The luxury watch market began 2026 with a decisive shift. Rolex, Audemars Piguet, and Tudor all raised retail prices at the start of the new year. The Rolex Audemars Piguet Tudor price increase 2026 marks one of the most coordinated pricing shifts the Swiss watch industry has seen in years.

According to industry pricing analysis released on January 1, 2026, average price increases reached approximately 7% in the United States and around 5% in the United Kingdom, with variations by brand, model, and market. The timing is not accidental. These increases arrive amid newly implemented U.S. tariffs on Swiss watch imports, record-high gold prices, persistent global inflation, and currency pressure from a weakening U.S. dollar.

For collectors and buyers, this moment is significant. Price increases at the retail level rarely happen in isolation—and their effects ripple quickly through the pre-owned and secondary markets.

This guide explains what changed, why it happened, and how buyers should respond in 2026.

In the first days of January, Rolex, Audemars Piguet, and Tudor adjusted retail pricing across their U.S. and U.K. markets. Industry tracking shows:

• Average U.S. prices rose by ~7%

• Average U.K. prices rose by ~5%

• Price increases were not uniform—some models rose far more than others

• Other major brands such as Patek Philippe, Omega, Cartier, Breitling, TAG Heuer, IWC, and Vacheron Constantin have not yet announced increases

This staggered response suggests that Rolex, Audemars Piguet, and Tudor are reacting fastest to current cost pressures—while others may still be evaluating their next move.

Luxury watch pricing reflects far more than branding. The 2026 increases stem from a combination of policy, economics, and strategic positioning.

One of the most immediate drivers is the newly implemented 15% tariff on Swiss watch imports into the United States. These tariffs directly affect brands whose largest consumer market is North America. We recently published a detailed breakdown explaining how tariffs reshape watch pricing and buyer behavior.

While the current tariff level is lower than earlier projections, even a 15% duty significantly impacts:

• Retail pricing

• Dealer margins

• Allocation strategies

• Long-term pricing forecasts

Brands have little incentive to absorb these costs internally—especially when demand remains strong.

Gold prices reached historic highs entering 2026, pushing up costs for:

• Solid gold cases

• Gold bracelets

• Precious-metal bezels and components

This explains why precious-metal references saw the sharpest price increases, particularly at Rolex and Audemars Piguet.

Global inflation continues to affect:

• Labor costs in Switzerland

• Energy and logistics

• Component sourcing

  
  

Rolex entered 2026 with another structured price adjustment, consistent with its historical pricing behavior.

Average Rolex Price Changes

• United States: ~7%

• United Kingdom: ~5.2%

Rolex often raises prices annually and occasionally mid-year when currency or material costs shift. Notably, the brand raised prices twice in 2025, reinforcing that pricing discipline is now a regular strategy rather than an exception.

Example: White Gold Daytona

One of the most dramatic changes occurred on the white-gold Cosmograph Daytona (40 mm):

• 2025 retail: $51,800 (excluding tax)

• 2026 retail: $56,400

This increase highlights Rolex’s willingness to push pricing most aggressively on high-demand, precious-metal references.

Why Rolex Price Increases Matter

Rolex functions as the market’s anchor brand. When Rolex raises prices:

• Pre-owned values often stabilize or rise

• Buyer urgency increases

• Allocation scarcity intensifies

For many collectors, Rolex price hikes reinforce the brand’s reputation as a store of value, not just a luxury purchase.

Audemars Piguet followed a similar—but more targeted—approach.

Average Audemars Piguet Price Changes

• United States: ~7.5%

• United Kingdom: ~2.5%

The increases were not evenly distributed across collections.

Royal Oak vs. CODE 11.59

Pricing data shows:

• Royal Oak models rose significantly more

• CODE 11.59 models saw smaller increases

This suggests a deliberate strategy: raise prices where demand is strongest, rather than applying uniform increases across the catalog.

Example: Steel Royal Oak Chronograph

• 2025 retail: $40,500

• 2026 retail: $44,400

This move reinforces Audemars Piguet’s positioning of the Royal Oak as one of the most desirable steel sports watches in the world.

Tudor’s increases were slightly more restrained—but still meaningful.

Average Tudor Price Changes

• United States: ~5.6%

• United Kingdom: ~5.8%

Tudor produces very few solid-gold watches, but the gold-on-gold Black Bay 58 experienced the most notable jump:

• 2025 retail: $36,500

• 2026 retail: $39,400

This reflects Tudor’s ongoing transition from “value alternative” to full-fledged luxury sports watch brand.

1. Retail Entry Costs Are Rising

For buyers planning a new purchase in 2026, the cost of entry has already increased. Waiting often means paying more—especially for high-demand references.

2. Pre-Owned Watches Become More Attractive

As retail prices rise, certified pre-owned watches gain relative value:

• Lower acquisition cost
• Immediate availability
• Often insulated from sudden retail jumps

At JD Watches, many clients turn to pre-owned Rolex, Audemars Piguet, and Tudor models to secure value before further increases ripple through the market.

3. Secondary Market Prices May Strengthen

Retail price increases often support:

• Higher resale floors
• Stronger long-term value retention
• Increased collectibility for iconic references

This is particularly true for:

• Rolex Submariner, GMT-Master II, and Daytona
• Audemars Piguet Royal Oak
• Select Tudor Black Bay models

The start-of-2026 price increases from Rolex, Audemars Piguet, and Tudor mark a clear inflection point for the luxury watch market. Driven by new U.S. tariffs, record material costs, inflationary pressure, and strategic brand positioning, these adjustments reinforce a long-standing reality: prices for high-demand Swiss watches tend to move in one direction over time.

For buyers, the question now is less about if prices will rise again and more about when. Purchasing sooner can help lock in value, particularly for sought-after references that historically hold or appreciate after retail increases. At the same time, the pre-owned market remains an attractive alternative, offering immediate availability and relative insulation from sudden retail jumps. Waiting may make sense for buyers who are flexible or monitoring broader market trends, but for those with a specific model in mind, delaying often comes with higher costs. 

Ultimately, navigating 2026 successfully will depend on timing, market awareness, and choosing the buying path that best aligns with long-term ownership goals.