Rolex Price Increase June 2026: Gold up, Steel untouched

Average price increase within the Rolex catalog

We’ve analyzed all available references currently available in the Rolex catalog, which are 1293 references. 29% of these watches didn’t get a price increase (so 379 watches are still priced the same as last week). That means that the rest got a price increase, on average 2,6%. Again. Let’s dive into the different watches with their new prices.

What drives this price increase?

So, we’ve seen the increase on 70% of all Rolex references currently available. And most of these watches have something in common: precious metals. We dug up the price increase of gold in 2026, and yes, Q1 was a strong month with an increase from €124.000 a kilo to €143.000, but now the price is back at around the €124.000 mark.

That being said, Rolex has increased the retail prices from all gold watches, while steel, platinum and titanium watches didn’t increase in price. Which is weird, since the price of gold is back at the January 2026 level. The biggest price increase is for the Rolex Lady-Datejust 279459RBR. Which was already pretty expensive, but now with a 5% increase, this piece will cost you €182.500.

The biggest increase per model you ask? That’s the Daytona. On average, the Daytona in solid gold or Oysterflex is now 4,4% more expensive. And we’ve checked all 47 available references on the Daytona. The same goes for the solid gold Oyster Perpetual 1908, with an average increase of 4,12%.

The Rolex Sea-Dweller, the Sea-Dweller Deepsea and Explorer are a bit more expensive as well, averaging around 1,1% compared to last week. Thankfully, the Oyster Perpetual, Air-King and Submariner in steel are still the same price as last week. Which almost feels like a relief.

Price increase per material used

Rolex has increased their list prices for yellow gold, rose gold, white gold and Rolesor (two-tone). And thus this can be explained due to the higher value of gold compared to January 2026. The average increase on solid gold pieces is 4,8%, while Rolesor watches increased 2,47% (which makes sense, since it’s ‘half’ gold). The biggest changing factor is the price increase on Oysterflex watches, which doesn’t make sense to be honest. Yes, these watches feature a solid gold case and clasp, but the rubber strap isn’t getting more expensive. And still, Rolex increased watches worn on Oysterflex with 5,02%. On average.

To be more exact: specifically the Daytona on Oysterflex used to cost €41.800 at the local Rolex boutique, and now will set you back to €44.000 (which is a 5,25% increase).

Some highlights

To highlight some watches, we’ve picked the most popular watches according to our sales. And of course, the Datejust is the leader, with an average increase of 1.59% for the 36mm, 1.38% for the larger 41mm model and 2.82% for the Lady-Datejust. Even the Land-Dweller has increased in price, with 1.92% for the 36mm and 2% for the 40mm Land-Dweller.

What this means for buyers

If you’re lucky enough to get your hands on a watch at the Rolex boutiques, which is hard, you will have to pay some extra now starting on June first 2026 for models containing gold. This price increase will affect most of you as well, since most of you buy on the grey market. Expect these prices to increase as well, depending on how hard the model is to get. Little sidenote: there might be a chance that solid gold Rolex pieces will end up selling below retail in a few weeks. Don’t follow the hype, just be patient.