Category: ROLEX

A new year almost always brings updated price lists in watchmaking, and 2026 is no exception. Rolex has officially adjusted its retail prices once again, continuing a trend that has become familiar to collectors and first-time buyers alike. While increases were sharper in previous years, this latest revision is more nuanced and largely depends on one key factor: the material.

Overall, stainless steel models see relatively modest adjustments, while gold and two-tone references absorb the bulk of the increases. Platinum, interestingly, remains the least affected despite long-term fluctuations in raw material prices.

The Big Picture: Steel vs. Gold in 2026

For most enthusiasts, the takeaway is clear.

• Steel Rolex watches generally rise by around 2 – 3.5%, keeping iconic sports models within reach (at least at retail).

• Two-tone Rolesor models experience steeper hikes, typically around 4 – 5%.

• Full gold watches see the most noticeable increases, often translating into several thousand euros more than last year.

Compared to the sharp corrections of 2025, this year’s update feels more controlled—though still significant at the higher end of the catalogue.

Key Models Affected in 2026

Daytona

Rolex’s most sought-after chronograph continues its upward trajectory. Stainless steel Daytona models rise modestly, while gold versions see mid-single-digit percentage increases. Platinum remains comparatively restrained, though still more expensive in absolute terms.

Submariner & GMT-Master II

Two of Rolex’s most recognizable tool watches follow a similar pattern. Steel Submariner and GMT-Master II models rise by roughly € 300 – 350, while Rolesor and gold references climb more sharply. These increases won’t surprise anyone watching recent trends.

Datejust

As Rolex’s cornerstone collection, the Datejust shows varied increases depending on configuration. Smooth-bezel steel models are least affected, while fluted bezels and two-tone versions see more noticeable adjustments. Still, the Datejust remains one of the brand’s most balanced offerings in 2026.

Explorer & Explorer II

Good news for purists: Rolex’s exploration watches are among the least impacted this year. Steel Explorer models only rise marginally, reinforcing their reputation as some of the most “accessible” professional Rolex watches.

Oyster Perpetual

The entry point into the Rolex universe moves up once again. Every Oyster Perpetual reference increases slightly, pushing the starting price to around € 6,000. While not dramatic, it confirms that even Rolex’s simplest watches are steadily climbing.

What This Means for Buyers

The 2026 Rolex price update is less aggressive than in recent years, but it reinforces a long-term reality: waiting rarely makes a Rolex cheaper. Steel sports models remain the safest zone for controlled price growth, while precious-metal references continue to reflect broader commodity trends.

Whether you’re planning your first purchase or tracking the market as a collector, 2026 confirms one thing—the Crown shows no signs of slowing down.

If you’re planning to buy a Rolex in 2025, there’s both good news and bad news to consider. As the year draws to a close, rumors about price adjustments for the world’s most prestigious watch brand have begun circulating. This year is no exception, with a possible new price list already making the rounds. After analyzing the data, here’s what you need to know before making your purchase decision.

For enthusiasts looking to acquire one of Rolex’s coveted stainless steel models, the outlook is promising. The average price increase is expected to hover around 1%, significantly lower than the European Union’s inflation rate of approximately 2.3% in 2024. This means iconic models like the Rolex Submariner and GMT Master II will remain relatively stable in pricing, offering a rare opportunity to invest without breaking the bank. On the other hand, collectors eyeing Rolex’s luxurious gold models, such as the Daytona, Deep Sea, or Day-Date, should brace for steeper price hikes. These premium models are expected to see increases of up to 7%, with the Daytona leading the surge at nearly 14%. Given that the price of gold appreciated by almost 35% throughout 2024, these adjustments may be justified but will undoubtedly impact buyers’ budgets.

Looking back at the price trends of 2024, the scenario appears markedly different. Stainless steel models, including the Explorer and Datejust, experienced higher average increases last year, with the GMT Master II and Submariner seeing rises above 4%. For 2025, however, these models are projected to maintain much more modest increases, around 1% for most collections. The Explorer, which had a 3.2% price hike in 2024, and the Datejust, which rose close to 4%, are expected to see their increases halved to approximately 2% next year. This shift aligns with a slowing market and the stabilization of demand for Rolex’s core collections.

However, the Daytona remains a standout in Rolex’s lineup, consistently attracting strong demand and higher valuations. In 2024, the Daytona saw an average price increase of nearly 4%, but in 2025, this figure is expected to more than double, reaching over 7.5%. Among the brand’s most expensive models, the Daytona in Yellow Gold is set to top the charts with a projected price of €49,200, representing a 13.9% jump. Following closely is the Platinum Daytona, which could reach €86,350 with an 8.1% increase, while the Deep Sea in White Gold might climb to €60,700, marking a 7.1% rise. It’s important to note that these figures may vary depending on the VAT rates in different countries.

As Rolex prices continue to evolve, buyers are advised to plan their purchases carefully. With stainless steel models offering better value relative to inflation and gold models reflecting the surge in precious metal prices, understanding these trends will be key to navigating the 2025 market. Whether you’re seeking a timeless classic or a bold luxury statement, Rolex remains a benchmark of excellence and investment potential.