As of January 1, 2026, Rolex has officially implemented its annual price increase across its catalog. The price adjustment, a tradition Rolex quietly upholds year after year, reflects more than just inflation. It’s a strategic move shaped by rising material costs, global economic conditions, and Rolex’s continued positioning at the top of the luxury watch market.

This year’s increase ranges between 4% and 9%, depending on the Rolex model and materials used. While that may seem steep, the hike is partially tied to external pressures: increased tariffs on Swiss imports and the continued surge in precious metal prices. 

How Much Did Prices Go Up?

The exact increase depends largely on the type of material used in the Rolex watch. Here's a general breakdown of what changed in 2026:

• Rolex Stainless Steel models: ~ +5%
  
  

• Rolex Two-Tone (Rolesor) models: ~ +6%
  
  

• Rolex Solid Gold models (Yellow, Everose): ~ +8 – 9%
  
  

• Rolex Platinum models: ~ +5 – 6%
  
  

What’s driving this? In short, cost. The price of raw materials, particularly gold, which saw significant gains in 2025, plays a direct role in these MSRP adjustments. The more gold or platinum in a Rolex model, the more noticeable the increase.

Additionally, Rolex gem-set models and watches with diamond bezels may reflect even sharper jumps due to sourcing complexities and higher production costs. 

2026 Rolex MSRP Chart: Popular Models

To help you quickly understand the 2026 MSRP updates, here’s a breakdown of popular Rolex references and how their retail prices have changed compared to December 2025:

What This Means for Rolex Buyers in 2026

For those keeping an eye on the secondary market, Rolex’s price increase tends to have a ripple effect. Grey market pricing often rises as well, particularly for high-demand or short-supply references like the Rolex GMT-Master II or Rolex Daytona.

That said, price hikes rarely discourage serious collectors. For many buyers, Rolex remains one of the few luxury items that continues to retain or grow in value over time. Whether for personal enjoyment or long-term investment, buying just before these annual adjustments can be a smart strategic move.

If you’re considering a purchase this year, it may be wise to act sooner rather than later.

Ready to Make Your Move?

Explore our selection of Rolex timepieces and secure your next watch before the next price bump. The great deal and the right watch could be waiting.