The price of gold soared in June 2024, with prices for gold and platinum Rolex watches increasing by 4% in the UK. Prices also rose in Hong Kong.


On June 1, 2024, Rolex once again adjusted the retail prices of some of its watches, with an average increase of about 2.7%. This adjustment mainly affects watch models made of precious metals, including Rolesor (half gold) and Full gold (excluding platinum) models, resulting in varying degrees of price increases across Rolex’s entire range of watches.

Reasons for the Price Adjustment

The main reason for this price increase is the rise in the prices of precious metals, particularly the continued rise in gold prices, which has led to increased production costs. Therefore, prices were officially adjusted on June 1. Additionally, this price hike does not seem to affect stainless steel and platinum models.

Adjustment Range

Here is a summary of the adjustment ranges for major series for comparison:

  • Rolesor (half gold) models: average increase of 2.5%
  • Full gold models: average increase of 3.0%

Latest Prices of Popular Models

Here are the latest prices of some popular models:

  • Rolex Submariner Rolesor model: latest price is $15,800 USD
  • Rolex Day-Date Full gold model: latest price is $36,500 USD
  • Rolex GMT-Master II Rolesor model: latest price is $16,200 USD

Impact on Consumers

This price increase is undoubtedly a trend that high-quality living consumers need to pay attention to. As production costs increase, luxury brands have to pass some of the costs onto consumers. However, for true Rolex enthusiasts, these price adjustments may not affect their purchasing decisions.


In summary, the price adjustment by Rolex on June 1, 2024, reflects the production cost pressures brought about by the rise in global precious metal prices. Although some watch models have seen price increases, this also shows the luxury brand’s strategy in responding to market changes. For consumers, closely monitoring market dynamics and making more informed purchasing decisions will be an important task in the future.

Personal Insight

From the perspective of July 2024, Rolex’s price adjustment on June 1 reflects the luxury goods market’s quick response to fluctuations in raw material prices. The rise in gold prices has directly led to increased production costs, and it is understandable that luxury brands adjust their sales prices to maintain their profit margins. However, this price increase undoubtedly adds cost pressure to consumers when purchasing luxury goods.

In the future, with the continued presence of global economic uncertainty and inflationary pressures, the luxury goods market may face more price adjustments. Consumers need to closely monitor market changes and make rational purchasing decisions based on their economic situation and consumption needs.