Swisswatches 04 January 2025

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.

rolex.com