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Rolex continues to increase its prices in 2025

Affecting high-profile models for both the classic collections and the latest editions.

Rolex continues to increase its prices in 2025

In countries such as the United Kingdom and the United States.

The adjustment began yesterday, 1 January 2025, generating a certain amount of commotion among collectors and fans of the iconic watchmaker. Although the increase has not been drastic, it has affected high-profile models for both the classic collections and the latest editions.

One of the most iconic models, the GMT-Master II, has seen an increase of approximately $100, which translates to an increase of 0.9%. The most popular variants, such as the ‘Pepsi’ bezel with black dial and the black and grey ceramic bezel option, now sell for $10,800 for the Oyster bracelet edition and $11,000 for the Jubilee bracelet.

But the most significant adjustment has come with the Daytona, from being priced at $15,100 in 2024 to $15,500 this new year. The Daytona is on the UK market for £13,600, up 3 per cent on the previous year.

While these increases are not alarming, they do mark a trend in the luxury market, where Rolex continues to maintain its status as one of the most exclusive benchmarks.

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