2026: Rolex Prices Rise And Others Follow Suit

After the festive season of Christmas, New Year’s Eve, and New Year’s Day, 2026 begins with a less joyful but well-established tradition: the annual price increases for luxury watch brands. As in previous years, Rolex and its sister brand Tudor raised prices on 1 January. Audemars Piguet has also used the first few days of the new year to adjust its RRP upwards. Without having to consult a crystal ball, it is safe to assume that other brands will follow Rolex’s example.

2025: A look back at prices

Rolex raised its prices twice in 2025: by an average of five per cent in January and four per cent in May. However, following the introduction of the 39 per cent US tariff on Swiss goods announced in April last year, effective from August 2025, there was no further price increase.

Other luxury watch brands followed Rolex’s pattern last year, albeit with different timing and frequency. According to the analysis platform Watchcharts, Patek Philippe, Audemars Piguet, Vacheron Constantin, A. Lange & Söhne, Omega, Grand Seiko, and IWC, among others, increased their RRP by an average of 5.4 per cent in the first half of 2025 alone, alongside Rolex and Tudor. Rolex tops the list with an increase of 8.1 per cent, while IWC brings up the rear with 1.4 per cent.

2026: New year, new luxury watch prices

It is unlikely that this year will be any different from last year. Rolex has already presented new price lists for the Daytona, Submariner, Datejust, and GMT-Master II. The material is the main factor determining the extent of the increases. One reason for this is the explosion in precious metal prices. The price of gold alone rose by around 65 per cent in 2025.

As a result, Rolex prices for gold watches in particular have risen significantly since 1 January, by an average of nine to ten per cent – depending on the model and market, the increase is as much as 14 per cent. Prices for two-tone models (Rolesor) rose by between four and five per cent, while stainless steel models saw a moderate increase of one to three per cent. In general, the increases in the eurozone are significantly more modest than in the United States.

Gold as a price driver for luxury watches

The significant price increase for Rolex gold watches is probably due not only to higher material costs, but also to the desire to maintain the brand’s exclusive image. At the same time, the moderate increase in prices for stainless steel models ensures that the brand remains affordable for its core target group.

Rolex takes a different approach to platinum than to gold. Although platinum also increased significantly in price last year, Rolex watches now cost ‘only’ around 3.5 per cent more. The reasons for this pricing policy have not been officially communicated, but it seems plausible to assume: many people – including and especially watch collectors – consider gold to be a safe bet in uncertain times and are therefore willing to pay a little more for it. Platinum does not (yet) have this aura of a safe currency.

At Tudor, the figures before the currency symbol climbed by an average of five to six per cent at the beginning of the year, although the official list prices have not yet been published in all markets.

Audemars Piguet has also entered 2026 with revised pricing. In the US, these are 7.5 per cent higher than last year, while in other markets the increases are smaller, averaging only 2.5 per cent in the UK, for example. The material strategy is far less pronounced than at Rolex.

No officially confirmed price increases are available for all other luxury watch brands yet, but the year is still fresh.

And the problem of the weak US dollar affects all watch brands, regardless of whether they originate in Switzerland or not. This is because in recent months, the USD has lost value against other major currencies such as the euro, pound, yen and franc.

At the same time, the United States has become one of the most important sales markets for luxury watches. In 2025, it even ranked ahead of China for the Swiss watch industry. In order to secure their profit margins in the US, manufacturers will have no choice but to adjust their prices upwards in the course of 2026.

Price changes in the Eurozone for selected Rolex models 2025/2026

Price changes in the Eurozone for selected Tudor models 2025/2026

rolex.com | tudorwatch.com | audemarspiguet.com