Rolex raises its prices in 2026: a new price increase applies to the brand’s models

Luxury watch collectors look forward to the new year with a mixture of passion and realism. It’s a time of year when the Rolex factory often updates its prices. The new prices mark a significant milestone for buyers.

An expected but significant price change

Watch lovers have been expecting this annual change for several months now. However, the announcement of the new figures always causes a stir among loyal customers. As a result, the value of each model on the new market has risen slightly this season.

The average increase is around 3.5% across the company’s entire catalog. What’s more, some iconic timepieces are showing more marked increases to keep pace with inflation. Nowadays, acquiring a new timepiece requires more solid financial preparation than ever before.

The Rolex Oyster Perpetual 36 now sells for CHF 6,900, an increase of 3.5%. This model remains a very popular entry point for those seeking the perfect sobriety.

Rolex ‘s strategic adjustment to the economy

Several economic factors explain this strategic decision by the brand with the crown. The strength of the Swiss franc is weighing heavily on current production costs. Consequently, sales prices must be adjusted to maintain operating margins.
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Price adjustments often reflect the economic health of the Swiss watchmaking sector.

The Rolex Oyster Perpetual 41 follows the same trend, with a new price of CHF 7,650. Its 3.5% increase reflects the desire to maintain consistency within the range.

Impact on the most sought-after models

The Datejust range is also affected by these price changes in a very tangible way. The Datejust 31 version is now priced at CHF 9,450, having gained 3.5%. Collectors will note that these watches remain highly popular over the long term.

• Increases targeted at steel models.
• Protection against global monetary inflation.
• Maintaining strong market exclusivity.
• Prices adjusted according to the value of the Swiss franc.
• A residual value that’s always high for the occasion.

The Datejust 36 model climbs to CHF 10,200 with the same 3.5% increase. In fact, this classic remains a pillar of sales for the Swiss manufacture. The Datejust 41 is priced at CHF 12,100 following this 3.5% increase. A

ussi, buyers now have to contend with often lengthy waiting times in boutiques. The price of the Rolex Day-Date 36 has risen by 3.5% to CHF 39,050. This prestigious model embodies the ultimate luxury for precious metal enthusiasts.

The sports segment faces rising prices

Another Day-Date 40 now sells for CHF 45,950 after adjustment. Enthusiasts will accept these prices, as the quality of manufacture remains an absolute standard. This reference GMT-Master II 126710BLRO is up 4% to CHF 20,450.

Yet demand for this iconic model shows no sign of abating, despite the new price. The GMT-Master II 126710BLNR has the same price of CHF 20,450, after an increase of 4%. So the two variants remain logically on a par for future buyers.

A long-term vision for luxury watchmaking

An icon like the Submariner Date 126610LN now costs CHF 12,450, an increase of 3.5%. This iconic diving model remains a sound investment for many enthusiasts. As a result, the Rolex brand maintains its leading position in the sports segment.

The price of the Cosmograph Daytona 126500LN has risen by 4% to CHF 17,550. What’s more, this legendary timepiece remains one of the most difficult to obtain from retailers.

And prices on the second-hand market often react quickly to these new grids. The Sky-Dweller 336934 now sells for CHF 19,100, an increase of 3%. This complex model also appeals to travelers with its practical features and unique allure.

On the other hand, the budget required for these fine timepieces continues to grow every year.

Last but not least, the Rolex Sky-Dweller 326934 completes the list with a price set at CHF 20,000. The 3% increase reflects a desire to limit the impact on the most expensive models. In short, the high-end watch market continues to adapt to the realities of an unstable global economy.

• Rolex