The 2026 Rolex Price List Shows 1 to 6% Price Rise Depending on Metals and Models

New year, new resolution, new price rises… Some things never change. This article shouldn’t come as a surprise. For some years now, on the first days of the year, we publish the complete list of updated prices for Rolex. Indeed, new year means new price policies and new price lists for watch brands, and the Crown is no exception to the rule. The latter, which is true for many industries, can come with some surprises. In 2023, the RRP of Rolex watches was largely impacted overall, while 2022 showed a price rise mostly on steel timepieces. 2024 came with a reasonable increase, and in 2025, it’s gold watches that were primarily affected by this price correction. Well, the story will be the same in 2026 as the price rise will depend on the chosen material… which is easily understandable considering the price evolution of raw materials.

Method: to simplify this 2026 Rolex price list and to have a reliable comparative background to Rolex prices in 2025, we’ll be using the same method as previous years, meaning a year-over-year (YOY) comparison – January 1st, 2025 vs. January 1st, 2026 – and with the prices in Euro, on the French market, and including VAT. This allowed us to use the article we published last year as a precise comparison, using the same market, currency and models. The only exceptions to note are the watches presented at Watches & Wonders in April 2025. For these recent models (1908 Settimo, GMT-Master II Tiger Iron and GMT-Master II White Gold Green, and of course the new Land-Dweller collection), we’re using the price at the time of their introduction. Also, we’ve left the 2024 prices in the charts too, to give a wider range of the price increase over the years. Finally, we’ve also noticed identical price evolutions in the UK, while the US are suffering even larger price increases, ranging from about 9% on steel watches to 15% on gold models, mostly due to the effect of tariffs.

Before we look at the evolution of prices for each Rolex collection, let’s first focus on the wider picture. Similar to what happened in 2025, there are disparities in the price rises for Rolex depending on the metal chosen for a given watch. It all depends on whether you’ll go for a stainless steel watch or pick one made of precious metal. But here again, there is a clear pattern. Gold and platinum watches aren’t affected the same way, which is easily understandable by looking at the evolution of the price of gold in recent years. On average, watches made of platinum see their prices go up 3.5%. Considering that, year-to-year, platinum has gone up 100% in euros and 126% in dollars, it feels like a moderate increase. On the other side, gold has “only” increased by 46% in euros and 65% in dollars, while gold Rolex watches are, on average, up by 5 to 6%.

That being said, the new price list for Rolex in 2026 is less harmful than what happened in January 2025, with two-tone Rolesor models going up 8% on average, while full gold models were up by a whopping 12% on average. But it’s time for us now to look at the detailed 2026 Rolex price list per collection.

Cosmograph Daytona

Last year, Rolex’s racing chronograph, the Daytona, was amongst the most affected by the price rise. Indeed, gold models were up 18% while steel versions only suffered a 2.6% price increase. In 2026, an identical pattern can be seen for the Daytona, yet in more reasonable proportions. The two steel editions (126500LN in black or white) are up by 2.2%, and gold models are up by mid-5%. As for the platinum editions, the price correction is moderate too, at 3.5%. That said, this represents about 2,500 to 3,000 euros more on a single watch…

Land-Dweller

The Land-Dweller, Rolex’s latest collection, the brand’s luxury sports watch with an integrated bracelet and a highly innovative escapement, is no stranger to price corrections. Despite being a recent introduction, the Land-Dweller undergoes the same price rise as other collections, if not a bit more. Indeed, steel versions are up 3.5 to 4%, while platinum editions are the least affected. Gold models, like the rest of the brand’s catalogue, are those with the largest price rises.

Submariner and Submariner Date

Last year, the Submariner in stainless steel, whether Date or No-Date, with a black or green bezel, were all impacted by a minimal price difference of 100 euros. The situation isn’t the same this year, with an increase of 300 to 350 euros or about 3.5%. Two-tone Rolesor watches, having less gold on their cases and bracelets, are up by 4.5%, while a full gold Submariner Date sees its price rise by 2,400 to 2,700 euros.

GMT-MASTER II

The situation for the brand’s traveller’s watch, the GMT-Master II, is roughly the same as what happens for the Submariner. Steel models are up 350 euros or 3%. The situation is harder for Rolesor and solid gold watches, which are all up by at least 5%, which again in real-world money means a rise of 900 to 2,600 euros.

SEA-DWELLER, DEEPSEA AND DEEPSEA CHALLENGE

As in previous years, Rolex seems to have a slightly different strategy for its less commercially attractive models, with more marginal price increases. Indeed, looking at the brand’s most rugged dive watches, we can see slightly more controlled price rises on the Sea-Dweller, Deepsea and Deepsea Challenge, the latter being made of titanium and not steel. As expected, the two-tone Sea-Dweller and full gold Deepsea are up by larger numbers than steel or titanium editions.

EXPLORER AND EXPLORER II

Here, the exploration models by Rolex, the Explorer and Explorer II, are some of the least impacted by the 2026 price increase. For example, the steel Explorer 36 and Explorer 40 are only up by 150 euros or about 2%, compared to January 2025. In the same vein, the 42mm Explorer II reference 226570 in black or white is up by 250 euros. Only the two-tone Explorer 36mm Rolesor sees its price going up by 600 euros.

YACHT-MASTER

Following the discontinuation of the regatta-inspired Yacht-Master II Chronograph in 2024, this yachting-oriented collection now only comprises time-and-date models with a rotating bezel, also known as the Yacht-Master. The 2026 price increase for these models is consistent with the rest of the brand’s portfolio and changes depending on the material chosen. The steel models are slightly more affected than other collections for the simple reason that their bezels are made of platinum.

AIR KING AND SKY-DWELLER

Let’s now take a look at the aviation-oriented watches of Rolex. Here, we have a rather surprising pattern, which seems to be a commercially-driven decision. Indeed, we’ve seen in the past identical decisions from Rolex before the discontinuation of some collections, and the 1% increase in price on gold Sky-Dweller models is surprising. Will the brand’s annual calendar and GMT model disappear? Or is it a way to help move some slow-moving inventories? Time will tell, but this choice is not anecdotal.

DATEJUST 41 AND DATEJUST 36

Rolex’s most classic watch, the Datejust, is an extremely wide collection with well over 300 references available – taking into account all possible materials, diameters, dial colours, bezel styles and bracelet types. We’re here only listing some of the classic references – steel or Rolesor – to give a broad idea of the situation in this collection. As with the rest of the brand’s catalogue, there is a clear difference between full-steel models (smooth bezel), watches with a fluted bezel in white gold or two-tone editions with steel-and-gold bracelets, with evolutions ranging from +1.8% to +4.9%.

DAY-DATE 40 AND DAY-DATE 36

Yet another wide collection of watches exclusively available in precious metals, we can here see disparities between gold and platinum versions of the Day-Date. All models are up by around 2,500 euros, but the increase is, of course, different in percentage depending on the material. Platinum, like all other watches mentioned above, is less affected by the price rise in 2026 than gold.

OYSTER PERPETUAL 41, 36, 34, 31 AND 28

The Oyster Perpetual collection represents the entry-level range for Rolex. And yes, the “cheapest” Rolex has now moved up a notch, with a starting price of 6,000 euros – for the Oyster Perpetual 28. All watches from the collection are up 150 euros, which feels quite reasonable after all. Note that the 41mm version was moderately updated last year, with a new reference number (change from 124300 to 134300).

PERPETUAL 1908

Last but not least, the brand’s dress watch, the Rolex 1908 collection, is no stranger to the fairly large price rise, as all models are made in precious metals. Even the recently launched versions with Settimo bracelets are up by 2,000 euros, while the handsome platinum version and its guilloche ice blue dial is “only” up 1,100 euros.

You can consult the updated prices of Rolex in your region and in your local currency by visiting www.rolex.com.