Rolex raises its US prices on January 1, 2026

In the United States, Rolex is raising its prices from January 2026. The movement targets mainly steel, with some gold pieces to follow. So you can adjust your budget with peace of mind.

Increase confirmed in the United States: what Rolex is changing

Retailers confirm a 5-6% increase on many steel models. At the same time, gold references have risen in some cases by as much as 9%. As a result, the entry ticket to the American market is rising significantly.

The steel Submariner is part of this trend, with an increase of 5-6%. The budget for a first purchase is now rising, even for classic configurations.

This revision comes after years of tight supply. As a result, waiting lists could grow longer in the short term. On the other hand, the secondary market could remain measured if supply increases.

“Customers want clarity on pricing and lead times.”

Reading the market: Rolex’s position

The steel GMT-Master II follows the same trajectory, with adjustments of 5 to 6%. Yet demand from frequent travellers and collectors remains strong.

The pricing strategy seeks a balance between costs, currency and perceived value. In this way, the brand maintains a consistent focus on its most popular segments. In addition, approved networks are gradually aligned to avoid discrepancies.

• Check the new public price before making any deposit.
• Compare prices between nearby stores, whenever possible.
• Anticipate the impact on options and bracelets.
• Track the gap with the local secondary market.
• Plan ahead, as demand remains strong.

Flagship models and new price benchmarks

The steel Daytona is up by 5-6%. This confirms the cult chronograph’s place at the top of the envy lists.

The Day-Date, on its gold references, can go up to 9%. As a result, the cost of access to a precious metal model rises significantly.

For purchasers, a visit to the store becomes decisive in obtaining an up-to-date quotation. What’s more, advisors now provide details of changes by reference and finish. In short, each configuration has a new public price reference.

In other regions, the grid often depends on local currencies and taxation. As a result, there are occasional discrepancies between shopping areas, even when the trend is the same. As a result, a quick comparison by market is useful before making a trip.

Model focus: a signal from Rolex

The steel Daytona 126500LN illustrates this price shift. Its price will rise from €16,100 to €16,550 in January 2026, according to the European list price.

This case highlights the cumulative effect of successive adjustments. Thus, the perception of value must be based on technique, rarity and history. What’s more, buyers now compare the entire Rolex offering on an international scale.

What’s next for Rolex fans?

For a first purchase, budget planning becomes crucial. It’s best to define the target model, the total budget and a suitable purchasing horizon. What’s more, a transparent exchange with the boutique helps to avoid disappointment.

Enthusiasts will be watching to see how the secondary market reacts over the coming weeks. On the other hand, limited volatility remains possible if primary supply improves. Also, Rolex’s image often protects blue chips over the medium term.

Service costs and parts availability are now part of the equation. Therefore, integrating maintenance into the cost of ownership provides a realistic vision. What’s more, trade-in options can smooth the transition from one model to another.

The next few months will tell whether the influx of parts will ease the pressure on certain models. If volumes follow, a gradual stabilization may set in. In short, buyers benefit from remaining patient, informed and attentive to targeted references.

• Rolex