Close Look to Rolex Price Increase in 2025
Prices for Rolex models rise as much as 8% to start the year
Rolex prices reflect currency values and raw material costs
The world’s most iconic luxury watchmaker, Rolex, has ushered in the new year with a price hike for several of its coveted timepieces. The increase, which particularly affects models crafted from yellow gold, underscores the ripple effect of soaring precious metal prices on the luxury goods market.
Among the updated price tags, the yellow gold GMT-Master II now retails for approximately $45,700 (€44,600), a notable jump from $42,310 (€41,300). Similarly, the yellow-gold Day-Date with a striking 40-millimeter black dial has climbed to $45,800 (€44,200), up from around $42,000 (€41,000). These adjustments, visible on Rolex’s French website and reported by Bloomberg, reflect an over 8% increase for these gold-heavy timepieces.
The substantial price bump is partly attributed to the sheer volume of gold these watches contain. For instance, the 18-karat-gold Day-Date features an estimated 100 grams of gold in its case and bracelet, a number that varies with consumer customizations.
While Rolex’s steel models have also seen price adjustments, they pale in comparison. The Submariner has risen by approximately 2%, while the Cosmograph Daytona saw a 3% increase—modest shifts compared to their gold counterparts. A Rolex spokesperson declined to comment when approached by Fortune for details.
Rolex’s pricing strategy typically reflects inflation, manufacturing, and labor costs specific to each market. However, the escalating price of gold appears to have played a significant role in this year’s adjustments. In June 2024, the company had already implemented a 4% midyear price increase for some gold models in the U.K., such as the white gold Daytona chronograph, which rose to $49,300 (£38,700) from $46,000 (£37,200).
This trend mirrors gold’s meteoric rise in 2024. By midyear, gold had surged 14% from January, hitting an all-time high of $2,450 per ounce. By year-end, it had climbed an astonishing 27%, reaching $2,626 per ounce and even spiking to a record-breaking $2,790. The surge was fueled by global inflation concerns, economic uncertainty in China, and increased demand among investors seeking stability.
Looking ahead, gold’s trajectory remains bullish. Goldman Sachs projects its value could hit $3,000 per ounce by the close of 2025, citing potential inflationary trade policies under the incoming Trump administration. However, should the Federal Reserve opt for fewer rate cuts to combat inflation, gold’s shine as an investment might dim.
For luxury enthusiasts, Rolex’s latest price adjustments serve as a reminder of how external economic forces—particularly the allure of gold—can redefine the value of timeless elegance.
Reference:
Bloomberg: Rolex Hikes Watch Prices by as Much as 8% After Gold Surges
