Starting January 1, 2025, Rolex has raised the prices of its watches in the US and UK. Fans of the luxury brand noticed the updated price tags on the official Rolex website, with many iconic models now retailing at higher rates.
For the GMT-Master II, including the popular “Pepsi” bezel and the newer black and gray ceramic bezel version, prices have gone up by $100 USD. The Oyster bracelet option is now priced at $10,800 USD, while the Jubilee bracelet variant costs $11,000 USD. This marks a 0.9% increase on average.
The iconic Daytona also saw a significant jump. The steel model with an Oyster bracelet has risen from $15,100 USD in 2024 to $15,500 USD in 2025, reflecting a $400 USD increase (around 2.6%). In the UK, the same watch now costs £13,600 GBP, up from £13,200 GBP, showing a 3% increase.
For the classic Submariner without a date, the US price is now $9,200 USD, up 1% from last year. In the UK, the same model costs £8,100 GBP, a 0.62% rise.
The Explorer II experienced smaller adjustments. In the UK, the 42mm Oystersteel model is now priced at £8,550 GBP, just £50 GBP more than in 2024 (a 0.58% increase). In the US, it costs $9,750 USD, up 1% from last year.
While the increases are relatively modest, they reflect Rolex’s continued effort to maintain its luxury positioning in a competitive market. These updated prices apply to popular models, making them slightly more expensive for collectors and enthusiasts.
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