Rolex has implemented its annual price adjustment for the US and UK markets, effective January 1, 2025. The Swiss watchmaker's website now reflects updated prices across its collection, with increases varying by model.
The GMT-Master II collection sees modest changes. The "Pepsi" bezel variant with black dial and the recently introduced black and gray ceramic bezel model now retail at $10,800 USD with the Oyster bracelet, and $11,000 USD with the Jubilee bracelet option. This represents a $100 USD increase, or approximately 0.9% over 2024 prices.
For the Daytona, one of Rolex's most sought-after chronographs, the steel version with Oyster bracelet is now priced at $15,500 USD, up from $15,100 USD in 2024. The $400 USD adjustment equals a 2.6% increase. In the UK market, the same model now costs £13,600 GBP, rising from £13,200 GBP – a 3% change.
The classic Submariner without date, featuring a black dial and bezel in Oystersteel, moves to $9,200 USD in the US market and £8,100 GBP in the UK. These adjustments reflect increases of 1% and 0.62% respectively compared to 2024 prices.
Rolex's Explorer II in the 42mm Oystersteel configuration with Oyster bracelet shows the smallest price movement among the updated models. The UK price rises by £50 to £8,550 GBP, a 0.58% increase. The US market sees this model priced at $9,750 USD, marking a 1% adjustment from its previous retail price.
These changes follow Rolex's pattern of periodic price revisions, which typically reflect factors such as production costs, market conditions, and currency fluctuations.