Prices

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.

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.