Dear friends of IWS, as usual, the beginning of the New Year, in addition to good resolutions, brings with it increases in Rolex and Tudor price lists. In short, goals this year include buying a bigger piggy bank for those who decide to purchase a crowned or shielded timepiece.

Rolex side

Whether it is because of rising production costs or because of rising material costs, Rolex has for some years now consolidated its position at the high end of the market, and even though price lists seem to rise every year, the customer who cares about the Swiss maison’s products certainly has no fear of the continuing price increases.

We can undoubtedly say that we are getting used to Rolex price list increases by now, which is no longer news as it was in previous years. As is well known, “luxury” knows no crisis and, a very expensive object that is increasingly unattainable, as is already the case with long waiting lists, becomes highly coveted. But without getting lost in further ado, let’s go right away and take a closer look at the new Rolex price lists for 2025.

Full list of Rolex price lists for 2025

Tudor side

It has been reiterated many times by the Swiss Maison that Tudor is not intended to be Rolex’s “entry level” brand at all; rather, it is intended to have an essence of its own, with its own target audience and mission. If the crowned house holds firmly to its ties to tradition and luxury, Tudor chooses to go for technological magnificence, full of innovation that goes far beyond traditional watchmaking.

Complete list of Tudor price lists for 2025

Conclusions

Considered timeless symbols of status, style and success, Rolexes are not only objects of fine watchmaking, but also true cultural icons. Each model embodies a combination of aesthetic refinement and technical precision.

The combination of ever-increasing demand and limited production makes the brand one of the most dynamic on the market. This, combined with intrinsic value and strong demand, means that Rolexes continue to represent not only a symbol of elegance, but also an attractive investment opportunity.

Of course, the question we are all asking is: doesn’t the periodic increase in price lists negatively affect budgets? The answer seems to be no. In the luxury sector, where the greatest weight is given to top clients whose purchasing power is rarely impacted by market fluctuations that affect ordinary consumers instead, price increases not only do not lead to a significant loss of customers, they become a key strategy.

A question now arises. If Rolex chooses to increase its list prices in order to reaffirm its competitive positioning annually and to preserve the brand’s perception in the public imagination, what is also driving Tudor to increase prices in its list? Well almost certainly, rising prices on raw materials and transportation, in short, the ever-increasing global inflation.

We can almost certainly assert that the increases in the Tudor catalog, are following an increasingly gradual stabilization, going from +9.8% for 2023, to +4.9% for 2024 to +4.3% for 2025, which bodes well for 2026.

Unfortunately, there are no official sources that can give us an estimate of Tudor’s sales, but some say that since 2023 the Shielded Maison has had a very slight increase in sales despite its constant pursuit of innovation on its timepieces, in contrast to Rolex, which has seen a nice +30.3 percent increase in sales.

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