Rolex Raises Gold Watch Prices Again
Other luxury watchmakers also lifted gold-watch prices as gold surged nearly 100% since 2024 and demand stayed strong among wealthy buyers.
- This month, Rolex implemented a rare second price increase, raising the global cost of its gold watches by an average of 5% across key markets including Britain, Hong Kong, and the United States.
- Gold prices have almost doubled since 2024 to around $4,200 an ounce, prompting Richemont to attribute "measured price increases" at its Jewellery Maisons, including Cartier, to rising gold prices and fluctuating currency rates.
- A white gold Cosmograph Daytona now commands $59,100 in the United States, up 14% this year and 33% since 2024, while premium timepieces represent over two-thirds of the industry's 24.4 billion francs in 2025 value, up from a 22% share in 2019.
- U.S. certified pre-owned watch dealer Erik Boneta remarked that the market was caught off guard by Rolex's second adjustment, stating, "No one saw it coming."
- Demand for Rolex watches will continue outweighing supply, predicts Simon Lazarus of Chrono Hunter, as luxury watchmakers "encourage clients toward precious-metal and higher-end references" to capture ultra-wealthy clients amid middle-class pullback from luxury spending.
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12 Articles
Rolex has raised prices on its gold watches for the second time (5%) as gold prices soared to $4,200, betting on resilient demand from the super-rich, despite the general downturn in the luxury goods market.
Rolex raises gold watch prices again as super-rich buyers are undeterred
This month, Swiss luxury watch manufacturer Rolex increased gold model prices globally by around 5%, marking a second price in 2026 on major markets such as the United States, the UK and Hong Kongx.
Rolex again increased the prices of its gold watches globally, a decision that surprised the market and that reflects the strength of demand in the luxury segment. According to specialized platforms and distributors of the sector, this month the Swiss firm raised the prices of its gold models by an average of 5% in key markets such as the United States, the United Kingdom and Hong Kong. Photoart: Cristian Laris The Daytona shoots its value Some …
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