A Second Rolex 2026 Price Increase Hit June 1
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. There was also a ~5% hike on gold models, and a ~2.5% hike for two-tone models, on June 1. Let’s break it down.
Note that the June 1, 2026 Rolex price increases did not affect steel, titanium or white Rolesor (steel with white gold bezel) Rolex models at all. Here’s a list of starting prices of every Rolex model, and the June 1 % increase where applicable.
Rolex 2026 Prices, Including % Increase on June 1
| Model | Stainless Steel | SS/YG | SS/RG | YG | RG | WG | Platinum | RLX Titanium |
|---|---|---|---|---|---|---|---|---|
| Land-Dweller 36 | $15,350 | n/a | n/a | n/a | $49,400 (+5.11%) | n/a | $63,600 | n/a |
| Land-Dweller 40 | $16,450 | n/a | n/a | n/a | $54,100 (+5.05%) | n/a | $68,400 | n/a |
| Day-Date 36 | n/a | n/a | n/a | $45,900 (+5.04%) | $49,600 (+5.08%) | $49,600 (+5.08%) | $64,100 | n/a |
| Day-Date 40 | n/a | n/a | n/a | $48,000 | $51,600 | $51,600 | $68,800 | n/a |
| Sky-Dweller | $17,750 | $24,050 (+2.34%) | n/a | $51,400 (+4.79%) | $53,450 (+5.11%) | $53,450 (+5.11%) | n/a | n/a |
| Lady-Datejust | $7,600 | $12,200 (+2.52%) | $12,550 (+2.87%) | $34,100 (+4.92%) | $37,300 (+5.07%) | $51,400 (+4.90%) | n/a | n/a |
| Datejust 31 | $7,700 | $13,100 (+2.75%) | $13,550 (+2.65%) | $39,400 (+5.07%) | $42,900 (+5.15%) | $58,000 (+5.26%) | n/a | n/a |
| Datejust 36 | $8,150 | $15,050 (+2.73%) | $15,350 (+2.33%) | n/a | n/a | n/a | n/a | n/a |
| Datejust 41 | $8,950 | $16,800 (+2.75%) | $17,450 (+2.95%) | 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 | $19,450 (+2.91%) | n/a | $50,900 (+2.62%) | n/a | n/a | n/a | n/a |
| Sea-Dweller | $14,550 | $22,450 (+2.28%) | n/a | n/a | n/a | n/a | n/a | n/a |
| Deepsea | $15,550 | n/a | n/a | $68,100 (+5.09%) | n/a | n/a | n/a | $29,100 |
| GMT-Master II | $11,800 | $20,450 (+2.51%) | $20,050 (+2.30%) | $48,400 | $53,100 (+4.73%) | $54,700 (+7.89%) | n/a | n/a |
| Daytona | $16,900 | $24,550 (+2.29%) | n/a | $42,700 (+5.17%) | $44,800 (+4.92%) | $44,800 (+4.92%) | $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 | $14,600 (+2.46%) | 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 | n/a | $17,750 (+2.60%) | n/a | $32,500 (+4.84%) | n/a | n/a | n/a |
| Yacht-Master 40 | $13,200 | n/a | $19,750 (+2.33%) | n/a | $37,700 (+5.01%) | n/a | n/a | n/a |
| Yacht-Master 42 | n/a | n/a | n/a | $38,100 (+4.96%) | n/a | $40,000 (+4.99%) | n/a | $16,050 |
| 1908 Perpetual | n/a | n/a | n/a | $28,850 (+4.91%) | n/a | $30,300 (+5.21%) | $33,600 | n/a |
When Does Rolex Raise Prices?
While once-a-year January 1 Rolex price increases are the norm, Rolex has always been ready and willing to adjust local pricing based on currency strength, etc. whenever they need to. 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 the June 1, 2026 Rolex price increases were apparently just about the price of gold having doubled in the past three years.
Now let’s look back at how much Rolex prices increased on January 1, 2026:
Jan. 1 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% | |||||
| 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% |
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!
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