Rolex has quietly increased retail prices for several of its most popular models in the US and UK, with adjustments taking effect from January 1, 2025. Visitors to the brand’s official website noted the updated price tags, signaling modest but notable hikes across various references.
The GMT-Master II, one of Rolex’s most sought-after lines, saw both the classic “Pepsi” bezel and the newer black and gray ceramic bezel versions increase by $100 USD. This represents an average rise of about 0.9%. The model now retails for $10,800 USD on an Oyster bracelet and $11,000 USD on a Jubilee bracelet.
The Daytona, another flagship model, experienced a more significant jump. The steel version with an Oyster bracelet went from $15,100 USD in 2024 to $15,500 USD in 2025—an increase of $400 USD, or roughly 2.6%. In the UK, the same model now sells for £13,600 GBP, up from £13,200 GBP, reflecting a 3% increase.
The Submariner, in its classic date-less Oystersteel version with black dial and bezel, now costs $9,200 USD in the US and £8,100 GBP in the UK. This marks a 1% and 0.62% rise respectively compared to the previous year.
Meanwhile, the Explorer II’s pricing saw more modest changes. The 42mm Oystersteel model now retails for £8,550 GBP in the UK—a 0.58% increase over its 2024 price. In the US, it now costs $9,750 USD, reflecting a 1% hike.
While these increases are relatively small, they follow Rolex’s ongoing strategy of gradual price adjustments in key markets.
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