Watch Market: Rolex Increases Prices by as Much as 8%

In 2024, Rolex raised prices for its watches, especially those made of gold, by up to 13%. This increase is partly due to a 27% rise in gold prices. Unlike other brands, Rolex's market demand remains strong, allowing it to increase prices without losing customers. Other brands like Omega and Cartier face more resistance from consumers. The Swiss watch industry experienced a downturn in 2024 after a post-COVID boom, but Rolex's pricing power remains unmatched.

What impact did the COVID-19 pandemic have on the demand for luxury watches?

How does Rolex's pricing power compare to other watch brands?