Rolex has raised retail prices for its iconic watches in the US and UK markets as of January 1, 2025.
The adjustments affect several popular models, reflecting slight increases across the board.
The GMT-Master II, including the “Pepsi” bezel and the newer black-and-gray ceramic bezel variant, now costs $10,800 USD for the Oyster bracelet and $11,000 USD for the Jubilee option, marking a $100 USD increase.
The Cosmograph Daytona saw a more noticeable price hike, rising from $15,100 USD in 2024 to $15,500 USD for the steel and Oyster bracelet variant—a 2.6% increase.
In the UK, the same model now costs £13,600 GBP, up from £13,200 GBP, a 3% rise.
For the Submariner, the date-less Oystersteel model with a black dial and bezel is now priced at $9,200 USD in the US and £8,100 GBP in the UK, reflecting increases of 1% and 0.62%, respectively.
Meanwhile, the Explorer II saw a modest adjustment. In the UK, the 42mm Oystersteel model now retails at £8,550 GBP, a 0.58% increase, while in the US, it is priced at $9,750 USD, up 1% from last year.
These updates, though relatively minor, reinforce Rolex’s ongoing strategy to align pricing with its premium brand positioning. Fans and collectors should plan accordingly for 2025.
