Rolex Implements Third Major Global Price Increase in 12 Months

Summary

• Rolex raised global prices by 7% on average to start 2026
• Stainless steel models increased roughly 6%, while gold and two-tone references jumped 8% to 10%
• Analysts expect secondary market ripple effects, though demand remains strong

Rolex officially began 2026 with a significant series of retail price increases across its global catalog, marking its third major adjustment within a twelve-month period. As observed by Professional Watches, prices rose by an average of 7% in the US — a move attributed to the combined pressures of record-high gold costs, global inflation and a newly implemented 15% tariff on Swiss watch imports. This latest update follows a complex 2025 that saw initial January hikes followed by further increases in May as the brand navigated a volatile landscape of shifting US trade policies.

The impact of the 2026 revision varies notably by material, with precious metal and two-tone models bearing the steepest hikes. While popular stainless steel references saw relatively restrained adjustments – such as the no-date Submariner rising roughly 6% to $10,050 USD and the GMT-Master II climbing 6.2% to $12,000 USD – precious metal references experienced much steeper hikes. Gold and two-tone models often jumped by 8% to 10%, with flagship pieces like the yellow gold Day-Date 40 leaping from approximately $44,000 USD to $48,000 USD. The steel Cosmograph Daytona also moved higher, now retailing for $16,900 USD.

Industry analysts suggest that these persistent retail increases will inevitably ripple into the secondary market, resetting value expectations for both new and pre-owned collectors. Despite the higher price points, demand for core professional models remains exceptionally high, with authorized dealer waitlists for popular references like the Daytona and Submariner showing no signs of shortening.