Rolex Prices Just Increased—Here's What You Need To Know
Effective January 1, 2026, Rolex implemented its annual price adjustment. While not unprecedented—annual increases have been standard in recent years, with 2025 seeing two separate adjustments (January and May)—this year's changes are notable for their scale, particularly in precious metals.
In the United States, the average increase across the catalog is approximately 7%, but the real story is in the widening gap between steel and gold pricing.
The Breakdown: Increases by Material
Image Source: Hodinkee
Stainless steel models saw moderate increases. Precious metal references experienced significantly larger jumps, largely due to gold hitting record highs—surpassing $4,400 per ounce in late 2025—and the final "absorption" of the 15% US tariff on Swiss-made goods.
| Material Category | Avg. Increase (US) |
|---|---|
| Stainless Steel (Oystersteel) | 5.0% – 6.5% |
| Two-Tone (Rolesor) | 8.0% – 10.0% |
| Solid Gold (18k) | 9.0% – 14.0% |
| Platinum | 3.5% – 7.0% |
2026 Retail Price Comparison (USD)
The following table highlights the MSRP changes for Rolex's most popular collections. This year is particularly notable as several entry-level watches have crossed major psychological price barriers.
| Model / Reference | Dec 2025 Price | Jan 2026 Price | Change (%) |
|---|---|---|---|
| Professional & Sports Models | |||
| Cosmograph Daytona (Steel) 126500LN | $16,000 | $16,900 | +5.6% |
| GMT-Master II (Jubilee) 126710BLRO | $11,300 | $12,000 | +6.2% |
| Submariner (No-Date) 124060 | $9,500 | $10,050 | +5.8% |
| Explorer II 226570 | $9,900 | $10,600 | +7.1% |
| Air-King 126900 | $7,600 | $8,150 | +7.2% |
| Yacht-Master 42 (Titanium) 226627 | $14,050 | $16,050 | +14.2% |
| Sea-Dweller 126600 | $13,600 | $14,550 | +7.0% |
| Land-Dweller Collection (New 2025/26) | |||
| Land-Dweller 40 (Oystersteel) 127334 | $15,800 | $16,450 | +4.1% |
| Land-Dweller 36 (Oystersteel) 127234 | $14,750 | $15,350 | +4.1% |
| Classic & High-Complication | |||
| Datejust 41 (Steel, Smooth Bezel) | $8,500 | $8,950 | +5.3% |
| Datejust 36 (Steel, Smooth Bezel) | $7,750 | $8,150 | +5.2% |
| Sky-Dweller (Steel/White Gold Bezel) | $16,100 | $17,750 | +10.2% |
| Day-Date 40 (Yellow Gold) 228238 | $44,000 | $48,000 | +9.1% |
| Perpetual 1908 (Yellow Gold) 52508 | $23,200 | $27,500 | +18.5% |
| Oyster Perpetual (Entry-Level) | |||
| Oyster Perpetual 41 | $6,600 | $7,050 | +6.8% |
| Oyster Perpetual 36 | $6,300 | $6,750 | +7.1% |
Key Takeaways
Image Source: 41Watch
The Five-Figure Submariner
The most symbolic milestone of the 2026 increase is the Submariner (No-Date) ref. 124060 officially crossing the $10,000 mark. For decades, the Submariner was the benchmark for a sub-$10k luxury diver. That era has officially ended at retail.
Volume Sellers: Datejust & Oyster Perpetual
Rolex's most popular daily-wear watches were not spared. The Oyster Perpetual 41 moved past $7,000, and the Datejust 41 is rapidly approaching $9,000 for its most basic configuration. If you opt for the iconic fluted bezel and Jubilee bracelet on a Datejust 41, the new MSRP is approximately $11,700.
The 1908
With the Cellini line now fully phased out, the 1908 Perpetual has taken its place as the brand's premier dress watch. It saw one of the largest percentage jumps this year, with the yellow gold model moving from roughly $23,000 to $27,500, solidifying its position as a high-end alternative to haute horlogerie brands like Patek Philippe.
Why This January Increase Was More Aggressive
Image Source: Monochrome Watches
This year's price adjustment exceeded the typical 3–4% historical average. Industry experts point to three specific factors that converged to create the larger-than-usual increase.
Gold broke the $4,400 per ounce mark in late December, making the production of Day-Dates and Sky-Dwellers significantly more expensive. US trade policies regarding Swiss luxury goods reached their final implementation stage this month, and Rolex has chosen to absorb the 15% tariff into retail prices rather than lower margins. The Swiss Franc remains one of the world's strongest currencies, forcing Rolex to raise US prices to maintain parity with European earnings.
Market Implications: Retail vs. Gray Market
The most interesting outcome of this price hike can be found on the secondary market. While it's in the process of correction, several references, especially some gold models rising by nearly $4,000, are now trading below retail on the secondary market.
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