Story Highlight
– Rolex prices increased by 7% across all models.
– Stainless steel models rose over 5%, gold models 8-9%.
– Audemars Piguet also raised prices, 5-6% increase.
– Price hikes reinforce luxury status and exclusivity.
– Secondary market values expected to rise post-increase.
Full Story
Rolex has officially announced an increase in its retail prices across its entire product range, effective January 2026, with a rise of approximately 7%. The adjustments involve a 5% increase for stainless steel models, while precious metal versions have seen more substantial hikes ranging from 8% to 9%.
In addition to Rolex, Audemars Piguet has also raised its prices, although its adjustments are more limited and less dramatic compared to Rolex.
The implications of these price increases for watch collectors and the secondary luxury watch market are significant and will be explored throughout this piece.
**Rolex’s History of Price Adjustments**
Regular price increases are a common practice among luxury brands, and Rolex is no exception. An increase of roughly 5% was seen in January 2025, followed by an additional 4% hike in May of the same year. The latest adjustment marks a continuation of this trend but introduces more pronounced increases for select models.
Factors such as general inflation often contribute to these price changes; however, the latest hike seems influenced by rising production costs and escalating gold prices. These adjustments not only reflect market conditions but also serve a strategic role in maintaining Rolex’s premier status within the luxury watch sector.
Rolex and similar luxury brands are highly coveted for their status symbols and perceived exclusivity, leading to a higher market price.
**Significant Price Changes on Popular Models**
The new pricing structure impacts the entire range of Rolex watches, including the brand’s most desired models. Prices for stainless steel variants have increased by hundreds of dollars, while gold editions have soared by thousands.
For instance, the Rolex Submariner 124060, previously priced at $9,500, will now retail at $10,050, representing an increase of 5.8%. Similarly, the GMT-Master II 126710BLNR “Batman” rises by 6.3%, transitioning from $11,100 to $11,800.
Gold models have experienced the most significant retail price enhancements. Notably, a white-gold Day-Date 228239 has surged by 8.6%, from $47,500 to $51,600.
Given these rising costs, prudent purchasing decisions are essential. Collectors prioritizing value retention that do well on the secondary market are advised to focus on stainless steel models, which historically maintain their worth far better than gold versions.
For example, the 18-carat solid yellow gold Submariner “Bluesy” (Ref. 126618LB) retails at $63,000 but resells for approximately $55,000, reflecting a considerable loss of around 15-20% in the secondary market.
**Audemars Piguet’s Strategy**
Rolex is not alone in its pricing adjustments; Audemars Piguet has also raised prices as of January 2026, with an average increase of 5-6% across its models. Precious metal models, like Rolex, have experienced more substantial hikes.
For instance, the Royal Oak Chronograph 26240ST has risen by 5.7%, with its price increasing from $38,500 to $40,700, attributed to its status as a luxury sports watch with high demand compared to limited supply. The 18k rose gold Royal Oak Selfwinding 15510OR has also seen a notable increase of 5.9%, from $64,500 to $68,300.
The increase in prices of precious metal models, including the Royal Oak Chronograph 26240BA, which rose 6.5% from $70,300 to $74,900, reflects overall rising gold costs.
**Diverging Pricing Strategies**
While escalating gold prices are a factor in these recent changes, both Rolex and Audemars Piguet are also using price adjustments strategically. Rolex’s broad increases demonstrate its dominant marketplace position. In contrast, Audemars Piguet selectively targets specific models and leverages their market scarcity and exclusive features.
Both brands, however, indicate a common trend of climbing prices in the luxury watch segment. As a result, a growing number of collectors may gravitate towards purchasing from the secondary market, where prices for certain models may be more competitive.
**Implications for Collectors**
In general, rising prices do not tend to decrease demand for luxury watches, and this trend is expected to persist. Buyers are not likely to be discouraged by increasing prices, as evidenced by Rolex’s historically lengthy waitlists despite prior adjustments.
The value of pre-owned Rolex and Audemars Piguet watches is likely to rise, as the secondary market aligns with these new retail prices. For collectors, acquiring watches through the secondary market might soon become the more appealing choice, especially given some gold models are currently selling below their retail values.
For those contemplating a purchase of a Rolex or Audemars Piguet watch, now may be the optimal time to act. Historically, Rolex has not reversed price increases, suggesting that collectors should prepare for these elevated prices to become standard practice moving forward.
