Four months after the January increase, Rolex bumped prices again. This time by 4%, effective May 1st.
Two price increases in five months. That’s new territory even for Rolex.
The Math Adds Up Badly #
That Submariner Date that cost €9,550 in December 2024? After January’s 5% jump, it was €10,030. Now it’s €10,430.
Combined increase for 2025 so far: roughly 9.2%.
The new Land-Dweller launched at €16,500 in April. It’s now €17,160 at retail. One month old and already more expensive.
Why Now? #
Rolex hasn’t explained publicly - they never do. But speculation points to a few factors.
Production costs are up industry-wide. Swiss labor isn’t cheap. Precious metal prices have climbed. The strong franc makes exports more expensive.
There’s also the Land-Dweller factor. Massive R&D investment in that new movement needs to be recouped somehow. Spreading the cost across the entire lineup makes financial sense, even if it frustrates customers.
Grey Market Reality Check #
Steel sports models still trade near or slightly above retail on the secondary market. But the premiums have shrunk dramatically from 2022 peaks.
A Daytona that commanded €30,000+ premiums now sells for maybe €5,000 over retail. Still expensive, but the bubble has deflated.
These retail price increases actually help grey market sellers. Their inventory appreciates with each Rolex announcement. Convenient timing.
The Bigger Picture #
Rolex is testing how much elasticity exists in their pricing. So far, demand hasn’t dropped enough to matter.
As long as people keep paying, prices will keep rising. Basic economics.
My advice remains unchanged: buy the watch you want when you’re ready. Trying to time Rolex’s pricing strategy is a losing game.