Rolex is raising prices on many of its gold watches in 2025, with some models seeing increases of up to 14%. The hike comes as gold prices continue to climb, making luxury timepieces even more costly for buyers.
According to watch enthusiast websites tracking Rolex listings, gold models have seen far steeper price hikes than their steel counterparts. While stainless steel Rolex watches rose by an average of 3%, gold versions saw much larger increases.
One of the most affected models is the white gold Daytona with the OysterFlex bracelet. Its price has jumped from $35,000 in 2024 to $38,100 this year — a rise of nearly 9%. The yellow gold GMT-Master also increased by about 7%, now listed at $43,300.
Rolex has not responded to media requests for comment. However, the Swiss watchmaker typically raises prices at the start of each year. In 2024, it adjusted prices twice due to rising gold costs.
Gold prices surged by 27% last year, driven by global interest rate cuts and economic uncertainty. As rates fall, gold becomes more attractive compared to interest-bearing assets like bonds. Investors often see gold as a safer bet during times of inflation and financial instability.
Despite the price increases, demand for Rolex watches remains strong. Wealthy collectors, who drive most of the brand’s sales, are usually unaffected by market swings. Italian Watch Spotter writer Antonio Sasso noted that price hikes can even enhance a brand’s exclusivity and appeal.
With gold prices expected to remain high in 2025, further increases in luxury watch prices may follow. Economic and geopolitical risks continue to push investors toward safe assets, supporting demand for gold — and for the timepieces made from it.
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