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Bloomberg
Rolex SA raised prices in the US and UK by an average of about 2.5%, the latest increases for the top Swiss watch brand, according to analysts at Barclays.
The price of the most popular Rolex models rose between 1% and slightly more than 3% in both the UK and the US in the start of this year, according to Barclays, which tracks data
in both markets. Rolex prices climbed by an average of about 2.6% in the UK and 2.2% in the US, the analysts said.
Rolex often boosts prices once a year, typically in January, but moved to raise the cost
of models including the Submariner and Daytona for a second time in the UK and Europe in November last year in response to currency fluctuations and the strong US dollar.
The latest increase shows the Swiss watchmaking giant believes it can lift prices to protect its margins amid rising inflation without hurting demand.
Barclays said the price hike will benefit retailers including Watches of Switzerland Group Plc, the biggest Rolex dealer in the UK.