New year, same story. Rolex increased prices by 5% across most of their lineup effective January 1st, 2025. No warning, no explanation. Just higher numbers on the price tags.
The Numbers #
A steel Submariner Date that cost €9,550 last month now runs €10,030. The GMT-Master II in steel jumped from €10,550 to €11,080. Even the entry-level Oyster Perpetual 36 climbed from €6,150 to €6,460.
The percentage varies slightly by model, but 5% is the average across the board.
Why This Matters #
Rolex has been doing this annually for years, but the pace is accelerating. In 2023, it was 3.4%. In 2024, they hit us with 4.5%. Now 5%.
If you bought a Submariner in 2020, it cost €8,100. That same watch is now €10,030. A 24% increase in five years for a product that hasn’t fundamentally changed.
The Grey Market Paradox #
Here’s where it gets interesting. Despite continuous retail price increases, grey market prices have actually dropped for many models. A Submariner Date trades at roughly retail now - sometimes even below. The GMT-Master II Pepsi, once commanding €18,000+ premiums, can be found for €15,000-16,000.
The waiting lists have shrunk dramatically since the 2022 peak. ADs are actually calling people about allocation now. Wild times.
Should You Buy Before the Next Increase? #
If you’ve been saving for a specific Rolex, the math is simple. Every year you wait costs you roughly 4-5% more at retail. That’s €500+ annually on a steel sports watch.
But rushing to beat a price increase is how people end up with watches they don’t really want. The grey market offers plenty of options at reasonable premiums - or no premium at all.
Buy the watch you want when you’re ready. Don’t let Rolex’s pricing strategy dictate your collecting timeline.
The next increase will come. It always does.