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…
Now celebrating its 15th year of partnership with Austin Healey, Plan-les-Ouates based watchmaker Frederique Constant has released its annual new Vintage Rally Healey watch to add to its collection – the Vintage Rally Healey Chronograph Germany (Ref. FC-397HWB5B6). Presented in a 42mm polished stainless-steel two-part case that is water-resistant to 5m, the sporty looking timepiece…
Watchmaker Richard Mille is introducing a brand new model in the form of the RM 21-01 Tourbillon Aerodyne. As its name suggests, the watch draws on the influence of aeronautics. Featuring a 5N red-gold and Carbon TPT case, the watch integrates a tourbillon and is a limited edition of only 50 pieces. Case & Materials…
Blancpain has expanded its prestigious Villeret collection with new models that celebrate the brand's heritage and the natural beauty of the Vallée de Joux through stunning green dials. These models include the Villeret Extraplate, the Villeret Quantième Phases de Lune, the Villeret Quantième Complet, and the Villeret Tourbillon Carrousel. The rich green of the dials,…
Montblanc is unveiling the Montblanc 1858 Split Second Chronograph Limited Edition 18. The watch uses a new gold alloy called Lime Gold. The Montblanc 1858 line takes its inspiration from the professional Minerva watches from the 1920s and 1930s. These piece were used in extreme conditions, following their initial conception for use by the military.…
Jean-Claude and Pierre Biver, the father-and-son duo behind the Biver brand, launched their journey into watchmaking with the Carillon Tourbillon Minute Repeater in 2023. This complex watch set the stage for the brand’s design language and approach to horology. Now, they introduce the Biver Automatique, a three-hand automatic watch designed for daily wear. This timepiece…
For more than 20 years this line is part of the classics of the Geneva manufacture. Now Jaeger-LeCoultre introduces three further models of the 'Master Ultra Thin Collection' on the watch fair SIHH 2019. The new models are available with different special complications: a moon phases, tourbillon or perpetual calendar. The dial of these limited versions are made…
The business of pre-owned watches is booming, and many in the watch industry are looking for ways to enter the sector themselves. Genevan luxurious goods group Richemont has long been on board. IWC Schaffhausen has come up with a special service for its customers and all those who would like to become one. From now…
The legendary rivalry between the Italian cycling greats Fausto Coppi and Gino Bartali not only moved the sporting world in the 1940s and 1950s, but an entire nation. Breitling is now honouring these two icons and former brand ambassadors with a new, limited Top Time B01 collection. These watches are not only a tribute to…
Last Saturday, the Only Watch 2021 auction took place. At Christie's in Geneva, 53 unique pieces designed especially for the event were put up for auction. The proceeds will go towards research into Duchenne muscular dystrophy. In the following, we present the TOP 10 highest proceeds of the auction. 10. Zenith x Felipe Pantone Defy…
Audemars Piguet expands its Code 11.59 collection with two new models in stainless steel. These timepieces feature a grey dial and strap, complemented by the brand’s signature "Bleu Nuit, Nuage 50" accents. Available in both Selfwinding and Selfwinding Chronograph versions, these watches showcase the collection’s unique design and meticulous craftsmanship. Let’s take a closer look…
Nestled away amongst deep red hearts, gold thorns and shiny green leaves, Louis Vuitton reveals its latest innovative timepiece for women: the amorous Tambour Fiery Heart Automata. With its sparkling diamond-set crown and spinning tourbillon, the automaton timepiece certainly shows Louis Vuitton's La Fabrique du Temps artisanal and watchmaking abilities at their absolute finest. An…
At today's Watches & Wonders, TUDOR introduced us to a new edition of its historic Black Bay model, which is available in a 32, 36, or 41 mm case. It features a novel silver dial, which the horology house and younger sibling of Rolex combines with a steel case. While some might say the dial…