Rolex prices to rise 7% in the United States in January
Rolex prices in the United States are set to rise by an average of 7% starting in January 2026, as revealed by a leaked analysis of the Rolex Master Catalog. Prices for steel watches will increase by approximately 5.6%, while gold models will see a rise of nearly 9%. This adjustment reflects the combined impact of record gold prices, a weakening dollar, and a new 15% tariff on Swiss watch imports, which has been backdated to mid-November. This marks the third price increase for Rolex within a year, following a 5% rise in January 2025 and another 4% increase in May 2025 due to prior tariff changes. Despite the significant price pressures faced by Swiss watchmakers, the average 7% increase may be seen as conservative, especially as overall prices have surged by nearly 15% in the past year. The average price of steel watches has risen by 10.6% since the end of 2024, while gold watches have seen an increase of almost 20%. These adjustments indicate a strategic response to both rising costs and the need to maintain demand in a fragile market.
