santos Palisander rosewood.
At what point does a speaker stop being a piece of technology and start becoming a piece of art?
Bang & Olufsen has spent much of its 100-year history blurring that line, but the new Beolab 90 Monarch and Zenith Editions take the idea somewhere altogether more extravagant. The Beolab 90 was hardly an understated starting point either; Bang & Olufsen already describes its flagship as a “sculpture of sound,” with the standard pair sitting at the very top of the company’s loudspeaker range.
These latest creations come through Bang & Olufsen Atelier, the Danish brand’s playground for experimenting with unusual materials, colours and finishes beyond what you’ll find in its regular catalogue. And this time, simply changing the colour was never going to be enough. The Monarch Edition wraps the Beolab 90 in sculpted rosewood lamellas and contrasting aluminum, drawing heavily on Denmark’s furniture-making tradition, while the Zenith Edition takes the more theatrical route with thousands of pearl-like aluminum spheres and mother-of-pearl detailing. Underneath all of that craftsmanship remains the formidable acoustic engineering that made the Beolab 90 such an extraordinary speaker in the first place.
More importantly, Monarch and Zenith are part of Bang & Olufsen’s five-part Beolab 90 Atelier centenary collection, concluding the 100th-anniversary celebration after Titan, Shadow, and Mirage editions. These designs showcase what happens when designers treat loudspeakers as canvases rather than just audio equipment, and they haven’t held back.
Bang & Olufsen Beolab 90 Monarch Edition | Image: Bang & Olufsen
A Centennial Journey of Atelier Craftsmanship
For a company that has spent 100 years treating sound and design as equally important, simply giving the Beolab 90 a celebratory colourway was never going to feel ambitious enough. To mark its centenary, Bang & Olufsen turned to its Atelier division and reimagined the flagship loudspeaker across five limited editions, each exploring a different combination of materials, textures and finishes while preserving the acoustic foundation underneath.
The result is less a conventional anniversary collection and more a demonstration of what can happen when designers and engineers are given room to experiment with a product that was already extraordinary.
The journey began with the Titan Edition, which stripped the Beolab 90 back to raw cast aluminum and exposed the craftsmanship normally hidden beneath its exterior. It was followed by the darker Shadow Edition, where traditional fabric covers gave way to black-coated stainless-steel mesh, and the far more colourful Mirage Edition, whose hand-applied gradient anodization shifts between blue and magenta as you move around it.
Now, with Monarch and Zenith, Bang & Olufsen is bringing that five-part journey to a close by turning its attention to two very different expressions of craftsmanship: one rooted in the warmth and tradition of wood, and the other built around the precision, reflection and almost jewellery-like quality of polished aluminum.
Bang & Olufsen Beolab 90 Monarch Edition | Image: Bang & Olufsen
The Monarch Edition
The Monarch Edition of the Beolab 90 introduces a warmer, Danish feel with Santos Palisander rosewood styled into angled, curved slats that follow the speaker’s complex design in a 360-degree pattern. Each piece, uniquely patterned and coated to preserve warmth, resembles classic Danish furniture design rather than just wooden decoration, highlighting Bang & Olufsen’s advanced craftsmanship.
Six wooden knots connect the slats, with a subtle lit stripe on the front shining through the wood. A solid rosewood ring tops the speaker, and the slat pattern continues downward. Ochre-finished aluminum offers a warmer contrast, while semi-transparent fabric reveals parts of the sound equipment underneath, maintaining a balance between natural and manufactured materials. The wood provides texture and uniqueness, while the aluminum highlights the serious sound technology beneath the craftsmanship.
Our favorite detail is the story behind the wood. Bang & Olufsen has worked with the same Danish wood supplier since 1949. Making the Monarch’s larger Palisander wooden slats was challenging because each piece needs to follow the cabinet’s curves and angles. When assembled, these pieces form an almost wave-like surface around the speaker, creating a sense of movement even when silent. Covering the futuristic Beolab 90 with a traditional material and craft, dating back decades, might seem unusual, but this contrast makes the Monarch Edition unique.
Bang & Olufsen Beolab 90 Monarch Edition | Image: Bang & Olufsen
The Zenith Edition
Now, the Beolab 90 Zenith is where Bang & Olufsen lets its imagination run wild. Six curved panels, each with 289 anodized aluminum spheres in seven pearl-inspired finishes, create a surface that shifts and shimmers as the light changes throughout the day. A dark-grey, pearl-blasted aluminum facemask draws inspiration from the texture of an oyster shell, while a circular mother-of-pearl inlay crowns the speaker, completing what feels more like a piece of jewellery than conventional hi-fi.
The real achievement is making all that decoration work without interfering with the sound. Bang & Olufsen had to experiment with different sphere sizes and develop a specialized mounting system to keep every piece completely stable as the powerful woofers move air behind the panels, avoiding unwanted vibration or noise. The six covers require an extremely time-consuming manual assembly process, yet beneath all that polished aluminium and pearl detailing lies the acoustic engineering of the Beolab 90. It’s extravagant, slightly outrageous, and impossible to ignore—which, for something called the Zenith Edition, feels entirely appropriate.
Bang & Olufsen Beolab 90 Monarch Edition | Image: Bang & Olufsen
Bang & Olufsen Beolab 90 Monarch Edition | Image: Bang & Olufsen
The Monarch Edition & Zenith Edition Specifcations
For all the attention given to their extraordinary materials and craftsmanship, the Monarch and Zenith remain Beolab 90s at heart, meaning Bang & Olufsen hasn’t sacrificed the serious acoustic engineering underneath. Both retain the flagship speaker’s 18-driver architecture and advanced beam-forming technology, while their exclusivity goes far beyond the finishes, with production limited to just 10 pairs of each edition.
Here’s a quick look at the key specifications and details behind the two Atelier creations:
Model: Beolab 90 (Atelier Editions)
Editions: Monarch & Zenith
Series: Five-Part Atelier Centenary Collection
Drivers: 18 bespoke drivers
Technology: Beam-forming & Active Room Compensation
Elias Albay is the Founder and Director of Many Men Magazine, a Toronto-based digital publication dedicated to promoting modern masculinity through style, culture, and self-improvement. What started as a personal turning point became a purposeful platform. — born from Elias’ desire to create something meaningful after completing his studies and finding no career path that truly matched his ambitions. With a background in Civil Engineering from York University and experience in Commercial Flight Operations at CAE, he applied skills, and resilience from both fields to forge a new path.
Our team of editors and experts thoughtfully chooses each product. If you decide to buy through one of our links, we may earn a commission. Learn more. Want to know how we test products? Click here for more details.
If you’ve ever tried to walk into a boutique and ask for a Submariner, Daytona, or even a simple Datejust, you’ll know the answer isn’t as straightforward as pulling out your card. For years now, the Swiss watchmaker has been at the centre of what many call the Rolex shortage—scarcity driving demand, demand driving prices, and prices fuelling an entire ecosystem of resellers and collectors who see these timepieces as both status symbols and investments.
The truth is, Rolex doesn’t need to create hype—it’s already part of the brand. Long waitlists, regional allocations, and a thriving secondary market have made buying a stainless steel Rolex at retail feel almost like winning the lottery. With this ongoing pressure on supply, the Swiss watchmaker has once again adjusted its prices for 2025. After all, when demand is this high, the Crown knows exactly what it’s worth.
This year’s increases don’t just reflect inflation—they emphasize Rolex’s ability to stay untouchable in the luxury market. As the world’s most recognized watchmaker, every move they make creates waves throughout the industry. So what do the new figures mean for collectors, casual buyers, and those still holding out for retail purchases?
Few watches captivate collectors quite like the Rolex Cosmograph Daytona ‘Panda’. Its eye-catching white dial with black sub-dials has become a contemporary symbol of status, rarity, and speed. Powered by the sturdy Calibre 4131, this chronograph not only looks the part—it’s designed for accuracy and built for durability, perfectly representing the harmony of style and function that characterizes Rolex.
The Swiss watchmaker has increased the retail price from approximately $15,100 to $15,600; that’s a 2.6% difference. On paper, that increase appears modest, but the real story is in the secondary market, where this model often sells for twice—or even three times—its boutique price.
For anyone fortunate enough to receive a call from their authorized dealer, the extra $500 feels less like a setback and more like a small toll for access to one of the most exclusive clubs in watchmaking. And if you’re after something even bolder, the Yellow-gold Daytona Ref. 126508 staggers at a whopping price of USD $48,400, showing that the Crown’s golden touch remains very much alive.
Rolex Submariner Date Ref. 126610LN | Image: Supplied
Rolex Submariner Date
Brand: Rolex
Model: Submariner Date
Reference: 126610LN
Diameter: 41 mm
Thickness: 12.3 mm
Material: Oystersteel
Dial Colour: Black Dial
Calibre: 3235
Power Reserve: 70 Hours
Water Resistance: 30 Bar (300 metres, 1000 feet)
The Submariner Date is often considered the sweet spot for anyone starting their Rolex journey. More than just a steel sports watch, it holds the title of being the world’s first true diver’s watch, setting the blueprint for every modern dive watch that followed. Its timeless black dial and Rolex’s Cerachrom Bezel keep it versatile—you’ll see it on the wrists of divers, executives, and collectors alike. And while some frown at the idea of pairing a dive watch with a suit, the Submariner Date pulls it off effortlessly, proving that its design works just as well at a board meeting as it does at 300 meters below the surface.
The submariner has experienced a slight increase, rising from $10,250 to $10,500. It’s a modest change, and since the model is Rolex’s primary entry-level watch, it’s understandable why the brand prefers to keep the price hikes gradual rather than steep. Of course, if you’re after something with more flair, the Rolex Submariner Ref. 126613LN in steel and yellow gold now costs USD $17,600, offering similar performance with an added touch of luxury.
Rolex GMT-Master II ‘Batman’ Jubilee Ref.126710BLNR | Image: Supplied
Rolex GMT-Master II ‘Batman’ Jubilee
Brand: Rolex
Model: GMT-Master II
Reference: 126710BLNR
Diameter: 40 mm
Thickness: 12.3 mm
Material: Oystersteel
Dial Colour: Black Dial
Calibre: 3285
Power Reserve: 70 Hours
Water Resistance: 10 Bar (100 metres, 330 feet)
The GMT-Master II ‘Batman’ has become the “first big step” for many Rolex enthusiasts, providing an extra layer of functionality with its dual-timezone complication. Its blue-and-black Cerachrom bezel is instantly recognizable, and the Jubilee bracelet adds a refined touch that distinguishes it from its sportier sibling, the Submariner.
With retail now at $11,300, it’s priced above the Submariner but justifiably so—thanks to the Calibre 3285 movement inside, delivering 70 hours of power reserve and reliable precision. It’s a serious Rolex for those ready to move beyond the basics, and its enduring popularity ensures it remains one of the brand’s most collectible modern steel sports watches.
Water Resistance: 120 Bar (1220 metres, 4000 feet)
Launched in 1967, the Sea-Dweller was created for professional divers who needed a watch capable of going deeper than the Submariner. Equipped with a helium escape valve and a durable 43mm case, it was built to endure the crushing pressures of saturation diving. This maintains that extreme spirit with an impressive 1,220 metres (4,000 feet) of water resistance, while adding a touch of luxury through its two-tone Rolesor construction of Oystersteel and yellow gold.
Now with an 8% increase to $20,300, up from last year’s $18,700, the Sea-Dweller 126603 combines tool functionality with a bold statement piece, offering serious diving credentials wrapped in a striking aesthetic. For those who prefer a more subtle option without gold, the Oystersteel-only Ref. 126600 for USD $13,750 provides the same technical performance in a cleaner, more discreet package. Either way, the Sea-Dweller remains one of Rolex’s most capable and historic professional watches—built for the depths but admired everywhere.
Rolex Explorer II ‘Polar’ Ref. 2266570-0001 | Image: Supplied
Rolex Explorer II ‘Polar’
Brand: Rolex
Model: Explorer II ‘Polar’
Reference: 226570-0001
Diameter: 42 mm
Thickness: 12.2 mm
Material: Oystersteel
Dial Colour: White Dial
Calibre: 3285
Power Reserve: 70 Hours
Water Resistance: 10 Bar (100 metres, 330 feet)
The Explorer II ‘Polar’ is one of Rolex’s true sleeper models, often overlooked next to the Submariner or GMT-Master II, yet it offers standout looks and impressive functionality. Its clean white dial with bold black markers and bright orange GMT hand provides sharp readability, while the 24-hour display uses the orange hand and engraved bezel to track day and night or a second time zone. Priced at $9,900, it remains one of the most practical steel sports watches in the catalogue, powered by the Calibre 3285 with a 70-hour reserve and Superlative Chronometer certification ensuring precision of -2/+2 seconds per day after casing. Quietly capable and endlessly reliable, it’s the Rolex for those who value substance over hype.
The Yacht-Master 40 in Everose gold stands out in Rolex’s collection as the first model to feature the Oyster-flex bracelet, which combines the durability of a high-tech elastomer with the hidden strength of a metal core. Its matte black Cerachrom bezel and Everose case give it a contemporary feel, making it a watch that looks just as good on a yacht’s deck, by the coast, at a pool lounge, or even at a stylish pool party. It does come at a coughing price of $51,000, powered by the Calibre 3235 with 70 hours of reserve and certified precision of -2/+2 seconds per day after casing, proving that style and performance can coexist. More exclusive than the Submariner, the Yacht-Master offers luxury with a relaxed, playful twist—perfect for those who want their watch to make an appearance including one of our favourites the Oystersteel & platinum Ref.126622 and Everose gold Ref.268655.
First introduced in 1945, the Air-King was Rolex’s tribute to the golden age of aviation, honouring the pilots of the 1930s and 1940s who helped shape the modern era of flight. For decades, it stood as one of the brand’s most understated models—a simple, durable timepiece built with legibility and reliability in mind. While its quiet presence kept it in the shadows of models like the Submariner and Datejust, the Air-King has always represented Rolex’s pioneering spirit in the skies.
The large 3, 6, and 9 numerals on a glossy black dial, paired with the bright green seconds hand and yellow Rolex crown, give today’s Air-King a look that’s instantly recognizable. Once overlooked, the latest 40mm version with an updated case profile and crown guard has given the Air-King a fresh edge, making it a true conversation piece among steel sports watches.
It did not increase much, but a USD $300 won’t make a difference in our opinion; it’s still worth the investment when you think about it. It continues to keep the Air-King firmly in Rolex’s more accessible category, although it’s clear demand has been growing for this model in recent years. Collectors who once dismissed it as the “quirky cousin” of the lineup now value it for its uniqueness and securing one feels more rewarding than ever.
The Day-Date 40 in yellow gold has long symbolized leadership, famously worn by U.S. Presidents and global figures who appreciate the significance of a Rolex. The nickname “President” isn’t just marketing—it’s part of history. Its all-gold design, fluted bezel, and day-date feature come together to produce a watch that exudes authority while honouring Rolex’s heritage.
The price increase to $40,900 reflects more than just Rolex’s yearly adjustments—it mirrors the movement of the gold market, which continues to rise each year. Solid-gold Rolex models are generally more affected by these changes, and the Day-Date 40 is no different. Still, this watch isn’t about speculating on the market—it’s about enduring prestige.
On the secondary market, values can fluctuate depending on age, dial configuration, and rarity, but the Day-Date remains one of the most reliable symbols of status in watchmaking. Enhancing that prestige is the technical core—the Calibre 3255, which offers a precision of -2/+2 seconds per day after casing, ensuring performance that lives up to its reputation.
The Oyster Perpetual 36 with its turquoise blue dial—nicknamed the “Tiffany”—has become one of the most talked-about Rolex models of recent years. What started as a playful pop of colour in the entry-level line has now exploded into cult status, with resale prices skyrocketing far beyond retail thanks to its rarity and resemblance to the Patek Philippe Nautilus in Tiffany blue. At $6,350, which is nearly a 1.6% increase, it’s not only one of the most affordable entry points into a Rolex collection, but also one of the most talked about. Powered by the Calibre 3230 with 70 hours of reserve and a precision of -2/+2 seconds per day after casing, this model demonstrates that even the brand’s simplest watches can attract global attention. A true sleeper turned sensation, the OP “Tiffany” shows that sometimes colour alone is enough to make history.
Rolex Showroom Boutique in Michigan, United States. | Image: Supplied
Why Does Rolex Keep Raising The Prices?
Every January (and increasingly around the start of the year), Rolex announces its new “list” or retail prices — and each time the increase causes a ripple through the collector community. At first glance, the reasons seem straightforward — costs rise, inflation takes hold, materials become more expensive — but for Rolex, it’s a more complex mix of factors. Rolex has confirmed that the 2025 increases reflect “rising production costs, precious-material inflation and currency effects” (for example, a 33% jump in gold prices in 2024). Meanwhile, demand remains so high and supply is kept tightly controlled that small price hikes don’t diminish desirability — they reinforce it.
But it’s not just about what goes into the watch — it’s about what surrounds it. Rolex understands that part of the brand’s value comes from scarcity, prestige, and a list price that’s just above what the market is willing to pay. According to watch industry analysis, steel models saw only about 1-2% increases, while gold and precious-metal models rose by approximately 10-14% in 2025. What Rolex is doing is combining undeniable technical quality (movements with -2/+2 sec/day accuracy, in-house manufacturing) with premium pricing. This way, the “new retail price” becomes an anchor for the secondary market — reinforcing that if you pay retail today, you’re ahead of many who’ll pay more tomorrow.
Finally, broader external factors contribute as well. One key factor is the cost of raw materials — the significant increase in gold prices towards the end of 2024 was explicitly cited as a driver. Additionally, the ripple effects of global tariffs, currency fluctuations, and changing allocations across regions play a role. For example: new Swiss import tariffs could raise costs in the U.S., which then influences global pricing strategies. Business Insider For collectors and first-time buyers, this means: the listed price you see today may seem high, but it’s part of a calculated strategy by Rolex to protect value, regulate demand, and sustain the crown’s ripple effect in both retail and resale.
Rolex Datejust 36 with White Gold & Diamonds Ref.126284RBR | Image: Supplied
What Do Rolex Price Increases Mean For The Resale Market?
When Rolex raises its retail list prices, the effect extends beyond the boutique counter — it ripples through the secondary market and influences how collectors and resellers behave. According to one analysis, the brand’s 2025 increases reflect “rising production costs, precious-material inflation and currency effects.” As retail prices increase, they set a new benchmark for what buyers expect to pay — often pushing resale values higher, especially for steel sports models where demand remains strong.
Data supports this connection: For instance, resale-market tracking indicates that since 2010, many Rolex models have appreciated by several hundred percent. In a detailed analysis of over 50,000 transactions, one watch-market report noted that Rolex models like the ‘Datejust’ showed stronger value growth over a 15-year period, and highlighted that “Rolexes are tangible assets you can wear, insure for a fraction of their value, and pass down. Unlike stocks, they don’t disappear at market close.”
But you should also be cautious broader; despite the retail increases, resale values have softened in recent years — one analysis noted prices for pre-owned Rolexes dipped further in consecutive quarters. “It seems unlikely that secondary prices will stabilize in the near future,” said Morgan Stanley analyst Edouard Aubin of the situation.
What this means for buyers and owners is twofold. On one hand, a higher retail price makes securing a watch from an authorised dealer more of an achievement — and if you do, the gap to resale still gives you a potential edge. On the other hand, rising retail prices set expectations in the secondary market, but they do not guarantee equivalent resale gains.
Or as we like to say, retail price does not equal resale price. A 10% increase in retail price doesn’t guarantee a 10% rise in resale value. Ultimately, each price increase reinforces Rolex’s premium status and validates the secondary market’s premium over retail — but it also serves as a reminder that collectors should stay discerning, focusing on the model, condition, and timing rather than assuming any Rolex will automatically appreciate.
Elias Albay is the Founder and Director of Many Men Magazine, a Toronto-based digital publication dedicated to promoting modern masculinity through style, culture, and self-improvement. What started as a personal turning point became a purposeful platform. — born from Elias’ desire to create something meaningful after completing his studies and finding no career path that truly matched his ambitions. With a background in Civil Engineering from York University and experience in Commercial Flight Operations at CAE, he applied skills, and resilience from both fields to forge a new path.
