Story Highlight
– Tudor to raise prices by just over 4% overall.
– Gold Black Bay 58 sees highest hike of 7.9%.
– Simpler steel watches limited to under 5% increase.
– Rolex to increase prices by average of 7%.
– Three price increases for Tudor in one year.
Full Story
Tudor USA has announced that it will limit price increases for its steel watches to just over 4% in the upcoming year, affecting more than 90% of its offerings.
According to a leaked catalogue obtained by WatchPro, the most significant surge will be seen in the price of the gold Black Bay 58 with a gold bracelet, which will increase by 7.9% to reach $39,400 in January. The Black Bay Chrono made from carbon fibre will see a price rise of 6%, bringing its cost to $8,425.
For simpler steel models, including three-handers and GMTs, price hikes will remain below 5%. This adjustment indicates that Tudor is mindful of the financial pressures facing its middle-class clientele, in contrast to its wealthier customers.
Meanwhile, more intricate chronograph models, even those made of steel, will experience nearly a 7% price increase.
Additionally, Tudor’s parent company, Rolex, plans to implement an average price increase of about 7% for its watches sold in the US market during the new year. Steel Rolex watches are expected to rise by approximately 5.6%, while gold models will see increases close to 9%.
By January 1, Tudor’s US prices will have risen three times within a single year. Previous hikes included a 4% increase in January 2025, aimed at addressing inflation and the declining value of the US dollar, followed by another 4% increment in May 2025, triggered by a new 10% tariff imposed by the Trump administration. Notably, Tudor refrained from raising prices when tariffs escalated from 10% to 39% in August, anticipating a potential rollback of those rates.
In December, a new 15% tariff, aligned with the European Union’s rate, was introduced and made retroactive to mid-November. This development has provided Swiss watch manufacturers with a clearer outlook for 2026 as they prepare to release updated price lists by January 1, factoring in the rising costs while striving to maintain delicate market demand.
