After the rise in gold, Rolex begins 2025 by increasing watch prices

Rolex, the largest Swiss luxury watch brand, has raised the price of some of its most famous models after an increase in gold prices in 2024.

The company, which is headquartered in Geneva and controlled by a Swiss foundation bearing the name of its co-founder Hans Wilsdorf, increased prices by 8% on some watches made of precious metals as of January 1.

For example, the price of a Day-Date watch made of yellow gold with a diameter of 40 mm and a black dial rose to 44,200 euros ($45,809), compared to 41,000 euros previously, according to the Rolex website in France. The price of the GMT-Master II watch made of yellow gold also rose to 44,600 euros from 41,300 euros.

Rolex usually raises prices once a year on January 1st.

These increases reflect demand for luxury products, raw material and labor costs, as well as inflation. Gold witnessed its largest annual rise in 14 years during 2024, jumping 27%.

A Rolex spokesman in Geneva declined to comment on the price adjustments.

This year’s increases exceed those witnessed last year, as Rolex raised the prices of some models made of precious metals by 4% in the United Kingdom in early 2024.