After raising prices in the US on January 1st, 2025, as is Rolex’s strategy most years, they raised prices a second time.

In an unprecedented move, following its initial January 1 price increase, as protection against significant tariffs of 39% being imposed on Swiss watches imported into the US, Rolex raised prices a second time May 1, 2025.

Ultimately, unlike some watch brands, Rolex, held off on additional price increases in 2025, hoping Swiss import tariffs would lower from a punitive 39% to a reasonable 15%. A tariff reduction was announced November 14th, 2025, and in hindsight, Rolex’s conservative strategy appeared to the right one, as opposed to making irrational permanent price increases for what proved to be a temporary problem.

Even with two prices increases, and a disastrous tariff outcome narrowly averted, Rolex, and its mounds of data, and years of experience as the market leader, has spoken. And to start 2026, prices have risen again (for the third time in a 12-month period).

As an example, the Rolex GMT-Master II (Ref. 126710GRNR) in stainless steel, on a Jubilee bracelet, was $11,300 on December 31, 2025 and as of January 1st, 2026 in EST, that exact same watch is $12,000. That’s a 6.2% increase.

Rolex’s Submariner (Ref. 124060) in stainless steel, with no date, retailed for $9,500 December 31, 2025 and as of January 1st, 2026 in EST, that exact same watch is $10,050. That’s a 6.2% increase.

The Rolex Daytona (Ref. 126500LN) in stainless steel, retailed for $16,000 December 31, 2025 and as of January 1st, 2026 in EST, that exact same watch is $16,900. That’s a 5.6% increase.

Rolex prices in the US have gone up on average of 7% to start 2026. Thankfully, we don’t anticipate more price increases in 2026.

 

Screenshots by Rolex.