Rolex is entering 2025 with substantial price increases on its gold models, a move that rewards recent buyers but poses a challenge for those still waiting on the brand’s notoriously long waitlists. For collectors hoping to secure one of these coveted timepieces, the delay could mean paying thousands more than expected.
The latest adjustments follow last year’s trend, where gold Rolex models saw price jumps between 9% and 11%. Among the most notable increases is the Rolex Deepsea, the brand’s ultra-heavy dive watch, which climbed from 58,000—an 11.33% surge. Similarly, Everose gold models like the Day-Date 40 (Ref. 228235) and the Sky-Dweller (Ref. 336935) rose by 11.57% and 9.26%, respectively, pushing their retail prices to 57,800. Factoring in taxes, the additional cost could exceed $5,000 compared to last year’s prices.
Scarcity and Craftsmanship Fuel Demand
Paul Altieri, founder of pre-owned watch retailer Bob’s Watches, attributes Rolex’s pricing strategy to more than just market conditions. “The Rolex price increases aren’t just an economic reaction,” he told Robb Report. “It’s a recalibration of value in a world where craftsmanship and scarcity remain timeless currencies.”
Historically, Rolex price hikes have only intensified demand, reinforcing the brand’s position as a symbol of exclusivity. For collectors, the message is clear: in the world of luxury watches, rarity and prestige often outweigh cost—assuming you can even get one.
