Rolex raised prices in the United States for 2025.
Likely due to a predicted economic downturn in 2024, uncharacteristically, Rolex did not increase prices. However, like with its other markets, to start 2025, Rolex did raise prices in the US.
One example is the popular GMT-Master II Ref. 126710GRNR, with a black and gray ceramic bezel insert, which debuted last year in a 904L stainless steel case at $10,700 on an Oyster bracelet, and $10,900 on a Jubilee bracelet — the prices are now $10,800 and $11,000, respectively. That’s an increase of $100 on each model or less than a 1% increase, at 0.94% and 0.92%, respectively compared to 2024.
As another example, the Explorer II Ref. 226570, went from $9,650 in 2024 to $9,750 in 2025. Again, just a $100 increase, which represents a 1% increase.
From 2024 to 2025 — one of the most popular watches in existence — the stainless steel Rolex Daytona Ref. 126500LN rose in the US from $15,100 to $15,500, which marks a 2.7% increase year-over-year.
By comparison, Rolex raised US watch prices in 2023 by an average of 3.4%. They did not raise prices in the US in 2024. Then in 2025, the average increase for stainless steel models stayed in the single digits, whereas precious metal Rolex models rose the most (seeing double-digit increases), largely due to an increase in the price of gold.
Screenshots by Rolex.
