As of January 1, 2025, Rolex has decided to significantly increase the price of its new watches. At the same time, prices for the Swiss brand’s pre-owned watches are plummeting.
The 27% increase in the price of gold in 2024 will have taken its toll on the price of Rolex timepieces. This material is essential to the manufacture of the Swiss brand’s gold models : some of its most emblematic models cannot do without it, such as the Rolex Day-Date or the GMT-Master II. Both in yellow gold, their prices have risen from 41,000 euros to 44,200 euros and from 41,300 euros to 44,600 euros respectively, representing increases of around 8%. Some models have even seen their prices rise by as much as 14% in order to cope with much higher production costs.
However, it seems that gold watches are not the only ones affected by this price increase. Prices for stainless steel and platinum models have also risen, albeit slightly, by around 1%.
It remains to be seen whether Rolex’s popularity will be affected by this decision. For the time being, the brand continues to set records : pending results for 2024, Rolex already passed the $10 billion mark in sales in 2023, recording growth of 11%. The brand remains the leader in the luxury watch sector, accounting for 31.9% of the market in 2023, with sales in excess of 36 billion Swiss francs.
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Featured photo : © Rolex
