"Averaging a 7% jump in the US and 5% in the UK, heavyweights Rolex, Audemars Piguet, and Tudor have ushered in price increases, according to . In an era marked by shifting economic landscapes, these price adjustments reflect the ripple effects of a variety of factors: the recently imposed 15% tariff on Swiss watch imports to the US, a weaker US dollar, skyrocketing gold prices which reached a record high in December 2025, and persistent global inflation."
"Among the most notable brand price shifts was Rolex, which led with an average 7% increase on US models and 5.2% on UK counterparts. The brand has a history of fine-tuning its pricing, with mid-year increases often triggered by fluctuations in material costs or currency exchange rates. The iconic white-gold Cosmograph Daytona, for example, saw its retail price escalate from $49,000 (excluding tax) in January 2025 to $56,400 in 2026, marking one of the most significant price shifts in the brand's lineup."
Major Swiss watchmakers implemented broad price increases across the US and UK in 2026. Rolex raised US prices by about 7% and UK prices by about 5.2%, with models like the white-gold Cosmograph Daytona jumping from $49,000 to $56,400 and the Submariner Date rising from $46,600 to $52,100. Audemars Piguet increased US prices by roughly 7.5% and UK prices by 2.5%, with the steel Royal Oak Chronograph moving from $40,500 to $44,400. Tudor raised US prices about 5.6% and UK prices about 5.8%, led by the gold-on-gold Black Bay 58 rising from $36,500 to $39,400. Drivers include a 15% US tariff on Swiss imports, a weaker dollar, record gold prices, and persistent inflation.
Read at Elite Traveler
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