Rolex price adjustments are taking effect January 1st, 2026, with increases ranging from modest steel adjustments to substantial 8-10% jumps on precious metal references. These changes affect everything from the entry-level Oyster Perpetual to flagship Day-Date models, reshaping the value proposition across the entire catalog.
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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 approximately 8% increases across the board. Two-tone models, which combine stainless steel with precious metals, follow a similar trajectory with comparable 8% adjustments.
The Day-Date 40 exemplifies these changes most dramatically. Previously positioned around $44,000 retail, the reference jumps to approximately $48,000—representing nearly a 10% increase on Rolex's flagship dress watch. This brings the entry point for new Day-Date ownership into new territory.
Stainless Steel: Modest but Meaningful
Stainless steel models receive smaller increases, though the practical impact differs from paper pricing. Steel Rolex watches remain notoriously difficult to purchase at retail, with authorized dealers maintaining extensive waitlists for popular references like the Submariner, GMT-Master II, and Daytona.
The retail price increase on steel models matters less when most buyers never access retail availability. Secondary market pricing operates largely independent of Rolex retail adjustments, driven instead by supply constraints and collector demand.
Specific Models and New Price Points
Several specific 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 a previous price point near $48,000. This cements the gold Daytona's position as a serious collector piece rather than an accessible luxury sports watch.
Two-Tone Submariner "Bluesy": The blue-dial two-tone Submariner, affectionately known as the "Bluesy," increases from approximately $17,000 to around $18,900. This popular reference combines the sporty Submariner case with the prestige of precious metal accents.
Gray Market Implications
While retail price increases are confirmed, their impact on secondary market values remains uncertain. The gray market—where watches trade above or below retail depending on availability—follows its own logic based on supply and demand dynamics.
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 price adjustments.
Precious metal models present a different calculation. Many gold and two-tone references trade at or below retail on the secondary market, making price increases potentially more impactful for these references. Buyers weighing new versus pre-owned purchases will need to reassess value propositions as the gap between primary and secondary pricing shifts.
For collectors and prospective buyers, the January 2026 deadline creates a clear decision point. Those with access to desired references at current pricing face an obvious incentive to purchase before year-end. The rest continue navigating waitlists and secondary market opportunities as the luxury watch landscape continues its evolution.