Rolex U.S. Prices to Increase by 3% Starting May 1, 2025: Here’s Why

Rolex US watch prices are set to rise by 3% starting May 1, 2025. While the increase may seem modest, it’s already drawing attention from collectors and watch enthusiasts. The primary driver behind this change is a newly implemented 31% tariff on all Swiss imports — including luxury watches such as Rolex. However, there’s more to the story than just tariffs.

Why the Price Hike?

Earlier this year, the U.S. government rolled out a 31% tariff on goods imported from Switzerland. The idea behind this policy is to fix trade imbalances and boost local manufacturing. Unfortunately, this means that imported luxury watches are now more expensive to bring into the country. Rolex, which ships nearly all of its stock from Switzerland, is directly impacted.

To deal with the added costs, Rolex is raising its U.S. retail prices. According to industry insiders, the move is necessary to stay profitable and keep things running smoothly in one of the brand’s top markets.

A Look Back at January’s Gold-Driven Increase

This isn’t Rolex’s first price update this year. In January, they raised prices on gold models by up to 14%. That was mostly due to a massive spike in gold prices — about 27% higher in 2024. With all the global uncertainty and inflation, gold has become a popular safe bet for investors, and that demand pushed prices way up.

Since many Rolex watches — like the Day-Date, Yacht-Master, and some Submariner models — use solid gold or gold accents, the brand had to adjust prices to match rising production costs.

More Than Just Cost: It’s About Brand Value

Of course, this isn’t just about tariffs and raw materials. Rolex is also known for being very intentional with how it manages its pricing and availability. Raising prices helps the brand stay exclusive and keeps demand under control. When something is harder to get and costs more, it naturally feels more desirable.

Over the past few years, finding a Rolex at retail has become harder than ever. Waitlists are long, and most models sell out quickly. That kind of demand has turned Rolex into more than a luxury item — it’s also seen as a solid investment. By slowly increasing prices, Rolex protects that image.

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What It Means for Shoppers

If you’ve been thinking about buying a Rolex, this news might push you to act sooner rather than later. The 3% increase could mean a few hundred dollars more depending on the model, which isn’t insignificant.

At the same time, this change might drive more attention toward the pre-owned and grey markets, where watches are often available immediately — though typically at a markup. For collectors and long-time owners, the price bump might actually be a good thing, as it could raise the value of their existing pieces.

The Bottom Line

Rolex’s 3% price increase in the U.S. reflects bigger shifts in the global economy, from trade policies to gold markets. It’s also part of the brand’s long-standing approach to maintaining its prestige and demand. Whether you’re a first-time buyer or a seasoned collector, this change is a reminder that owning a Rolex is about more than just telling time — it’s about making a statement, and often, a smart investment.

Luxury Souq offers a wide selection of authentic Rolex watches, including the iconic Rolex GMT-Master, Submariner, and more. Whether you’re looking for a Rolex watch price update, or the perfect Rolex for women or men, our collection blends elegance, precision, and investment-worthy timepieces.