Rolex, known for its luxury timepieces, is raising prices on some of its gold models in 2025, driven by a significant increase in the price of gold. Enthusiast websites tracking the brand’s pricing have reported that prices on select gold watches have risen by as much as 14%, a stark contrast to the 3% increase seen in their steel counterparts.
The Rolex Daytona, one of the brand’s most popular models, has experienced some of the largest price hikes. For example, the white gold version of the Daytona with an OysterFlex bracelet now carries a suggested retail price of $38,100, up from $35,000 in 2024. Similarly, the yellow gold GMT-Master is now priced at $43,300, marking a nearly 7% increase from its previous price.
Rolex, which declined to comment on the matter, typically raises prices annually. This year, the price hikes are largely attributed to the soaring price of gold, which has impacted the cost of the brand’s gold watches. In fact, the rising cost of gold led Rolex to implement two price increases in 2024 alone.
The surge in gold prices can be traced to a 27% increase last year, driven by global central banks cutting interest rates. As rates fall, gold becomes a more attractive asset for investors seeking to protect their portfolios from inflation and economic uncertainty.
Despite the steep price increases, the luxury watch market appears largely unaffected. According to Antonio Sasso of Italian Watch Spotter, high-net-worth buyers remain unfazed by price hikes. “Wealthy clients, who are rarely affected by market fluctuations, view price increases as part of the strategy,” he explained. “In fact, these hikes often strengthen demand.”
With the outlook for gold prices remaining strong in 2025, supported by a stronger US dollar and lower interest rates, analysts predict continued upward pressure on the market. Joseph Dahrieh, managing principal at brokerage firm Tickmill, noted that “investors are likely to continue seeking gold as a hedge against economic and political uncertainties,” further solidifying the precious metal’s role in driving luxury watch prices.
Related topics:
- India Surpasses China in Gold Purchases, Buying 51% More in Three Months
- Gold Rates Skyrocket in Chennai on Diwali, 24K Gold Exceeds Rs. 81,000 Per 10 Grams
- Gold (XAU) Daily Forecast: Double-Top at $2,790 May Limit Further Gains
