At the dawn of this new year, Rolex has confirmed a significant increase in its retail prices ranging from 5% to 9%. What is the watch brand’s position on this new price revision ?
Since January 1, 2026, Rolex has applied an average increase of around 7% to its watches on the US market. This price revision affects all collections, with variations depending on the materials used : stainless steel models have seen their prices rise by around 5 to 6%, while gold and precious metal versions have recorded increases of up to nearly 9%. However, these price adjustments are not limited to the United States but can also be seen in other key markets, with an overall average increase of close to 7%.
A pricing policy that has become almost annual
The increase in Rolex watch prices is not a new phenomenon. Historically, the brand publishes a new price list every year on January 1, reflecting changes in production and raw material costs. The beginning of last year was already marked by several price adjustments averaging 5% in different regions in January, and again in May, with an average increase of 4%.
The 2020s have thus been fairly consistent in terms of price increases at Rolex, which has not always been the case in the past. For example, the watch brand’s prices remained unchanged between 2013 and 2019.
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Featured photo : © Rolex
