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Rolex Prices in 2026: Updated in US Dollars
Jan
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Rolex Prices in 2026: Updated in US Dollars
As is customary, Rolex implemented its annual update to recommended retail prices (RRP) at the beginning of January 2026. Compared with the sharp increases seen in 2025—when precious-metal models, especially gold, rose aggressively—this year’s adjustments are more restrained and far more selective.
Below is a clear, US-market–focused breakdown of Rolex price changes in 2026, with all figures referenced in US dollars.
Overall Price Increases by Material (USD)
Rolex’s 2026 pricing strategy varies primarily by case material:
- Stainless steel: +1% to 4% (most models fall between 2–3.5%)
- Rolesor (steel gold): +4% to 5%
- 18k gold: +5% to 6%
- Platinum: ~+3.5% (the most moderate increase)
Despite platinum prices rising dramatically on the commodities market, Rolex kept increases on platinum models relatively conservative, underscoring the brand’s long-term positioning rather than short-term metal price fluctuations.
Why Rolex Prices Increased Differently in 2026
The core driver behind the uneven increases is raw material cost:
- Gold rose approximately 65% in USD year over year
- Platinum increased by roughly 100–125%, depending on market timing
Rolex traditionally adjusts pricing in proportion to material costs, but never in a purely mechanical way. Demand, production strategy, and long-term collection planning all influence final pricing.
In the United States, increases were more pronounced than in many other regions:
- Stainless steel models rose up to ~9%
- Gold models reached increases of up to ~15%
These steeper US adjustments are largely attributed to import tariffs and trade-related costs, not manufacturing changes.
Key Rolex Collection Trends for 2026 (USD Market)
Daytona
- Stainless steel: ~+2.2%
- Gold: ~+5%
- Platinum: ~+3.5%
Land-Dweller (New Collection)
- Steel: ~+3.5–4%
- Gold: the strongest increases within the lineup, reflecting its premium launch positioning
Submariner GMT-Master II
- Steel: ~+3–3.5%
- Rolesor gold: ~+4.5–5% and higher
Sea-Dweller Deepsea
- More restrained increases
- Rolex appears to be softening adjustments on models with narrower commercial demand
Explorer Explorer II
- Among the smallest increases of 2026
- Steel models average around +2%, making them some of the most price-stable Rolex sports watches
Yacht-Master
- Stainless steel models increased slightly above the steel average
- Driven by the use of a platinum bezel on select references
Sky-Dweller
- Gold models increased by only ~+1%
- Exceptionally low for gold, suggesting a deliberate commercial or lifecycle strategy
Datejust
- Stainless steel: ~+1.8–3%
- Rolesor: ~+4–4.9%
Day-Date
- Across the collection: approximately +$2,700 per watch
- Percentage impact is highest on gold versions
Oyster Perpetual (Entry Level)
- Flat increase of approximately +$165
- Entry pricing now starts around $6,500 USD for the 28mm model
1908 Collection (Dress Watches)
- Entirely precious-metal references
- Increases range from approximately $1,200 to $2,200 USD, depending on the model
What This Means for Buyers in 2026
From a buyer’s standpoint, stainless steel professional Rolex models experienced the smallest price increases and continue to represent the most stable value proposition at retail.
Gold and Rolesor references reflect sustained pressure from commodity markets—particularly in the US—while platinum models and select high complications remain deliberately restrained.
Final Takeaway
Rolex’s 2026 price adjustments are measured, strategic, and material-driven. While prices have increased across the board, the scale varies meaningfully by metal and collection.
If you are planning a Rolex purchase in 2026:
- Steel sports models saw the lowest increases
- Gold and Rolesor models continue to trend upward
- Platinum and select flagship pieces remain carefully positioned
Understanding these distinctions can help buyers and collectors make more informed purchasing decisions in today’s evolving Rolex market.