Story Highlight
– Rolex prices in the US to rise 7% in 2026.
– Steel watches increase by about 5.6%; gold by 9%.
– New tariffs and record gold prices impacting costs.
– Price hikes occur three times within one year.
– UK prices stable, potential 5%-10% rise expected.
Full Story
Rolex is set to implement an average price increase of 7% across its range in the United States starting January 1. This adjustment follows a detailed analysis of the company’s Master Catalogue, which reveals that prices for steel models will rise by approximately 5.6%, while the gold variants are expected to increase by nearly 9%.
The leaked catalogue outlines the suggested retail prices for authorised dealers for the year 2026, not including taxes. The price hikes can be attributed to several factors, including soaring gold prices, a weaker dollar, and the newly imposed 15% tariff on Swiss watch imports to the US.
By the beginning of the new year, Rolex will have adjusted its US prices three times in a single year. Earlier in January 2025, prices rose by about 5% due to factors such as inflation, the dollar’s depreciation, and an increase in gold costs. In May 2025, in response to a further 10% tariff introduced by former President Trump, the brand raised its prices by an additional average of 4%.
Interestingly, Rolex opted not to increase its prices when tariffs spiked from 10% to 39% in August, correctly predicting that the rates would eventually be reduced. A new 15% tariff, harmonised with the European Union’s standard rate, was announced in December and applied retroactively to transactions from mid-November.
This new tariff structure provides a sense of predictability for Swiss watch manufacturers as they prepare for 2026, encouraging many to publish their new pricing lists for January that will reflect rising operational costs while cautiously considering consumer demand.
In light of these price pressures that have beset Swiss watchmakers in recent months, Rolex’s 7% hike in January can be seen as relatively modest. Over the past year, the brand’s prices have escalated by an average of nearly 15%. According to WatchPro, the average price for steel watches has surged by 10.6% since late 2024, while gold watch prices have soared by nearly 20%.
In the UK, Rolex prices have remained stable since January 2025, but different conditions are anticipated for 2026. The strength of the British pound against the Swiss franc has remained consistent over the past year, and there have been no new tariff changes. Nonetheless, inflation and rising material costs, particularly for gold, suggest that Rolex may implement increases of around 5% for steel models and 10% for gold. This could help align prices across the major markets.
