According to Funakubo, regular prices for Rolex watches hovered around 600,000 to 700,000 JPY (approx. USD 4,470 to 5,220) some 20 to 30 years ago, slightly cheaper than they are now, and customers could purchase new ones for retail prices. If stores had a sale, they would often be sold for below their sticker prices. Around five years ago, however, Rolex prices began soaring. The famous Daytona model is priced at some 1.8 million JPY (approx. USD 13,420), but their secondhand items are traded for 4 million JPY (approx. USD 29,820) or more on the market. Likewise, the brand's Submariner model, whose price tag is around 1.4 million to 1.5 million JPY (approx. USD 10,400 to 11,200), is traded for roughly 2.5 million to 3 million JPY (approx. USD 18,600 to 22,400).