As we step into 2025, Rolex has once again increased thrie retail prices. Over the past year, Rolex has adjusted prices multiple times, with some models seeing cumulative increases of up to 24%! Historically, such price hikes have directly influenced the market prices. However, with the watch market cooling slightly, will the market follow this time?
To better understand the logic behind the Rolex Retail Markup and its impact, let’s first take a closer look at the details of this price adjustment.
Rolex Retail Markup in 2025
In June last year, Rolex raised prices by 5%-8%, but only for precious metal models. Now, in 2025, the Rolex Retail Markup applies to all models! The increases can be categorized as follows:
ALL Daytona:
Other Models:
Daytona's value has risen the most, heavily influenced by the metal material.
Daytona Models:
The Daytona lineup saw the largest overall increases.
Platinum and stainless steel models experienced the smallest hikes (around 2.4%-4.3%), while two-tone models increased by 7.6%, and full gold diamond-set versions by 8.6%. The biggest jump came from full gold or Oysterflex Daytonas, with increases close to 16%.
Other Models:
For other collections, the increases generally follow a pattern:
Platinum > Steel > Two-tone > Titanium > Full gold
However, the price hikes were smaller compared to the Daytona range, with the highest being around 9% for full gold models.
There are various theories behind the Rolex Retail Markup. Objectively, international gold prices rose by 27% last year, leading to higher production costs. However, many believe this move is part of Rolex’s broader brand strategy.
Why the Rolex Retail Markup?
Some speculate that the Rolex Retail Markup is aimed at stabilizing market prices and reducing the impact of potential price corrections, thereby restoring consumer confidence in the brand. This strategy aligns with Rolex’s Certified Pre-Owned (CPO) program, which follows a similar pricing approach. CPO watches are priced significantly higher than market prices, and as more buyers turn to CPO, Rolex’s influence in the market could grow even stronger.
If you’re unfamiliar with CPO, feel free to check out our special feature on Rolex’s CPO program.
Regardless of the reasons, this price adjustment has sparked widespread discussion among consumers. The bigger question now is how the market reacts.
Market Reactions
The impact of this price adjustment varies across different models. We’ve analyzed several key models for your reference:
Daytona Steel (Ref: 126500LN-0001):
Retail price increase: 4.3%
Market price increase: 1.3%
Current market price: HKD $243,000
GMT Master II Pepsi Jubilee (Ref: 126710BLRO-0001):
Retail price increase: 2.3%
Market price increase: 4.2%
Current market price: HKD $175,000
Submariner Hulk (Ref: 126610LV-0002):
Retail price increase: 2.5%
Market price increase: 1.8%
Current market price: HKD $125,000
GMT Master II Bruce Wayne Jubilee (Ref: 126710GRNR-0003):
Retail price increase: 2.3%
Market price increase: 5.1%
Current market price: HKD $145,000
Daytona Ice Blue (Ref: 126506-0001):
Retail price increase: 2.5%
Market price increase: 0.2%
Current market price: HKD $785,000
GMT Master II Root Beer Two-Tone (Ref: 126711CHNR-0002):
Retail price increase: 6.4%
Market price increase: 4.1%
Current market price: HKD $158,000
Daytona Sundust Rose Gold (Ref: 126515LN-0006):
Retail price increase: 15.9%
Market price increase: 7.1%
Current market price: HKD $338,000
Yacht-Master Rose Gold Diamond-Paved (Ref: 126655-0005):
Retail price increase: 5.9%
Market price change: No change
Current market price: HKD $365,000
Daytona YML Full Gold (Ref: 126508-0006):
Retail price increase: 15.7%
Market price increase: 5.7%
Current market price: HKD $438,000
Yacht-Master Yellow Gold Black Dial (Ref: 226658-0001):
Retail price increase: 8.7%
Market price increase: 2.1%
Current market price: HKD $242,000
GMT Master II White Gold Pepsi Blue Dial (Ref: 126719BLRO-0003):
Retail price increase: 8.6%
Market price increase: 5%
Current market price: HKD $294,000
Market price trend: Strong demand for GMT and precious metal Daytona, limited impact from older models.
- Precious metal Daytona models, such as the YML Full Gold and Oysterflex Sundust, have seen significant market price increases, highlighting strong demand for these high-end pieces.
GMT Pepsi and Bruce Wayne have seen market price increases exceeding the official retail hike, reflecting strong demand and confidence in their investment potential.
Popular pieces like the Hulk and Steel Daytona have shown steadier price growth. It seems the market is still observing their…
- Some older, less popular models have seen little to no change in market prices, showing that the official price adjustments had minimal impact on these pieces.
Conclusion
Rolex Retail Markup have clearly pushed up market values. Popular models like the GMT Master and precious metal Daytonas are showing strong demand and are worth watching. Other sought-after models, especially those in precious metals, may also have room to grow as the market adjusts. Which Rolex model do you think has the best potential?
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