The luxury watch market is facing an unprecedented paradox. On one hand, Rolex is once again raising the prices of its gold models. On the other, the surge in gold prices is making some vintage watches less profitable to resell than to melt down.
Following an initial 6.2% increase implemented in January, Rolex is continuing its price adjustments…
Rolex implements a second price increase in 2026
Rolex is implementing a new price increase for its gold watches, averaging approximately 5% in its key markets such as the United States, the United Kingdom, and Hong Kong.
This new increase reflects both the rise in the price of gold and the strong demand for the brand’s most prestigious models. Despite the general slowdown in the luxury market, the wealthiest customers continue to buy high-end watches in steady numbers, according to Reuters.
Some iconic Rolex models have even seen their prices rise particularly sharply, such as the white gold version of the Rolex Cosmograph Daytona, which has increased by 14% since the start of the year and 33% since 2024: the most sought-after models are indeed produced in limited quantities, which fuels waiting lists and supports prices, both in the new and pre-owned markets.
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Featured photo : © Rolex
