Rolex hikes retail prices at the start of 2025

Rolex retail prices vary by country: why?

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.

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.

Which Rolex models saw price increases?

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%)

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.

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!