But the most insane Rolex price increases can be found on solid gold Daytonas. These models have seen a staggering price hike of 18.5 – 18.6 percent, with the yellow gold version on an Oysterflex bracelet clocking in as the cheapest gold Daytona with a new SRP of $36,400.
Some of this is out of Rolex’s control. It’s no coincidence that gold watches have seen the most massive price increases, as their prices are tied to the cost of the material. The price of gold rose a staggering 26 percent in 2024, and the precious metal’s value is predicted to continue climbing in 2025.
So even when taking the crazy price increases of the Daytona into consideration, it could have been even more damaging to your wallet considering the rocket ride that gold’s value is currently experiencing.
Is Now a Good Time to Buy a Rolex?
Rolex’s prices on the secondary market have been falling for a while now, though they still remain elevated well above retail in most cases. But now that retail prices have increased, those secondary prices — at least on current models — are also likely to see a jump, especially among the more drastically affected gold models.
However, such a correction won’t occur immediately, as it will take some time for the secondary market to adjust to the new pricing information.