As the New Year’s Eve of 2025 approaches, some watch enthusiasts might not be thinking about where to celebrate but rather facing a more practical concern – whether the super popular brand Rolex is going to increase its prices again? Indeed, in recent years, January 1st of each new year seems to have become the routine time for Rolex to adjust its product prices. According to past practices, rumors and discussions about the potential price hikes of Rolex have started circulating among the online community and among watch enthusiasts.
The Taiwan market has always been strict about keeping Rolex’s price adjustments confidential. So, even though it’s not far from the New Year’s Eve, it’s still difficult to get any definite information about how their prices will change. In contrast, some foreign intelligence is leaked more frequently. Even though the accuracy might not be 100% when compared later, it still gives people a heads-up and mental preparation. Moreover, the rumors often don’t deviate too much from the final outcome.
According to the latest leaked foreign Rolex price adjustment news on the internet, the strategy for adjusting product prices is clearly stated. Based on the materials, it can roughly be divided into four major ranges, and the results are as follows:
- Price increase of 1%: Stainless steel models, platinum-steel models, platinum models
- Price increase of 2%: White gold-steel models
- Price increase of 5%: Yellow gold-steel models, Everose gold-steel models, titanium models
- Price increase of 7%: White gold models, yellow gold models, Everose gold models
It’s worth noting that this information specifically points out that the price adjustment method for the Daytona series is somewhat different from the above-mentioned series. Specifically, within the Daytona series, the price adjustments are divided into these four ranges:
- Price increase of 1%: Platinum-steel models
- Price increase of 3%: Stainless steel models
- Price increase of 6%: Yellow gold-steel models
- Price increase of 14%: Karat gold models (except gem-set models)
The rumored price increase notice that Rolex supposedly sent to foreign distributors (This is unofficial and unverified information).
It can be seen that the Daytona series will have a more significant price increase than most Rolex series. Especially for the karat gold models, including yellow gold, white gold, and Everose gold models, which will increase by 14% at once. Taking the Daytona “Shawn Yue” 126518LN (gold dial with black subdials and Oysterflex bracelet) as an example, its current Taiwan dollar pricing is NT$ 1,134,000. A 14% increase means the price will increase by more than NT$ 150,000 at once. Such a price difference is considerable. If the rumors are true, those planning to purchase a karat gold Daytona next year will have to dig deeper into their pockets.
The price of gold has been rising steadily since 2024, leading to the possibility of a significant price increase for Rolex’s karat gold models in 2025.
Some people speculate that the reason for such a significant price adjustment for the karat gold models in Rolex’s January 2025 price increase is related to the significant rise in the price of gold in 2024. As the cost of purchasing precious metals for watch manufacturers increases, it is reflected in the pricing of the watches. Therefore, when looking at the overall situation, it becomes clear why the prices of Rolex watches made of karat gold have silently risen significantly after the new year. However, it should be clarified that all the above changes are internet rumors. Although they seem quite plausible, whether Rolex will actually adjust its prices according to the rumored strategy remains to be seen. The truth will be revealed next week. Let’s be patient and wait and see.
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