As we step into 2025, Rolex has raised retail prices for some models by as much as 8%, even though used Rolex prices have continued their decline from 2024. This contrast between new and secondhand watch prices is creating an interesting dynamic in the luxury watch market.
Rising Retail Prices
Bloomberg recently reported that Rolex increased prices for select precious metal timepieces at the start of the year. For example, a gold Day-Date 40-mm with a black dial, which cost around $42,250 last year, now retails for approximately $45,809. Similarly, the price of the gold GMT-Master II has risen from $42,550 to $45,950. While modest price hikes were also seen for popular Rolex steel sport models, the 8% increase is notable, especially as it outpaces inflation.
Although it is common for luxury watchmakers to adjust their prices at the start of each year, Rolex’s price hike has been particularly significant. A Rolex spokesperson did not provide any comments when contacted by Yahoo Finance.
The Drop in Used Rolex Prices
In contrast to the price increases for new Rolex watches, the secondhand market has seen a steady drop in prices over the past year. The WatchCharts Overall Watch Market index, which tracks the resale prices of Swiss and European luxury watches, fell by 5.1%. Prices for Rolex watches specifically dropped by 8.2% in 2023 and continued to decline in 2024. The so-called “holy trinity” of luxury Swiss watches—Rolex, Patek Philippe, and Audemars Piguet—also experienced notable price reductions, with Rolex falling 4.9%, Patek Philippe by 6.5%, and Audemars Piguet by 7.4%.
How Rising Retail Prices Might Boost Demand for Pre-Owned Rolex Watches
Charles Tian, founder and CEO of WatchCharts, suggests that while new Rolex prices are climbing, the continued lack of inventory at authorized retailers could fuel demand for secondhand Rolex watches. As retail prices increase, collectors and buyers may find the secondhand market a more attractive option, particularly as pre-owned Rolex watches maintain their quality and prestige at a more affordable price.
Paul Altieri, CEO of Bob’s Watches, one of the largest secondhand Rolex retailers, agrees with this sentiment. He states that price hikes from Rolex often result in stronger demand for pre-owned models, as buyers seek value without sacrificing the brand’s signature luxury and quality.
Tian also notes that while Rolex’s retail prices have remained stable when adjusted for inflation, used Rolex prices have dropped by as much as 25% in some cases. If this trend continues, we could see more buyers opting for secondhand Rolex watches, further benefiting the resale market.
A Silver Lining for Secondhand Dealers
The ongoing price gap between new and pre-owned Rolex watches could signal a turning point for secondhand dealers. If new Rolex prices keep rising while used prices continue to fall, the used market could become an increasingly appealing option for buyers. This shift could bring much-needed relief to secondhand retailers, including Bob’s Watches, Watches of Switzerland, and even Rolex’s own certified pre-owned program through its retail subsidiary, Bucherer-Tourneau.
In summary, while new Rolex prices have climbed in 2025, the used market continues to face price declines. This situation could create a unique opportunity for collectors and dealers as the demand for pre-owned Rolex watches grows due to their comparative affordability and timeless appeal.
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