After elevating costs within the US on January 1st, 2025, as is Rolex’s technique most years, they raised costs a second time.
In an unprecedented transfer, following its preliminary January 1 worth enhance, as safety in opposition to important tariffs of 39% being imposed on Swiss watches imported into the US, Rolex raised costs a second time Could 1, 2025.
Finally, in contrast to some watch manufacturers, Rolex, held off on further worth will increase in 2025, hoping Swiss import tariffs would decrease from a punitive 39% to an inexpensive 15%. A tariff discount was introduced November 14th, 2025, and in hindsight, Rolex’s conservative technique appeared to the precise one, versus making irrational everlasting worth will increase for what proved to be a brief downside.
Even with two costs will increase, and a disastrous tariff end result narrowly averted, Rolex, and its mounds of information, and years of expertise because the market chief, has spoken. And to begin 2026, costs have risen once more (for the third time in a 12-month interval).
For example, the Rolex GMT-Grasp II (Ref. 126710GRNR) in chrome steel, on a Jubilee bracelet, was $11,300 on December 31, 2025 and as of January 1st, 2026 in EST, that very same watch is $12,000. That’s a 6.2% enhance.
Rolex’s Submariner (Ref. 124060) in chrome steel, with no date, retailed for $9,500 December 31, 2025 and as of January 1st, 2026 in EST, that very same watch is $10,050. That’s a 6.2% enhance.
The Rolex Daytona (Ref. 126500LN) in chrome steel, retailed for $16,000 December 31, 2025 and as of January 1st, 2026 in EST, that very same watch is $16,900. That’s a 5.6% enhance.
Rolex costs within the US have gone up on common of seven% to begin 2026. Fortunately, we don’t anticipate extra worth will increase in 2026.
Screenshots by Rolex.
