When Will Rolex Release New Watches in 2025?

Historically, Rolex’s annual release timing is pretty easy to predict: it all comes out at the big spring watch fair. For decades, that fair was Baselworld, which ran from 1917 until its end in 2020. In its heyday, Baselworld served as the world’s most prominent watch and jewelry expo—a place where Rolex and other luxury brands typically launched new products.

However, financial disputes and a global pandemic eventually led to Baselworld’s demise. In its wake, Rolex, along with Patek Philippe, Richemont, and other industry giants, created a new big spring watch fair, the final form of Salon International de la Haute Horlogerie (SIHH): Watches and Wonders. Like its predecessors, Watches and Wonders is the premier venue for participating brands to announce major watch releases, Rolex included.

When Will Rolex Release Watches in 2025?

Rolex is set to unveil most (if not all) of its 2025 lineup at Watches and Wonders Geneva, running from Tuesday, April 1, to Monday, April 7. On day one—April 1—Rolex will lift the curtain on its newest models, so brace yourself for April Fools’ jokes on social media.

Image Source: Rolex

The biggest question remains unanswered: what will Rolex come out with? The majority of releases will be updated takes on existing models, like this year’s GMT-Master II ‘Bruce Wayne’. However, an all-new model is never out of the question; just two years ago, Rolex introduced the 1908 (if you can call that an “all-new” model). 

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“Off-Schedule” Releases

Image Source: Hodinkee

Rolex occasionally deviates from traditional trade show timings—most memorably with the White Gold ‘Le Mans’ Daytona drop in June of 2023. However, in 2024, Rolex chose not to roll out any new models after April’s Watches and Wonders. I don’t think this timing matters to Rolex as much as you might think.

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Unlike most watch brands, including Rolex’s sister brand Tudor, Rolex doesn’t stand to benefit as much – relatively speaking – from surprise releases dispersed throughout a calendar year. Rolex operates on a larger timeline than most other brands, partly due to their production strategy. 

TLDR: time will tell how Rolex distributes its 2025 releases.

Final Thoughts

Whatever Rolex comes out with this year, and whenever they choose to do so, we will cover it here on the Everest Journal. We will be on the ground in Geneva covering releases in real time. If you’re as excited as we are, stay tuned by subscribing to our email list and following us on Instagram @everestbands!

Header Image Source: SJX Watches