Rolex price increases take effect January 1st, 2026, with gold and two-tone references seeing increases of approximately 5-10% depending on the model, while steel models receive smaller 2-6% adjustments. Here's what you need to know about the new pricing across key references.
Rolex 2026 price increases at a glance - effective January 1, 2026
Table of Contents
Gold and Two-Tone: The Biggest Jumps
Precious metal Rolex watches face the steepest increases in this adjustment cycle. Yellow gold, white gold, and Everose gold references see increases ranging from approximately 6-9% depending on the specific model. Two-tone Rolesor models follow similar trajectories.
The Day-Date 40 shows one of the most notable changes. Previously priced around $44,000 retail, the reference increases to approximately $48,000—close to a 10% jump.
Stainless Steel: Modest Adjustments
Stainless steel models receive smaller increases, typically in the 2-6% range. However, retail pricing matters less when most buyers cannot access retail availability. Steel Rolex watches remain difficult to purchase at authorized dealers, with extensive waitlists for popular references like the Submariner, GMT-Master II, and Daytona.
Secondary market pricing operates largely independent of Rolex retail adjustments, driven by supply constraints and collector demand rather than list price changes.
Specific Models and New Price Points
Several models stand out in the confirmed price list:
Rolex Daytona Yellow Gold: The yellow gold Cosmograph Daytona breaks the $50,000 barrier, moving into the low $50,000 range from approximately $48,000 previously.
Two-Tone Submariner: The blue-dial two-tone Submariner increases from approximately $17,000 to around $18,900—a notable jump for this popular reference.
Steel Daytona: The stainless steel Cosmograph Daytona increases from $16,000 to $16,900, a 5.6% increase.
2026 Rolex Price Comparison Table
| Model | Material | 2025 Price | 2026 Price | Increase |
|---|---|---|---|---|
| Day-Date 40 | Yellow Gold | $44,000 | $48,000 | +9% |
| Cosmograph Daytona | Yellow Gold | $48,000 | $52,600 | +10% |
| Submariner Date "Bluesy" | Two-Tone (Rolesor) | $17,000 | $18,900 | +11% |
| Cosmograph Daytona | Stainless Steel | $16,000 | $16,900 | +5.6% |
Gray Market Implications
While retail price increases are confirmed, their impact on secondary market values remains uncertain. Steel references like the Daytona and GMT-Master II already trade well above retail on the secondary market. Higher retail prices could provide some psychological support for gray market premiums, though actual trading prices depend more on availability than list prices.
Precious metal models present a different situation. Many gold and two-tone references trade at or below retail on the secondary market, making price increases potentially more impactful. Buyers weighing new versus pre-owned purchases will need to reassess as the gap between primary and secondary pricing shifts.
For those with access to desired references at current pricing, the January 2026 deadline creates a clear incentive to purchase before year-end.
Frequently Asked Questions
When do the new Rolex prices take effect?
The price increases take effect January 1st, 2026. Any purchases completed before that date will be at current pricing.
How much are Rolex prices increasing?
Gold models see increases of approximately 6-9%, with some models like the Day-Date 40 increasing nearly 10%. Steel models receive smaller 2-6% adjustments depending on the reference.
Will gray market prices go up too?
Not necessarily. Secondary market prices are driven by supply and demand rather than retail pricing. Steel models already trade above retail, while many precious metal references trade at or below retail on the secondary market.