Patek Philippe is reportedly expected to drop US retail prices by 8% on February 1st 2026. This price decrease comes as a surprise to the watch community, as most Swiss luxury watch brands have chosen to increase their prices in the new year.
2025 was a rough year for Swiss companies, tariffs and sky-rocketing gold prices wreaked havoc on the watch market.
Rolex, Audemars Piguet, and Patek Philippe went through a series of price increases to combat their ever-rising rising costs. And tariffs meant that the US market was facing the potential of dwindling new stock and staggering retail prices on Swiss watch brands.
However, after meeting with Swiss businessmen in early November of 2025, the White House agreed to lower tariffs from the market-crippling 39% to 15%.
This was a huge win for the Swiss companies and US watch collectors.
Though tariffs are drastically lowered, most brands have already implemented anticipatory price increases.
In September of 2025, Patek was the first Swiss watch brand to drastically increase retail prices by 15% as a direct result of tariffs. Their popular model, the white gold Nautilus 5811, went from around $74,000 to a whopping $89,767!
Though Swiss companies have received the tariff break, both Rolex and Audemars Piguet raised prices January 1st of 2026 up to 9%!
Patek Philippe, however, is anticipated to decrease retail prices on some models by 8%.
This could be good news for those shopping on the secondary market, as every retail price increase on luxury watches eventually leads to resale prices also increasing.
Collectors speculate whether Rolex and Audemars Piguet should follow in Patek's footsteps, as most price increases last year were a result of tariffs that have now been slashed.
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