Rolex Raises Watch Prices in the US and UK for 2025

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As a long-time admirer of Rolex and a dedicated collector, I must admit that the recent price hike for their iconic timepieces has left me a bit taken aback. Having closely followed the brand’s evolution over the years, I can’t help but feel a pang of nostalgia as my budget seems to be stretched thinner with each passing year. It’s not just about the initial investment, but rather the sense of exclusivity that comes with owning a Rolex – a feeling that now seems slightly less attainable due to these price increases.

However, I understand the market dynamics at play here. Rolex is a luxury brand, and its reputation for quality and craftsmanship is unparalleled. The cost of producing such high-end timepieces naturally goes up over time, and it’s only fair that they pass these costs on to consumers.

Still, I can’t help but make a joke about the situation – I guess the saying “time waits for no one” applies to my wallet as well! Now, if you’ll excuse me, I need to start saving up for that GMT-Master II “Pepsi” I’ve had my eye on…

Beginning on January 1st, Rolex has raised its prices within the U.S. and U.K. markets. This price increase is evident for visitors to the Rolex website, where many of the brand’s famous models have seen an uptick in their retail prices.

The popular Rolex GMT-Master II models, including the “Pepsi” bezel version with black dial and the recently launched black and gray ceramic bezel model unveiled at Watches & Wonders Geneva last year, have seen a price increase of approximately $100 USD (around 0.9% on average). Now, the Oyster bracelet version sells for $10,800 USD, while the Jubilee variant retails for $11,000 USD.

In 2024, a popular Rolex model, the Daytona, cost $15,100 USD for the steel and Oyster bracelet version. By 2025, its price had risen to $15,500 USD, marking an approximately 2.6% increase or an additional $400 USD. A comparable rise is also seen in the UK market, where the same model now sells for £13,600 GBP, a 3% increase from its original price of £13,200 GBP in 2024.

As a longtime collector of Rolex watches, I have noticed that the price of the iconic Oystersteel Submariner with a date-less black dial and bezel has been steadily increasing over the years. This year, it retails for $9,200 USD in the US and £8,100 GBP in the UK, representing a 1% increase in the US and a 0.62% increase respectively compared to last year.

Based on my personal experience, I have witnessed how desirable this model has become among watch enthusiasts, and it’s no surprise that its price has risen. The Submariner is not only a timeless piece of horology but also a status symbol for many. Despite the slight increase in cost, I believe that the value of owning one of these watches far outweighs the additional expense.

In conclusion, while the 1% and 0.62% increase may seem minimal to some, it’s important to remember that the price of a Rolex watch is not just about the cost of materials and production but also the prestige and exclusivity associated with owning one. Therefore, I think this slight increase is justified for such an iconic timepiece.

In the UK, the Explorer II experienced a more modest price change; for the 42mm Oystersteel model on an Oyster bracelet, it saw a 0.58% rise since 2024, now priced at £8,550 GBP instead of £8,500 GBP. Conversely, in the US, there was a 1% increase in its price from 2024, now costing $9,750 USD.

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2025-01-02 08:26