Tudor limits 2026 price rises to 4-8%
Tudor USA has announced that it will limit price increases for 2026 to between 4% and 8%, particularly affecting steel watches that comprise over 90% of its product line. The price hikes will see simpler steel models increase by around 4.5%, while more complex chronographs will experience rises of nearly 7%. Notably, the gold Black Bay 58 will see the largest increase, with a jump of 7.9% to $39,400. This strategy appears to reflect the brand's sensitivity to middle-class customers who are feeling the financial squeeze more than wealthier clientele. In contrast, Tudor's parent company, Rolex, plans to raise prices by an average of 7% for U.S. customers, with steel watches increasing by approximately 5.6% and gold models by nearly 9%. Tudor has already increased prices three times within the past year to address inflation and tariffs. The latest tariff changes, which have been announced, provide Swiss watchmakers with some certainty for 2026, suggesting that many will publish new price lists that account for rising costs while trying to maintain fragile demand.
