Probably yes, but likely a smaller increase than in 2026. Rolex has raised US retail prices in most recent Januarys, including about 7% on average on January 1, 2026, and a second gold-only increase of about 5% followed on June 1, 2026. Heading into 2027, two of the biggest pressures have eased: gold has fallen to about $4,020 an ounce (October 23, 2026) from a record of about $5,608 in January, and the US tariff on Swiss watches is now 12.5% rather than the 15% built into 2026 prices. Our read is a modest January 2027 adjustment on steel models and a smaller one, or none, on gold. Rolex hasn't announced anything, so treat this as a forecast, not a fact.
Below we walk through Rolex's recent price history, what drives each increase, what's different this year, and what it means if you're buying new or pre-owned. Prices from ECI are pre-owned asking prices as of October 2026.
In this article
- Does Rolex raise prices every year?
- What drives a Rolex price increase?
- What's different heading into 2027?
- Our 2027 forecast by metal
- When will we know the 2027 prices?
- Does a retail increase change pre-owned prices?
- Should you buy before January 2027?
- Frequently asked questions
Does Rolex Raise Prices Every Year?
Almost, but not automatically. Rolex usually adjusts its price list on January 1, and recent years have brought more than one change. In January 2024, for example, Rolex raised UK prices by about 4% but left US prices unchanged. Since then the US increases have been larger and more frequent:
| Date | US change | What drove it |
|---|---|---|
| January 2024 | No change in the US (UK up about 4%) | Currency |
| January 1, 2025 | About 5% on average; some gold models over 8% | Gold price, weaker dollar, inflation |
| May 2025 | About 4% | New 10% US tariff on Swiss goods |
| January 1, 2026 | About 7% on average: steel about 5.6%, gold about 9% | Record gold, 15% tariff, weaker dollar |
| June 1, 2026 | Gold about 5%, two-tone about 2.5% (some reports higher), steel unchanged | Gold price |
WatchPro, which obtained Rolex's 2026 US Master Catalogue before it took effect, reported the 7% average, with steel up about 5.6% and gold up almost 9%. Reuters and JCK described the June gold-only increase as a rare second increase in one year. Examples from the June list: the yellow gold Day-Date 40 228238 went from $48,000 to $50,400, and the yellow gold Day-Date 36 from $43,700 to $45,900. On the steel side, the Submariner Date 126610LN has been $11,350 since January 2026.
For the full 2026 picture, see our earlier post on Rolex retail price increases in 2026.
What Drives a Rolex Price Increase?
Four forces explain almost every Rolex price change in the last three years.
- Gold. Rolex casts its own gold, so the metal's price feeds straight into the cost of gold and two-tone watches. That's why gold models rose more than steel in January 2026 and were the only ones to rise in June.
- Tariffs. US duties on Swiss watches were close to zero for decades. In 2025 they jumped to 10%, briefly 39%, then 15%. Rolex raised US prices in May 2025 and again in January 2026 to absorb them.
- Currency. Rolex earns in Swiss francs. When the dollar weakens against the franc, Rolex raises US prices to keep them in line with Europe.
- Demand. Rolex raises prices steadily partly because it can. Many models still trade above retail on the pre-owned market, and that gives Rolex room to move list prices up without hurting sales.
Our view: gold and tariffs explain the size of the 2025 and 2026 increases. The annual January increase itself is Rolex's normal practice, and it tends to happen even when costs are flat.
What's Different Heading into 2027?
Several of the pressures behind the 2026 increases have eased.
Gold has fallen. Gold reached a record of about $5,608 an ounce in January 2026 and was trading around $4,020 on October 23, 2026, roughly 28% lower. That's below the level of about $4,400 in late 2025, when Rolex set its January 2026 prices, and below the roughly $4,500 level around the June increase.
The tariff is lower. In February 2026 the US Supreme Court struck down the tariff framework behind the 2025 duties. A temporary 10% surcharge applied from February to July, and since July 24, 2026 Swiss watches have paid 12.5% in total. Rolex's 2026 US prices were set with a 15% tariff in mind. Tariff policy can change again, so this is the least predictable of the four factors.
The pre-owned market has cooled. In WatchCharts' September 2026 market update, Rolex fell 0.4% for the month, with 11 of its 15 collections down, while carrying record levels of pre-owned supply. Rolex still traded about 9.8% above retail on average at the end of June, but the gap is smaller than in past years.
What hasn't changed: Rolex's habit of a January adjustment, general inflation, and strong demand for its best-known steel models.
Our 2027 Forecast by Metal
This is our read of the factors above, not information from Rolex. Rolex doesn't announce price changes in advance.
| Metal | January 2026 | June 2026 | Our expectation for January 2027 |
|---|---|---|---|
| Oystersteel | About 5% to 6% | No change | A modest increase is most likely, in line with Rolex's usual annual adjustment |
| Two-tone Rolesor | About 8% to 10% | About 2.5% (reports vary) | A small increase or no change |
| 18k gold | About 9% | About 5% | Flat to a small increase while gold stays near current levels |
| Platinum | About 3.5% to 7% | No change | A modest increase, similar to steel |
Two things would change this forecast. A renewed rise in gold above its 2026 highs would push gold prices up again, possibly mid-year as in June 2026. A new or higher US tariff would push all US prices up. A price cut is possible in theory, but Rolex rarely lowers list prices.
When Will We Know the 2027 Prices?
Rolex sends authorized dealers a new price catalogue before each January change. Last year WatchPro reported the contents of the 2026 US catalogue in December 2025, about two weeks before the new prices took effect on January 1. If Rolex follows the same pattern, the 2027 prices are likely to surface in December 2026 and take effect on January 1, 2027. We'll update this post when they do.
Does a Retail Increase Change Pre-Owned Prices?
Not directly. A Rolex price increase changes the list price of new watches sold by authorized dealers. It doesn't change what an existing watch is worth on the day it happens. Pre-owned prices are set by supply and demand.
The effect is indirect. A higher retail price raises the benchmark buyers compare against, which helps pre-owned prices on models that trade close to or below retail. Many gold references sell below retail pre-owned, and a 5% list increase narrows that gap without any watch changing hands. Our guide to which Rolex models sell below retail shows where that applies.
These are ECI pre-owned asking prices for three widely bought references, with their US retail prices where reported (October 2026):
| Reference | Metal | US retail (new) | ECI pre-owned |
|---|---|---|---|
| Datejust 41 126300 | Oystersteel | Close to $9,000 for the base model (2026) | $11,500 to $12,500 (2025, box and papers) |
| Submariner Date 126610LN / 116610LN | Oystersteel | $11,350 for the current 126610LN (2026) | $14,500 for a 2018 116610LN, box and papers |
| Day-Date 40 228238 | 18k yellow gold | $50,400 since June 2026 | $49,900 to $68,500 depending on dial and year |
Popular steel references like the Datejust 41 and Submariner still sell above retail pre-owned, because new ones are hard to get from a dealer. Gold references sit closer to retail. For a model-by-model view, see How Much Is a Rolex in 2026?
Should You Buy Before January 2027?
It depends on how you're buying.
Buying new from an authorized dealer: if you've been offered a watch, buying before January 1 means paying the 2026 price. On a steel model a few percent is a few hundred dollars; on gold it could be more or nothing at all, based on our forecast.
Buying pre-owned: there's no deadline. The January change doesn't reprice watches already on the market, so you can take your time comparing condition, papers and price. Focus on the specific watch rather than the calendar.
Thinking of selling: a retail increase can firm up what buyers will pay for gold and two-tone references that trade near retail. If you're planning to sell or trade in, the weeks after a January increase are a reasonable time to get a quote. See how to sell your Rolex for the best price.
Three in-stock examples across the metals, with ECI pre-owned prices as of October 2026:
41 mm · Oystersteel · 2025
Rolex 126300 Datejust 41, Dark Rhodium Dial
Smooth bezel, Oyster bracelet, box and papers.
$11,500 View the watch →
41 mm · Yellow Rolesor · 2021
Rolex 126613LN Submariner Date 41, Black Dial
Black ceramic bezel, Oyster bracelet, box and papers.
$17,500 View the watch →
40 mm · 18k Yellow Gold · 2021
Rolex 228238 Day-Date 40, Silver Roman Dial
Fluted bezel, President bracelet, box and papers.
$49,900 View the watch →
Financing is available through Affirm, Synchrony, Acima and Snap Finance, with approval and terms set by each provider; see our financing and leasing options. You can also sell or trade in a luxury watch toward your next one.
Frequently Asked Questions
Will Rolex increase prices in 2027?
Probably, because Rolex usually adjusts prices every January. But lower gold prices and a lower US tariff point to a smaller increase than in 2026, especially on gold models. Rolex has not announced 2027 prices.
When does Rolex raise its prices?
Usually on January 1. In 2025 and 2026 Rolex also made a mid-year change: in May 2025 after the US tariff, and on June 1, 2026 for gold models only.
How much did Rolex raise prices in 2026?
About 7% on average in the US on January 1, 2026, with steel up about 5.6% and gold about 9%. On June 1, 2026, gold models rose about another 5% and two-tone about 2.5%, while steel stayed the same.
Will Rolex prices go down in 2027?
Unlikely. Even when costs ease, Rolex has tended to hold prices rather than cut them. The more likely outcome for gold models is little or no increase.
Does a Rolex price increase affect pre-owned prices?
Not directly. It changes the list price of new watches. Pre-owned prices follow supply and demand, though a higher retail price can support pre-owned values on models that trade near or below retail.
Skip the Wait and the Price List
Pre-owned watches aren't repriced on January 1. Compare in-stock Rolex watches by reference, condition and papers, online or at our NYC showroom.
Shop Pre-Owned Rolex →Or browse the Submariner, Day-Date and Daytona collections.
Retail figures are US list prices as reported by the sources linked above. ECI prices are pre-owned asking prices as of October 2026 and change as watches sell. This post is a forecast; we'll update it when Rolex's 2027 prices are known.
