Starting January 1, 2025, Rolex has introduced a price hike for several of its renowned timepieces in both the United States and the United Kingdom. These increases, while modest, are noticeable on the brand’s official website and affect some of Rolex’s most sought-after models.
The GMT-Master II, a flagship model for Rolex, experienced a price bump of $100 USD on both its “Pepsi” bezel version and the newly released black and gray ceramic bezel variant from last year’s Watches & Wonders event. This represents an approximate 0.9% increase in retail prices, with the Oyster bracelet variant now priced at $10,800 USD and the Jubilee bracelet version at $11,000 USD.
Another notable model, the Cosmograph Daytona, saw a $400 USD increase, pushing its price from $15,100 USD in 2024 to $15,500 USD for the steel and Oyster bracelet configuration. This change translates to a 2.6% price rise. The UK market reflects a similar upward trend, with the Daytona now retailing at £13,600 GBP, up from £13,200 GBP in 2024, marking a 3% increase.
The classic Submariner, which is available in Oystersteel with a black dial and bezel, has also seen a slight price adjustment. In the US, the model now costs $9,200 USD, reflecting a 1% price increase from last year, while in the UK, the same timepiece is priced at £8,100 GBP, marking a 0.62% rise.
The Explorer II, Rolex’s versatile sports watch, experienced a more subdued price increase in the UK. The 42mm Oystersteel model with the Oyster bracelet now costs £8,550 GBP, a 0.58% hike compared to its 2024 price of £8,500 GBP. In the US, the same model now retails for $9,750 USD, showing a 1% price increase over the previous year.
While the adjustments may seem minimal, they highlight the ongoing demand and brand value that Rolex continues to command in the global luxury watch market.
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