Rolex To Increase Prices By 7% From January 2026

This price revision follows several successive increases in recent months and comes at a time of rising costs for all Swiss watch brands. Rolex had already increased its prices by 5% in January 2025 and by 4% in May, in line with the increases decided by the Trump administration on customs duties.

Among the key factors behind this upward trend in prices, the surge in raw material costs is certainly the most significant. The price of gold, an essential component of Rolex models, has risen sharply on international markets. On Monday 22 December, it broke through the £4,400 per ounce mark, beating its October record. This dynamic has a direct impact on production costs and, consequently, retail prices. Gold models represent a significant portion of the company's high-end offerings. Secondly, changes in US customs duties on imported Swiss watches have a strong impact on prices. The 15% increase in customs duties has undoubtedly weighed on distributors' costs, prompting several companies to adjust their retail prices. This price change affects not only Rolex, but all Swiss watches exported to the United States, which remains a crucial market for European luxury brands.

The increase comes at a particularly favourable time for the Swiss brand in commercial terms. According to analysts' estimates, sales by the Geneva-based manufacturer exceeded ten billion Swiss francs (CHF 10.6 billion) in 2024, according to Morgan Stanley's ‘Eighth Annual Swiss Watcher’ report released in February 2025, representing a 5% increase over the previous financial year. This performance highlights the long-term success of its iconic models, such as the Submariner and Daytona. It is estimated that 1.1 million watches were sold last year, proving that despite a sometimes uncertain global economic environment for the sector, Rolex has distinguished itself through its resilience and strong desirability. The company captured 32.1% of the market share in 2024 (Morgan Stanley Eighth Annual Swiss Watcher), proof of the strength of its product strategy and its appeal to an international clientele willing to invest in durable and prestigious status symbols.