In Rare Move, Rolex Raises Prices for Second Time This Year

By JCK News Desk | June 15, 2026

Rolex has again raised prices on its gold watches, by about 5% globally, after first increasing them in January an average of 6.2% in key markets including the U.S., Reuters reported.

A second price hike within a year is rare for Rolex, said Reuters.

The latest increase was implemented on June 1, targeting gold models specifically while leaving steel models unchanged, according to Everest, a maker of aftermarket straps for Rolexes and other watches. The January increase “was not global and not specific to gold,” Reuters said.

As examples of the latest Rolex price rise, Everest cited the yellow gold Day-Date 36’s increase from to $43,700 to $45,900 and the new Yacht-Master II ref. 126688, up from $57,800 to $60,700.

Rolex’s pricing move highlights a prevailing dynamic in the luxury market: Demand remains strong among wealthy clients even as broader spending softens.

As luxury beat journalist Jimmy Adeel wrote on the Australian men’s lifestyle site DMARGE, “Rolex can raise prices again because its best customers are not behaving like the rest of the market. Middle-income shoppers may be pulling back, but the very top end is still spending.”

Analysts cited by Reuters said brands are increasingly positioning gold watches as rare, investment-oriented pieces for affluent buyers. Rolex’s willingness to push through multiple price increases in a single year suggests confidence that its core clientele—and the luxury market in general—can absorb further gains.

Other high-end watchmakers have recently raised prices, Reuters noted, including Richemont-owned Cartier, which upped prices on some gold watches by as much as 10%, citing rising gold costs and currency factors.

The JCK News Desk uses AI to help research and produce the first draft of articles. This story was then reviewed by staff writer David Blomquist.