Rolex, one of the most prestigious watch brands, has raised the prices of some of its gold models by up to 30% as of January 1. This price hike follows the rising cost of gold and is part of the brand's annual practice of adjusting prices every January. For example, the price of a 40mm yellow gold Day-Date with a black dial has increased from €41,000 to €44,200, while the yellow gold GMT-Master II model’s price has risen from €41,300 to €44,600. In total, Rolex’s watch prices have surged by approximately 30% since the start of last year. Despite this, the company has kept its price increases relatively modest in other markets, especially in the U.S., where the strengthening dollar has influenced price adjustments. Interestingly, some of Rolex's older models now sell for higher prices than newer ones, with the brand maintaining a policy where prices never decrease.