As of February 2025, the Rolex watch market is experiencing notable developments influenced by several key factors:
Price Adjustments:
Rolex has implemented price increases across various models, effective January 2025. Stainless steel models saw a 1% increase, while models in white gold, yellow gold, and Everose gold experienced a 7% rise. For instance, the Submariner 124060, a stainless steel model, now retails at €9,700, up from €9,550.
Market Trends:
The luxury watch market is projected to grow by 5-12% annually over the next eight years, with Rolex continuing to dominate consumer confidence. This growth is attributed to the perception of luxury watches as investment assets, leading to increased demand and higher resale values.
Investment Considerations:
Certain Rolex models are anticipated to appreciate in value. The Submariner, for example, is expected to see a 5-10% increase in value, driven by strong demand and limited supply. Similarly, the Oyster Perpetual with vibrant dial colors has experienced significant price growth, with annual increases of 10-15%.
Market Dynamics:
Despite the overall market growth, some areas are experiencing a cooling effect, with a 30-40% decline in watch values from 2020 to 2022. However, experts suggest that this may present opportunities for buyers, especially for genuine second-hand pieces from prestigious brands like Rolex.
Consumer Sentiment:
Rolex maintains strong consumer confidence, leading in awareness, purchase intent, and sales. The brand’s timeless design, reliability, and high resale value contribute to its enduring appeal.
In summary, the Rolex watch market in 2025 is characterized by strategic price adjustments, sustained growth in luxury watch demand, and a focus on investment-worthy models. While certain segments are experiencing market cooling, the overall outlook remains positive, with Rolex continuing to lead in consumer confidence and market share.