Each year, Rolex subtly adjusts its pricing, often without a display or big announcement. The beginning of 2025 saw another such increase, with models like the Rolex Submariner, Daytona, and GMT Master II experiencing notable value increases. Compared to the 2024 Rolex prices, UK Rolex costs have risen by an average of 4%, with some models reaching around an 8% increase. For instance, the Rolex Submariner’s new price in the UK now stands significantly higher than last year, reflecting broader trends in luxury goods and raw material costs. But why does Rolex increase its prices, and what does this mean for buyers and sellers in 2025?
Why Has the Rolex Price Increased?
The Impact of Gold Prices
One of the primary factors behind the Rolex price increase is the rising cost of gold. As a key material in many of Rolex’s most sought-after models, such as the Rolex Day-Date and the gold variants of the Yacht-Master, fluctuations in gold prices directly impact production costs. The gold Rolex price and the value of gold have been increasing rapidly over the past couple of years due to economic uncertainties and increasing demand. This upward pressure translates into higher manufacturing costs, which Rolex passes on to consumers.
Inflation and Economic Factors
Inflation and global economic conditions also play a significant role. Luxury goods, including Rolex watches, are often seen as a hedge against inflation, which contributes to their consistent price appreciation. As costs for raw materials, skilled labour, and logistics rise, Rolex adjusts its pricing to maintain its profit margins and uphold its brand’s exclusivity.
Implications for Buyers and the New Rolex Market
The Rising Bar for Entry-Level Rolex Buyers
For those looking to purchase their first Rolex, the annual price increases make entry-level models like the Rolex Oyster Perpetual or the Rolex Air-King less accessible. The average price of a Rolex watch in 2025 now surpasses previous benchmarks, narrowing options for buyers seeking low-priced Rolex watches.
Increased Investment Value
For seasoned collectors and investors, the consistent price hikes reinforce Rolex’s reputation as a sound financial asset. High-demand models, such as the Rolex Cosmograph Daytona or the GMT Master II, continue to hold or even increase their value over time, making them attractive both as luxury items and as investment pieces.
Effects on the Second-Hand Rolex Watch Market
Greater Demand for Pre-Owned Watches
As new Rolex prices rise, the second-hand market becomes increasingly appealing. Buyers who might be priced out of purchasing new models turn to second-hand Rolex watches, creating higher demand for vintage Rolex watches and used Rolex watches. Models like the Rolex Batman or the Deepsea, which remain highly sought-after, often see price increases in the pre-owned market as well.
Higher Resale Values
For owners of Rolex watches considering selling, now might be the perfect time. The rising price of new Rolex timepieces often leads to a corresponding increase in the resale value of pre-owned watches. For instance, vintage models such as the Rolex Datejust or the Rolex Day-Date are likely to fetch higher prices in 2025 compared to previous years.
Notable Rolex Watch Price Increases in 2025
The 2025 Rolex price adjustments have impacted nearly every model, from the iconic Rolex Submariner to the sophisticated Rolex Sky-Dweller. Notably, the Rolex Daytona price has seen one of the steepest increases, while the Rolex Sky-Dweller price has seen a smaller increase in Rolex timepiece price. Here are some notable Rolex price increases this year:
Rolex Day-Date Price
Known as the “President’s Watch,” the Rolex Day Date is synonymous with luxury and prestige. In 2024, the Day-Date white gold started at £37,800, but in 2025, it’s now priced at £40,400 – a 7% increase. Its exclusive design and association with world leaders make it a symbol of success.
Rolex Submariner Price
The Rolex Submariner, a classic dive watch, has always been a favourite among collectors. In 2024, the Submariner was priced at £8,050 for its standard steel version. In 2025, this model now retails at £8,100, reflecting a 0.6% increase. This is the smallest Rolex price increase of 2025 while other Submariner Date models have seen a larger increase in price. This small price change is a reflection of the steel material of the watch whereas the gold model variants have seen the surprising jump. The Submariner’s timeless design and robust performance make it a cornerstone of Rolex’s lineup.
Rolex GMT Master II Price
The GMT Master II, famed for its dual time zone feature, remains a traveller’s favourite. The iconic Rolex ‘Pepsi’ Rolex price increase from 2024 was from £9,550 to £9,650 in 2025, only a 1% increase in this well-known model. Its striking two-tone bezel continues to captivate collectors.
Rolex Yacht-Master Price
Combining sportiness with elegance, the Rolex Yacht-Master Everose Gold saw its price rise from £26,300 in 2024 to £28,150 in 2025, a 7% increase. This watch is a favourite among sailing enthusiasts for its unique design and versatility.
Rolex Air-King Price
The Rolex Air-King, designed for aviation enthusiasts, also saw a small change with a price increase from £6,500 in 2024 to £6,600 in 2025, a 0.6% incline. This small adjustment in price is likely to be solely due to inflation rather than additional factors such as the price of gold increasing. Its unique dial design and historical significance make it a standout well-loved watch.
Rolex Datejust Price
The timeless Rolex Datejust remains a staple of elegance. In 2024, the White Gold Datejust 31 set with diamonds was priced at £41,750. In 2025, its price has risen to £44,550. The Datejust versatility and classic style continue to make it a favourite among Rolex enthusiasts.
Rolex Deepsea Price
The Rolex Deepsea Yellow Gold, engineered for extreme depths, saw its price rise from £47,500 in 2024 to £50,800 in 2025. It’s unparalleled water resistance and rugged design cater to divers.
Rolex Cosmograph Daytona Price
In addition to the standard Daytona, other variations have also seen notable price hikes. One you are likely to feel the change more with is the diamond set Oysterflex Rolex Cosmograph Daytona which rose from £102,400 to £109,650 in 2025. Meanwhile, another Rolex Cosmograph Daytona model increased from £13,200 to £13,600. These luxury iterations further cement the Daytona’s status as an iconic timepiece.
Is Now a Good Time to Sell My Vintage Rolex Watch?
Yes. Many experts believe that the pre-loved Rolex market is positioned for a strong recovery in 2025 making it a good tell to sell and gain a return on your investment watch. Given the ongoing price increases, more buyers are turning to the pre-owned market, boosting demand for vintage Rolex models. Whether you own a classic Rolex Sea-Dweller or a timeless ladies’ Rolex Datejust, the 2025 Rolex price increase offers a good opportunity to sell. With prices of Rolex watches on the rise, sellers can capitalise on the heightened interest and achieve excellent returns on their investments.
Sell Your Rolex With Us
At Suttons and Robertsons, we specialise in buying luxury watches, including Rolex models. Our team of experts ensures a transparent and straightforward process, offering competitive valuations based on current market trends. Whether you’re looking to sell a men’s Rolex Submariner or a ladies’ Rolex Air-King, we provide a seamless experience with fast payments. Sell your Rolex to us and find out how much your Rolex is worth.
Conclusion
The Rolex price increase in 2025 reflects broader trends in the luxury goods market, driven by rising gold prices, inflation, and the brand’s commitment to exclusivity. For buyers, this means a higher entry point for new models and increased demand for pre-owned options. For people looking to sell their Rolex watches, the rising prices present an ideal opportunity to maximise the value of their Rolex investments. And for people looking to buy Rolex watches, now may be the perfect opportunity to consider buying a pre-owned Rolex watch to receive the same quality at a lower price point.
Whether you’re looking to loan against Rolex, sell your Rolex or buy a Rolex watch, Suttons and Robertsons are here to guide you every step of the way. Explore our services today and make the most of your Rolex timepiece’s value in 2025.