Last updated: June 2, 2026
June 1, 2026 update: Rolex raised US retail prices a second time this year. Effective today, full precious-metal (gold) models are up about 5% and two-tone Rolesor models about 2.5%, while stainless steel, platinum, titanium, and white Rolesor were left unchanged. This is a separate, smaller adjustment from the January 1, 2026 increase covered below, and the two should not be combined into a single figure.
| Metal | January 1, 2026 | June 1, 2026 |
|---|---|---|
| Gold / precious metal | up ~6-9% | up ~5% |
| Two-tone Rolesor | up ~6-9% | up ~2.5% |
| Steel / platinum / titanium | up ~2-6% | no change |
Example: the platinum 1908 (ref. 52506) rose from $31,500 to $33,600 in January and was not raised again in June. For the full June breakdown and why we saw it coming, see Rolex's June 2026 price increase, in depth.
Rolex price increases took effect January 1, 2026, with gold and two-tone references seeing increases of approximately 5-10% depending on the model, while steel models received smaller 2-6% adjustments. A second, smaller increase followed on June 1, 2026 (see the update above). 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.
January 2026 Price Changes (vs 2025)
| 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% |
June 2026 Price Changes (Model by Model)
The June 1 adjustment was narrower than January's. Most full-gold references moved up close to 5%, two-tone Rolesor landed in the mid-2% range, and steel, platinum, and titanium did not move. One gold reference bucked the trend: the yellow gold Submariner rose just 2.6%. A representative sample from the published June 2026 US price lists:
| Model | Material | Before | June 1, 2026 | Change |
|---|---|---|---|---|
| Sea-Dweller Deepsea | Yellow Gold | $64,800 | $68,100 | +5% |
| Yacht-Master 42 | White Gold | $38,100 | $40,000 | +5% |
| 1908 | Yellow Gold | $27,500 | $28,850 | +5% |
| 1908 | White Gold | $28,800 | $30,300 | +5% |
| Submariner | Yellow Gold | $49,600 | $50,900 | +2.6% |
| Submariner "Bluesy" | Two-Tone (Rolesor) | $18,900 | $19,450 | +2.9% |
| Datejust 41 | Two-Tone (Rolesor) | $16,350 | $16,800 | +2.8% |
Figures reflect the published June 2026 US price lists. Steel, platinum, titanium, and white Rolesor were unchanged in June.
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.
With both 2026 increases now in effect, the gap between the new retail and secondary pricing is what to watch. Many gold and two-tone references still trade at or below list, which is often where a pre-owned or gray-market piece makes the most sense.
Frequently Asked Questions
When do the new Rolex prices take effect?
Rolex implemented two increases in 2026: the first took effect January 1, 2026, and a second, smaller one took effect June 1, 2026. Purchases completed before each date were at the prior pricing.
How much did Rolex prices increase in 2026?
In January 2026, gold models rose approximately 6-9% (some, like the Day-Date 40, nearly 10%) and steel models 2-6%. On June 1, 2026, Rolex added roughly another 5% on gold and 2.5% on two-tone, while steel, platinum, and titanium were unchanged.
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.
Did Rolex raise prices again in June 2026?
Yes. On June 1, 2026, Rolex raised US retail prices a second time this year, roughly 5% on full gold models and 2.5% on two-tone Rolesor, while steel, platinum, and titanium were left unchanged. It followed the larger January 1 increase and was driven mainly by the continued rise in gold.
How often does Rolex raise prices?
Rolex typically adjusts retail prices at least once a year, usually on January 1, and has increasingly added mid-year adjustments when costs move sharply. 2026 saw two increases, January 1 and June 1, largely because the price of gold kept climbing.
About the author: Ryan Borashan covers the watch market for Watches Off 5th, a luxury watch dealer. We track retail and secondary-market pricing daily as part of buying and selling.
Sources & method: Increase percentages reflect Rolex US retail adjustments for January 1 and June 1, 2026, cross-referenced with industry price reporting and our own observation of dealer pricing. Specific figures are approximate and vary by reference.