Rolex has once again increased UK retail prices for 2026, continuing a long-running trend that has reshaped the luxury watch market over the past decade. While annual price rises have become expected, the latest adjustments underline an important reality for buyers: owning a new Rolex at retail is becoming significantly more expensive year on year.
With updated prices now in effect across the UK, we explore what’s changed, why prices continue to rise, and why many buyers are choosing the secondary market as a smarter alternative.
For 2026, Rolex has applied average UK price increases of approximately 5% across most of its collections, continuing a long-established pattern of steady annual adjustments. While the precise rise varies depending on the specific model and materials used, the overall direction is unmistakable and consistent across the brand’s portfolio.
Stainless steel Rolex sports models - including the Submariner, GMT-Master II and Daytona, - have typically increased by around 5%, maintaining their position as some of the most in-demand watches in the world. Gold and two-tone Rolex watches have seen slightly larger increases of approximately 6–7%, reflecting both higher precious metal costs and Rolex’s premium positioning. Importantly, even entry-level models such as the Oyster Perpetual have moved upwards, underlining that no part of the range has been left untouched by the latest adjustments.
While these increases may appear modest when viewed as percentages, their real-world impact is more significant. On many popular references, the changes amount to several hundred pounds, and for precious metal models, the increase can stretch into the thousands. As a result, Rolex ownership at retail is becoming progressively more expensive for UK buyers.
| Rolex Model | Approx 2025 UK RRP | Approx 2026 UK RRP | Increase |
|---|---|---|---|
| Submariner (Stainless Steel) | £8,100 | £8,500 | ~5% |
| GMT-Master II (Steel) | £9,600 | £10,080 | ~5% |
| Daytona (Steel) | £13,600 | £14,300 | ~5% |
| Datejust 41 (Steel / White Gold) | £9,700 | £10,200 | ~5% |
| Oyster Perpetual (Steel) | £5,900 | £6,200 | ~5% |
| Day-Date (Precious Metal) | £30,000 | £31,900 | ~6–7% |
Rolex price rises are rarely driven by a single factor. Instead, they reflect a combination of market forces and long-term brand strategy:
Rising Production Costs
Gold prices remain historically high, increasing manufacturing costs for precious-metal and two-tone Rolex watches.
Currency Fluctuations
The strength of the Swiss franc against sterling plays a major role in how UK retail prices are set.
Brand Positioning
Rolex favours steady, controlled annual increases to protect brand value, manage demand and support residual prices across both retail and resale markets.
If You’re Buying New
Retail Rolex watches are undeniably becoming more expensive. For buyers lucky enough to secure an authorised dealer allocation, today’s price may look “cheap” in a few years’ time, based on historical trends.
If You’re Looking at the Secondary Market
Higher retail prices often support strong secondary values, particularly for steel sports models. While premiums fluctuate, a rising retail baseline tends to protect long-term demand.
If You’re a First-Time Buyer
The barrier to entry is higher than ever. Models that once sat comfortably under five figures are now well above it, pushing many newcomers toward pre-owned or alternative brands.
Rolex’s 2026 price rise isn’t an isolated move - it reflects a broader luxury trend. Across fashion, jewellery, and watches, brands are recalibrating prices in response to inflation, costs, and shifting consumer behaviour.
What makes Rolex different is its consistency. Despite higher prices, demand remains strong, waiting lists persist, and the brand continues to dominate both retail and resale conversations.
Rolex entering 2026 with higher prices feels almost inevitable -but that doesn’t make it insignificant. Each increase subtly reshapes the market, influencing buying decisions, collector strategies, and perceptions of value.
For some, it reinforces Rolex as a long-term store of value. For others, it’s a signal to explore alternatives or the pre-owned market. Either way, one thing is clear:
Rolex watches are more expensive than ever - and history suggests they won’t be getting cheaper anytime soon.
