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…
Geneva has a new culinary destination for watch enthusiasts and bon vivants alike. In cooperation with award-winning chef Dominique Gauthier, F.P. Journe has opened the fine dining brasserie ‘F.P. Journe Le Restaurant’. Since the beginning of November, refined dishes, exquisite wines, and horological motifs alike have been artfully combined in a listed building at 49…
Following the AP House in Munich and the AP Boutique in Frankfurt, the new AP House in Hamburg is now open to customers just in time for the festive season. The Swiss haute horlogerie manufacture now operates 18 AP Houses worldwide, including cities such as Los Angeles, Bangkok, Barcelona, London, Tokyo and even St Barths.…
Audemars Piguet is celebrating the opening of its new AP House. Situated in the heart of Munich opposite the Bavarian State Opera, the new space is four times larger than the previous location, spanning over 400 square metres. Having an AP House in Munich is exciting in itself: there are only 13 AP Houses in…
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…
Fans of Audemars Piguet can now visit the horology house's brand new museum, the Musée Atelier, in Le Brassus. The museum, following its opening in June 2020, offers a chance to uncover the brand's heritage and craftsmanship, with over 300 watches on display. The Musée Atelier's architecture, designed by BIG (Bjarke Ingels Group), is also…
Richard Mille and Ferrari are announcing plans to come together and embark upon a brand new, long-term partnership. Ferrari recently ended its collaboration with Hublot. However, the long-term partnership between Richard Mille and McLaren will nevertheless continue. The partnership is sure to include a number of exciting collaborations. This will include the likes of Formula…
After “Time To Move” and “Watches & Wonders Geneva” have already cancelled their fairs, today, also the board of direction at MCH has announced the cancelation of “Baselworld” fair 2020 due to concerns related to Coronavirus. The start of construction in the halls and of the stands was scheduled to commence next week (start of…
The Grande Maison has strong ties with the film industry and is again supporting filmmaking culture. During the 75th Venice International Film Festival of La Biennale di Venezia, Jaeger-LeCoultre celebrates the 13th anniversary of its partnership with the event, and supports the industry’s talents through individual initiatives. Supporting innovation and tradition in filmmaking for 13…
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…
The trading of pre-owned watches has exploded in recent years – and this upward trend is still ongoing. In a recent industry report, Deloitte predicts that the annual turnover with pre-owned watches will increase from the current 20 billion Swiss francs to 35 billion Swiss francs by 2030. This means that the market for pre-owned…
With the official partnership that has now been announced, the Swiss institution FHH is entering into its first long-term collaboration with an international watch and jewellery trade fair. Following the initial cooperation during this year's Inhorgenta, the 2026 edition will feature an expanded and reorganised FHH Cultural Space in Hall A1. "Together, we are shaping…