Rolex has pushed up prices for the first time this year in the United States.
Steel watches have been spared the increase as the company covers the rising cost of gold with hikes of around 4% of its gold references.
Prices rises took effect from June 1.
The price of gold has risen 17% from around $2,000 at the beginning of 2024 to a high of over $2,400 in May before easing last week to $2,343.
The value of the Swiss franc has fallen against major currencies since the start of the year, helping buyers in the Europe and United States, and arguably leading to the prize freeze for steel models.
WatchPro has a long range tracker on a cross-section of Rolex references and the June 1 price rise has not been applied to the Rolex Air-King, DateJust, Submariner, GMT Master II or Daytona in Oystersteel.
However, the price of 40mm Rolex Yacht Master in rose Gold has risen by $1,200 to $30,000 (+4.2%).
A 40mm Day-Date in white gold is now $1,700 more expensive (+4.1%) than six months’ ago.
Rolex’s Submariner in steel is unchanged, but the price of a white gold model is up by $1,700 to $43,700 (+4.0%)
It is the same story with the Cosmograph Daytona, with the price frozen for the steel-on-steel piece while the model in gold is up to $43,200.
The strength of the US dollar has kept a lid on price rises over recent years.
In the UK, Rolex prices have risen by around 14%, across the range, since 2022.
The same models in the United States have seen an average price rise of only 3.8% over the same two year period.