Rolex is rumored to implement another U.S. retail price increase in January of 2026.
This information comes from a leaked Rolex 2026 dealer price list, which details an average of a 7% price increase across all models. Stainless steel models will see an increase above 5%, while gold models are going up around 8-9%!
In this blog, we will break down some numbers and discuss what this price hike means for Rolex collectors.
Rolex’s Recurring Price Hikes
Like many retailers, Rolex adjusts their prices yearly. We saw retail prices go up around 5% in January of 2025, and then another 4% just months later in May.
Often, these increases can be attributed to inflation. However, this time around, the pressure of rising tariffs and an uptick in the price of gold can be to blame.
Since Rolex uses their own in-house foundery, the price of gold directly affects their business. When gold prices rise, their material costs also see an immediate increase. This is why gold models are seeing a much larger price increase than stainless steel models.
However, price increases are also a way for Rolex to remain at the top of luxury, and this hike can be seen as a strategic brand-positioning tool. Gradual, predictable price increases reinforce brand exclusivity, protect long-term residual values, and keep retail pricing aligned with the secondary-market demand.
New Prices on Rolex Popular Models
Prices are increasing across the board, and popular models are not safe! Many stainless steel models are increasing by hundreds of dollars, while gold models are going up by thousands!
Take for example our 2025 best seller, the Rolex Submariner 124060, which will see a 5.8% increase, taking the retail price from $9,500 to $10,050. A GMT Master II 126710BLNR “Batman” will also go from $11,100 to $11,800, with a 6.3% price increase.
Gold models are predictably seeing the biggest increase, with a white-gold Day-Date 228239 increasing by 8.6%, going from $47,500 to $51,600!
Rolex collectors looking to flip gold models on the secondary market are likely to take a major loss here.
What Rolex’s Price Increase Means for Collectors
Rolex collectors are not scared off by high prices, and demand for their watches should remain steady.
Those collectors buying at retail will not be turned off by this price increase. Previous changes have not shortened Rolex’s years-long waitlists, showing that the demand for entry-level models remains high regardless of price.
The looming potential of increases on the secondary market will likely see an immediate boom in sales on the secondary market.
It is inevitable that, over time, the value of pre-owned Rolex watches will also go up. Rolex collectors are not ignorant to this fact, and may try to get ahead of this.
Furthermore, there is a potential that gold models will become even cheaper on the secondary market.
We already see this phenomenon occurring with certain gold models.
Take for example the all-gold Submariner “Bluesy” 126618LB, which was retailing for $63,000 (pre-price hike). We at WatchGuys buy this model at around $55,000, meaning a $10,000 loss for the buyer.
Gold models will likely remain losing models, meaning that buying watches secondary may save you quite a bit of money!
For serious Rolex collectors, buying before year-end may be the best way to avoid this 7% price increase. If you’ve had your eye on a watch, but haven’t pulled the trigger yet, now might be the time.
Rolex has rarely walked back their price increases, so collectors should get used to the new price tags.
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