As is almost tradition, Rolex kicked off 2025 with a price increase on its popular models. Both Bloomberg and WatchPro reported the price hikes, though they differ on the specifics. WatchPro noted that certain gold models saw a jump of up to 14.2%, while Bloomberg reported a more modest rise of 8%.
The price increases follow a significant 26% rise in the price of gold during 2024, with analysts noting that watches made from other materials like steel and platinum saw much smaller price adjustments. “It all depends on the material used for certain watches,” said watch blog Monochrome. “Stainless steel models saw little to no change, and their prices remained stable. Platinum models also saw a modest increase of around 1%, which is tied to the stable performance of platinum in the market.”
At the beginning of 2024, Rolex was cautious with its price adjustments, potentially anticipating a tough year ahead. The brand increased prices by about 4% in the United Kingdom, but held steady in the United States.