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Bloomberg Published January 3, 2025 Reading time
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Rolex kicks off 2025 by hiking watch prices after gold soars

By
Bloomberg Published
January 3, 2025

Rolex SA, the biggest luxury Swiss watch brand, raised prices on some of its most popular models after gold values surged in 2024. 

The Geneva-based company, controlled by a Swiss foundation named for its co-founder Hans Wilsdorf, began the year by hiking prices as much as 8% on some models made from precious metals.

A yellow gold Day-Date with a 40-millimeter black dial costs €44,200 ($45,809) as of Jan. 1, up from €41,000, according to Rolex’s website in France. A yellow gold GMT-Master II costs €44,600, up from €41,300.