Rolex Price Predictions 2026 with 5-9% increases

It’s that time of year again. As we move closer to January, new Rolex price lists are already circulating on international watch forums, and this time, the increases are anything but subtle. While Rolex traditionally adjusts prices twice a year, the upcoming increase looks significantly steeper than what we’ve seen in recent years.

Based on early data from the US market, several popular models are facing price hikes of 5% to nearly 9% compared to today’s prices. For European buyers, that matters, because euro prices tend to follow these increases almost one-to-one. In other words: if you’re considering a Rolex, waiting until January may prove to be an expensive decision.

Timo Klinge

Chief Entertainment Officer

Last update at: 24/12/2025

Rolex Price Predictions for January 2026

Looking at historical data, Rolex price increases used to average around 3–4% per increase. But, we have had just one increase this year, so this time it will be a bit different. The numbers now emerging tell a different story. Based on leaked US pricing and current European retail levels, we’re seeing material jumps across steel and precious metal models alike.

Below are realistic projections based on current euro prices and the expected percentage increases. Please keep in mind the Euro prices are focused on the Netherlands for now. They could be a little different in each European country due to different tax levels.

Also read

Rolex 2025 retail price increases

29/01/2025 — Timo Klinge

Popular Rolex Models: Expected Euro Price Increases

Rolex Submariner Date 126610LN

The Submariner Date remains one of the most in-demand Rolex sports watches.

Current price (EUR): €10.800
Expected January 2026 price: ~€11.500
Increase: ~6,6%

Just 3 years ago, in 2022, this watch retailed for €8.700, an increase of over 30% in 4 years. The upward trajectory is unmistakable.

Rolex Submariner No-Date 124060

Often praised for its clean symmetry, the no-date Sub is not spared either.

Current price (EUR): €9.600
Expected January 2026 price: ~€10.200
Increase: ~5,8%

A relatively “modest” increase by current Rolex standards: yet still substantial in absolute terms.

Rolex Submariner 126610LV

The green bezel Submariner continues to command strong demand.

Current price (EUR): €11.350
Expected January 2026 price: ~€12.100
Increase: ~6,3%

This model perfectly illustrates how popular references are being pushed further upmarket.

Rolex Daytona 126500LN

The steel Daytona remains the crown jewel of Rolex sports models.

Current price (EUR): €16.100
Expected January 2026 price: ~€17.000
Increase: ~5,6%

Even at this price level, demand shows no signs of slowing.

Rolex Submariner 126618LB

Gold Rolex models are seeing some of the most aggressive increases.

Current price (EUR): €45.000
Expected January 2026 price: ~€49.000
Increase: ~9,0%

Rising gold prices and positioning play a clear role here.

Rolex Daytona 126518LN

The yellow gold Daytona on Oysterflex, 126518LN, continues to climb rapidly.

Current price (EUR): €37.700
Expected January 2026 price: ~€40.900
Increase: ~8,6%

This is a clear signal that Rolex is further distancing precious metal sports models from their steel counterparts.

Rolex Day-Date 228238

The iconic Day-Date in yellow gold remains Rolex’s flagship.

Current price (EUR): €44.600
Expected January price: ~€48.400
Increase: ~8,6%

At this point, the Day-Date is firmly positioned as a high-luxury product rather than just a watch. To be honest, the Day-Date will probably be available below list next year, since no one will buy these pieces for €50.000. It’s unfair to be honest.

We haven’t seen any corrections on Datejust models for now, but we’re sure that these will follow the increase as well. With gold jumping to new all time highs, the two-tone Datejust models will probably increase in price as well (while these are already pretty expensive).

What This Means for European Buyers

While these predictions are based on US dollar pricing, Rolex historically maintains percentage parity across regions. That means European retail prices are very likely to rise at similar rates, regardless of exchange-rate nuances or local VAT structures.

The takeaway is simple:

Multiple models are facing above-average increases
Waiting until January almost certainly means paying more
Availability at Authorized Dealers (AD’s) is unlikely to improve in parallel with higher prices which is why buying grey market will stay popular

Buy Now or Wait?

No one can predict Rolex pricing with absolute certainty, but the pattern is clear enough. With confirmed increases already implemented earlier this year and another sharp adjustment expected in January, buying before year-end may be the last opportunity to secure a Rolex at today’s prices. For the grey market at least. Expect grey market prices to rise as well, as soon as the official prices are final on January first.

We’ll likely be writing this same article again in January, only with confirmed numbers instead of predictions. Until then, the math speaks for itself.