Gold Prices Go Up. Rolex Prices Follow. So Why Don’t They Come Back Down?

If you walked into a Rolex dealer in 2024 and tried on a white-gold Daytona, you’d have been looking at a watch that cost considerably less than it does today.

The same watch now retails for roughly $59,100, about 33% more than it did two years ago. In June alone, Rolex raised prices on its gold watches by another 5%, according to Reuters.

Gold has gotten considerably more expensive, and Rolex has been raising prices along with it.

But here’s a question worth asking: if gold falls 20% next year, will Rolex knock 20% off the price of your Daytona?