Rolex, Audemars Piguet and Tudor increase prices
Rolex, Tudor, and Audemars Piguet have implemented significant price increases in 2026, with Rolex raising prices in the UK by an average of 5%, while U.S. prices increased by around 7%. These adjustments are attributed to factors such as record gold prices, higher tariffs in the U.S., and a weakening dollar. Tudor's prices also rose, with a 5.6% increase in both the U.S. and the UK, particularly affecting models like the gold-on-gold Black Bay 58. Similarly, Audemars Piguet saw average increases of 7.5% in the U.S. and 2.5% in the UK, with notable variations between different watch collections based on demand. The price hikes reflect a worldwide trend among luxury watchmakers, although brands like Patek Philippe, Omega, and others did not change their prices at this time. The increase in prices across these luxury brands suggests a strategic approach to align with market demand and waiting list lengths, particularly for the more popular models. The adjustments highlight ongoing trends in the luxury watch market, where economic factors and consumer demand continue to influence pricing strategies.
