Editor’s Note
Rolex has announced a price increase of approximately 7% for its watches in the U.S., effective January 1, 2026. This adjustment aligns with the brand’s ongoing pricing strategy.
Rolex is set to raise its prices in the United States starting January 1, 2026. According to the specialized website WatchPro, the estimated increase would reach +7%, continuing its pricing policy.
It has now become a tradition: the luxury watchmaker Rolex will once again increase its prices on January 1, 2026. According to several specialized media outlets and watch market observers, it is primarily the American catalog that will undergo this price adjustment. Steel models are expected to see more moderate increases, generally between 5 and 6%, while gold references could see increases of up to 9%.
This price adjustment would affect the brand’s main icons, from the Submariner to the GMT-Master II, including the Daytona or the Day-Date. As usual, Rolex does not officially communicate in advance about its price adjustments, which are revealed during the annual update of its regional catalogs. For the United States, the figures are known thanks to a leak of the local catalog. Similar increases are also expected in the rest of the world.
Nevertheless, several factors already explain why the increase will be particularly sharp in the United States. The American market is indeed subject to specific pressures: the customs duties applied to Swiss watch imports, combined with a less favorable dollar against the Swiss franc, directly impact margins. To this is added the persistent rise in raw material costs, particularly gold, used in many Rolex references.
A profitable strategy. According to Morgan Stanley, the Swiss manufacturer achieved €10.5 billion in revenue in 2024. Rolex now represents 32% of the global luxury watch market.