Like hangovers and the Rose Bowl, a Rolex price hike is a New Year’s perennial, and 2025 began with the Swiss watch giant once again giving itself a raise.
Bloomberg and WatchPro both reported that Rolex increased prices on its most popular models on Jan. 1. However, they disagree on how much: WatchPro said the price hike for certain gold watches reached as high as 14.2%, while Bloomberg pegged the biggest jump at 8%.
Analysts were quick to note that the increases follow an approximately 26% jump in the price of gold during 2024, and that prices for Rolex watches made with other metals, such as steel and platinum, rose much more modestly.
“It all depends on the material used for certain watches, whether we’re talking about stainless steel, gold, platinum, or titanium,” said watch blog Monochrome. “Stainless steel models are hardly impacted, and their prices are close to stable…. Platinum watches are also hardly impacted, with their prices up by around 1%, a situation that’s easily explained by the stability of platinum as a commodity on the market.”
At the start of 2024, Rolex was relatively cautious with its price increases, perhaps because it was anticipating a difficult year. The company boosted prices about 4% in the United Kingdom, but kept them steady in the United States.
(photo: iStock/Mlenny)
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