Story Highlight
– Rolex raises gold watch prices by average 5%.
– Daytona Cosmograph now costs £49,400, up 5.1%.
– Submariner Date price remains unchanged at £43,600.
– Gold prices have increased significantly over two years.
– Rolex controls gold production, ensuring quality and consistency.
Full Story
Rolex has announced a second price increase this year, specifically impacting its gold watch models, as tracked by WatchPro.
Average price adjustments for these luxury timepieces have risen by 5%. For instance, the Rolex Daytona Cosmograph in 18ct white gold, reference 126509, has increased from £47,000 to £49,400, marking a rise of 5.1%. Similarly, the 40mm 18ct white gold Day-Date, reference 228239, has seen a 4.9% increase, now priced at £45,200, up from £43,100. The Yacht Master in Everose gold, reference 126655, has also appreciated by 5.0%, rising from £29,950 to £31,450.
Notably, the price of the 41mm Submariner Date in gold remains unchanged at £43,600. Steel models monitored by WatchPro, in contrast, have not experienced any price adjustments this month.
Over the past two years, gold prices have fluctuated significantly, starting from around $2,000-$2,100 in early 2024 and soaring to over $5,500 in the autumn of 2025, before stabilising near $4,500 this year. Concurrently, the Swiss franc has appreciated about 8% against the British pound, increasing the cost for importers.
Last year, Rolex implemented modest price rises in the UK, capping increases for steel watches in single digits and allowing up to 7% for gold models. Earlier this year, the brand added 4% to the prices of steel watches and 6.5% for gold categories. With this latest hike, the price of the gold Daytona has escalated by 28% compared to two years ago, while Day-Dates and Yacht Masters have increased by 20%, and the Submariner Date has grown by 14%.
The disparity in price increases may reflect shifting consumer preferences, as demand for the traditionally robust Subs has waned amid a growing interest in more understated designs.
In terms of cost structure, the rising gold prices notably impact the overall manufacturing expenses. While Rolex does not disclose specific component costs, estimates indicate that a Day-Date “President” comprises approximately 178 grams of 18ct gold, translating to around 133.7 grams of pure 24ct gold. As of June 2024, this quantity of pure gold would have valued at about $10,928 (£8,600), with projections indicating an increase to $21,033 (£15,600) by June 2026. Notably, the retail price of the Day-Date has seen an increase of £7,400, marginally exceeding the rise in gold costs by £400.
Rolex stands out in the industry for its near-complete control over its gold sourcing and production processes. Since 2002, the company has owned and operated a foundry at its facility in Plan-les-Ouates, which allows it to manage the casting and processing of the valuable metals used in its watches without relying heavily on external suppliers.
The company procures gold from approved sources, melting it within its own facilities to produce custom alloys for its watches. The foundry is responsible for creating Rolex’s proprietary yellow, white, and Everose gold, a unique pink-gold alloy introduced in 2005. This vertical integration affords Rolex stringent oversight of gold purity, colour, and quality throughout its manufacturing processes.
By managing the entire production chain, Rolex can ensure consistent quality and mitigate risks associated with external suppliers, leading to greater reliability in both product quality and supply chains. This also contributes to uniformity in finishing and coloration across its range of prestige watches.
