Breaking: Rolex Announces Price Increases for 2025

Rolex has announced price increases across its entire collection effective January 2025, with most models seeing increases between 3-4%. The Submariner Date now retails for $10,800, up from $10,450, while the GMT-Master II increases to $11,200.

Industry analysts attribute the increases to rising production costs, including precious metals and Swiss labor. However, the increases also reflect Rolex's strategy of maintaining exclusivity and managing demand in an overheated market.

The price increases affect all collections, from entry-level Oyster Perpetual models to complicated pieces like the Sky-Dweller. Interestingly, some discontinued models like the Submariner 116610LN have seen their secondary market values increase in anticipation of the announcement.

For consumers, the increases mean that waiting lists become even more expensive. A customer who joined a Submariner waiting list in 2023 will now pay $1,000 more than originally quoted. This has led some to question whether authorized dealer waiting lists remain viable.

Grey market dealers report increased activity following the announcement, with some customers choosing to pay premiums rather than wait for authorized dealer allocations at higher prices. The secondary market for popular models like the Daytona and Pepsi GMT remains strong despite the increases.