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New York, NY--Rolex has announced its annual price adjustments for 2025, with increases varying widely across its catalog. According to Gear Patrol, stainless steel models saw modest changes, with popular options like the GMT-Master II and Submariner Date increasing by just 0.9%.

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The steel Cosmograph Daytona now costs $15,500, up 2.6%, but remains significantly below its average secondary market price of $32,000. Platinum models also saw minimal increases, with prices rising by 0.9% to 1%.

Gold models, however, saw significant hikes. Solid gold Daytonas increased by 18.5% to 18.6%, with the yellow gold version on an Oysterflex bracelet now retailing at $36,400. These increases align with the rising cost of gold, which rose 26% in 2024 and is expected to climb further, Gear Patrol noted. Two-tone Rolesor models also saw increases ranging from 7.4% for the Datejust to 9.6% for the Daytona.

The secondary market is expected to adjust in response to these increases. Paul Altieri, CEO of Bob’s Watches, told the outlet that pre-owned Rolex prices typically lag behind retail adjustments by 2 to 4 months, suggesting a short-term opportunity for buyers to purchase at current market prices.

While retail prices have risen, the secondary market still offers potential value for now. Gear Patrol suggested that this may be a good time to purchase models like the Daytona or gold variants before secondary prices increase in line with the new retail adjustments.

Learn more in this report on Gear Patrol.