As the new year begins, Rolex, like many luxury brands, has introduced its updated price list. These annual changes have become expected in the luxury watch industry, which routinely adjusts prices to reflect market conditions. The 2025 pricing reveals a mixed outlook, with modest increases for stainless steel models and significant hikes for gold and two-tone watches.
To assess how prices have shifted, Rolex prices from January 1, 2024, have been compared directly with those from January 1, 2025. All data are based on prices in euros within the French market, including VAT. This method, used for several years, provides a consistent baseline for evaluating year-over-year (YOY) trends.
New models introduced at the Watches & Wonders show in March 2024—such as the 1908 Platinum, the GMT-Master II 126710GRNR, and the Deepsea in Yellow Gold—have been included using their launch prices. Additionally, 2023 prices remain in the comparison charts to illustrate pricing shifts over a longer period. Similar price trends have also been observed in the UK and U.S. markets.
In 2023, Rolex raised prices sharply, largely due to global inflation. Average prices rose between 7% and 8% across most collections, while Rolesor models (a mix of steel and gold) saw increases of up to 11%.
In contrast, 2024 was more stable. Average prices rose by about 4%, showing a more moderate adjustment in line with easing inflation and a slightly improved economic outlook. However, several global issues—such as ongoing conflicts in Ukraine and the Levant region, and the unresolved crisis in China’s property sector—continued to impact the broader market.
According to the Swiss Watch Federation (FHS), exports of Swiss watches to China between January and November 2024 dropped by 26% compared to the same period in the previous year. This decline is notable, given China’s importance to the global luxury watch market.
The 2025 Rolex price list reflects distinct trends based on the material of the watch. Stainless steel models have seen minimal change, with average increases ranging from 1% to 1.5%. Most steel models rose by around €100, indicating a largely stable market segment.
The Daytona is an exception and will be addressed separately, as its pricing diverges from this general trend.
In contrast, two-tone and solid gold models show much more significant increases. Rolesor watches are up by about 8%, while watches made entirely of gold have risen by roughly 11%. Again, the Daytona is excluded from these averages due to specific pricing behavior.
The reason for the steep rise in gold watch prices is clear: the market price of gold surged over the past year. In the eurozone, the price of a one-kilogram gold ingot climbed from €60,618 at the start of 2024 to €80,641 by year-end. In U.S. dollars, gold rose from $2,076 to $2,640 per ounce—a jump of about 27%.
This dramatic increase in the cost of raw gold has had a direct impact on Rolex pricing, particularly for models made from or incorporating the metal. The adjustments reflect Rolex’s effort to maintain its profit margins in the face of rising production costs.
While detailed price charts offer specifics by reference number, several key observations can be made across Rolex’s main collections:
Stainless Steel Sports Watches: Models such as the Submariner, Explorer, and GMT-Master II in steel have seen minimal price movement. They remain among the most stable in the lineup, likely due to their popularity and Rolex’s strategy to keep entry points into the brand accessible.
Rolesor Models: Watches combining steel and gold, like certain versions of the Datejust and the Sky-Dweller, are more expensive than last year. These models are often chosen for their balance of luxury and sportiness, but the cost of gold has made them significantly pricier in 2025.
Full Gold and Platinum Models: Pieces such as the Day-Date or solid gold versions of the Yacht-Master have absorbed the largest price increases. Buyers of these models will see noticeable differences in pricing compared to just a year ago.
Titanium Models: With the recent introduction of titanium into Rolex’s materials palette—seen in the Yacht-Master 42 and Deepsea Challenge—the price evolution remains under close watch. For now, titanium models have not seen as dramatic increases as their gold counterparts.
Rolex’s pricing decisions remain influenced by several external forces. While inflation cooled somewhat in 2024, geopolitical instability continued and unresolved issues in the global economy—particularly in China—have shaped both production and consumer demand.
Moreover, fluctuations in precious metal markets, especially gold, continue to play a key role in determining retail prices. As materials become more expensive, brands like Rolex have little choice but to pass some of those costs to the consumer.
For consumers, the 2025 price changes offer both reassurance and challenge. Those looking to purchase a stainless steel model will find relatively little change in pricing compared to 2024. These models remain the most stable and accessible within the Rolex lineup.
However, buyers considering a two-tone or gold watch should be prepared for higher costs. These increases are not unexpected given the sharp rise in gold prices, but they do make luxury purchases significantly more expensive.
For collectors and enthusiasts, keeping an eye on price trends is essential, especially for investment-oriented purchases. The Rolex price list serves as both a reflection of economic reality and a signal of the brand’s long-term strategy in the luxury market.