Rolex Prices per January 2026: increases of 2.5-6% confirmed

The new year has started, and as expected, Rolex has officially increased its retail prices. New price lists have now been confirmed across multiple markets, and the impact is significant. Compared to prices from late last year, several popular Rolex models have become noticeably more expensive overnight.

The newly confirmed increases range from 2.5% to nearly 6%, depending on the model and material. It's higher than the predictions, but if you were waiting for January, you are now paying more. Read on to discover which models increased the most.

Timo Klinge

Chief Entertainment Officer

Last update at: 01/01/2026

Rolex Price Increases Confirmed for January 2026

Looking at historical data, Rolex price increases used to average around 3–4% per increase. This year, however, the increase is more pronounced. With one price adjustment(s) already implemented earlier last year, the January update completes a year of steady upward movement in Rolex retail pricing.

Based on the now-confirmed price lists, we see increases across both steel and precious metal models. Compared to the earlier predicted prices from a week ago, the jump is smaller than expected with increases between 2,5% - 6%.

The euro prices below are based on retail pricing in the Netherlands. Due to VAT differences, prices may vary slightly across European countries.

Popular Rolex Models: Expected Euro Price Increases

Rolex Submariner Date 126610LN

The Submariner Date remains one of the most in-demand Rolex sports watches. It saw an increase of 2,8%.

Old price (EUR): €10.800
New price per January 2026: €11.100
Increase: ~2,8%

Just 3 years ago, in 2022, this watch retailed for €8.700, an increase of over 27.5% 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.

Old price (EUR): €9.600
New price per January 2026: €9.850
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.

Old price (EUR): €11.350
New price per January 2026: €11.650
Increase: ~2,6%

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.

Old price (EUR): €16.100
New price per January 2026: €16.550
Increase: ~2,8%

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

Rolex Datejust 41, reference 126334

The Datejust 41 with steel case, white gold bezel, with a normal dial, no diamonds or anything on the jubilee bracelet.

Old price (EUR): €11.200
New price per January 2026: €11.700
Increase: ~4.5%

It's just because of the gold of the bezel? Maybe. The 126300 in full steel increased from €8.750 to €9.000, a 2.9% increase. Clearly lower than its brother with white gold bezel.

Rolex Datejust 36, reference 126234

The Datejust 36 in steel/white gold. Together with the Datejust 41 a very popular model also saw an increase of 3,7%.

Old price (EUR): €9.600
New price per January 2026: €9.950
Increase: ~3.7%

Rolex Submariner 126618LB

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

Old price (EUR): €45.000
New price per January 2026: €47.600
Increase: ~5,8%

Rising gold prices and positioning play a clear role here.

Rolex Daytona 126518LN

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

Old price (EUR): €37.700
New price per January 2026: €39.800
Increase: ~5,7%

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.

Old price (EUR): €44.600
New price per January 2026: €47.000
Increase: ~5,4%

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 not a lot of people will buy these pieces for close to €50.000. It’s unfair to be honest. Wristler top-tip: buy a (neo) vintage Day-Date. Same pleasure, different price tag.

What This Means for Buyers

With the January 2026 prices now confirmed, the implications are clear:

The takeaway is simple:

Rolex retail prices are structurally moving higher
Steel models continue to close the gap with precious metal pricing
Availability at Authorized Dealers (AD’s) is unlikely to improve in parallel with higher prices which is why buying grey market will stay popular.
Be aware of pricing on the grey market: looking back at previous years, prices tend to increase steadily after Rolex announces their higher retailed pricing.

As a result, the grey market remains an important alternative for buyers who want immediate availability or better value compared to current retail levels.

Buy Now or Wait?

With the limited availability at Authorized Dealers, long waiting lists and the price increases returning every year, waiting remains not an ideal strategy when you'd like to buy for the best price. Grey market prices typically adjust shortly after official list prices increase, meaning today’s secondary market prices may look attractive in hindsight.

As always, we’ll keep monitoring Rolex pricing and market behavior throughout the year. But one thing is certain: January has once again reset the baseline. And it's higher than before.