Why icons only get more expensive
Luxury houses protect their icons by never discounting them. Instead, the price rises: Chanel’s Classic Flap has more than doubled in price over the past decade, and most heritage bags, jewelry and watches follow the same path. For a buyer that is useful: once you have decided on an icon, waiting rarely saves money.
The rhythm, house by house
- Hermès: usually one increase a year, early in January.
- Chanel: one to three increases a year, often in spring and autumn.
- Louis Vuitton and Dior: typically early in the year, sometimes again in autumn.
- Rolex and most Swiss watchmakers: list prices usually change on 1 January.
- Cartier, Van Cleef & Arpels and Tiffany: often after a rise in gold prices.
Houses do not publish dates in advance, so treat these as patterns, not promises.
What does go on sale
Seasonal pieces drop in the end-of-season sales in January and from late June: ready-to-wear, many shoes and boots, coats, knitwear and seasonal bag colors. Watches from Omega, TAG Heuer, Longines and Breitling, and most fragrance, see the best prices around Prime Day and Black Friday. See our best luxury buys under $1,000.
The Opulique way
Decide on the piece using our buy-or-skip lists, check the usual price we show and buy the icon before the next increase. For everything seasonal, wait for the sale, and judge every discount against the usual price.
Frequently asked questions
Do Chanel and Hermès bags ever go on sale?
No. Classic bags from Chanel, Hermès and Louis Vuitton are not discounted by the houses. Pre-owned is the only way to pay less.
When does Rolex raise prices?
Rolex usually adjusts its list prices at the start of the year, and sometimes again during the year when gold prices move a lot.
What does go on sale in luxury?
Seasonal pieces: colors, ready-to-wear, many shoes, coats and knitwear, plus watches from brands such as Omega, TAG Heuer and Longines through authorized dealers.