The Dreaded Rolex Price Increase 2026 Is Here

Right. So it's January again, which means Rolex has updated its prices. Again.

If you've been watching the market, you know this happens every year. But 2026's different. The gap between what you'll pay for steel compared to gold has just gotten significantly wider, and if you've had your eye on anything in precious metals, well, you might want to sit down first.

Here's what's actually happening with the Rolex price increase 2026. 

A 7% Bump is What We’re All Looking At 

The pricing was leaked a couple of weeks back by WatchMaestro, and the industry has since confirmed it. Rolex is pushing prices up by an average of 7% come January 1st.

For stainless steel watches, you're looking at a 5.6% increase. Not nothing, but manageable. Gold watch prices just bumped up by 8.7%. 

When you're already spending £40,000 on a watch, a few percentage points isn't just a rounding error. It's thousands of pounds.

Steel Models

Let's start with steel, since that's where most people reach for when investing in their first Rolex piece. 

Your entry points, Air-King and Datejust, are going up just over 5%. The sports models everyone actually wants, the Submariner and GMT-Master II, are sitting in a similar range.

Here's what you're paying in 2026:

Gold Models

Lads and lasses, this is where things get really expensive. The increases in gold models are significantly higher.

Look at that Daytona. $4,600 more in just one year. The Day-Date jumped nearly four grand to $48,000. Will we be needing to access our trust funds to get a hold of these beauties? 

Why is there such a Difference Between Steel and Gold?

Three things are driving this, and they're all happening at once.

Gold prices went mental in 2025. Up 66%. Rolex makes all its gold in-house, so when the raw material costs jump, they feel it immediately. Which is fair enough, if you ask us. 

But even accounting for gold getting pricier, these increases suggest Rolex is also using this as an opportunity to push the gap wider on purpose.

Tariffs are hitting hard, especially in America. This is the third price increase U.S. buyers have dealt with in twelve months. January 2025 was about 5%. May brought another 4% because of tariffs. 

Now here we are with another 7% on average.

Do the maths. Steel watches in the States have gone up roughly 10.6% since the end of 2024. Gold, on the other hand, rose by nearly 20%.

Rolex is being strategic about positioning. They're keeping entry-level steel accessible (well, as accessible as Rolex could probably keep them), while deliberately pushing precious metals further up the ladder.

The Air-King and Explorer got some of the smallest bumps. Rolex wants people to still be able to dream about buying their first crown logo. But they’ve saved gold for people who've already made it.

Okay, But What Should You Do?

Look, history's pretty clear here. Waiting doesn't help with Rolex.

If you're shopping pre-owned, there's usually a window after retail prices go up but before the secondary market fully adjusts. That window exists right now. It won't last.

Steel sports models will always appreciate faster because demand so massively outstrips supply. But gold models will increase differently; an 8-9% annual increases add up fast. If you're considering a Day-Date or gold Daytona and can afford it now, waiting costs you money.

Why Pre-Owned Makes More Sense (Our Take)

We've watched this play out for over fifteen years now. Price increases every January. Waiting lists that never shrink. Authorised dealers play allocation games where you have to buy things you don't want to maybe get the watch you do want.

The pre-owned market cuts through all that nonsense. Authenticated watches, available now with no relationship-building or useless jewellery purchases required. 

When a steel Submariner costs thousands of dollars but requires a three-year friendship with a sales associate and buying things you don't need, compared to buying a pre-owned piece for transparent pricing and walking out the same day, it's really not complicated maths.

For gold models that climb 9% annually, pre-owned means accessing pieces purchased at lower price points. Often in excellent condition with full papers!

Have a look at what Love Luxury has in stock. Might save yourself some money and a lot of waiting.

Will Things Get Better?

Probably not, honestly.

Rolex has been raising prices annually for decades. What's changed is how much. The 2-3% bumps that were normal through the 2010s have become 5-7%, with gold pushing even higher.

Why would it stop?

Gold prices aren't coming down significantly. Tariff uncertainty, especially for American buyers, isn't going away. Demand stays strong despite price increases; those waiting lists aren't getting shorter. And Rolex clearly wants to keep pushing the brand further upmarket.

Expect similar increases next January. And the January after that. The pattern's established.

For anyone thinking about buying a Rolex, the question isn't whether prices will go up again. It's whether you'd rather pay this year's prices or next year's.

The Gold Rolex vs. Steel Rolex Debate is There For a Reason

The biggest story in Rolex retail prices right now is how deliberately Rolex is widening the gap.

Steel stays relatively accessible with increases designed to keep core sports models within reach of buyers. Gold's being pushed steadily upmarket.

Entry-level steel watches, such as the Air-King and Oyster Perpetual gets protected to maintain accessibility. Mid-tier steel sports models such as the Submariner and GMT see moderate bumps. Gold climbs significantly faster. And platinum, oddly, is seeing smaller increases than gold, which might make it a future value choice.

It's sophisticated pricing that lets Rolex be both an accessible luxury brand and a premium manufacturer at the same time.

What Does This Mean For You?

Rolex price increase 2026 averages 7%, and U.S. buyers have absorbed three price increases in twelve months.

Planning to buy a Rolex this year? These factors matter. Steel sports models will stay difficult to get at retail regardless of price. Gold models are climbing faster than inflation and show no signs of slowing.

The watches are gorgeous. The finishing is flawless. The prices keep climbing.

And somehow, we're all still lining up to buy them.

Why Rolex Prices Always Go Up

First things first: nobody should be shocked that Rolex prices are climbing again. It’s part of their charm, really. 

Rolex is all about exclusivity. And exclusivity comes with a price tag — one that gets a little steeper every year. But this year’s increases aren’t just about staying fancy; global economic trends have played a big hand. From soaring gold prices to stable steel markets, Rolex’s 2025 pricing strategy reflects the world economy in miniature.

Steel Stays Cool, Gold Gets Hotter Than Ever

Here’s the headline news for 2025: stainless steel models are playing it cool with minimal price hikes, while gold and two-tone (Rolesor) models made some dramatic jumps.

Stainless Steel Models

Most steel models have gone up by a mere 1% to 1.5%, or around $103.5 on average. Whether you’re after a Submariner, Explorer, or Oyster Perpetual, you’re looking at pretty stable prices. The only steel model to buck the trend? The Daytona, which saw a $414 bump, which is still pretty tame if you ask us.

Gold Models

Here’s where things get spicy. Solid gold watches are up by a staggering 11%, and Rolesor models aren’t far behind with an 8% increase. Why the hike? Simple: gold prices soared by 27% in 2024, and Rolex is passing that cost on to buyers. Whether it’s a Day-Date, GMT-Master II, or a gold Submariner, these watches are now among the priciest pieces at Rolex.

What’s Up in 2025?

Cosmograph Daytona

The Daytona is a perpetual favourite for collectors. Steel Daytonas saw modest increases of about $414, but the gold versions? They’re on fire. Some solid gold Daytonas are up by 18.5%, adding $6,200 to $8,300 to their already eye-watering price tags.

Submariner and GMT-Master II

If you’re dreaming of a steel Submariner, your wallet can breathe easy. Prices are only up to about $100. But for gold models, it’s a different story. Solid gold Submariners are now over $4,700 pricier, while gold GMT-Master II models are following the same trend.

Explorer

The classic Explorer 36 and 40 models in stainless steel saw marginal increases of $100–$150. However, the Rolesor version, featuring a touch of gold, got hit with an 8.5% increase, making it one of the pricier options in the lineup.

Yacht-Master

Titanium models like the Yacht-Master 42 RLX Titanium saw a moderate 5% rise, while gold models soared with an 11% increase, in line with the broader trend.

Why Gold Watches Are Stealing the Spotlight

The dramatic rise in gold model prices boils down to the shiny stuff itself. Gold had a spectacular year in 2024, with market prices climbing from $62,787 per kilogram to $83,526, a whopping 27% surge. Rolex reflected this in its pricing. While this might make some buyers wince, it’s a clear signal that gold watches are becoming even more desirable.

A Quick Look at the Numbers

What Does This Mean for You?

For Collectors

Good news: If you already own a gold Rolex, congratulations! Your investment likely just appreciated. Rolex price hikes tend to boost the value of pre-owned models, especially in the secondary market.

For New Buyers

If you’re dreaming of a stainless steel Rolex, 2025 might be your year. With minimal price changes, steel models remain some of the most accessible (relatively speaking) options. But if gold is your goal, don’t wait too long — the trend suggests prices will only go higher.

Here’s some background on the Rolex price increase last year.

2024 Rolex Price Surge and Its Effect on the Secondary Market

As soon as the last Sun of 2023 set, the world of watches was already buzzing with the latest headlines from none other than the iconic Swiss watchmaker Rolex. Stepping into the new year, Rolex has again made waves, this time with price adjustments. 

January is usually when watch fans eagerly await how their beloved brands have tinkered with the price tags. And, this year, leading the charge is Rolex. 

Now, we're no strangers to the regular ebb and flow of the luxury watch market, where price revisions are routine. However, the nuances of this year's changes are turning ears, leaving enthusiasts and collectors alike questioning the motives behind Rolex's strategic manoeuvres.

As the largest and most coveted brand, its price adjustments send ripples throughout the luxury watch landscape, affecting the dreams of many who one day seek to own this watch as a prize.

While the disappointment over rising prices is palpable, there's a silver lining in the analytical perspective. Examining the trajectory of these changes from one year to the next becomes a compass for informed decisions in watch collecting. In this exploration, we zoom in on Rolex, dissecting the developments in the retail prices of their most sought-after models over the past 12 months.

While a price increase is inevitable, the 2024 Rolex price list reveals a more tempered approach, with an average rise of around 4% in the Recommended Retail Price (RRP). 

What economic factors and market dynamics led to this moderation, and what implications does it hold for consumers and the broader luxury watch industry? 

Find out through this article as we delve into the minutiae of Rolex's pricing strategy of 2024.

Rolex's Global Price Increment to Adapt to Economic Tides

In the limelight of recent events, Rolex has staged a subtle but impactful adjustment to its prices across the globe, spanning Europe (excluding Switzerland), Canada, Taiwan, India, and Australia. There's more to this than meets the eye, as the observed 5-10% increase hints at a synchronised response to broader global economic trends, navigating the unpredictable currents of inflation rates and currency values.

Most people wonder if Rolex was supposed to follow the routine of annual price increments. 

Well, there's a twist in the tale. 

Beyond the expected yearly bumps, Rolex's pricing strategy unveils a deeper connection to the complicated realities of the economic landscape. The company doesn't simply follow the increasing price trend but has thoroughly thought it through to match the rising inflation globally. 

A straightforward example is that between 2012 and early 2020, Rolex watches in the USA enjoyed a hiatus from price increases because the need didn't arise for them.

So the question remains - is Rolex deliberately riding the waves of economic shifts, steering away from the predictable annual cycle, or is there another motive behind Rolex's pricing decisions e with the ever-evolving global economic landscape?

Rolex Prices Hold Steady in Switzerland and the U.S

It's intriguing to note that amidst this global price increase, Switzerland and the United States, the foundational pillars of Rolex, have been unaffected. Despite the widespread challenges posed by global inflation, these two countries stand out for maintaining stable pricing in luxury watches.

The key to this exceptional stability in Switzerland and the United States lies in a combination of factors. 

First and foremost, the robustness of their local economies has provided a solid foundation, shielding them from the tumultuous effects of global inflation. Additionally, the stability of financial markets in these regions has played a crucial role, offering a sense of security for both consumers and manufacturers.

Furthermore, Rolex's deliberate and strategic decision-making has contributed to this anomaly. The brand, recognising the significance of these markets, seems to have opted for a conservative approach, avoiding unnecessary pricing adjustments even in the face of global economic uncertainties.

This unique circumstance in Switzerland and the United States serves as a testament to the nuanced approach taken by Rolex, showcasing a keen understanding of the economic delicacies at play in these key regions. 

While the rest of the world experiences fluctuations, these two countries remain steady, providing a fascinating glimpse into how localised economic conditions can act as a shield against the broader challenges of global pricing dynamics.

Impact on Consumers and the Secondary Market

Many have been wondering how to buy a Rolex at retail price in the secondary market after Rolex has up its prices in 2024. Navigating these predictions is no easy feat, given the intricate interplay of factors like market dynamics, consumer habits, and economic landscapes that have a direct effect on consumer’s actions when purchasing. 

But let's break down the possibilities and explore some overarching trends and potential outcomes.

Initial Resistance 

Immediately after the price increase, there might be resistance from consumers and the secondary market. Some individuals may hesitate to pay higher prices for Rolex watches, leading to a temporary slowdown in secondary market transactions.

Collector's Items

Rolex watches are often considered collector's items, and specific models can appreciate in value over time. If the price increase is justified due to increased demand, limited supply, or improvements in craftsmanship, the secondary market may still see strong demand for these watches as a significant investment.

Market Adjustments: 

Over time, the secondary market tends to adjust to new price levels. If Rolex maintains its reputation for quality and exclusivity, buyers may become accustomed to the higher prices, and the secondary market could stabilise or even see continued growth.

Impact on Rarity: 

If Rolex adjusts its production or introduces new models, the rarity of certain watches could be affected. Limited editions and discontinued models often command higher prices on the secondary market, so changes in availability can influence prices.

Brand Perception: 

How consumers perceive the Rolex brand may also influence the long-term impact on the secondary market. If the price increase is associated with maintaining high-quality standards and distinctiveness, it may enhance the brand's prestige, positively influencing the secondary market.

Economic Factors: 

Broader economic conditions can also play a role. If there is a downturn in the economy, luxury goods markets, including the secondary market for Rolex watches, may experience a loss in profit as consumer spending decreases.

It's important to note that the revenue generated in the watch market, especially for luxury brands like Rolex, can be influenced by emotional and subjective factors. Factors such as brand loyalty, perceived value, and cultural trends can impact the secondary market. Additionally, any specific developments in Rolex's business strategy, marketing efforts, or product innovations could further shape the market dynamics.

2024 Rolex Price Overview

Now, let's take a closer look at the 2024 Rolex price list. Before we jump into the specifics for each collection, it's worth noting that this year's price adjustments are more moderate compared to previous years. On average, prices have gone up by 4%, and the exciting part is that there's no difference in cost based on materials or models, which is in contrast to what happened in 2022 and 2023.

Now, let's get into the details of the 2023 Rolex price list for each collection. 

Rolex Daytona

Let's talk about Rolex Daytona retail price. In 2023, Rolex revamped its iconic clock. To understand price changes, let's consider the differences in models. About a year ago, the older stainless steel model, ref. 116550LN, was priced at $15,795. 

Fast forward to the introduction of the new model, ref. 126500LN, at Watches and Wonders, and its price tag was $15,795. Today, the current price for the steel Daytona ref. 126500LN stands at $16,927. There's a 7% increase in price compared to last year, and if you look back to the debut of the new Daytona, there's a 5% increase. 

Some big jumps there, right? 

Moving on to other models, the two-tone Rolesor Daytona ref. 126503 had a price of $20,862 at the introduction and now commands $22,102. Similarly, the yellow gold Daytona ref. 126508 started at $22,102 and now sits at $44,312. Both of these adjustments fall within the 5–6% range. These subtle shifts make a lot of sense when you compare them.

Here's another tidbit for the inquisitive minds. The platinum Daytona ref. 126506 initially kept its price under wraps, but later, it was revealed to be $83,773. Fast forward to 2024, and the list price has climbed to $85,390. Likewise, the white gold Daytona 24 Hours of Le Mans ref. 126529LN recently jumped from $55,309 to $57,573—a 4% increase. So, all in all, the change in prices is not as subtle as one would like.

Rolex Submariner

Let's explore the Rolex Submariner retail price! First, let's dissect the price shift on the stainless steel Submariner ref. 124060. Last year, it was $9,757, and now it's $10,242— that's a 5% increase. It's not so minute, is it?

Whether it's the date or no-date version or the material used, overall submariner prices are nudging up by about 4%. This trend carries on from 2020 without any significant shifts. Interestingly, this time around, there's no striking difference between the steel and Rolesor versions, unlike last year.

Now, onto the Submariner Date ref. 126610LN was $10,997 in early 2023, and now it's $11,536. If you fancy the ref. 126610LV with the green bezel, it was $11,536 and now it's $12,075. Both are showing increases within 5%. 

The Rolesor versions, ref. 126613LB and 126613LN, were $16,711 at the start of 2023 and now they're $17,627—a 5.4% increase.

Let's not forget the full precious metal Submariners! The yellow gold ref. 126618LN and 126618LB went from $41,617 to $43,557. Lastly, the white gold ref. 126619LB began at $44,851 in 2023 and is now $46,900. These increases fall within the 4.5 to 5% range, just like the changes in Daytona prices.

Rolex Day-Date 36 and 40

Let's also look into the Rolex Day Date! Just a year ago, the 40mm yellow gold beauty (ref. 228238) was at $41,185, and now it's leapt to $43,234—a 5% price hike. But wait, there's more! The smaller 36mm Day-Date (ref. 128238), the widely popular one, went from $37,412 to $39,352 in 2024.

Now, brace yourself for this twist – if your heart beats for the Day-Date 40 in Everose or white gold (ref. 228235 and 228239), get ready to shell out $46,576 compared to the $44,312 just a year ago. That's a 5% increase too! Surprising, isn't it? The numbers have spoken, and Rolex has added a touch of intrigue to the price tags. 

Rolex Oyster Perpetual 36 and 41

After discussing the fancy Day-Date, let's talk about the more affordable Oyster Perpetual.  Looking at the prices of the 36mm and 41mm versions, we notice smaller increases than most other models. The Oyster Perpetual ref. 126000, starting at $6,522 in 2023, now stands at $6,792. Its larger sibling, ref. 124300 (41mm), went from $6,846 to $71,15. Both experienced a price hike of around 4%, less than we've seen in other models. However, it's worth noting that in comparison, Oyster Perpetual prices rose more noticeably from 2022 to 2023. Quite the journey for these timepieces, isn't it?

Rolex GMT-Master II

Let's talk about the GMT Master II. Last year, the steel models like GMT Pepsi and Sprite/Destro had a 7% price increase. Even Rolex Batman retail price hiked by 7%. However, despite their prices changing a bit, they're still holding steady. In 2023, two new models with yellow gold or yellow Rolesor cases and bracelets called the GRNR versions, were introduced. What's surprising is that, even though these models are pretty new, they are also affected by the price increase. Quite a twist, right?

Final Thoughts: Should You Make Your Move?

So, with the Rolex Price Increase 2025, is now the time to buy? If it’s steel, you’ve got some wiggle room. If it’s gold, though, consider this your sign: the longer you wait, the higher those prices will climb. 

The good news? Love Luxury has you covered. 

We offer the best prices for gently-used, preloved Rolex watches, so you can skip the waitlists, dodge the price hikes, and still snag that dream timepiece. Every Rolex in our collection is authenticated, cared for, and ready to find its next home. Whether you’re going new or preloved, a Rolex is always an investment, but at Love Luxury, we make it just a little sweeter. 

The perfect Rolex (and deal) might be closer than you think. Happy shopping lovelies!  

At Love Luxury, we’ve got pre-loved and brand new Rolex watches waiting to find loving homes. If you’re on the fence about getting one, you probably already have your answer.

Happy shopping!