Swiss watchmaker Rolex has announced price increases for some of its most popular models at the beginning of 2025, with increases of up to 8 percent, which is even more significant than last year's increase.
The price increase is mainly focused on precious metal models. According to Rolex France's official website, the price of the Day-Date gold watch with a 40mm black dial has increased from €41,000 (about HK$327,000) to €44,200 (about HK$353,000).
Rolex usually increases its prices once a year on January 1, and the rate of increase is a good indicator of the demand for high luxury goods, the cost of raw materials and labor, and inflation. It is worth noting that the annual increase in gold prices in 2024 was 27%, a 14-year high.
In the case of steel watches, the increases in 2025 are relatively modest, with the Cosmograph Daytona rising by just over 3% and the Submariner dive watch, which does not have a date function, going up by around 1.6%. A Rolex spokesman had no comment on the price adjustment.
In addition, Rolex's pricing in a given country can be seen as an indicator of that country's economic strength. Analysts estimate that the world's top watch brand produces more than 1 million watches a year, with annual sales of 10 billion Swiss francs (US$11 billion).
While the price hike may be linked to the rise in the price of gold, exchange rate fluctuations have also been a driver of price adjustments in the past. 2022 saw the Swiss franc strengthen significantly against the pound and euro, leading to two price hikes for Rolex in both the UK and European markets.
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