The 2025 Rolex Price List is out, Very Limited Increase on Steel yet Gold is up Massively

This shouldn’t come as a surprise… New year means new price policies and new price lists for watch brands – and in reality, this isn’t limited to the watch industry but to most luxury goods. For the past three years already, we’ve published the updated price lists of Rolex, which showed a rather impressive increase in the RRP of most models in 2023, with precious metal and two-tone watches being particularly affected, while in 2022 steel models were primarily impacted by this increase. Last year, the 2024 Rolex price list showed a relatively reasonable increase in the RRP with, on average, a rise of about 4% of the price. This year, with the 2025 Rolex price list, there is some good news and bad news, and it all depends if you’re looking for a steel watch or a gold watch. 

Method: to simplify this 2025 Rolex price list and to have a reliable comparative background to Rolex prices in 2024, we’ll be using the same method as previous years, meaning a year-over-year (YOY) comparison – January 1st, 2024 vs. January 1st, 2025 – and with the prices in Euro, on the French market, and including VAT. This allowed us to use the article we published last year as a precise comparison, using the same market, currency and models. The only exceptions to note are the watches presented at Watches & Wonders in March 2024. For these recent models (1908 Platinum, GMT-Master II 126710GRNR, Deepsea Yellow Gold), we’re using the price at the time of their introduction. Also, we’ve left the 2023 prices in the charts too, to give a wider image of the price increase over the years. Finally, we’ve also noticed identical price evolutions in the UK and US markets.

Last year, Rolex introduced its new price list with relatively moderate increases in prices – on average, whatever the collection or the metal, prices were up by around 4%. This reflected a stabilisation of the global economy, following the year 2023 impacted by massive inflation, which was reflected in the price list of Rolex back then – most of the models were impacted by a rise of about 7 to 8% of the price, except Rolesor models (two-tone, steel-and-gold), showing an increase of about 11%. 2024 was slightly more stable, despite certain fears for the economy, with ongoing conflicts in Ukraine and the Levantine Basin (Israel, Palestine and recently Syria). That being said, the Chinese property sector crisis is not resolved yet and has had a huge impact on sales of watches in the region – according to the FHS, exports of watches to China for the period January/November 2024 are down by 26% compared to the previous year.

Now we have the price list of Rolex watches for 2025 and, before we go into the details of each collection, we can see some clear patterns. Basically, it all depends on the material used for certain watches, whether we’re talking about stainless steel, gold, platinum or titanium. In short, stainless steel models are hardly impacted and their prices are close to stable – on average, with the exception of the Daytona (more on that in a few), prices of steel models are up by only 100 euros, so an increase of about 1% to 1.5%. Platinum watches are also hardly impacted, with their prices up by around 1%, a situation that’s easily explained by the stability of platinum as a commodity on the market (the 1kg ingot went from EUR 29,008 on 01/01/2024 to EUR 28,214 on 31/12/2024, and the once went from USD 1,007 on 01/01/2024 to USD 919 on 31/12/2024).

The situation is fairly different with two-tone and solid gold watches, which are impacted by rather impressive increases in price – on average, we’re talking about +8% for Rolesor models and +11% for solid gold watches (once again, with the exception of the Daytona). This situation can easily be explained by the rise in price of gold on the market, which went from EUR 60,618 on 01/01/2024 to EUR 80,641 on 31/12/2024 for a 1kg ingot, and from USD 2,076 to USD 2,640 over a year for the once (a 27% increase over the year). This rise of gold has thus been reflected by Rolex in the price of its gold watches. But time for us now to look at the detailed 2025 Rolex price list per collection.

Cosmograph Daytona

The case of the brand’s chronograph, the Rolex Cosmograph Daytona, is quite surprising. The collection, which was entirely revamped in March 2023, sees a price increase that’s far more impressive than the rest of the watches produced by Rolex. It’s the only collection that’s so much impacted by a rise in price, while all the rest feels pretty homogeneous, whether we’re looking at classic or professional watches. The steel 126500LN (black or white) is up by 400 euros, which feels acceptable. However, gold models are up by a staggering 18.5%, which is about 6,000 to 8,000 euros more than the previous year.

Submariner and Submariner Date

The Submariner in stainless steel, whether Date or No-Date, with black or green bezel, are all impacted by a minimal price difference of 100 euros, a marginal increase of about 1% of their price compared to 2024. The situation starts to become different with the Rolesor versions, impacted by a 1,400 euros price difference while the gold models, whether white or yellow gold, are up by over 11% year-to-year – or 4,500 euros more for a yellow gold model.

GMT-Master II

Compared to last year, we have included the new 126710GRNR or Bruce Wayne version, a steel model released at Watches and Wonders 2024 with a discreet grey-and-black bezel. Like its steel siblings, the Batman, Pepsi and Sprite versions, the price difference between last year and 2025 is minimal (100 euros). Following the pattern we’ve noticed on all collections, the Rolesor models, partially made of gold, are impacted by a strong increase in price and solid gold editions (yellow gold, Everose gold and white gold Pepsi) all go up in price by over 11% or between 4,500 euros and 4,700 euros depending on the model.

SEA-DWELLER, DEEPSEA and Deepsea Challenge

First, we have to note the addition of a new reference to this section, the surprising and high-end full gold Deepsea 136668LB. For the rest, the new price list for the Sea-Dweller is in line with the overall trend, meaning minimal changes for the steel model and rather impressive rise for the Rolesor edition. The same can be said for the Deepsea, with the two steel models only seeing their prices going up by 0.7%, while the recent solid yellow gold version is up 11.4%. The ultra-powerful Deepsea Challenge, a watch made of titanium, is impacted by a price change that’s more important than steel watches.

Explorer and Explorer II

Whether we’re talking about the Explorer 36, the Explorer 40 or the more robust Explorer II, all stainless steel watches, the increase of price is limited to 100 to 150 euros. The only exception to the rule is the reference 124273, the Rolesor edition of the Explorer, which is impacted by the rise of price and demand for gold on the global market.

Yacht-Master

First of all, we need to mention the discontinuation of the Yacht-Master II collection in 2024. Rolex decided to remove its regatta chronograph from the catalogue, without being replaced yet (or maybe ever). What we are left with now is the classic time-and-date Yacht-Master collection, with its rotating bezel. The Rolesium models, steel watches with platinum bezels, are hardly impacted this year, while all gold versions, which are worn on Oysterflex bracelets, are up 11% on average, in line with the rest of the brand’s portfolio. One exception is the Yacht-Master 42 RLX Titanium, which sees its price going up by 5% – in line with the other full titanium watch of Rolex, the Deepsea Challenge.

Air King and Sky-Dweller

As for the Air King 126900, the unique watch in this collection, the price increase is in line with the other stainless steel models – plus 100 euros. Moving to the Sky-Dweller collection, which has been updated in 2023, and some new models introduced in 2024 too, the increase in price of the stainless steel editions is driven by the presence of a fluted bezel in gold, meaning a price up by 3%. For solid gold models, whether on Oysterflex or gold bracelet, the prices are up by 11% like all other gold watches this year.

Datejust 41 and Datejust 36

Rolex’s most classic watch, the Datejust, is an extremely wide collection with well over 300 references available – taking into account all possible materials, diameters, dial colours, bezel styles and bracelet types. We’re here only listing some of the classic references – steel or Rolesor – to give a broad idea of the situation in this collection. No surprises concerning the price increase, very minimal on full-steel models (smooth bezel) and a bit more significant on watches with a fluted bezel made of gold. Rolesor watches are also impacted by the rise in the price of gold.

Day-Date 40 and Day-Date 36

A wide collection of watches exclusively available in precious metals, we can here see strong disparities between gold and platinum watches. These platinum models are hardly impacted by price differences, with less than 1% increase compared to 2024. Gold watches on the other hand are up by about 11% or over 4,000 euros, showing the impact of the price of gold on the markets.

OYSTER PERPETUAL 41, 36, 34, 31 AND 28

The entry-level watch of Rolex, the Oyster Perpetual faced a massive 11% price increase in 2023, followed by a 3.5% increase in 2024. This year, the price increase is limited to 100 or 150 euros, corresponding to a 1.6% to 2.6% inflation. The Celebration dial presented last year faces the same increase, and its price is the same as a model with a flat, monochromatic dial.

Perpetual 1908

A relatively recent collection of dress watches, which was presented in 2023, the gold editions of the Perpetual 1908 have been joined this year by a new platinum edition with a light blue guilloche dial. The latter is hardly impacted by a change in price – only 300 euros or up 1% – while the gold models are up by 11% or 2,650 euros, whether for the yellow or white gold models.

You can consult the updated prices of Rolex in your region and in your local currency by visiting www.rolex.com.