As of January 1, 2025, Rolex imposed a historic increase in its prices, reaching 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, surprised its customers and collectors by posting upwardly revised prices. Thus, a Rolex Day-Date in yellow gold and black dial of 40 millimeters now costs 44 200 eurosagainst 41,000 euros in 2024. A similar increase affects the GMT-Master II, also in yellow gold, which goes from 41,300 euros to 44 600 euros.
Gold: at the heart of the increase
The main reason for this outbreak lies in the spectacular rise in the price of goldwho jumped from 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 house has chosen to pass these charges on to its prices, in particular for watches made with this noble metal.
However, the impact of this strategy is not limited to gold models. Even the stainless steel and platinum models have seen their prices increased slightly, with an increase of approximately 1 %.
Demand still on the rise
Despite this significant increase, Rolex’s popularity remains intact. The waiting lists to obtain these watches are prolonged, proof of thetimeless attractiveness of the brand. In 2023, Rolex exceeded $10 billion in salesgrowth of 11% according to Morgan Stanley and LuxeConsult. The brand continues to dominate the luxury watch sector, with an estimated market share of more than 30%eclipsing competitors like Cartier and Omega.
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