If you’ve been thinking about buying a Rolex, you might want to act fast. Prices are on the rise again. In early 2025, Rolex quietly implemented another round of price increases across a wide range of models, following a trend the brand has maintained in recent years.
While price hikes from luxury brands are nothing new, Rolex’s adjustments come at a time of shifting global economics, increased material costs, and growing demand.
This article breaks down everything you need to know about the latest Rolex price increase---when it happened, which models are affected, and why Rolex continues to climb in value.
Why Is Rolex Inherently Expensive?
1. Superior Craftsmanship and Quality Control
Rolex watches are known for their meticulous craftsmanship. Each timepiece is assembled largely by hand in Switzerland using in-house components. From proprietary movements to robust Oystersteel and scratch-resistant sapphire crystals, Rolex spares no expense in quality. Every watch undergoes extensive testing for accuracy, pressure resistance, waterproofness, and durability. This relentless attention to detail is a major factor behind their high price tag.
2. In-House Innovation and Manufacturing
Unlike many other brands, Rolex is a fully integrated manufacturer. It produces nearly every component of its watches, from the cases to the bracelets to the movements. They even operate their own foundry to make gold alloys such as Everose. This vertical integration allows Rolex to maintain complete control over production and quality. However, it also significantly raises costs.
3. Timeless Design and Strong Brand Prestige
Rolex watches have long been symbols of achievement and status. The brand has cultivated its prestige over a century through associations with explorers, athletes, scientists, and celebrities. Because of this reputation, demand consistently exceeds supply, especially for steel sports models. This imbalance drives prices even higher, particularly on the secondary market.
When Does Rolex Increase Prices?
January: The Traditional Bump
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Rolex most commonly adjusts its prices during the first week of January.
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These increases apply globally, but specific percentages and models affected can vary by region and material (e.g., Europe vs. US, gold vs. steel).
Occasional Mid-Year Adjustments
While January is the norm, Rolex has also made surprise or region-specific adjustments mid-year when:
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Currency exchange rates fluctuate sharply
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Raw material prices spike (e.g., gold)
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Geopolitical events affect supply chains or tariffs (as seen with US tariffs on Swiss goods)
For example:
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In January 2020 and January 2022, Rolex applied uniform global increases.
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In 2023 and 2025, the company adjusted some models more than others, with gold references seeing the steepest hikes.
Have Rolex Prices Gone Up?
Yes, Rolex has implemented notable price increases in 2025, particularly affecting models crafted from precious metals.
Gold Watches
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Prices for gold Rolex models have surged by up to 14% in 2025.
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For example:
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The yellow gold Day-Date 40mm increased from around $44,800 to $48,300.
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The yellow gold GMT-Master II rose from around $45,100 to $48,700.
Stainless Steel Watches
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Stainless steel models experienced modest increases, typically between 1% and 3%.
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For instance:
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The GMT-Master II Ref. 126710GRNR saw a $100 increase, from $10,700 to $10,800 on the Oyster bracelet.
What Factors are Driving the Price Increase?
1. Surge in Gold Prices: Gold prices rose by approximately 27% in 2024, reaching around $2,700 per ounce. This directly impacted the cost of producing Rolex models made with yellow, white, and Everose gold.
2. Global Economic Factors: Inflation, geopolitical uncertainty, and shifting supply chain costs have led many luxury brands---this includes Rolex---to reassess pricing to maintain profitability and brand value.
3. Strategic Pricing: Rolex doesn’t just respond to cost changes; it also protects its brand positioning. Regular price adjustments help preserve exclusivity and sustain high demand in a tightly controlled market.
How Do Trump's Tariffs Affect Rolex Prices?
Trump-era tariffs---particularly those imposed on Swiss-made luxury goods---have had a noticeable impact on Rolex prices, especially in the US.
1. Swiss Watch Tariffs Introduced in 2019–2020
In response to a long-running trade dispute over EU subsidies to Airbus, the Trump administration imposed a 25% tariff on certain European products, including Swiss-made watches valued over $800. Rolex, being a luxury Swiss brand, was directly affected.
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These tariffs were applied under Section 301 of the Trade Act of 1974.
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While not all Rolex models were affected equally, many high-value references faced increased import costs when brought into the US.
2. Brands Absorbed Some Costs—But Not All
Initially, Rolex and its authorized dealers absorbed part of the tariff burden to avoid alienating customers. However, some price increases were quietly introduced to offset these costs via MSRP adjustments and dealer markups.
For example, U.S. retail prices for certain steel sports models saw gradual increases that outpaced inflation, partly in response to rising import expenses.
3. Secondary Market Impact
Tariffs also had a ripple effect on the pre-owned market. Since it became more expensive to import brand-new models, demand and prices for gently used Rolex watches rose. This further widened the gap between MSRP and resale prices, especially for sought-after models like the Submariner, Daytona, and GMT-Master II.
Are the Tariffs Still in Effect?
As of 2025, some of those tariffs have been reviewed or reduced, but many luxury watch tariffs from the Trump era remain active or under reconsideration. The US government periodically revisits these trade policies, meaning Rolex prices may continue to reflect tariff-influenced volatility unless there's a clear rollback.
Which Rolex Models are Affected by the Price Hike?
Which Rolex increased in value during these price hikes? Let's find out.
Gold Models (Biggest Price Increases: Up to 14%)
These watches were most impacted due to the dramatic rise in gold prices:
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Rolex Day-Date 40 (Yellow, White, and Everose Gold)
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Yellow Gold Day-Date 40 increased from around $44,800 to around $48,300
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Rolex GMT-Master II (Yellow Gold)
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Now priced around $48,700, up from $45,100
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Rolex Yacht-Master 40 (Everose Gold)
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Also saw significant price adjustments due to material costs
Two-Tone (Rolesor) Models (Moderate Increases)
Rolesor combines gold and steel, so these were moderately affected:
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Rolex Datejust 36 & 41 (Steel and Gold versions)
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Rolex Submariner Date (Two-Tone)
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Rolex Sky-Dweller (Steel and Yellow Gold)
Stainless Steel Models (Mild Increases: 1% to 3%)
These models saw only small bumps in MSRP, but they’re still worth noting:
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Rolex GMT-Master II (Ref. 126710GRNR)
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Price increased from $10,700 to $10,800 on Oyster bracelet
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Rolex Submariner No-Date & Submariner Date (Steel)
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Rolex Explorer and Explorer II
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Rolex Oyster Perpetual (Various sizes)
Not All Models Were Affected Equally
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Platinum models and special editions may also have increased, but those changes are often less publicized due to their exclusivity.
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Discontinued models were unaffected in MSRP terms, but their secondary market values often rise after price hikes due to increased overall brand valuation.
How Will the Rolex Price Increase Affect Secondary Market Prices?
1. Higher MSRP = Higher Floor Price
When Rolex raises its retail prices, the baseline value for both new and pre-owned models also increases. Collectors and resellers use MSRP as a reference point, so even a modest increase can push secondary prices higher, especially for current models in high demand.
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Example: If a steel Submariner now retails for $9,500 instead of $9,100, sellers on online platforms will quickly reflect that bump.
2. Steel Sports Models Will Stay Hot
Stainless steel icons like the Submariner, GMT-Master II, Daytona, and Explorer II remain extremely difficult to find at retail. These models often sell for 20% to 100% over MSRP on the secondary market already.
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A retail price increase makes these models even more attractive for flipping or long-term resale, since buyers view them as appreciating assets.
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Expect secondary prices to climb further, especially for new references or watches in unworn condition.
3. Wider Gap Between Retail and Resale on Premium Models
For gold or two-tone Rolex models, especially those hit with up to 14% price hikes, secondary market sellers may try to push prices upward as well. However, demand for these watches tends to be more price-sensitive, so increases may be more moderate or delayed.
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Some buyers may shift focus from gold to steel as gold model MSRPs climb, increasing demand for stainless steel on the secondary market.
4. Boost in Collector Confidence
Rolex’s price increases reinforce its image as a luxury brand with long-term value. That perception bolsters confidence in the secondary market, as buyers feel more assured that their investment will hold or grow.
Conclusion
Rolex’s latest price increase reinforces what collectors and enthusiasts have long known—the brand continues to position itself as a symbol of enduring value, exclusivity, and prestige.
For buyers, this means timing is everything. If you’re considering a purchase, delaying could mean paying more, both at retail and on the secondary market. For sellers and collectors, the hike offers an opportunity to benefit from increased valuations and stronger demand, especially for hard-to-find steel models.
Understanding what drives these increases can help you navigate your next Rolex decision with confidence and clarity.
