Rolex raised the global price of its gold watches by an average of 5% in June 2026 across major markets including the UK, Hong Kong, and the US [1, 2, 3, 4]. This marks a rare second price increase within the same year, following an earlier 6.2% rise in average watch prices in January 2026 in selected markets—Germany, Hong Kong, Japan, the UK, and the US [1, 2, 3, 4].
The price hikes reflect robust demand for premium luxury watches, especially from super-rich customers who view Rolex models as rare investment pieces [1, 2, 3, 4]. Eric Boneta, a US certified pre-owned watch dealer, said, "No one saw it coming," highlighting the unexpected scale of the recent price rises [1].
Middle-class buyers have largely curtailed spending on luxury watches, prompting brands to focus on high-end, precious-metal models to attract wealthy clients. Zouheir Guedri, founder of luxury research firm Data&Data, explained that "Luxury watchmakers, seeking to capture the elite that still has money to spare, were encouraging clients toward precious-metal and higher-end references" [1].
The rising cost of gold has also driven prices higher. Gold prices have almost doubled since 2024, reaching about US$4,200 per ounce by mid-2026 [1, 2, 3, 4]. Mark Xu, head of marketing at WatchCharts, noted that "Other top luxury brands, such as Richemont, adjusted prices due to rising gold prices and currency swings" [3]. Richemont-owned Cartier increased its gold watch prices by up to 10% in May 2026 [1, 2, 3, 4].
Swiss watch exports priced above 20,000 Swiss francs (US$25,038) have more than doubled from pre-pandemic levels, indicating strong demand for luxury watches [1]. A white gold Rolex Cosmograph Daytona now sells for about US$59,100 in the US, up 14% since the start of 2026 and 33% compared to 2024 [1, 2, 4].
Simon Lazarus, PR and content chief at Chrono Hunter, said, "Rolex watches will continue to be in short supply, and the key is brand appeal, with Rolex remaining the leader" [2].
The next scheduled pricing review by major watchmakers has yet to be announced, but with Cartier adjusting prices in May and Rolex in January and June, further changes remain possible later in 2026.
