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

If you are someone with expensive taste and like to wear Rolex watches for example, you should know they are becoming more expensive to purchase in 2025, officials say. This is due to the price of gold rising after central banks around the world cut rates last year.

State of play: The luxury watchmaker is raising prices on its watches by up to 8% depending on the model, Bloomberg reports. For example, a yellow gold Day-Date model with a 40-mm black dial now costs about $45,809, up nearly 8% from last year.

Amid gold's record-breaking 27% surge in 2024, Rolex SA increased prices on select luxury models, with precious metal timepieces rising by up to 8%. The yellow gold GMT-Master II now costs €44,600.

Rolex watches, which aren’t known for their affordability, are getting even more expensive this year with the soaring price of gold to blame.

In a move reflecting the surging value of gold, Rolex SA, the titan of Swiss luxury watchmaking, has initiated a significant price increase on some of its most sought-after timepieces. This adjustment,