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Luxury Watch Prices Surge, Rolex Among Brands Raising Prices After Gold Rally
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By [Your Name], Tech & Lifestyle Editor
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In a move that’s likely to dampen the spirits of luxury watch enthusiasts, Swiss giant Rolex has hiked prices on several of its most sought-after models, with increases of up to 8%. The price adjustments, effective from January 1, 2025, follow a significant 27% jump in gold prices during the previous year – the steepest annual increase in 14 years.
The Day-Date, a favorite among the wealthy and influential, now retails for €44,200, up from €41,000 in 2024. Similarly, the GMT-Master II has seen its price climb from €41,300 to €44,600. These increases come in addition to the 4% price hike Rolex implemented last year on select models in the UK.
Charlotte Borg, of Urmaker Bjerke – the official Rolex retailer in Norway – confirmed that prices have also increased in Norway, mirroring the global trend.
Rolex’s Annual Price Adjustment
Rolex typically raises prices once a year, on January 1. This year’s increases are steeper than those in 2024, when Rolex raised prices on some models in precious metals by around 4% in the UK, according to Bloomberg.
Stainless steel models have seen more modest price increases. The Cosmograph Daytona in steel now retails for €16,000, up from €15,500 in 2024. The Submariner diver’s watch without a date has increased by approximately 1.6% to €9,500.
Rolex produces over one million watches annually, with estimated annual sales exceeding 10 billion Swiss francs. A spokesperson for the brand in Geneva declined to comment on the price changes, Bloomberg reported.
About This Story
This story was primarily generated using AI, then edited and approved by E24 journalists to ensure accuracy and quality.
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