As of January 1, Rolex have hiked up its prices for the US and UK market. The noticeable change are observed by visitors of the Rolex website, which saw many of the brand’s iconic references increase its retail prices.
For the coveted GMT-Master II, both the “Pepsi” bezel with black dial as well as the new black and gray ceramic bezel variant that released in Watches & Wonders Geneva last year, have marked up their prices $100 USD more (around a 0.9% increase on average). The Oyster bracelet option now retails for $10,800 USD, whiel the Jubilee variant is priced at $11,000 USD.
Another popular Rolex reference, the Daytona, went from $15,100 USD in 2024 to $15,500 USD for its steel and Oyster bracelet option — a noticeable increase of $400 USD (around 2.6%). A similar change is also reflected in the UK market, with the same reference now retailing at £13,600 GBP, which is 3% more than its £13,200 GBP price tag in 2024.
In the case of a date-less Oystersteel Submariner in with black dial and bezel, the reference now retails for $9,200 USD in the US and £8,100 GBP in the UK. This marks a 1% increase in the US and a 0.62% increase respectively for the model year-on-year.
Meanwhile, the Explorer II saw a less dramatic price update in the UK. For the 42mm Oystersteel on Oyster bracelet model, the timepiece has shown a 0.58% increase since 2024, pricing at £8,550 GBP as opposed to £8,500 GBP. Meanwhile, in the US, the new price tag is $9,750 USD, which is a 1% increase from its price in 2024.
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