Looking at Rolex’s price trends, from the increase in 2020 to the significant adjustments in 2022 and the relatively modest rise in 2024, it was clear that another price hike was on the horizon for 2025. The 2025 Rolex price increase list brings both good and bad news.
Before we get into the specifics, it’s important to highlight some key trends. Here’s a quick overview:
Stainless steel models from Rolex have seen minimal impact this year, remaining relatively stable, with the exception of the Daytona. Prices for steel models have increased by approximately 1 to 1.5%.
Platinum models have also experienced only slight changes, with a price rise of about 1%, which reflects the stability of platinum as a commodity in the market.
However, the real standout here is the solid gold and two-tone models, which have not just been affected but have welcomed significant price increases at the start of the year. On average, solid gold watches have seen a rise of around 11%, while Rolesor models have increased by about 8%. A large part of this can be attributed to the rising prices of gold in the market.
It’s no secret that the Rolex Daytona is the brand’s most sought-after collection, and raising its prices could be a strategy to manage the overwhelming demand. The price increase on Rolex Daytona models stands out as particularly significant compared to the rest of the Swiss watchmaker’s lineup.
In terms of percentage, yellow gold Daytona models have seen the largest jump, with prices climbing nearly 19% for both the bracelet and Oysterflex versions.
Rolex Daytona Price Increase
Daytona Model
Reference
2024 Price (USD)
2025 Price (USD)
Daytona Steel
126500LN
$16,764
$17,272
Daytona Rolesor
126503
$22,606
$24,067
Daytona Yellow Gold Oysterflex
126518LN
$35,433
$40,323
Daytona Yellow Gold Bracelet
126508
$45,847
$52,324
Daytona White Gold Bracelet
126509
$49,149
$56,134
Daytona Platinum
126506
$84,836
$85,725
Daytona Rose Gold
126505
$49,149
$56,134
Daytona Rose Gold Oysterflex
126515LN
$37,211
$42,482
Daytona White Gold Oysterflex
126519LN
$37,211
$42,482
Rolex Submariner and Submariner Date Price Increase
The stainless steel Submariner models, including both Date and No-Date variants with green or black bezels, see a slight price increase of just 1% compared to 2024. However, the price trend shifts for the Rolesor and solid gold models (in yellow or white gold), which experience significant double-digit price hikes.
Submariner Model
Reference
2024 Price (USD)
2025 Price (USD)
Submariner Date, Steel, Green
126610LV
$12,002
$12,129
Submariner Date, Steel, Black
126610LN
$11,430
$11,557
Submariner Date Rolesor
126613LN
$18,034
$18,987
Submariner Date, White Gold
126619LB
$48,514
$51,943
Submariner Date, Yellow Gold
126618LN
$45,085
$48,387
Submariner No-Date
124060
$10,224
$10,287
Submariner Date Rolesor
126613LB
$18,034
$18,987
Submariner Date, Yellow Gold
126618LB
$45,085
$48,387
Rolex GMT-Master II Price Increase
The price difference for GMT-Master II stainless steel models like the Pepsi or Batman remains minimal compared to last year. However, similar to other collections, the Rolesor models saw a significant price increase, with solid gold versions rising by 11% or more, depending on the specific model.
GMT-Master II Model
Reference
2024 Price (USD)
2025 Price (USD)
GMT-Master II, Steel, Batman, Oyster
126710BLNR
$11,875
$12,256
GMT-Master II, Steel, Pepsi, Jubilee
126710BLRO
$12,129
$12,256
GMT-Master II, Steel, Bruce Wayne, Jubilee
126710GRNR
$11,875
$12,002
GMT-Master II, Steel, Sprite, Jubilee
126720VTNR
$12,446
$12,573
GMT-Master II Rolesor, Rootbeer
126711CHNR
$18,733
$19,622
GMT-Master II, Rolesor, Yellow Gold
126713GRNR
$19,114
$20,066
GMT-Master II, Everose
126715CHNR
$46,990
$50,419
GMT-Master II, Yellow Gold
126718GRNR
$44,958
$48,133
GMT-Master II, White Gold, Pepsi
126719BLRO
$49,530
$52,959
Rolex Sea-Dweller, Deepsea and Deepsea Challenge Price Increase
The updated price list for Rolex Sea-Dweller models follows the overall trend, with minimal price increases for the stainless steel versions and more significant hikes for the Rolesor models.
The same pattern applies to the Deepsea Rolex models, where the two steel versions have seen a 0.7% price rise, while the new solid gold model has increased by 11.4%.
Finally, the price change for the Rolex Deepsea Challenge is more substantial compared to the steel models.
Model
Reference
2024 Price (USD)
2025 Price (USD)
Sea-Dweller, Steel, 43mm
126600
$14,796
$14,923
Deepsea, Black
136660
$15,812
$15,875
Sea-Dweller, Rolesor, 43mm
126603
$20,892
$21,971
Deepsea, Gradient Blue
136660
$16,154
$16,218
Deepsea Challenge, RLX
126067
$28,385
$29,782
Deepsea, Yellow Gold
136668LB
$60,325
$64,516
Rolex Explorer and Explorer II Price Increase
The price increase for all stainless steel Explorer models, including the Explorer 36, Explorer 40, and the robust Explorer II, ranges from 1% to 2%. The only exception is the Rolex Explorer Ref. 124273, a Rolesor edition, which sees a significant price hike driven by the growing demand for gold in the global market.
Explorer Model
Reference
2024 Price (USD)
2025 Price (USD)
Explorer, Steel, 36mm
124270
$8,001
$8,128
Explorer, Steel, 40mm
224270
$8,446
$8,573
Explorer, Rolesor, 36mm
124273
$13,589
$14,288
Explorer II, Black, 42mm
226570
$10,795
$10,859
Explorer II, White, 42mm
226570
$10,795
$10,859
Rolex Yacht-Master Price Increase
In 2024, Rolex discontinued its regatta chronograph, leaving only the classic time-and-date Yacht-Master with a rotating bezel in the lineup. The Rolesor Yacht-Master model, crafted from steel and platinum, has seen little change this year. In contrast, the Yacht-Master 42 RLX Titanium has increased by 5%, while the all-gold version on Oysterflex bracelets has risen by 11%.
Yacht-Master Model
Reference
2024 Price (USD)
2025 Price (USD)
Yacht-Master 37, Steel & Platinum
268622
$12,573
$12,700
Yacht-Master 40, Steel & Platinum
126622
$13,335
$13,462
Yacht-Master 37, Everose Oysterflex
268655
$28,766
$30,734
Yacht-Master 40, Everose Oysterflex
126655
$33,401
$35,751
Yacht-Master 42, Yellow Gold
226658
$33,782
$36,132
Yacht-Master 42, Titanium RLX
226627
$15,685
$16,447
Yacht-Master 42, White Gold
226659
$35,306
$37,910
Rolex Air-King and Sky-Dweller Price Increase
The Rolex Air-King Ref. 126900 experiences a price increase similar to other stainless steel models this year.
As for the Sky-Dweller collection, the stainless steel variants see a 3% price rise, influenced by the addition of a gold-fluted bezel. Meanwhile, the solid gold Sky-Dweller models, whether on a gold bracelet or Oysterflex, have also risen by 11%, in line with other gold watches in 2025.
Model
Reference
2024 Price (USD)
2025 Price (USD)
Air-King 40, Steel
126900
$8,255
$8,382
Sky-Dweller, Everose, Oyster
336935
$58,801
$62,992
Sky-Dweller, Steel, Jubilee
336934
$17,844
$18,225
Sky-Dweller, White Gold, Oysterflex
336239
$49,467
$52,832
Rolex Datejust 36 and Datejust 41 Price Increase
The Datejust, Rolex’s most iconic and versatile timepiece, offers over 300 references, factoring in various sizes, dial colors, materials, bezel styles, and bracelet choices. So, it comes as no surprise that there’s a price increase this year.
The stainless steel models with a smooth bezel see only a slight price rise (1-2%), while those with a fluted gold bezel experience a slightly more substantial increase, driven by the rising cost of gold.
Within the Datejust collection, the Rolesor models, which combine steel and gold, are notably impacted by the price change due to the gold component.
Datejust Model
Reference
2024 Price (USD)
2025 Price (USD)
Datejust 41, Steel, Oyster, Smooth bezel
126300
$9,017
$9,144
Datejust 41, Rolesor, Oyster, Smooth bezel
126303
$15,748
$16,510
Datejust 41, Steel, Jubilee, Fluted bezel
126334
$11,811
$12,002
Datejust 41, Rolesor, Jubilee, Fluted bezel
126333
$16,574
$17,336
Datejust 36, Steel, Jubilee, Fluted bezel
126234
$10,097
$10,287
Datejust 36, Steel, Oyster, Smooth bezel
126200
$8,192
$8,319
Rolex Day-Date 36 and Day-Date 40
The Day-Date is Rolex’s flagship gold collection and has experienced the greatest effects from fluctuations in gold prices. While the platinum models see minimal price change, with an increase of less than 1%, the gold versions of the Day-Date have seen a significant price surge of approximately 11%.
Day-Date Model
Reference
2024 Price (USD)
2025 Price (USD)
Day-Date 40, Yellow Gold
228238
$44,704
$47,752
Day-Date 40, White Gold
228239
$48,006
$51,308
Day-Date 40, Everose Gold
228235
$48,006
$51,308
Day-Date 40, Platinum
228236
$69,088
$69,850
Day-Date 36, White Gold with Diamonds
128239
$43,815
$46,990
Day-Date 36, Yellow Gold with Diamonds
128238
$43,942
$46,863
Rolex Perpetual 1908 Price Increase
The 1908 is a relatively new addition to Rolex’s collection of dress watches, introduced in 2023. Rolex expanded the lineup with a new platinum edition featuring a blue guilloche dial, alongside the existing gold Oyster Perpetual 1908 models. In 2025, these models see only a slight price increase of 1%. However, the gold OP 1908 models, whether in white or yellow gold, have experienced a significant price rise of 11%.
1908 Model
Reference
2024 Price (GBP)
2024 Price (USD)
2025 Price (GBP)
2025 Price (USD)
1908 Platinum
52506
£26,600
$33,782
£26,800
$34,036
1908 White Gold
52509
£21,200
$26,924
£22,650
$28,766
1908 Yellow Gold
52508
£20,100
$25,527
£21,550
$27,369
Rolex Oyster Perpetual 28,31,34,36 and 41 Price Increase
The Oyster Perpetual, Rolex’s entry-level watch, saw substantial price increases of 11% in 2023 and 3.5% in 2024. In 2025, the stainless steel Oyster Perpetual models have experienced little to no significant price hikes. The largest increase is observed in the OP Ref. 124300, which has risen by £150. The larger-diameter OP models have experienced the most notable price jump.
Model
Reference
2024 Price (GBP)
2024 Price (USD)
2025 Price (GBP)
2025 Price (USD)
Oyster Perpetual 28
276200
£4850
$6,145.44
£4950
$6,272.15
Oyster Perpetual 31
277200
£4950
$6,272.15
£5000
$6,335.50
Oyster Perpetual 34
124200
£5000
$6,335.50
£5100
$6,462.21
Oyster Perpetual 36
126000
£5300
$6,715.63
£5400
$6,842.34
Oyster Perpetual 41
124300
£5550
$7,032.41
£5650
$7,159.12
What Does This Price Increase Mean For Retail Buyers?
If you’re looking to purchase a new Rolex from an authorized dealer, the first thing you’ll notice is that the prices of your chosen model, especially the gold and two-tone versions, are higher than last year. While this might be frustrating, it’s hardly surprising, given Rolex’s consistent pattern of annual price increases.
The key difference in 2025 is that collectors, enthusiasts, or retail buyers interested in gold or two-tone Rolex models should anticipate higher costs, driven by the rise in the price of gold. Notably, the prices of the Daytona and Day-Date gold models have seen substantial increases this year, and they’re expected to rise further.
What to expect:
You’ll pay more at retail, whether you’re purchasing a solid gold watch or a stainless steel one.
Two-tone models are also experiencing price hikes, reflecting the added cost of gold.
Stainless steel models, while less affected than their gold counterparts, have also seen price adjustments, with the GMT-Master II and Submariner steel models notably increasing.
What Does This Price Increase Mean For The Secondary Market?
With Rolex’s retail price increases, the secondary market is also likely to experience a shift. As dealers face higher costs for new inventory, the resale value of pre-owned models will rise accordingly.
What to expect:
Pre-owned watch dealers will adjust their selling prices to align with Rolex’s official price increases, whether the hike is large or small.
Buyers may seek out slightly older or “pre-hike” models in hopes of securing them at a lower price before the market catches up with the 2025 trend.
If you’re in the market for a secondhand watch, keep in mind that the price gap between new and pre-owned models may either remain the same or shrink, depending on the specific model or reference you choose.
