As amateur watchmakers and collectors begin to adjust their calendars for 2025, Rolex hits hard with news that is already shaking wallets: a price increase in the United States. A small leap which, at first glance, might seem trivial, but which says a lot about the strategy of the crown brand. With this announcement, a question immediately arises: will this trend cross the Atlantic to reach the French market?
A moderate but significant increase
Among the emblematic models affected by this increase, we find the very popular GMT-Master II, which sees its prices increase by 100 dollars. This represents less than 1% increase, but it is not negligible.
Fans of stylish watches have also noticed a similar increase on the Explorer II. As for the legendary Daytona, it suffered a slightly more pronounced increase, with a 2.7% increase. In 2023, Rolex hit harder with an average increase of 3,4 % in the United States.
But in 2024, the brand surprised everyone by leaving its prices unchanged, probably due to a less favorable economic context. This 2025 decision therefore marks a return to tradition, but in a more moderate way. Enough to make you think about the reasons for this strategy.
What are the challenges for the French market?
The main question remains: will this price increase resonate in France? Historically, U.S. tariff adjustments often end up reaching European markets. However, the time difference and the specificities of the local market could work in favor of French buyers… for a while.
Authorized dealers could feel the pressure of these adjustments, however, especially if demand remains so strong for Rolex's flagship models. The currency fluctuation between the euro and the dollar is also a key factor. If this increase were to apply in France, it could support the idea that Rolex adopts a uniform global strategy, while first testing the waters across the Atlantic.
Luxury, a market in constant adaptation
The world of luxury, and particularly that of high-end watches, has repeatedly proven its resilience in the face of economic challenges. Pricing adjustments like those of Rolex show that the brand does not just react to market conditions, it anticipates and adapts its strategies.
In France, where Rolex benefits from a well-established image of prestige, a possible price increase could be seen as a signal of strengthening exclusivity. Customers attached to the brand's timeless image might even see this as a guarantee of quality and investment.
