Rolex 2026 Price Increases

On January 1 of 2026, for the seventh year in a row, Rolex raised prices worldwide. Some collectors may not realize that, for seven straight years before that, Rolex actually didn’t raise prices in the US, but now it seems like annual January Rolex prices hikes are a well-established tradition. Here’s our complete guide to the 2026 Rolex price increases, which generally ranged from 4%-9% in the US vs. December 2025 pricing.

While once-a-year Rolex price increases are the norm, Rolex has always been ready and willing to adjust local pricing based on currency strength, etc. There were two 2025 Rolex price increases in the US, which was abnormal because of the traditionally strong US dollar. But in the face of Trump’s 39% Swiss tariff saga that year, additional US price increases seemed inevitable throughout the industry.

Now that tariffs on Swiss goods entering the United States have settled at 15%, a modest price increase was to be expected, and that’s what we got. Gold pieces largely got the most dramatic price increases, which makes sense given gold’s stratospheric price rise in recent years.

We’ve broken down the price increases of every Rolex, comparing January 2026 US prices to the prices that were in effect from May-December 2025. For this chart we used base prices; the percentage may fluctuate with diamond bezel options etc. but not by much. Some countries got slightly more modest price jumps, but here’s what Americans got:

2026 Rolex Price Increases (US)

Model	Stainless Steel	SS/YG	SS/RG	YG	RG	WG	Platinum	RLX Titanium
Land-Dweller 36	+6.2%				+8.5%		+6.5%
Land-Dweller 40	+7.2%				+8.6%		+6.5%
Day-Date 36				+8.7%	+8.5%	+8.5%	+6.7%
Day-Date 40				+8.6%	+8.6%	+8.6%	+6.5%
Sky-Dweller	+6.9%	+7.6%		+4.1%	+4.0%	+4.0%
Lady-Datejust	+5.6%	+8.2%	+8.0%	+8.7%	+8.9%	+8.9%
Datejust 31	+5.5%	+7.6%	+7.3%	+8.7%	+8.5%	+8.7%
Datejust 36	+5.2%	+8.1%	+8.3%
Datejust 41	+5.3%	+7.2%	+7.3%
Oyster Perpetual 28	+6.9%
Oyster Perpetual 31	+5.9%
Oyster Perpetual 34	+5.8%
Oyster Perpetual 36	+6.3%
Oyster Perpetual 41	+6.0%
Submariner	+5.8%	+7.4%		+11.2%	+8.5%
Sea-Dweller	+5.8%	+8.1%
Deepsea	+5.8%			+8.5%			+5.4%	+5.4%
GMT-Master II	+6.3%	+7.8%	+8.0%	+8.5%	+9.0%	+9.0%
Daytona	+5.6%	+7.9%		+8.6%	+8.7%	+8.7%	+6.7%
Air-King	+5.2%
Explorer 36	+5.3%	+8.0%
Explorer 40	+5.0%
Explorer II	+5.5%
Yacht-Master 37	+6.4%		+7.1%		+8.8%
Yacht-Master 40	+5.6%		+8.1%		+8.8%
Yacht-Master 42				+8.4%	+8.9%	+5.2%		+5.2%
1908 Perpetual				+8.9%		+8.3%	+6.7%

If you’d prefer to see the actual 2026 Rolex MSRP’s rather than the percentage price increases, we’ve got you covered:

Rolex 2026 MSRP by Model

Model	Stainless Steel	SS/YG	SS/RG	YG	RG	WG	Platinum	RLX Titanium
Land-Dweller 36	$15,350	n/a	n/a	n/a	$47,000 (Add $51,750 for TBR bezel)	n/a	$63,600 (Add $38,550 for TBR bezel)	n/a
Land-Dweller 40	$16,450	n/a	n/a	n/a	$51,500 (Add $63,850 for TBR bezel)	n/a	$68,400 (Add $57,450 for TBR bezel)	n/a
Day-Date 36	n/a	n/a	n/a	$43,700 (Add $18,500 for RBR or $46,600 for TBR bezel)	$47,200 (Add $18,500 for RBR or $46,700 for TBR bezel)	$47,200 (Add $18,500 for RBR or $46,700 for TBR bezel)	$64,100 (Add $33,900 for TBR bezel)	n/a
Day-Date 40	n/a	n/a	n/a	$48,000 (Add $21,600 for RBR or $58,800 for TBR bezel)	$51,600 (Add $21,600 for RBR bezel)	$51,600 (Add $21,600 for RBR bezel)	$68,800 (Add $52,900 for TBR bezel)	n/a
Sky-Dweller	$17,750 (Add $200 for Jubilee)	$23,500 (Add $650 for Jubilee)	n/a	$49,050 (Add $8,250 for Oyster or $9,550 for Jubilee)	$50,850 (Add $9,850 for Oyster or $11,050 for Jubilee)	$50,850	n/a	n/a
Lady-Datejust	$7,600 (Add $200 for Jubilee, $1,550 for WG fluted bezel or $8,850 for RBR bezel)	$11,900 (Add $650 for Jubilee, $100 for fluted bezel or $7,200 for RBR bezel)	$12,200 (Add $650 for Jubilee, $150 for fluted bezel or $7,300 for RBR bezel)	$32,500 (Add $1,200 for President or $12,200 for RBR bezel)	$35,500 (Add $1,200 for President or $12,300 for RBR bezel)	$49,000 (RBR bezel standard, add $128,400 for pave all over)	n/a	n/a
Datejust 31	$7,700 (Add $200 for Jubilee, $1,650 for WG fluted bezel, $5,250 for scattered diamonds or $9,450 for RBR bezel)	$12,750 (Add $650 for Jubilee, $100 for fluted bezel, $3,900 for scattered diamonds or $8,200 for RBR bezel)	$13,200 (Add $700 for Jubilee, $100 for fluted bezel, $3,750 for scattered diamonds or $8,050 for RBR bezel)	$37,500 (Add $14,400 for RBR bezel)	$40,800 (Add $14,300 for RBR bezel)	$55,100 (RBR bezel standard)	n/a	n/a
Datejust 36	$8,150 (Add $200 for Jubilee, $1,750 for WG fluted bezel, $9,900 for RBR bezel)	$14,650 (Add $750 for Jubilee, $100 for fluted bezel, $8,300 for RBR bezel)	$15,000 (Add $750 for Jubilee, $100 for fluted bezel, $8,350 for RBR bezel)	n/a	n/a	n/a	n/a	n/a
Datejust 41	$8,950 (Add $200 for Jubilee, $2,700 for WG fluted bezel)	$16,350 (Add $800 for Jubilee, $200 for fluted bezel)	$16,950 (Add $700 for Jubilee, $100 for fluted bezel)	n/a	n/a	n/a	n/a	n/a
Oyster Perpetual 28	$6,200	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Oyster Perpetual 31	$6,300	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Oyster Perpetual 34	$6,400	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Oyster Perpetual 36	$6,750	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Oyster Perpetual 41	$7,050	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Submariner	$10,050 (Add $1,300 for Date)	$18,900	n/a	$49,600	n/a	$52,100	n/a	n/a
Sea-Dweller	$14,550	$21,950	n/a	n/a	n/a	n/a	n/a	n/a
Deepsea	$15,550	n/a	n/a	$64,800	n/a	n/a	n/a	$29,100 (Challenge model)
GMT-Master II	$11,800 (Add $200 for Jubilee)	$19,950	$19,600	$48,400	$50,700	$50,700	n/a	n/a
Daytona	$16,900	$24,000	n/a	$40,600 (Add $12,000 for Oyster)	$42,700 (Add $13,700 for Oyster)	$42,700 (Add $13,700 for Oyster)	$84,600	n/a
Air-King	$8,150	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Explorer 36	$7,900	$14,250	n/a	n/a	n/a	n/a	n/a	n/a
Explorer 40	$8,350	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Explorer II	$10,600	n/a	n/a	n/a	n/a	n/a	n/a	n/a
Yacht-Master 37	$12,500 (Platinum bezel)	n/a	$17,300	n/a	$31,000	n/a	n/a	n/a
Yacht-Master 40	$13,200 (Platinum bezel)	n/a	$19,300	n/a	$35,900	n/a	n/a	n/a
Yacht-Master 42	n/a	n/a	n/a	$36,300	n/a	$38,100	n/a	$16,050
1908 Perpetual	n/a	n/a	n/a	$27,500 (+$11,400 for Settimo bracelet)	n/a	$28,800	$33,600	n/a

That should be everything you need to know about Rolex’s 2026 price increases, at least for now. If and when Rolex raises prices again, we’ll be sure to let you know!