Every January, Rolex implements a price increase, and 2025 is no different, with an average hike of around 5% across most models. While some view this as a boost to the value of their investment, the reality is more complex. For new buyers, the investment potential of Rolex watches might actually be diminishing. Let’s dive deeper into what this year’s Rolex price increase means for collectors, investors, and the watch market overall.
What Are the New Rolex Price Increase Percentages?
According to a leaked email shared with Rolex Authorised Dealers (ADs), the price adjustments for January 2025 are as follows:
- +1%: Steel, Rolesium, and Platinum models
- +2%: White Rolesor (White Gold + Steel)
- +5%: Yellow Gold, Everose Rolesor (Rose Gold + Steel), and Titanium
- +7%: Full Yellow, White, and Everose Gold (18ct models)
For Daytona models, the increases are even steeper:
- +1%: Platinum
- +3%: Steel
- +6%: Yellow Rolesor (Yellow Gold + Steel)
- +14%: Full Yellow, White, and Everose Gold (excluding gem-set models)
Why Is the Daytona Increasing Faster Than Other Models?
The Rolex Daytona has long been a flagship model, symbolizing prestige and exclusivity. Certain variants, like the 126520LN, still require extensive waiting lists, making it one of Rolex’s most coveted watches.
This year, the Daytona’s price adjustments stand out from the rest of the catalog. This could indicate Rolex’s intent to increase supply for the Daytona while potentially reducing production for other popular sports models, such as the Submariner, GMT-Master II, and Sky-Dweller.
By raising prices on the Daytona specifically, Rolex could be signaling plans to capitalize on its demand—both by increasing its availability and by further differentiating it from the broader collection.
Impact on Grey Market Prices
Retail price hikes often ripple through the secondary market. However, this year’s increase might have a negative impact on what grey market dealers are willing to pay for Rolex models.
Take the Rolex Submariner Date “Bluesy” (126613LB) as an example:
- Current retail price: £14,200
- Current grey market price: as low as £13,650* (unworn condition)
* Found on Chrono24
Grey market dealers typically purchase watches 20-30% below the lowest available price to manage market fluctuations. For the “Bluesy,” that could mean a buy price between £9,500 and £10,900—resulting in a loss of around £4,700 for the original buyer.
With a 5% price hike, the gap between retail and resale values could widen further, making immediate resale an even less attractive option.
What Should Buyers Do Amid Price Increases?
If you’re considering purchasing a Rolex, our advice is to focus on models you plan to keep for at least 3-5 years. This timeframe allows for potential value retention or growth, considering the average annual price increase of 5%.
For example:
- The 2025 retail price of the Rolex Submariner Date “Bluesy” is estimated at £14,900.
- By 2029, with compound increases, its retail price could reach approximately £18,100.
This projection improves the chances of recouping your initial investment—or even making a modest profit—if you choose to sell.
However, unforeseen factors like model discontinuations or production changes could affect the market, so long-term holding remains the safest strategy.
Are There Any Rolex Models That Offer Instant Returns?
In short: no.
While models like the Daytona trade significantly above retail, acquiring one directly from an AD without prior purchases or a lengthy waitlist is virtually impossible. For example:
- New buyers won’t qualify for a Steel Daytona waiting list.
- Repeat customers might face wait times of 18-25 years.
- A Steel Daytona purchased in 2025 at £13,200, with annual 3% price increases, could cost approximately £28,000 by 2050.
While its value may exceed retail in the future, the reduced buyer pool and diminishing demand for high-priced luxury watches may offset these gains.
Key Takeaway
The January 2025 Rolex price increase underscores the brand’s strategy to maintain exclusivity while responding to market dynamics. Whether you’re a collector or investor, understanding these shifts can help you navigate the evolving landscape.
In the end, the best approach is to buy watches you truly love and intend to keep long-term—any financial gain should be a bonus, not the primary motivation.
If you’re aiming to score a highly sought-after Rolex at its retail price, don’t miss our article: How to Get a Rolex at Retail: Insider Tips for expert strategies and advice.