Why is Rolex raising the price of its watches in 2025?
On January 1, 2025, Rolex has imposed a historic price increase of up to 14% for certain models. This decision is directly linked to the increase in the price of gold in 2024.
The Swiss watchmaking giant, known for its iconic timepieces, has surprised customers and collectors with revised prices. A 40-mm yellow gold Rolex Day-Date with black dial now costs 44,200 euros, up from 41,000 euros in 2024. A similar increase applies to the GMT-Master II, also in yellow gold, from 41,300 euros to 44,600 euros.
Gold: at the heart of the rise
The main reason for this surge is the spectacular rise in the price of gold, which jumped 27% in 2024. This precious raw material, essential to the manufacture of gold models, weighs heavily on Rolex’s production costs. To compensate for this surge, the company has chosen to pass on these costs in its prices, particularly for watches made from this noble metal.
However, the impact of this strategy is not limited to gold models. Even stainless steel and platinum models saw their prices increase slightly, by around 1%.
Demand still on the rise
Despite this significant increase, Rolex’s popularity remains intact. The waiting lists to obtain these watches continue to grow, proof of the brand’stimeless appeal. In 2023, Rolex exceeded $10 billion in sales, a growth of 11% according to Morgan Stanley and LuxeConsult. The brand continues to dominate the luxury watch sector, with an estimated market share of over 30%, eclipsing competitors such as Cartier and Omega.
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