Rolex Hikes Watch Prices By As Much As 8 After Gold Surges
Rolex SA, the biggest luxury Swiss watch brand, raised prices on some of its most popular models after gold values surged in 2024.
The Geneva-based company, controlled by a Swiss foundation named for its co-founder Hans Wilsdorf, began the year by hiking prices as much as 8 on some models made from precious metals.
A yellow gold Day-Date with a 40-millimetre black dial costs 44 200 over R854 000 as of 1 January, up from 41 000, according to Rolexs website in France. A yellow gold GMT-Master II costs 44 600 nearly R862 000, up from 41 300.
Rolex typically raises prices once a year on 1 January. Price increases can be indicative of the demand for premium luxury products, the cost of materials and labour, as well as inflation. Gold recorded its biggest annual price increase in 14 years in 2024, soaring 27.
A Rolex spokesperson in Geneva declined to comment on the price changes.