Yes, Rolex prices will continue to rise in 2026

The third major global increase in just 12 months.

As usual, Rolex has started the year setting the pace for the watch industry, implementing a new global price increase. This confirms that luxury watches continue to thrive even when the economic climate is tough.

According to data collected by Professional Watches, the average increase in the United States is around 7%, a figure that reflects the historically high price of gold, persistent global inflation and, above all, a 15% tariff recently applied to Swiss watch imports into the United States. This lethal combination has caused the impact to be reflected in the retail price.

But this movement does not come alone. 2025 was already a particularly turbulent year for the brand, with initial increases in January and a further adjustment in May, in the midst of the reconfiguration of US trade policies. The 2026 update continues to confirm this trend, with luxury watchmaking entering a new pricing phase.

As usual, not all Rolex models increase in value equally. Stainless steel models are the least affected, while gold and two-tone models see the most aggressive increases. Among the most sought-after options, the Submariner (No Date) has risen by approximately 6%, while the GMT-Master II has climbed 6.2%.

It is in precious metals where the jump is truly considerable. Solid gold and two-tone models have seen increases of between 8% and 10%. A clear example is the Day-Date 40 in yellow gold, further consolidating its status as an absolute icon of power and exclusivity.