The watch community has long speculated about whether Rolex would raise its prices in 2025, and now the answer is clear: yes, they have. The adjustments span across nearly all collections, from the utilitarian Submariner and GMT-Master II to the elegant Day-Date and Datejust.

Rolex has hiked prices by up to 15% in a new year adjustment driven by rising costs, particularly for gold. For Swiss manufacturers, the price of gold rose by 33% in 2024 from around CHF 1,750 per ounce at the start of the year to CHF 2,

Another popular Rolex reference, the Daytona, went from $15,100 USD in 2024 to $15,500 USD for its steel and Oyster bracelet option — a noticeable increase of $400 USD (around 2.6%). A similar change is also reflected in the UK market, with the same reference now retailing at £13,600 GBP, which is 3% more than its £13,200 GBP price tag in 2024.

This year’s increases are notably larger than last year’s. Rolex raised prices on some precious metal models by about 4% in the United Kingdom at the start of 2024.

Rolex implemented its annual price hike on Jan. 1, which saw the tag on some white, yellow, and Everose gold watches in its collection rise more than 8%. The change comes after a record-breaking year for gold,

Rolex watches, which aren’t known for their affordability, are getting even more expensive this year with the soaring price of gold to blame.

In a move reflecting the surging value of gold, Rolex SA, the titan of Swiss luxury watchmaking, has initiated a significant price increase on some of its most sought-after timepieces. This adjustment,