Rolex Increases Prices in 2026: A Historic Surge in the US Market

As the new year begins, the renowned Swiss luxury watchmaker Rolex has implemented a significant price increase in the American market. This adjustment, estimated at an average of 7%, has been effective since January 1, 2026, and impacts all its iconic watch collections.

💰 Breakdown of the Increase by Model Type

The increase is not uniform and depends primarily on the material, reflecting the surge in precious metal costs:

• Stainless Steel Models (e.g., Submariner, GMT-Master II): A relatively moderate increase, typically between 5% to 6%.
• Gold or Two-Tone Models (e.g., Day-Date, Daytona in gold): More pronounced increases, potentially reaching 8% to 10%.

This price revision follows a pattern of periodic adjustments, coming after increases of +5% in January 2025 and +4% in May 2025.

📈 Key Reasons Behind These Increases

Several economic and strategic factors explain this decision:

• The Soaring Price of Gold: Gold prices have reached record levels, exceeding $4,400 per ounce, directly raising the production cost of models crafted from precious metals.
• US Import Duties: A 15% tariff imposed on Swiss watches increases import costs into the United States.
• Premium Positioning Strategy: Beyond cost factors, these increases help reinforce the
• brand’s exclusive image, desirability, and perceived value.
• 💪 A Strong Market Despite Rising Prices
• These increases come at a time when Rolex shows robust financial health. In 2024, the brand achieved revenue estimated at over 10 billion Swiss francs and holds approximately one-third of the global luxury watch market. Demand for its iconic models like the Submariner and Daytona remains very strong, with long waiting lists.
• 💎 Conclusion: Prestige Comes at a Price
• Rolex’s 2026 price increase is a response to a high-cost economic environment, but also an affirmation of its ultimate brand strategy. For collectors and investors, these watches continue to embody safe-haven assets and timeless status symbols, despite the new price threshold.
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