Has Rolex dropped its prices recently?
Rolex has not dropped its prices recently; in fact, the company implemented price increases in 2025. According to multiple sources, Rolex raised its retail prices globally starting January 1, 2025, with an average hike of 5%-7% across models, though specific increases varied by material and model. Steel models saw modest increases of around 1%, platinum around 1%, two-tone models around 5%, and gold models, particularly the yellow gold Daytona, faced hikes up to 14% due to rising gold prices. A second U.S.-specific increase of approximately 3% across most models took effect on May 1, 2025, driven by tariffs and gold price surges.
Claims on X about Rolex dropping prices, such as posts citing a "China leak" or exposure of Chinese manufacturers, lack credible evidence and appear to be speculative or misleading. These posts may confuse genuine Rolex watches with counterfeit ones or misinterpret market dynamics. While pre-owned Rolex prices on the secondary market have declined—falling 2.1% sequentially and 1.2% year-over-year in Q2 2024, per Morgan Stanley—retail prices for new Rolex watches have consistently risen. The secondary market softening is attributed to reduced speculative "flipping" and increased supply at authorized dealers, but this does not reflect Rolex’s official pricing strategy.
Answer: No, Rolex has not dropped its prices recently. Retail prices increased in January and May 2025, though pre-owned prices on the secondary market have seen declines.