Rolex Is Raising Prices in the U.S. Starting May 1st

According to a report from WatchPro, Rolex is set to increase retail prices in the United States by approximately 3% starting May 1, 2025. This adjustment aligns with recent shifts in the luxury watch industry, where several brands are reevaluating pricing strategies in response to global economic factors.

Authorized dealers have reportedly been informed of a concurrent change: a 1% reduction in their sales margins, decreasing from 34% to 33%. While Rolex has not publicly confirmed these adjustments, internal communications and consistent reports from authorized dealers suggest that these changes are imminent.

Understanding the Tariff Impact

On April 2, 2025, President Trump announced a sweeping change to U.S. trade policy, introducing a 10% baseline tariff on all imports, effective April 5, 2025. This universal tariff applies to a broad range of goods, including Swiss-made watches. Additionally, higher "reciprocal" tariffs targeting specific countries were announced, though many of these have been temporarily suspended.

These tariffs are contributing to increased costs for importers and retailers, prompting brands like Rolex to adjust their pricing structures accordingly.

Industry-Wide Pricing Adjustments

Omega Speedmaster in Everest Watch Roll (Heritage Brown, 1-Slot)

Rolex is not alone in modifying its pricing strategy. Swatch Group, which owns brands such as Omega, Tissot, and Breguet, announced a 10% retail price increase across its brands earlier this month.

Independent watchmakers are also responding to the new tariff landscape. For instance, Toledano & Chan disclosed that their B/1.2 model will cost $6,300 for U.S. customers, compared to $5,700 elsewhere. They have stated that while they are absorbing as much of the added cost as possible, some of the additional expense must be passed on to consumers.

Implications for U.S. Buyers

The 3% price increase will apply to new Rolex watches sold in the United States. While the secondhand market may experience indirect effects, this article focuses on the immediate changes in retail pricing. For a deeper analysis of potential impacts on the pre-owned market, readers can refer to our recent article, “Will Secondhand Watch Prices Go Up in 2025?”

As the luxury watch industry navigates these economic shifts, staying informed about pricing trends and market dynamics is crucial for collectors and enthusiasts alike. We will continue to monitor and report on further developments as they unfold.