Rolex raises prices for second time this year, outpacing gold ETF returns

Swiss luxury watchmaker Rolex has raised prices on key models by roughly 2 to 5 percent this month — its second increase this year — pushing some popular models more than 10 percent above their late-2025 levels. Analysts say the back-to-back hikes are further stoking demand for what Korean consumers call "Roltech," a portmanteau of Rolex and the Korean word for wealth management.

Industry sources said Rolex adjusted prices on June 1. The flagship "Rolex Submariner Date Oyster Steel Yellow Gold Combi 41mm" rose 760,000 won, or 2.6 percent, to 29.97 million won from 29.21 million won (about $19,300). The model had already been raised in January. Compared with its pre-hike price at the end of last year — 27.11 million won — it has now climbed 2.86 million won, or 10.5 percent.

Models with higher gold content saw steeper increases. The "Cosmograph Daytona 18K Yellow Gold 40mm" rose 4.07 million won, or 5.0 percent, to 85.25 million won from 81.18 million won. The "Submariner Date 18K Yellow Gold 41mm" climbed from 74.89 million won to 78.63 million won, and the "Sky-Dweller 18K Everose Gold 42mm" rose from 95.44 million won to 100.19 million won — each up 5.0 percent.

The latest adjustment marks Rolex's second price increase this year. The brand raised prices on select models on Jan. 1, and last year it also hiked prices twice — in January and June. Rolex is not alone in making multiple annual adjustments; rising raw material costs, a high exchange rate and brand strategy realignments have prompted a wave of repeated increases across the luxury sector.

French luxury jewelry and watch brand Cartier also raised prices on its domestic watch lineup on May 21. Collections including the Tank, Panthère, Ballon Bleu and Santos all saw increases, with the Santos series rising as much as 11 percent.

Despite the repeated hikes, demand for luxury watches shows no sign of cooling. The segment is rapidly gaining traction as an investment asset, driven by a mix of pre-hike buying and a broader preference for tangible safe-haven holdings. Popular Rolex models change hands on secondhand platforms at premiums of up to tens of millions of won above retail, and their returns have outpaced some financial products — further fueling Roltech demand.

The 10.5 percent gain in the Rolex Submariner Date Combi's retail price since late last year exceeds the returns posted by major domestic gold ETFs tracking spot and futures prices. As of June 1 closing prices, ACE KRX Gold Spot returned just 2.8 percent from year-end 2025, while TIGER KRX Gold Spot gained only 2.9 percent over the same period. TIGER Gold Futures and KODEX Gold Futures each rose just 1.2 percent.