ROLEX RAISES PRICES 7% ACROSS ALL MODELS IN JANUARY 2026 — Quick Facts
Rolex implements third major price increase in 12 months with steel models up 5-6% and gold pieces climbing 8-10%. Submariner breaks $10K barrier.
Key Data Points
- The no-date Submariner 124060 crossed $10,000 for the first time, jumping from $9,500 to $10,050 in the US market
- Steel GMT-Master II 'Batman' rose from $11,100 to $11,800 while the steel Daytona climbed from $16,000 to $16,900
- Gold Daytona models experienced 5-6% increases with the yellow gold 126508 now retailing at $51,600, up from $48,800 in 2025
Frequently Asked
- How much did Rolex Submariner 124060 price increase in January 2026?
- The Rolex Submariner 124060 (no-date) increased from $9,500 to $10,050 in January 2026, crossing the $10,000 threshold for the first time in its history.
- What percentage did Rolex raise prices in January 2026?
- Rolex raised prices by approximately 7% across all models in January 2026, with specific increases varying by model and material type.
- How much did the Rolex GMT-Master II Batman increase in price?
- The steel GMT-Master II 'Batman' increased from $11,100 to $11,800 in January 2026, representing a 6.3% increase.
- What is the new retail price of the Rolex Daytona steel model?
- The steel Rolex Daytona increased from $16,000 to $16,900 in January 2026, making it one of the most expensive steel sports watches.
- Did gold Rolex watches increase more than steel models?
- No, gold Rolex watches actually increased less than steel models, with gold models experiencing 5-6% increases compared to the average 7% increase across all models, reflecting commodity price justification rather than brand strategy.