Luxury watch enthusiasts may need to prepare for higher costs in 2025, as Rolex has increased retail prices for its new timepieces. The Rolex price adjustment is something to be aware of for potential buyers.
Following a steady decline in used Rolex prices last year, some models have seen price hikes of up to 8%.
Reports from Bloomberg indicated that Rolex began the year with notable adjustments to its pricing, particularly for precious metal models. For instance, the gold Day-Date 40-mm with a black dial, previously priced at approximately US$42,250, now costs US$45,809.
Similarly, a gold GMT-Master II that sold for US$42,550 last year is now listed at US$45,950. Even popular steel sports watches have seen moderate price increases.
While price adjustments at the start of the year are common among luxury watchmakers, an 8% increase is considered significant and far exceeds inflation. Rolex has not provided additional details about the price hikes.
Meanwhile, the secondary market for Rolex watches continues to experience a downturn. Over the past year, prices for used luxury watches have steadily declined.
The WatchCharts Overall Watch Market index, which tracks secondhand Swiss and European luxury watches, reported a 5.1% drop in prices. Among leading brands, Rolex, Patek Philippe, and Audemars Piguet saw declines of 4.9%, 6.5%, and 7.4%, respectively. These declines follow an 8.2% drop in Rolex prices in 2023.
The combination of rising retail prices and limited inventory at authorized dealerships is expected to influence the second hand Rolex market positively. Buyers seeking alternatives to new models may increasingly turn to pre-owned options, as they offer a more attractive value proposition.
While the retail prices for new Rolex watches have largely kept pace with inflation, the secondary market has seen some prices drop by over 25%. If Rolex continues to raise retail prices and secondhand prices stabilize, it could lead to an increase in demand for pre-owned models.
This trend is likely to benefit secondhand dealers, luxury retailers, and even Rolex’s certified pre-owned program, operated through its retail subsidiary Bucherer-Tourneau.
