Rolex is known for adjusting its prices, often multiple times a year. And 2025 is no exception. Starting January 1, 2025, new retail prices (or list prices) will apply, continuing the trend of earlier increases. For instance, Rolex raised its prices twice in both 2024, 2023, and 2022. This pattern raises interesting questions: which models saw the biggest price hikes this year? Are there watches whose prices remained the same? Did you know some Rolex models are even cheaper on the grey market than at authorized dealers? We’ll tell you all the details!
Update: Rolex increased its prices with an average of 4,6% starting 2025. Quickly read more about the first increase of 2025.
Rolex prices aren’t the same in every country, even though that’s the goal. It’s logical that you pay in US Dollars in the States, while Europe uses Euros. But even within the Eurozone, prices differ. This mostly comes down to variations in local VAT rates.
Country
Standard VAT Rate
Luxembourg
17%
Germany
19%
Austria
20%
France
20%
Spain
21%
Netherlands
21%
Belgium
21%
Italy
22%
For example: A Rolex Daytona 126503 retails in the Netherlands for €22.450, in Germany it costs €22.000, and in Italy €22.600 now in 2025.
This article is based on the rates applied in the Netherlands by Authorized Dealers.
Notably, the biggest hike in 2025 is with the solid gold models of the Rolex Daytona. A jump of no less than 12,9%! This is partly because gold prices have skyrocketed—it’s absurd, to say the least. Other significant increases are seen in two-tone watches, like the Datejust in Rolesor or Everose. On average, the price increase for watches that went up is about 4,6%.
The smallest increases are with platinum and steel watches. This time, the price hike is just about 1 to 3% on steel models and 1% on platinum ones. Sure, that’s still serious money, but it’s manageable compared to the past three years.
The smallest increase is for the Sea-Dweller 136660 James Cameron. Previously you could get it for €15.070. Now in 2025, these are priced at €15.170. An increase of only €100 (0,66%)
Model/Reference
Retail price end of 2024 (€)
Retail Price Jan 1, 2025 (€)
Increase (€ & %)
Rolex Daytona 126500LN 'Panda'
15.700
16.100
400 (+2,55%)
Rolex Datejust 41 126334 Oyster no diamonds
10.800
11.000
200 (+1,85%)
Rolex Oyster Perpetual 36 126000
6.300
6.400
100 (+1,59%)
Rolex Datejust 41 126334 Jubilee
11.000
11.200
200 (+1,82%)
Rolex 'Bruce Wayne' 126710GRNR
11.350
11.450
100 (+0,88%)
Rolex Sea-Dweller Deepsea 136660
15.070
15.170
100 (+0,66%)
Buying a Rolex below retail price? It’s possible!
Buying a Rolex is a choice between patience and immediate gratification. At the green market, aka Authorized Dealers, you get a Rolex at the official new price—but only if you’re willing to wait for years. It’s like playing the lottery: you hope that one day your number comes up... and for many, it remains a dream!
The grey market, on the other hand, offers immediate availability. For some models, this even means a price lower than the retail price at an Authorized Dealer. Take the models below as an example. In 2024, these models were surprisingly priced below the new retail price on the grey market.
Rolex Datejust 36 - Olive green with Roman numerals / Jubilee strap
126203-0025
16.200
15.200
-1.000
-6,17%
Rolex Datejust 36 - Wimbledon on Oyster bracelet
126203-0036
13.000
12.700
-300
-2,31%
Rolex Day-Date 36 - White Gold / Blue Ombre-Diamond Dial
128239-0023
44.100
38.800
-5.300
-12,02%
Rolex Day-Date 36 - White gold / Silver dial
128239-0005
41.000
38.800
-2.200
-5,37%
Rolex Day-Date 40 - White gold / Gray dial
228239-0060
44.900
42.000
-2.900
-6,46%
Rolex Yacht-Master 37 - Rose gold / Black dial / Rubber strap
268655
26.850
26.150
-700
-2,61%
Rolex Yacht-Master 42 - White gold / Black dial / Rubber strap
226659
33.050
30.800
-2.250
-6,81%
For 2025, grey market prices aren’t known yet, but in 2024 you’d pay, for example, €17.850 for a GMT-Master II Two-Tone 126713GRNR at the dealer, while on the grey market it was around €18.500 and available within 24 hours. Why wait years when you can wear your dream watch today?
In short, if you don’t want to rob your own wallet and want your watch quickly, think carefully about where and when to buy your next Rolex.
At Wristler, we’re here to help you with your search!
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