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While Rolex increasing its prices isn’t unusual, even diehard watch fans were surprised by just how much prices jumped for some of the most coveted watches this month. Last week, Rolex announced that some of its watches would be as much as 14% more expensive in 2025. The price hikes specifically hit many of Rolex’s gold watches, thanks in part to rising gold prices which were up 27% last year.
And yet at the same time, Rolex prices on the secondhand market are falling. Rolex prices on the secondhand market hit a three-year low in 2024, dropping 6% to the lowest they’d been since 2021, reflecting the sharp pull-back from the rampant demand for secondhand watches in the pandemic years.
Paul Altieri, founder and CEO of the watch retailer Bob’s Watches, said the disparity can partly be attributed to the delay between changes in the primary market and their effect on the secondary market.
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