Story Highlight
– Rolex UK prices increase by an average of 5%.
– US price increase for Rolex is notably at 7%.
– Gold watch prices in the UK up by 6.5%.
– Tudor prices rise 5.6% in both UK and US.
– Audemars Piguet prices increase more in US than UK.
Full Story
Rolex has implemented an average price increase of approximately 5% in the UK as of January 1, according to a recent analysis by WatchPro. This adjustment aligns with a typical pattern for the brand, occurring regularly at the start of the year, and reflects global trends influenced by a record high for gold prices, increased tariffs in the USA, and a declining value of the US dollar.
In comparison, the price hike in the United States is notably steeper, averaging 7%. Within the UK, the prices of Rolex’s gold timepieces have increased by 6.5%, while stainless steel models have seen a more modest rise of 4.1%.
WatchPro monitors prices across a selection of timepieces from major Swiss watch manufacturers in both the UK and the USA. Among these brands, Rolex, Tudor, and Audemars Piguet have all raised their prices significantly on both sides of the Atlantic. In contrast, brands such as Patek Philippe, Omega, Breitling, Cartier, TAG Heuer, IWC, and Vacheron Constantin have not implemented any price changes.
For Tudor, the average increase has been recorded at 5.6% in the USA and the same percentage in the UK. Although Tudor produces minimal all-gold models, one particular creation—a gold-on-gold Black Bay 58—has seen its price rise to £30,980 in the UK, an increase of 7.7%. In the US, this model is now priced at $39,400, excluding taxes, reflecting a 7.9% increase.
Similarly, Audemars Piguet has announced an average price rise of 7.5% in the United States but a modest 2.5% adjustment in the UK. The popular Royal Oak range has experienced more significant price increases compared to the less favoured CODE 11.59 series, across both markets.
The variability in price increases among gold and steel watches, as well as between time-only models and more complex chronographs, implies that Audemars Piguet’s pricing strategy may be focused on areas with the highest demand and longest waiting lists.
