diff --git a/Makefile b/Makefile
index 77cea147..2e9a82b2 100644
--- a/Makefile
+++ b/Makefile
@@ -3,7 +3,7 @@
 # To re-generate a bundle for another specific version without changing the standard setup, you can:
 # - use the VERSION as arg of the bundle target (e.g make bundle VERSION=0.0.2)
 # - use environment variables to overwrite this value (e.g export VERSION=0.0.2)
-VERSION ?= latest
+VERSION ?= $(shell git describe --tags)
 
 # CHANNELS define the bundle channels used in the bundle.
 # Add a new line here if you would like to change its default config. (E.g CHANNELS = "candidate,fast,stable")
@@ -120,7 +120,6 @@ endif
 endif
 
 .PHONY: bundle
-bundle: VERSION ?= $(shell git describe --tags)
 bundle: kustomize ## Generate bundle manifests and metadata, then validate generated files.
 	operator-sdk generate kustomize manifests -q
 	cd config/manager && $(KUSTOMIZE) edit set image controller=$(IMG)
@@ -129,12 +128,10 @@ bundle: kustomize ## Generate bundle manifests and metadata, then validate gener
 	operator-sdk bundle validate ./bundle
 
 .PHONY: bundle-build
-bundle-build: VERSION ?= $(shell git describe --tags)
 bundle-build: ## Build the bundle image.
 	docker build -f bundle.Dockerfile -t $(BUNDLE_IMG) .
 
 .PHONY: bundle-push
-bundle-push: VERSION ?= $(shell git describe --tags)
 bundle-push: ## Push the bundle image.
 	$(MAKE) docker-push IMG=$(BUNDLE_IMG)
 
@@ -170,12 +167,10 @@ endif
 # This recipe invokes 'opm' in 'semver' bundle add mode. For more information on add modes, see:
 # https://github.com/operator-framework/community-operators/blob/7f1438c/docs/packaging-operator.md#updating-your-existing-operator
 .PHONY: catalog-build
-catalog-build: VERSION ?= $(shell git describe --tags)
 catalog-build: opm ## Build a catalog image.
 	$(OPM) index add --container-tool docker --mode semver --tag $(CATALOG_IMG) --bundles $(BUNDLE_IMGS) $(FROM_INDEX_OPT)
 
 # Push the catalog image.
 .PHONY: catalog-push
-catalog-push: VERSION ?= $(shell git describe --tags)
 catalog-push: ## Push a catalog image.
 	$(MAKE) docker-push IMG=$(CATALOG_IMG)