(Photo credit: Rolex)
Rolex will be raising U.S. retail prices effective Jan. 1, 2026, but in classic Rolex fashion it is doing so with discipline, according to the new price list viewed by Coronet.
The brand will largely keep increases under 10% despite a macro environment that could easily justify more. The strength of the Swiss franc, which is up roughly 14% against the dollar, and a gold rally that pushed prices above $4,000 per ounce might have warranted double-digit hikes, especially for a brand whose demand remains exceptionally high. Instead, Rolex has decided to hold below that threshold and not exploit consumer appetite, even as the new trade agreement with the U.S. has not been finalized.
Less than a year after its debut, the Land-Dweller 40 will climb by $1,100, a 7% increase, under the new price list. The Submariner Date in steel moves from $10,650 to $11,350, a roughly 6.6% increase, while the two-tone version rises from $17,600 to $18,900, up about 7.4%. Rolex’s entry piece, the Oyster Perpetual, will increase to $7,050 from $6,650, a rise of about 6%.
On the precious-metal side, the yellow gold Daytona on Oysterflex will now top $40,600, up from $37,400 in 2025 (about 8.6% higher), and the Day-Date 40 in yellow gold will increase from $44,200 to $48,000, also roughly 8.6%. A full-gold Submariner will go from $44,600 to $48,600, an increase of just under 9%.
The ice-blue Daytona in platinum tells an interesting story: Platinum prices have soared more than 120% year-over-year as investors search for “gold alternatives,” yet Rolex is raising the price of this model by just 6.7%.