New Year, Higher Prices: Rolex Hikes Watch Prices By Nearly 6%
Rolex has increased its watch prices by nearly 6% as of January 2026, continuing the tradition of annual price hikes. Historically, these increases have typically been around 3-4%, but the latest adjustments reflect various market conditions, including rising gold prices. For example, the yellow gold Cosmograph Daytona has seen a price rise from €42,800 to €51,600, while steel models have experienced more modest increases. This trend indicates that luxury watches, particularly those made from precious metals, continue to gain value, which may deter some potential buyers but will likely not affect the demand from existing enthusiasts. The price hikes raise questions about the perception of Rolex as a luxury brand. While some collectors may be disheartened by the increasing prices, others view them as a natural aspect of owning high-status timepieces. The ongoing demand for gold watches suggests that Rolex may further adjust prices in the future, especially if gold prices continue to climb. In this context, prospective buyers must consider whether the elevated price tags align with their desire for prestige and recognition associated with owning a Rolex.
