Rolex has updated its prices as usual on January 1st, with impressive variations depending on the material. This year, with the 2025 Rolex price list, there is some good news and bad news, and it all depends if you’re looking for a steel watch or a gold watch. Now we have the price list of Rolex watches for 2025 and, before we go into the details of each collection, we can see some clear patterns. Basically, it all depends on the material used for certain watches, whether we’re talking about stainless steel, gold, platinum or titanium. In short, stainless steel models are hardly impacted and their prices are close to stable – on average, with the exception of the Daytona, prices of steel models are up by only 100 euros, so an increase of about 1% to 1.5%. 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. The situation is fairly different with two-tone and solid gold watches, which are impacted by rather impressive increases in price – on average, we’re talking about +8% for Rolesor models and +11% for solid gold watches. This situation can easily be explained by the rise in price of gold on the market.
Price Trends Overview
For several years, Rolex’s pricing strategy has reflected global economic factors. In 2023, most models experienced substantial price increases, especially two-tone and gold watches. By 2024, the adjustments moderated, with average increases around 4%. However, the 2025 list underscores divergent trends:
• Minimal Increases for Stainless Steel Models: On average, steel watches saw price rises of only 1%–1.5%, amounting to €100 for most models.
• Gold Watches Face Steep Hikes: Solid gold and two-tone (Rolesor) models surged by approximately 11% and 8%, respectively, largely due to gold’s 27% market price jump over the past year.
• Platinum Watches Remain Stable: Prices for platinum models rose by just 1%, reflecting the steady value of the metal.
Collection Highlights
Cosmograph Daytona
The Daytona collection stands out with dramatic pricing shifts. While stainless steel Daytonas increased modestly by €400 (around 2.5%), gold versions saw an astonishing rise of 18.5%, adding €6,000–€8,000 to retail prices.
Submariner and GMT-Master II
Steel Submariners, including Date and No-Date versions, experienced minimal adjustments of €100, aligning with broader steel model trends. However, gold Submariners increased by over 11%, adding €4,500 on average. GMT-Master II models followed a similar trajectory, with minor increases for steel editions like the Batman and Pepsi, but steep hikes for solid gold variations.
Explorer and Yacht-Master
Explorers in steel saw modest increases of €100–€150, while the Rolesor Explorer climbed substantially due to rising gold costs (8,5%). Yacht-Master collections, particularly those with gold components, mirrored the 11% increase seen across Rolex’s gold portfolio. Titanium Yacht-Master models rose by 5%.
Day-Date and Datejust
Day-Date, Rolex’s premier gold collection, reflected the most significant impact of gold price fluctuations, with increases exceeding €4,000 for gold models. In the Datejust lineup, steel models exhibited stability, while Rolesor editions faced moderate increases tied to gold bezel costs.
Market Drivers Behind the Adjustments
Gold’s Record Surge
The primary factor behind Rolex’s gold watch price increases is the sharp rise in gold prices. A 1kg gold ingot jumped from €60,156 in January 2024 to €81,233 by year-end, marking a 27% increase. Similarly, gold’s ounce price rose from $2,076 to $2,640 over the same period.
Global Economic Factors
While gold prices surged, platinum and steel remained stable, contributing to the restrained price adjustments for watches in those categories. Regional crises, such as the ongoing Chinese property market downturn, have also influenced luxury watch demand, with exports to China down 26% in 2024, according to the Federation of the Swiss Watch Industry (FHS).
What This Means for Rolex Buyers
For those eyeing stainless steel models, the 2025 price list offers a respite from significant hikes. However, collectors and enthusiasts interested in gold or two-tone watches should expect higher costs, driven by material price increases. Notably, the Cosmograph Daytona’s gold models are now among the most expensive options in Rolex’s portfolio.
TAG Heuer returns to Formula 1 as the official timekeeper in 2025, coinciding with the league's 75th anniversary and replacing Rolex as sponsor after ten years. The partnership, which began in the 1960s, has seen Heuer and later TAG Heuer involved in various capacities, including sponsorships and timekeeping. With a rich history in motorsport, the…
Breguet will present the craftsmanship that goes into watchmaking at the Art Düsseldorf 2022 fair. In this way, the brand wants to emphasise the connection between mechanics and the arts in classic watchmaking. Visitors will have the opportunity to discover the artisanal crafts in the halls of the Areal Böhler in Düsseldorf from 8 to…
A. Lange & Söhne has been a partner of the Concorso d'Eleganza Villa d'Este since 2012 and is once again awarding a special edition to the winner of the competition for classic automobiles this year. From 24 to 26 May, lovers of outstanding classic vehicles will meet in Cernobbio in northern Italy with a view…
Where best to celebrate the beginning of summer than by the sea? For fifteen days in mid-June, Richard Mille will host its very own regatta on both sides of the Channel for the first time. The first edition of the Richard Mille Cup takes place from the 10th to the 25th June and many more…
On 2 October 2024, what had long been speculated became reality: LVMH and Formula 1 announced their partnership. In this year, as Formula 1 celebrates its 75th anniversary, the global alliance marks not only the end of an era but also the beginning of a new chapter. This deal also signifies the conclusion of the…
Swiss Jura-based manufacture Jaeger-LeCoultre is settling into its new Bavarian home as it opens a boutique at Munich's most prestigious address, on the glamorous Maximilianstrasse 24. The world-renowned shopping street in Germany, which comprises one of Munich's four royal avenues, counts the likes of Chanel, Hermès, Omega and Ralph Lauren amongst its affluent residents, while…
Despite the socially distanced set-up, this year's Grand Prix d'Horlogerie de Genève 2020 winners amazed us with just as many stunning watchmaking creations as usual. Take a break, pour yourself a drink, and get the lowdown on this year's showstoppers. The Grand Prix d'Horlogerie de Genève 2020 Winners Firstly, the Grand Prix de l'Aiguille d'Or went…
The first Rolex boutique in Germany opened in 2009 at Number 184 on Kurfürstendamm in Berlin, together with its long-standing partner jeweller Wempe. After several months of renovation, the boutique is making its comeback, shining in new splendour. Wempe was the first jeweller to sell Rolex watches in Germany in the 1950s, after Hellmut Wempe…
Due to the ongoing health crisis, Watches & Wonders 2021 is shifting from being an in-person fair to an online event. It will still take place from April 7 to April 13, but will now be a solely online, interactive experience. The decision to move online was taken by the Watches and Wonders Geneva Exhibitor…
TAG Heuer returns to Formula 1 as the official timekeeper in 2025, coinciding with the league's 75th anniversary and replacing Rolex as sponsor after ten years. The partnership, which began in the 1960s, has seen Heuer and later TAG Heuer involved in various capacities, including sponsorships and timekeeping. With a rich history in motorsport, the…
Independent watchmaker Ressence and Sotheby’s Watch Division are joining forces against coronavirus (Covid-19) and launch a competition to design a unique watch. Watch enthusiasts have the chance to create their own interpretation of one of Ressence’s latest models, the Type 1 Slim. A new face for the unique piece of Ressence's Type 1 Slim in…