As the second half of 2025 begins, Rolex has announced another price increase, marking its second adjustment this year. Following the initial price hike implemented on New Year’s Day, this latest increase reflects ongoing shifts in the luxury watch market and Rolex’s pricing strategy.
The first price increase in January 2025 was notable for significant jumps in prices for models crafted in yellow, Everose, and white gold. In contrast, this second increase applies a uniform average hike of around 7% across nearly the entire Rolex collection. Most models have risen by approximately 7%, regardless of material, market demand, or rarity.
Professional Model
Rolex's 'Professional' lineRolex’s collection includes numerous professional models designed for specific purposes and uses. Notable examples include: Submariner – synonymous with diver’s watches, Cosmograph Daytona – a chronograph built for precise timekeeping, GMT-Master II – offering simultaneous display of two time zones.
Submariner
© Rolex
Among these, the Submariner Ref. 124060 (the “No-Date”) is now approaching a retail price exceeding 15 million KRW (~$11,500 USD). Meanwhile, the Submariner Ref. 126618LB/LN, crafted entirely in yellow gold, is projected to surpass 70 million KRW (~$53,800 USD) in retail price next year.
GMT-Master II
© Rolex
In the GMT-Master II lineup, models like the Pepsi, Batman, and Bruce Wayne, all featuring steel cases and Cerachrom bezels, currently share the same retail price. The entry-level version with an Oyster bracelet is now priced at approximately 17.15 million KRW (~$13,200 USD).
Daytona
© Rolex
The Cosmograph Daytona, one of Rolex’s flagship models and a consistent leader in the resale premium market, has undergone significant changes. Movement update brings reference to 1265XX. It has been two years since the model transitioned to the Caliber 1265XX movement. The latest steel version with a Cerachrom bezel has held a retail price exceeding 20 million KRW (~$15,400 USD) for over a year and a half. While gold Daytona models saw a steep 18.5% price increase in January 2025, this latest adjustment brings a more moderate 7% hike across all gold references.
Explorer
© Rolex
The price increase also affects the Explorer line, which has maintained steady popularity among enthusiasts.
Land-Dweller
© Rolex
Watches and Wonders 2025Similarly, the newly introduced Land-Dweller, part of Rolex’s Professional collection, has seen its retail prices rise by about 7%. Notably, white Rolesor versions—which blend steel cases with white gold bezels—have experienced price increases of roughly 1.5 million KRW (~$1,150 USD).
Classic model
Turning to Rolex’s classic collections, models like the Datejust, Day-Date, Sky-Dweller, and Oyster Perpetual continue to embody the brand’s timeless aesthetic.
Sky-Dweller
© Rolex
The Sky-Dweller has also received a price adjustment of approximately 7%, with the full gold versions expected to exceed 100 million KRW (~$76,900 USD) in retail price within the next one to two years.
Datejust White Rolex (Steel)
© Rolex
In the Datejust lineup, the steel Datejust 41 has now entered the 20 million KRW (~$15,400 USD) retail price range. Variants with baton-shaped bar indices and Roman numeral indices remain about 3.1 million KRW (~$2,380 USD) less expensive than models featuring diamond-set dials, thus maintaining a more accessible price point.
Datejust yellow Rolex
© Rolex
Interestingly, the yellow gold Datejust models have seen the smallest percentage increase in this round of adjustments. However, when factoring in minor incremental changes of about 0.1%, the overall increase still converges to roughly 7%.
Datejust Everose Rolex
© Rolex
The Everose gold Datejust, which enjoys high popularity across diverse age groups and genders, experienced a significant 16% increase earlier in 2025. In this latest round, its prices have risen by a more modest 7%, translating to an increase of about 1 to 1.7 million KRW (~$770 to ~$1,310 USD).
Lady-Datejust
© Rolex
The Lady-Datejust collection continues to reflect pricing trends based on the popularity of specific materials, with precious metals leading the demand.
Day-date
© Rolex
Additionally, the above shows the different price increases for the both the modern and classic variations of the Day-Date collection. The top table above shows price increases for the modern Day-Date 40 and the bottom table shows price increases for the classic Day-Date 36.
Oyster Perpetual
© Rolex
For the Oyster Perpetual 41, a detailed look at three-year price changes is provided by reference number. It’s noteworthy that the reference has recently been updated from 124300 to 134300.
Young
Writer
My dream is to be the king of watches.
