New year, new resolution, new price increases… Some things never change. This article should come as no surprise. For several years now, we have published the full list of updated Rolex prices at the beginning of each year. In fact, the new year means new pricing guidelines and new price lists for watch brands, and the Crown is no exception. The latter applies to many industries and can bring some surprises. In 2023, the RRP of Rolex watches was severely affected overall, while 2022 mostly saw a price increase on steel watches. The year 2024 brought a significant increase, and in 2025 it was primarily gold watches that were affected by this price correction. Well, the story will be the same in 2026 as the price increase will depend on the material chosen… which is easy to understand given the price movement of raw materials.
Proceedings: In order to simplify this Rolex price list 2026 and have a reliable comparison background for Rolex prices in 2025, we use the same method as previous years, i.e. This allowed us to use the article we published last year as an accurate 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 current models (1908 Settimo, GMT-Master II Tiger Iron and GMT-Master II White Gold Green and of course the new Land-Dweller collection) we use the price at the time of their launch. We also left 2024 prices in the charts to show a wider range of price appreciation over the years. Finally, we have also seen identical price trends in the UK, while the US has seen even larger price increases, ranging from around 9% for steel watches to 15% for gold models, largely due to the impact of tariffs.
Before we look at the price trends for each Rolex collection, let's first focus on the bigger picture. Similar to 2025, there are differences in Rolex price increases depending on the metal chosen for a particular watch. It all depends on whether you choose a watch made of stainless steel or one made of precious metal. But there is a clear pattern here too. Gold and platinum watches are not affected in the same way, which is easy to understand when you look at the trend in gold prices in recent years. On average, prices for platinum watches increase by 3.5%. Considering that the price of platinum has increased by 100% in euros and 126% in dollars year over year, it feels like a moderate increase. On the other hand, gold is “only” up 46% in euros and 65% in dollars, while gold Rolex watches are up 5 to 6% on average.
However, the new price list for Rolex in 2026 is less damaging than the one in January 2025: two-tone Rolesor models increased by an average of 8%, while solid gold models increased by a whopping 12% on average. But now it's time to take a look at the detailed Rolex price list 2026 per collection.
Cosmographer Daytona
Last year, Rolex's racing chronograph, the Daytona, was hit the hardest by the price increase. In fact, the gold models rose 18%, while the steel versions only saw a price increase of 2.6%. In 2026, an identical pattern can be seen for the Daytona, but in more sensible proportions. The two steel editions (126500LN in black or white) increased by 2.2%, the gold models by a medium 5%. The price correction for the platinum editions is also moderate at 3.5%. However, that's around 2,500 to 3,000 euros more for a single watch…
Rural dwellers
No stranger to price corrections is the Land-Dweller, Rolex's latest collection, the brand's luxury sports watch with an integrated bracelet and highly innovative escapement. Despite being a recently launched Land Dweller collection, it is seeing the same price increase as other collections, if not a little more. In fact, steel versions are up 3.5 to 4%, while platinum versions are the least affected. Gold models, like the rest of the brand's catalog, are the ones with the largest price increases.
Submariner and Submariner Date
Last year, the Submariners in stainless steel, whether date or no-date, with black or green bezels, were all affected by a minimal price difference of 100 euros. This year the situation is not the same, with an increase of 300 to 350 euros, or about 3.5%. Two-tone Rolesor watches, whose cases and bracelets feature less gold, rose 4.5%, while the price of an all-gold Submariner Date rose by 2,400 to 2,700 euros.
GMT MASTER II
The situation for the brand's travel watch, the GMT-Master II, is roughly the same as for the Submariner. Steel models are 350 euros or 3% more expensive. The situation is more difficult for Rolesor and solid gold watches, which all increased by at least 5%, which in real currency corresponds to an increase from 900 to 2,600 euros.
Sea creatures, deep sea and deep sea challenge
As in previous years, Rolex seems to be pursuing a slightly different strategy with rather marginal price increases for its less commercially attractive models. Looking at the brand's most robust diving watches, we can see somewhat controlled price increases on the Sea-Dweller, Deepsea and Deepsea Challenge models, the latter being made of titanium rather than steel. As expected, the two-tone Sea-Dweller and the all-gold Deepsea have increased in volume at higher volumes than the steel or titanium versions.
EXPLORERS AND DISCOVERERS II
Rolex's exploration models, the Explorer and Explorer II, are the least affected by the 2026 price increase. For example, the Explorer 36 and Explorer 40 made of steel are only 150 euros or around 2% more expensive compared to January 2025. Likewise, the 42mm Explorer II reference 226570 in black or white has increased by 250 euros. Only for the two-tone Explorer 36mm Rolesor does the price increase by 600 euros.
YACHT MASTER
Following the discontinuation of the regatta-inspired Yacht-Master II chronograph in 2024, this sailing-focused collection only includes time and date models with a rotating bezel, also known as Yacht-Master. The price increase for these models in 2026 is in line 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 HEAVEN INHABITANT
Now let's take a look at Rolex's aviation-oriented watches. Here we have a rather surprising pattern that appears to be a commercially driven decision. In fact, we've seen identical choices from Rolex in the past before discontinuing some collections, and the 1% price increase on the gold Sky-Dweller models is surprising. Will the brand's annual calendar and GMT model disappear? Or is it a way to move some cumbersome inventory? Time will tell, but this election is not an anecdote.
DATEJUST 41 AND DATEJUST 36
Rolex's most classic watch, the Datejust, is an extremely extensive collection with well over 300 references available – taking into account all possible materials, diameters, dial colors, bezel types and bracelet types. We list here just a few of the classic references – Stahl or Rolesor – to give a general overview of the situation in this collection. As with the rest of the brand's catalogue, there is a clear difference between all-steel models (smooth bezel), watches with a fluted bezel in white gold or two-tone editions with steel and gold bracelets, with the trend ranging between +1.8% and +4.9%.
DAY-DATE 40 AND DAY-DATE 36
This is another large collection of watches available exclusively in precious metals. Here we can see differences between the gold and platinum versions of the Day-Date. All models cost around 2,500 euros, although the increase varies in percentage terms depending on the material. Platinum, like all the other watches mentioned above, is less affected by the price increase in 2026 than gold.
OYSTER PERPETUAL 41, 36, 34, 31 AND 28
The Oyster Perpetual collection is Rolex's entry-level model. And yes, the “cheapest” Rolex has now gone up again with a starting price of 6,000 euros – for the Oyster Perpetual 28. All watches from the collection cost 150 euros more, which feels quite reasonable. 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 rather sharp price increase, as all models are made of precious metal. Even the recently introduced versions with Settimo bracelets are 2,000 euros more expensive, while the beautiful platinum version with its guilloche ice blue dial is “only” 1,100 euros more expensive.
To see current Rolex prices in your region and in your local currency, visit www.rolex.com.
https://monochrome-watches.com/news-2026-rolex-price-list-2025-2026-increase-evolution-year-to-year-minimal-evolution-steel-models-large-increase-gold-watches/