With prices going up by 1% – 6%, it’s time to reveal the Rolex price increase 2026

 

How much money do you have in your back pocket or stashed behind that luxury leather chaise longue? Enough to finance a sports car or perhaps a small house? 

Well, Chrono Hunter has got a better idea as to what you should spend your hard earned cash on. A timepiece from the house of Hans Wilsdorf. Bring in 2026 with gusto and buy a Rolex that will have an everlasting impact lasting generations!

Rolex watches are famed for their quality. Using their own foundries to create incredible materials like Everose gold and Rolesor, the technical side is to be admired. 

Since 2015, all of their watches have been Superlative Chronometer certified, having an accuracy of between -2/+2 seconds per day, beating COSC certification and Omega’s Master Chronometer rating.

Since many of their collections have excellent resale value and have an epic status in the horological world, we wouldn’t blame you for choosing any of their legendary lineups. 

If you opt for the dive-inspired Submariner, the super dressy Sky-Dweller or the high speed chronograph Daytona, Chrono Hunter has taken many hours out to detail in-depth the new Rolex price increase this year...

Without further ado, let’s get into what’s happened to the latest Rolex prices across the board, then venture into a few specifics for each collection and edition. 

Synchronise your watches. Let’s begin…

 

Rolex Price Increase 2026 - Overview

On the low side, there’s a slight rise on steel models. Yet on the high side, there’s an even bigger augmentation when it comes to gold editions.

The driving factor is of course the price of gold which has risen sharply over the last few years. Platinum Rolex watches have jumped up nearly 4% (3.5% to be exact) with gold Rolex watches on the rise to around 5.5%.

Rolesor timepieces in two-tone materials have risen sharply by 8% with full gold editions topping the 10% mark. In fact, full-on gold numbers are on the rise by 12% this year!

 

Rolex Price Increase In the United States Watch Market

Oh dear, sad times are about to take place across the pond. Beginning January 1st 2026, there will be a further 7% price increase across the board, as a result of socio-economic factors.

There will be some differences according to the precious metals of the watches, but with Trump looking to “run Venezuela” after the capture of President Nicolás Maduro, it’s a ticking time-bomb in South America. 

Whether it’s a question of oil or not, this can be seen through a few examples of the Rolex price increase in 2026 in the US;

• The Air King reference 116900 has gone up from $7,550 in May 2025 to $8,150 in January 2026. A rise of more than 5%.
• The Yachtmaster reference 126655 has shot up from $33,000 in May 2025 to $35,900 in January 2026.
• A Rolex Submariner ref. 126619LB in 18ct white gold has had a price increase from $48,000 in May 2025 to $52,100. A rise of 8..5%

Note, these prices are excluding tax. 

On the surface, steel sports models will be going up by around 6% while the price increase on gold models could jump as high as 10%. As it stands, it is expected that there will be a 9% surge at the time of writing. 

That’s a triple whammy of price increases in the space of twelve months.

With many Swiss brands struggling to keep their head above water and with some British watch brands closing their horological doors, it appears that the storm is coming. And we have two words for you.

The Donfather laying out Reciprocal Tariffs at a White House press conference. Source: Ecoportal

Trump Tariffs.

In May 2025, Rolex increased prices by a minimum of 3% in the US, in light of the 10% import tariffs, imposed by the Trump administration at the time of writing. As the Big Don says, “they do it to us and we do it to them…it’s reciprocal.  

But the feeling is definitely not mutual for many enthusiasts and connoisseurs. With the US dominating the luxury market, this new Rolex price increase is not going to sit well with many, despite them manufacturing in excess of 1 million watches annually.

This is further supported by the fact that the brand is the biggest top Swiss luxury watch brand of them all in this territory if sales are accounted for. 

PEOPLE ALSO READ: Rolex Dominates With 32% Market Share As Morgan Stanley Announce Top Swiss Watch Brand Rankings This Year

Others will be following swiftly behind them as a reaction to the increasing surge of the Swiss franc versus the US dollar and the price of gold.

The all-time high for gold was approximately $4,549.71 per ounce, reached on December 26, 2025. This record price was driven by global economic uncertainty, a weakening US dollar, central bank buying, and safe-haven demand, marking a significant rally for the precious metal. 

Watch out for more on this breaking story…

 

ROLEX PRICE INCREASE - JANUARY 2025

Last year, the average Rolex price increased in 2025, & went up between 5 to 7%.

Allow us to break down the exact material and the median price increase that we saw for each:

• 7% rise for solid gold models like white, yellow and Everose. 
• 5% rise for models in Yellow Rolesor, Everose Rolesor and titanium
• 2% rise for White Rolesor models.
• 1% rise for steel, Rolesium and platinum models. 

Specifically, for collections like the Daytona, we witnessed a whopping 14% rise in price for the solid gold models, and a small rise of 1% for the platinum editions. 

But why?

Simply, production costs and materials have increased in price due to the current status of global inflation and geopolitical tensions, including the war between Ukraine and Russia.

Heck, even the U.S. presidential election has since a surge in the price of gold, resulting in the solid gold models booming in value at retail.

But that was so last year. 

So how does the new Rolex price increase 2026 look? 

Keep an eye out below for the added “PRICE 2026 - JANUARY” column on each collection to see the raise in price, alongside the new percentage increase from twelve months previous!

 

Rolex Daytona

Key Elements Of The Rolex Daytona Collection

Originally released in 1963, the iconic chronograph Rolex Daytona has become popularised, synonymous with quality and association with Paul Newman who owned a ref. 6239.

As one of the first ever Rolex references with a beautiful exotic chronograph dial, his model sold for an outrageously expensive £15 million in 2017. 

126503 - Source - Rolex

 

Inspired by the iconic track, the watches are heavily motivated by racing with enough energetic spirit to power an Formula 1 track. Noted for its tachymetric scale, chronograph functionality and an equally high speed movement. Below are a few key selling points from the line:

• Locked into a highly respected Oyster case with 100 metres of water resistance, you can buy this model in precious metals or the classic Oyster steel material. 
• The bezel is fitted with a very sporty tachymetric scale that allows speed to be measured over a certain distance. 
• The dials are fitted with a chronograph function, allowing a variety of time measurement tools, including elapsed seconds/minutes and 1/8th second counters. 
• Superlative Chronometer Certified ensuring first rate precision.

Main Changes

Our first predictions for 2026 would’ve been the chances of sourcing a Daytona chronograph from an authorised retailer is slim to practically none, especially due to the 5 year waitlist. 

And that is still pretty much the case. After all, you need to not only charm the retailer, but have a huge purchase history behind you to actually make it onto the list. With gold watches rising 18% in 2025, steel models only saw a moderate elevation of 2.6%.

The Rolex Daytona price increase 2026 is as follows…

Summary

• Popular models such as ref. 126500LN with a black or white dial has risen by 2.2%
• Gold Daytona models have increased by around 5%
• Platinum watches have had a slim price increase of 3.5%

 

 

Rolex GMT-Master II

Key Elements Of The Rolex GMT-Master II

Launched in 1955, the Rolex GMT-Master is by no means new, but it is the top collection for the travelling man. 

126718GRNR - Source - Rolex

 

 

Following a boom in transatlantic travel towards the back end of the 1950s, the same period as The Montgomery Bus Boycott, the dawn of the Cold War and the launch of Sputnik. Airlines like PAN AM would utilise the Rolex GMT-Master II as the go-to model for their pilots. 

In 1982, the GMT-Master II introduced an extra hour hand that could be independently moved, ensuring accuracy was maintained across different time zones.

Here are a few key pointers:

• 24 hour functionality as shown through the rotatable, 24 hour bezel and extra tipped hour hand. Wearers can use the triangle at the top of the bezel to read the home hours. 
• The bezel is made out of Rolex’s proprietary ceramic, Cerachrom which is available in a range of colours, including red and blue (Pepsi), black and blue (Batman) as well as gold and brown (Root Beer). 
• Superlative Chronometer Certified watches ensure premium quality and accuracy.
• Available on either an Oyster or Jubilee bracelet with 5 links. 

Main Changes

The Rolex GMT-Master II is a versatile collection, well-suited for travellers.

The new GMT-Master II price increase 2026 rose by around 3% for the GMT-Master 126710BLRO compared to last year. Considering it was estimated to be discontinued in 2024, this variant is still very much on the rise!

This year, the GMT-Master sees a few rises across the board, including a 5.6% increase for the Everose gold 126715CHNR.

Meanwhile, smaller rises are spotted in the two-tone models like the 4.9% and 5% price increase on the 126713GRNR and 126711CHNR, respectively.

In monetary terms, this is an upward trajectory of more than £750, up to as much as £2,250

 

 

Rolex Submariner

Key Elements Of The Rolex Submariner

Released in 1953, the Rolex Submariner was first unveiled at Baselworld in 1954.

124060 - Source - Rolex

 

Deemed to be the Daddy of all dive watches, the Submariner was the blueprint for the brand's future design and an all round beast with excellent water resistance and effortless charm. There’s a reason why the Submariner is perpetually booming in popularity! 

PEOPLE ALSO READ: Should You Still Buy A Rolex Submariner In 2025?

As the first watches to offer 100 metres of water resistance, the Submariner features iconic design codes such as Mercedes hands and that oh so nice 60 minute bezel to measure elapsed time. 

Here’s how the modern Submariner watches tend to look:

• Excellent water resistance guaranteed by Triplock winding crown, hermetically sealed caseback and sturdy crown guards. 
• Sapphire crystal features a Cyclops eye to enhance the magnification of the date aperture at 3 o’clock.
• Superlative Chronometer Certified
• Available in steel or gold
• Fitted with a Chromalight display to ensure maximum legibility. 

Main Changes

The new Submariner price increase 2026 remains consistent across the board. We had our predictions that the iconic line would perform well due to its incredible legacy. 

Averaging around 4%, these watches follow the same price hike but without as much variance, no matter what the bezel or dial. For 2025 models, steel variants only saw modest price rises, through the 126610LN rising from £9,000 in 2024 to £9,100 in 2025. 

However, solid gold models like the yellow gold 126618LB saw strong rises of 7%, while two-tone variants like the steel and yellow gold 126613LN were equally on the up with 5.1%. 

Wind the clock forward to this year’s Rolex price increase, and things are altogether different with each watch costing more than £250 a pop. In addition, watches composed of Rolesor in two-tone materials have not been spared either, rising 4.5%.

Let’s dive deeper below into our table of the new Rolex price increase 2026 for the Submariner.

 

Rolex Sea-Dweller And Rolex Deepsea

Key Elements Of The Rolex Submariner

Released in 1967, the Rolex Deepsea collection is the ultimate line for sea faring gentlemen. 

126603 - Source - Rolex

 

Last updated in 2017, the watches celebrated 50 years with a number of updates, including bumping up the case size from 40mm to 43mm and a new Cyclops eye over the date aperture at 3 o’clock. 

Here’s what you can expect:

• Fitted with a helium escape valve to allow excess pressure to escape
• Superlative Chronometer Certified
• Fitted with a Chromalight display for maximum legibility
• Capable of reaching 1,220 metres of water resistance in a steel Oyster case. 
• Fitted with a Cerachrom bezel that has a 60-minute graduated insert. 

The original Deepsea came from the 1960s, following the experimental Deepsea Special. 

Teaming up with Jacques Piccard, this truly out of this world model broke the record of the deepest dive by reaching 10,916 metres. 

In 2012, they broke another record with the Deepsea Challenge fastened onto the side of James Cameron’s submarine, breaking the deepest solo dive.

The Deepsea launched in 2008 and replaced reference 16600 Sea-Dweller with reference 116660. 

Fitted with a thick, domed sapphire crystal and one of the first to adorn the legendary Ring lock system that seals in the glass, the Deepsea is their most water resistant collection. 

Here’s how it shapes up:

• Given a double extension system on the Oyster bracelet to assist divers
• Home to a Cerachrom bezel with 60 minute diving scale
• Crafted out of Oyster Steel
• Superlative Chronometer certified
• Domed crystal
• 44mm case 

Main Changes

The Sea-Dweller is kept short and sweet in terms of its portfolio. Who knows, 2026 may be a whole New Year for the line.

Although not as enticing as the epic Daytona or iconic Submariner line, the new Sea-Dweller price increase 2026 sees marginal increments. 

Nothing remarkable to report this time, albeit a more rigid price structure across the collection, encompassing not only the Deepsea and Deepsea Challenge but the Sea-Dweller. 

Again, this comes down to precious materials, but the Sea-Dweller in two tone, not to mention the Deepsea models in full gold, are noticeably up when cogitating the numbers. This is in comparison to their steel and titanium counterparts.

 

Rolex 1908

Key Elements Of The Rolex 1908

Released at Watches and Wonders 2023, our predictions for The Rolex 1908 were a lot easier than those collections with longer heritages. 

They may not have the storied history of other brands, but that won’t stop us from singing its praises!

52508 - Source - Rolex

 

One of the latest collections offered a tempting replacement for the Cellini. Given a fluted bezel in either yellow or white gold, this is a stunning dress watch for the modern horophile. 

Here’s how the watches shape up:

• Case diameter of 39mm in yellow or white gold
• 50 metres of water resistance
• One of the rare Rolex watches that has a sapphire crystal caseback
• Superlative Chronometer Certified.
• No complications aside from a small second at 6 o’clock. 

Main Changes

The prices could’ve gone anywhere as there is no previous precedent to work from. 

However, this dress watch now falls within the catalogue, and is a Rolex price increase 2026 we need to examine face on. Did someone say precious metals? 

As a result of the majority of models falling into this category, there is a rise this year in many of the 1908 collection. The Settimo bracelet iterations have not escaped the price hike either, with costs up by more than £1,500.

On the flip side, the popular platinum execution and ice blue dial has marginally gone up by around by just under £1,000. Short change for some, but it goes to show the Rolex 1908 is still burning three years later.

 

Oyster Perpetual 41, 36, 34, 31, 28mm

Key Elements Of The Rolex 1908

The classic Oyster Perpetual is the number one entry-level watch for every type of Rolex addict. 

124300 - Source - Rolex

 

Upgrading the original Oyster in 1926, Hans Wilsdorf fulfilled his ambition of both a waterproof and a perpetually powered watch. The Perpetual was worn by Mercedes Gleitze when swimming across the English Channel in 1927. It came back totally unharmed. 

What can you expect:

• Fitted in a range of Oyster case sizes, from 41mm to 28mm. 
• Supported by an Oyster bracelet ,which is secured with an Easy Link extension to reach an extra 5mm
• Superlative Chronometer Certified

Main Changes

The Oyster Perpetual is one of the more accessible collections, even in 2024. The predictions we wouldn't even have considered was the vast range of price increases, from 1.8% to 4.2%.

The new Oyster Perpetual price increase 2024 reaches around 1.8% for reference 124300 to 4.2% for reference 276200, now may be the time to consider the collection while the prices are still fairly low as an entry-level watch. 

For 2025, the prices are incremental at best, and this follows the trend that the steel models are not seeing giant hikes in value. Totalling a max rise of around £150 across the board, there’s no precious metal variants to compare against.

 

Datejust 31, 36, 41mm

Key Elements Of The Rolex Datejust 31, 36, 41mm

Firstly, let’s add a proviso. 

The Datejust collection runs many references. So we’ve carefully curated the top three most popular references from each case size. 

126331 - Source - Rolex

 

Released in 1945, The Datejust collection represented a new turning point for Rolex. It was the first ever self-winding and waterproof chronometer wristwatch to be released.

Fitted with a date aperture located at 3 o’clock, the watch is the best expression of what founder Hans Wilsdorf was looking to achieve. 

Chronometric precision? Check. Waterproof? Tick. Perpetual movement that didn’t require any intervention? You betcha!

What do the latest variants offer?

• Available in a range of bracelets, stemming from the Oyster, President and Jubilee. 
• Fitted with a date aperture and supported by a Cyclops eye
• Superlative Chronometer certified
• Comes in a range of sizes from 41mm to 31mm

Main Changes

As classic as a Roald Dahl novel, 2025 showed how those tasty two-tone precious metal Datejust models were the ones to watch. 

This varied from small 1.8% rises on reference 126234 in white gold and steel to a strong 5.4%  price increase on reference 126203. But that was last year. 

With 300+ references featuring a plethora of dial accents, bezels and bracelets, there is something for everyone. Once again, there is a noticeable variation between all steel watches and two-tone variations. 

With rises between 1.8% to a touch under 5%, let’s see below what the new Rolex price increase 2026 for Datejust models has in store. 

 

Explorer/Explorer II

Key Elements Of The Explorer/ Explorer II

Originally released in 1953, the Explorer watches are the product from one of their greatest ever achievements. 

224270 - Source - Rolex

 

In May 1953, both Edmund Hillary and Tenzing Norgay ascended Mount Everest in what would become the first ever successful climb. Would you believe it, the watches they were wearing were in fact a Bubbleback Oyster Perpetual!

That same year, The Rolex Explorer was released, not only as a celebratory watch, but as a very usable utility watch for when you are out amid Mother Nature.

And here’s what to expect when you buy a Rolex from this range:

• 100 metres water resistance
• Oyster bracelet with Extension link for 5mm more wrist space
• Superlative Chronometer certified
• Chromalight display
• Comes in 36mm to 40mm case size
• Extra GMT hand for AM/PM readings. 

Main Changes

Although we saw 10% price rises in 2022 for references 124270 and 226570, the Rolex price increase 2026 for both Explorer and Explorer II lines have not changed that much when compared to others. 

While the 36mm Explorer has only jumped by around £100, a 2% price change, the 42mm dial variation, reference 226570 has shot up by double that amount.

One noticeable Rolex price increase on the Explorer goes to the 36mm Rolesor version that’s jumped by a remarkable £500(ish)

Money talks as they say…

 

Yacht-Master/II 

Key Elements Of The Yacht-Master/II

Debuted in 1992, the Yacht-Master, reinforces the impeccable relationship between the Genevan giant and the Yachting going back to the 1950s. 

226658 - Source - Rolex

 

 

Originally available in precious metals, the watches developed into two tone cases and soon developed their own style in the form of the Yacht-Master II. 

This new line brought with it a programmable countdown from 1 to 10 minutes and a ring command tool which allows the bezel to set the minutes for the Regatta timer feature. 

Here’s what the watches look like today:

• 60-minute graduated bezel which allows the wearer to read time intervals which benefits yachting enthusiasts.
• The watches are presented in a range of materials, including titanium and precious metals
• Superlative Chronometer certified
• Chromalight display to allow optimum legibility

Main Changes

The new Rolex price increase 2026 for the time and date only Yacht-Master is an interesting read into how valuable precious metal models are in their catalogue. 

Last year, titanium models didn’t perform as well as solid gold models with not much consistency behind the price rises. There were highs of 7.1% for white gold models while steel and Everose gold reference 126621 was 4.7%.

 However, things like the Ukraine/Russia war and geo-political tensions have made solid gold more valuable, and therefore more likely to have prominent price hikes. 

In keeping with the rest of the surges, this Rolex price increase relates to the type of material. Whereas steel watches have more of an impact, the Yacht Master series shows an overall jump of between around 3.5%, to nearly 6%

 

Day-Date 36, 40mm

Key Elements Of The Day-Date 36, 40mm

Just like the Datejust, we are going to roundup the new Rolex price increase 2026 from the Day-Date 36mm and 40mm collection

128235 - Source - Rolex

 

Released in 1956, it was the first ever watch to use a calendar that totalled a date, day and week function. This is read in its entirety at 12 o’clock. 

Nicknamed “The President’s Watch”, this is due to its associations with a slew of wearers over the years including Nixon, Trump and Reagan. 

Fast forward to this year, and the highly innovative Day-Date Puzzle Dial remains a grail watch for horophiles! 

READ MORE: 9 Grail Watches You Should Start Collecting Today

Promoted by a number of celebs, including a rose gold, orange dial Day-Date Puzzle Dial 128235 adorned by the likes of Tom Brady, and a white gold variation worn by John Mayer, this fresh reference is cooking up some joyful vibes for an exciting new year! 

Let’s see what it looks like:

• Signature Oyster case in either 36 or 40mm
• Fitted onto the President bracelet, specifically for the introduction of The Day-Date in 1956. 
• Option of fluted or gem-filled bezels
• Cyclops eye enhances date aperture
• Day of the week spelt out in full at 12 o’clock
• Superlative Chronometer certified

Main Changes

In 2025, there was a major jump for reference 228239 which saw a 6.6% surge. 

Wind the clock forward twelve months, and this diverse precious metal portfolio has a marked difference between those watches made from gold or platinum. 

On the whole, the Rolex price increase 2026 for the Day-Date models sees them notching up more than £2,000 with gold variations on the rise

 

Sky-Dweller

Key Elements Of The Sky-Dweller

Released in 2012, Rolex flexed their technical innovation by releasing the storied Rolex Sky-Dweller. 

336238 - Source - Rolex

 

Worn by tennis great Roger Federer who rocked a blue dial Sky-Dweller at the 2023 Wimbledon Championships, it can read two time zones through a centre disc. 

Alongside an annual calendar called SAROS, the watch is the perfect model for the keen traveller. Let’s see how it shapes up:

• With SAROS capability, this model can differentiate between months with 30 or 31 days. It will only need one change a year for that pesky February with just 29 days. 
• Available in three bracelet kinds - Oysterflex, Jubilee, Oyster
• Ring Command System utilises bezel to differentiate between various functions e.g. changing date, SAROS function etc. 
• Standard hours are read via the conventional hour minute and seconds hands against each hour marker

Main Changes

Since 2023, this aviation led collection has received a range of updates in the form of new dials and movements. 

2025 was a completely different year for the line. Solid gold models like reference 336238 rocketed to 6.8%. On the flip side, there was only a miniscule 2.1% increase for reference 336934.

What we noticed particularly for the Rolex price increase 2026 as far as Sky-Dweller prices are concerned is that there’s only a muted 1% rise on gold watches. This suggests a discontinuation in the air…perhaps the GMT execution.

Watch this space.

VIDEO REVIEW:

If you want to get up close and personal with the Sky-Dweller and are looking to purchase one, check out our review of reference 336934 here.

 

Air-King

Key Elements Of The Air-King

Love it or hate it, the Air-King has generally been kept pretty quiet by Rolex. 

It was designed to honor pilots and aviation pioneers. The watch is known for its simple design and easy-to-read dial. It represents precision, durability, and classic style.

126900 - Source - Rolex

 

Released in 1945, the collection is noted for its very distinctively large numerals at 3, 6 and 9 o’clock, alongside numerals which go up in “5’s”. 

Here’s what it looks like:

• Crafted out of Oyster steel
•  40mm case size
• Features oversized 3, 6 and 9 hour markers
• Fitted with an Oyster bracelet

Main Changes

For the new Rolex price increase 2026 on this particular watch, the Air King has risen by 0.4% from 2025.

 

Rolex Land-Dweller

The new kid on the horological block, this doesn’t avoid the Rolex price increase 2026 either.

 

The brands’ up to the minute collection, this steel sports integrated bracelet model turned heads in Geneva, when launched at Watches and Wonders 2025. Especially that honeycomb, slash “chicken wire” dial and 5Hz Dynapulse movement.

PEOPLE ALSO READ: 17 Best Integrated Bracelet Watches For The Ultimate Wrist Check

Steel models have gone up around 3.5%-4% with gold editions seeing the largest jump. Platinum timepieces have only undergone a marginal rise, compared to the latter. Below you will find the result of the Rolex price increase 2026 for the Land-Dweller

 

Frequently Asked Questions

The Rolex Price Increase 2026, But Will Rolex Have a Price Increase In 2027? 

As with all Rolex watches, they are subject to a price increase, usually taking place on or around January 1st of every year. There might be less cash rolling around, but Rolex is doing better than ever. 

When Did The Rolex Price Increase 2026 Come Into Effect?

The Rolex price increase came into effect from 1 January 2026, representing an average increase of 1% to 6% across most timepieces.  Owning a Rolex has never become more desirable with many models like the “Hulk” GMT-Master II and “Pepsi” continually in demand.

How Will the Rolex Price Increase 2026 Affect Your Position On The Waiting List? 

If you’re still sitting on a waiting list for your dream watch, you will be looking at 2026 prices, regardless of when you registered your interest in the watch. We advise taking the hit rather than leaving the list, because it might be tricky, verging on the impossible, getting back on it.  

Will The Rolex Price Increase 2026 Stop People From Buying a Rolex?  

No. Rolex knows their highly desirable models often trade for significantly more than their original retail price. Many have waited years to get their hands on their chosen model, so neither hell, high water, nor a price increase is going to stop many from aiming to get their hands on one 

How Does The Rolex Price Increase 2026 Affect Current Rolex Watch Owners? 

It just further increases the allure of owning a Rolex. Retail benchmarks set expectations for secondary market prices while collectors reference current MSRP when valuing used pieces. With potential for higher resale value, if you own a Rolex, the sell-on value (especially models like the Submariner, GMT-Master II, Daytona) may strengthen over time.

Do Rolex Watches Hold Their Value? 

Yes - Rolex watches are among the best at holding value. Strong brand reputation, controlled supply, and high demand support prices. Popular models (Submariner, GMT-Master II, Daytona) often retain or exceed retail value on the secondary market.

Condition, box/papers, and reference greatly influence long-term value

Can A Rolex Watch Be Worth More Than Retail Price? 

Yes, depending if it’s in-demand. A Rolex watch can be worth more than retail price. High demand and limited availability push some models above MSRP. Popular steel sports models including the Daytona, Submariner, and GMT-Master II (“Rootbeer” or “Pepsi”) often trade at premiums. Condition, rarity, and market timing strongly affect the resale value.

Should You Buy A Precious Metal Rolex? 

Buying a precious metal Rolex can be rewarding if you value luxury, craftsmanship, and long-term desirability. They tend to hold value well but cost significantly more than steel models. With gold on the price increase, expect premium pricing but potentially slower resale demand than popular steel sports models.

Are Rolex Coming Down In Price?

Yes, on some models, Rolex prices have dropped on the secondary market from pandemic peaks. Although there are minor increases for specific new models in early 2026, this signals more of an overall market correction rather than a collapse. With prices slowly normalizing, this is leading to a better buying opportunity on the pre-owned market for some watches.

Why Is A Rolex Watch So Desirable?

Rolex is a trusted company with heritage, craftsmanship and precision. Suitable for pilots, sportsmen, divers, travellers and explorers, the brand is a global symbol of success and prestige. Rolex watches are known for their durability and ability to retain or increase resale value over time. 

 

Conclusion

We’ve complmeted our analysis of the new Rolex price increase 2026 and found that overall there has been around a 1-6% rise across the board, compared to twelve months ago. So, what trends have we noticed?

Perhaps the key one is the value of solid gold watches. This is purely down to the price of gold which at the time of writing appears to be on the upward trend. In turn, this has a knock on effect for materials that will cost more. 

For the Sky-Dweller 336934 on a Jubilee strap, this saw a rise of 3.8% from 2025 to 2026. 

Meanwhile the 37mm Yacht-Master reference 268655 rose by 5.4%, while the Daytona yellow gold Oysterflex (ref. 126518LN) increased by 5.7%

Unfortunately, steel is not quite as impressive. 

Generally, there are rises of between 1% to 3.5% as a whole, including the Explorer reference 226570 rising by just 2.5%, while steel Submariners, namely reference 126610LV and reference 124060 had a price increase of 3.1% and 3.2% respectively.

Two-tone timepieces are, by their very nature, the middling ground for Rolex price hikes. Combining steel and precious metals, they tend to afford users the luxury of rarer materials, and bring prices down by combining them with steel.

While we could discuss the ins and outs of every single model in terms of material and price increase, we recommend you check out the secondary market before making any rash decisions based on Rolex resale value.

Overall the new Rolex price increase 2026 is pretty temperate, considering the Ukraine/Russia war still lingers on.

Considering the current climate, including the increasing cost of gold and the continual cost of living crisis, married with labour costs, Rolex has not hit us too hard. 

While we will undoubtedly see new takes and new Rolex watches that increase in value throughout the year, let’s be grateful that we haven't been stung too sharply…just yet!. 

If you want to start the New Year with a bang, we know the perfect place to buy a Rolex at the best possible price, saving time and money.

Put down that Harvey Wallbanger for a second and we’ll let you into a horological revolution that’s taking place…

 

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Looking to buy a Rolex in 2026 the smart way without excess hassle and a quick turnaround? Say goodbye to waiting lists and hello to Chrono Hunter.

Contact us here if you wish to buy a watch or sell a watch and our dedicated team will walk you through the process. Simple, straightforward and innovative, enjoy multiple offers from our handpicked selection of reputable luxury retailers and conclude the deal in the safest possible manner.

Security is ingrained in our DNA. That’s why all our vetted retailers have to undergo a rigorous process to be part of our exclusive network. Have a look at our outstanding Trustpilot reviews to see why we are the number one platform for selling and buying a watch. 

Buy or sell with the utmost confidence across all major watch brands like Audemars Piguet, Richard Mille, Patek Philippe, Vacheron Constantin, Omega and more. 

 

Further Reading:

Question Time: What Can I Buy Instead Of a Rolex Datejust?

Rolex Purchases Swiss Retailer Bucherer In A Move That's Stunned The Horological World

 

Buy Or Sell A Luxury Watch The Smart Way With Chrono Hunter

If you are considering your new purchase or perhaps the sale of a beloved timepiece, Chrono Hunter is the smart way to buy or sell a luxury watch.

Compare Offers from the world's most reputable luxury watch retailers.

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 Personalised Service. 

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