After the price increase already recorded last January 2025, now both brands are preparing to raise the bar again for their references.
For Rolex, the delta of increase is between 0.9% and 10%, while the average is 4%. In the case of Tudor, the delta is much higher, between 0.9% and 14.4%, with an average of 5.3%.
An overview of the increases
Before analyzing the price evolution of each Rolex collection, it is useful to dwell on the big picture. As was the case in 2025, price increases vary significantly depending on the metal chosen for the watch: it all depends on whether one opts for steel or a precious metal. Even in this case, however, a rather clear trend emerges.
In fact, gold watches and platinum watches are not affected equally by the increases, something that is easily understandable when looking at gold price trends in recent years. On average, models made of platinum show a price increase of 3.5%. When one considers that, on an annual basis, platinum has increased by 100 percent in euro, this is an all in all small increase.
On the flip side, gold “only” registered a 46% increase in euros while gold Rolex watches show average price increases of between 5 and 6%.
That said, the new Rolex price list for 2026 appears to be less impactful than it was in January 2025, with Rolesor “two tone” models up about 8% on average, while solid gold models marked a consistent rise, averaging 12%. But it is time to go into detail and analyze the Rolex and Tudor 2026 price list for each collection.
The full list of Rolex and Tudor 2026 price list increase
Oyster Perpetual 36 & 41 mm
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Oyster Perpetual 36 mm | €6.450 | €6.600 | 2,33% |
| Oyster Perpetual 41 mm | €6.750 | €6.950 | 2,96% |
| avg. | 2,64% |
The Oyster Perpetual collection represents Rolex’s “entry level.” And yes, even the “most affordable” Rolex has now moved up a bit, with a starting price set at 6,000 euro for the 28 millimeter Oyster Perpetual. All models in the collection have seen an increase of 150 euro, a markup that overall seems quite reasonable.
Datejust 36 & 41 (smooth bezel and oyster bracelet)
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Datejust 36 mm | €7.850 | €8.050 | 2,55% |
| Datejust 41 mm | €8.600 | €8.800 | 2,33% |
| avg. | 2,44% |
Rolex’s most classic watch, the Datejust, is an extremely large collection, with well over 300 references available, considering all possible combinations of materials, diameters, dial colors, bezel types, and bracelets. Here we simply list some of the most iconic steel references to offer an overview of the price trend within the collection.
As in the rest of the Rolex catalog, a clear difference emerges between all-steel models with smooth bezels, those with white gold knurled bezels, and “two tone” versions. Indeed, price increases vary markedly, with increases ranging from 1.8 to 4.9%.
Explorer I & II
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Explorer I 36 mm | €7.600 | €7.850 | 3,29% |
| Explorer I 40 mm | €8.050 | €8.300 | 3,11% |
| Explorer I steel/gold | €13.450 | €14.100 | 4,83% |
| avg. | 3,97% | ||
| Explorer II | €10.200 | €10.500 | 2,94% |
Here we find the Explorer I and Explorer II, which are among those least affected by the 2026 price increase. For example, the 36 mm and 40 mm steel Explorers show an increase of only 250 euro, or about 3%, compared to January 2025.
Along the same lines, the 42 mm Explorer II, reference 226570, with both black and white dials, sees an increase of 300 euros. The only exception is the Explorer 36 mm Rolesor “two tone,” whose price rises more steeply, with an increase of 650 euro.
Air King & Sky-Dweller
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Air King | €7.850 | €8.050 | 2,55% |
| Sky-Dweller Steel oyster | €16.900 | €17.750 | 5,03% |
| Sky-Dweller Steel and gold oyster | €22.250 | €23.850 | 7,19% |
| Sky-Dweller Oysterflex yellow gold | €47.950 | €48.400 | 0,94% |
| Sky-Dweller Oysterflex rose gold | €49.750 | €50.250 | 1,01% |
| Sky-Dweller Yellow gold | €56.000 | €57.700 | 3,04% |
| Sky-Dweller Everose | €59.400 | €61.200 | 3,03% |
| avg. | 3,03% |
Let us now turn to aviation-inspired Rolex watches. Here a rather surprising trend emerges, which seems to respond more to commercial logic than to a simple price adjustment. Indeed, Rolex has adopted similar strategies before shortly before discontinuing production of some collections, and the increase of just 1% on the gold Sky-Dweller models cannot fail to give pause for thought.
The question must therefore be asked whether the model with an annual calendar and GMT function is destined to go out of business, or whether this choice is a way to facilitate the sale of references with a slower rotation. Only time will provide an answer, but it is clear that this decision is by no means marginal.
Submariner & Submariner Date
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Submariner | €9.700 | €9.950 | 2,58% |
| Submariner Date Steel | €10.850 | €11.200 | 3,23% |
| Submariner Date Steel + Green | €11.400 | €11.750 | 3,07% |
| Submariner Date Steel and Gold | €17.900 | €18.700 | 4,47% |
| Submariner Date Yellow gold | €45.400 | €48.000 | 5,73% |
| Submariner Date White gold | €48.900 | €51.500 | 5,32% |
| avg. | 5,52% |
Last year, the stainless steel Submariner, both Date and No-Date versions, with black or green bezels, had seen minimal price changes of only 100 euro. This year, however, the situation is different: increases are between 300 and 350 euro, or about 3.5%.
The “two tone” models, which use a smaller amount of gold for the case and bracelet, mark an average increase of 4.5%, while the Submariner Date in solid gold sees its price rise far more sharply.
Deepsea & Sea-Dweller
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Black | €14.950 | €15.300 | 2,34% |
| D-Blue | €15.270 | €15.630 | 2,36% |
| Challenge | €28.000 | €28.700 | 2,50% |
| Yellow gold | €60.700 | €64.000 | 5,44% |
| avg. | 3,97% |
As in previous years, Rolex seems to be adopting a slightly different strategy for the less commercially attractive models, applying smaller price increases. Indeed, analyzing the brand’s more extreme dive watches, more controlled price increases are observed for the Sea-Dweller, Deepsea, and Deepsea Challenge, the latter made of titanium rather than steel.
As might be expected, the “two tone” versions of the Sea-Dweller and the Deepsea in solid gold register more significant increases than the steel or titanium variants.
Yacht-Master
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Yacht-Master 42 mm yellow gold | €34.050 | €35.900 | 5,43% |
| Yacht-Master 42 mm white gold | €35.650 | €37.600 | 5,47% |
| Yacht-Master 42 mm titanium | €15.550 | €15.900 | 2,25% |
| avg. | 3,86% |
Following the 2024 release of the regatta-inspired Yacht-Master II chronograph, this collection dedicated to the nautical world now includes exclusively time-only models with date and rotating bezel, known simply as Yacht-Master. Planned price increases for 2026 are in line with the rest of the brand’s offerings and vary depending on the material chosen.
GMT-Master II
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Oyster Left-handed | €11.850 | €12.150 | 2,53% |
| Jubilee Left-handed | €12.050 | €12.400 | 2,90% |
| Oyster | €11.300 | €11.650 | 3,10% |
| Jubilee | €11.500 | €11.900 | 3,48% |
| Steel and Everose | €18.500 | €19.400 | 4,86% |
| Rolesor | €18.800 | €19.750 | 5,05% |
| Yellow gold | €45.400 | €47.900 | 5,51% |
| Everose | €45.400 | €50.000 | 10,13% |
| White gold meteorite | €49.750 | €52.400 | 5,33% |
| avg. | 7,73% |
The situation for Rolex’s travel watch, the GMT-Master II, is broadly similar to that of the Submariner. Steel models show an increase of 350 euro, or about 3%.
Rolesor and solid gold versions, on the other hand, are more penalized, all of which mark increases of at least 5%.
Cosmograph Daytona
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Steel | €16.250 | €16.650 | 2,46% |
| Yellow gold | €49.200 | €52.000 | 5,69% |
| White gold | €52.800 | €55.700 | 5,49% |
| Everose | €52.800 | €55.700 | 5,49% |
| Platinum | €80.700 | €83.500 | 3,47% |
| Oysterflex yellow gold | €38.050 | €40.100 | 5,39% |
| Oysterflex rose gold | €39.950 | €42.200 | 5,63% |
| Oysterflex white gold | €39.950 | €42.200 | 5,63% |
| avg. | 2,82% |
Last year, Rolex’s sports chronograph, the Daytona, was among the models hardest hit by price increases: gold models had risen 18%, while steel versions were up only 2.6%.
In 2026, the same pattern is observed for the Daytona, but in smaller proportions. The two steel editions (126500LN with black or white dials) show an increase of 2.5%, while the gold models mark an increase around 5%.
Land-Dweller
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| 36 mm steel | € 14.700 | € 15.200 | 3,40% |
| 40 mm steel | € 15.600 | € 16.200 | 3,85% |
| 36 mm Everose | € 44.000 | € 46.500 | 5,68% |
| 40 mm Everose | € 48.500 | € 50.900 | 4,95% |
| 36 mm platinum | € 60.800 | € 62.800 | 3,29% |
| 40 mm platinum | € 65.300 | € 67.600 | 3,52% |
| avg. | 3,41% |
The Land-Dweller, Rolex’s latest collection, a luxury sports watch with an integrated bracelet and an innovative escapement, is no stranger to price adjustments. Despite its recent introduction, the Land-Dweller experiences increases similar to those of the other collections, if not slightly higher.
Steel versions show price increases between 3.5 and 4%, while platinum editions are the least affected. As with the rest of the catalog, gold models experience the largest increases.
Perpetual 1908
| Model | List beginning 2025 | List beginning 2026 | Increase 2026 |
| Yellow gold | €25.700 | €27.200 | 5,84% |
| White gold | €27.000 | €28.500 | 5,56% |
| Platinum | €32.100 | €33.200 | 3,43% |
| Yellow gold and bracelet | €36.500 | €38.500 | 5,48% |
| avg. | 4,45% |
Finally, the brand’s most elegant watch, the Rolex 1908 collection, does not escape rather significant price increases, since all models are made exclusively of precious metals.
Conclusions
With the correct numbers in hand, the message that emerges is unmistakable. Rolex is not chasing the market with increases, but is rationalizing and redefining its catalog. Steel is gradually losing its role as the true entry level, the big sports models are being realigned with each other, the Rolesor acquires a higher status, and gold firmly consolidates its position at the top of the range.
More than just a policy of price increases, the 2026 policy thus appears to be a conscious positioning strategy. And, as is often the case with Rolex, it is the numbers, more than any official communication, that clearly tell this evolution.
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