Rolex price rises make gold watches a risky investment
Rolex has implemented a significant retail price increase of approximately 7% across its catalog as of January 2026, with gold models experiencing the sharpest hikes of around 8-9%. This pattern of annual price adjustments is not new for luxury brands, and while general inflation is often cited as a reason, rising production costs and increasing gold prices are also influencing these changes. The adjustments are part of a broader strategy to maintain exclusivity and align retail prices with secondary market demand, where stainless steel models are recommended for collectors due to their better value retention. Audemars Piguet has also joined Rolex in raising prices, with increases around 5-6% across models, particularly affecting precious metal references. Despite the price hikes, demand for luxury watches remains strong, and buyers are unlikely to be deterred. The secondary market is expected to adjust as well, with pre-owned values rising to match retail prices. Collectors are encouraged to consider purchasing before further price increases take effect, as historical trends suggest that Rolex rarely reverses price hikes, meaning these new prices may become the norm moving forward.
