Rolex, the largest Swiss luxury watch brand, has increased the prices of some of its most popular models following the appreciation of gold in 2024.
The Geneva-based company, controlled by a Swiss foundation named after its co-founder Hans Wilsdorf, started the year by increasing prices by up to 8% on some models made from precious metals.
A yellow gold Day-Date with a 40mm black dial costs €44,200 (about R$245,000) as of January 1, an increase from €41,000 (about R$227,000) from according to the Rolex website in France. A GMT-Master II in yellow gold costs €44,600, up from €41,300.
Rolex typically raises prices once a year, on January 1st. Price increases can be indicative of demand for luxury products premiumthe cost of materials and labor, as well as inflation. Gold recorded its biggest annual price increase in 14 years in 2024, rising 27%.
A Rolex spokesman in Geneva declined to comment on the price changes.
This year’s increases are higher than last year’s. Rolex increased prices on some precious metal models by around 4% in the UK in early 2024.
Continues after advertising
Country-specific prices for watches can also be seen as an indicator of a nation’s economic strength. The world’s leading luxury watch brand produces more than 1 million watches a year, with sales exceeding 10 billion Swiss francs (around R$56 billion), according to analyst estimates.
Price increases in 2025 for steel models were less aggressive. A steel Cosmograph Daytona now costs €16,000, up from €15,500 in 2024. The price of a dateless Submariner dive watch has risen by around 1.6% to €9,500 (R$53 thousand).
While the latest price increases may be related to the rise in gold, currency fluctuations have been a factor in the past. Rolex raised prices twice in the UK and Europe in 2022 as the Swiss franc appreciated against the British pound and the euro.
Continues after advertising
© 2025 Bloomberg L.P.
