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After the clock struck midnight, the New Year's celebrations commenced, but we, being true horological enthusiasts, were cautious of the increase in Rolex’s prices. So, after toasting to the New Year, we headed to the Crown’s website to see that prices had increased straight away. In short, prices have risen once again, which many would have predicted due to various factors, one of the main reasons being the Swiss import tariffs.
Last year, in 2025, Rolex did not wait for time to settle, as prices increased straight away as the new year began. Gold Rolex watches took centre stage, making headlines due to a significant retail price increase of up to 14% in the UK, primarily on Daytona models, but other gold pieces also surged in price.
Let’s examine the price changes of Rolex watches by understanding the price fluctuations in each model, such as the Daytona and Submariner. Also, listed are the percentage changes from last year to this year, to get an understanding of the differences.
Recalling Rolex’s 2025 Price Increases
Briefly, gold or Rolesor Rolex watches were in the spotlight for experiencing a significant price increase, ranging from 7% to 14%. This was across all types of gold: Everose, yellow, white and two-tone pieces. Mainly, this happened due to the dramatic rise in the value of gold, which led to higher production costs, ultimately resulting in higher prices for the consumer. After all, Rolex are known for creating and manufacturing its own gold, produced in the Swiss brand’s in-house foundry.
Oystersteel and platinum Rolex timepieces saw a mere 1-2% rise in price, which was extremely marginal, in comparison to the huge increase in gold Rolex watches. Therefore, there was a clear indication that prices for gold watches were impacted because of the value of gold. Now, we head into 2026. New year, new prices…
Rolex Daytona Price 2025 to 2026
| Daytona Model, Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Steel | 126500LN | £13,600 | £14,050 | 3.3% Increase |
| Yellow Rolesor | 126503 | £18,950 | £19,950 | 5.2% Increase |
| Everose Gold Oyster | 126505 | £44,200 | £47,000 | 6.3% Increase |
| Platinum | 126506 | £67,500 | £70,500 | 4.4% Increase |
| Yellow Gold Oyster | 126508 | £41,200 | £44,000 | 6.8% Increase |
| White Gold Oyster | 126509 | £44,200 | £47,000 | 6.3% Increase |
| Everose Gold Oysterflex | 126515LN | £33,450 | £35,650 | 6.6% Increase |
| Yellow Gold Oysterflex | 126518LN | £31,750 | £33,850 | 6.6% Increase |
| White Gold Oysterflex | 126519LN | £33,450 | £35,650 | 6.6% Increase |
Starting this account of the 2026 Rolex price changes is the Crown’s most iconic model, the Daytona. As highlighted, 2025 saw the biggest price increases to Rolex watches, especially to the Daytona model, with gold models significantly rising in price by up to 18%. This year, price increases on gold Daytonas are less significant, but steel and platinum Daytona watches have been hit more in 2026, in comparison to 2025, where there was a small marginal rise.
Rolex Submariner & Submariner Date Price 2025 to 2026
| Submariner Model, Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Non-Date Steel | 124060 | £8,100 | £8,450 | 4.3% Increase |
| Date Steel, Black Bezel | 126610LN | £9,100 | £9,500 | 4.4% Increase |
| Date Steel, Green Bezel | 126610LV | £9,550 | £9,950 | 4.2% Increase |
| Date Yellow Rolesor, Black Bezel | 126613LN | £14,950 | £15,800 | 5.7% Increase |
| Date Yellow Rolesor, Blue Bezel | 126613LB | £14,950 | £15,800 | 5.7% Increase |
| Date Yellow Gold, Black Bezel | 126618LN | £38,100 | £40,500 | 6.3% Increase |
| Date Yellow Gold, Blue Bezel | 126618LB | £38,100 | £40,500 | 6.3% Increase |
| Date White Gold, Blue Bezel | 126619LB | £40,900 | £43,600 | 6.6% Increase |
Steel Submariner models have also risen in price by a higher margin than last year’s 1-2% increase; times might not be too far away before we see the most popular diving watch cost more than £10,000 from retail. Gold Submariner models, including Rolesor metal pieces, have increased in price at a lower difference than last year, but ever so slightly.
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Rolex GMT-Master II Price 2025 to 2026
| GMT-Master II Model, Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| “Batman”, Oystersteel, Oyster | 126710BLNR | £9,450 | £9,850 | 4.2% Increase |
| “Batman”, Oystersteel, Jubilee | 126710BLNR | £9,650 | £10,050 | 4.1% Increase |
| “Pepsi”, Oystersteel, Oyster | 126710BLRO | £9,450 | £9,850 | 4.2% Increase |
| “Pepsi”, Oystersteel, Jubilee | 126710BLRO | £9,650 | £10,050 | 4.1% Increase |
| “Bruce Wayne”, Oystersteel, Oyster | 126710GRNR | £9,450 | £9,850 | 4.2% Increase |
| “Bruce Wayne”, Oystersteel, Jubilee | 126710GRNR | £9,650 | £10,050 | 4.1% Increase |
| “Sprite”, Oystersteel, Oyster | 126720VTNR | £9,900 | £10,300 | 4% Increase |
| “Sprite”, Oystersteel, Jubilee | 126720VTNR | £10,100 | £10,500 | 4% Increase |
| “Root Beer”, Everose Rolesor, Oyster | 126711CHNR | £15,450 | £16,350 | 5.8% Increase |
| “Zombie”, Yellow Rolesor, Jubilee | 126713GRNR | £15,800 | £16,600 | 5.1% Increase |
| “Root Beer”, Everose Gold, Oyster | 126715CHNR | £39,700 | £42,200 | 6.3% Increase |
| “Zombie”, Yellow Gold, Jubilee | 126718GRNR | £37,900 | £40,500 | 6.9% Increase |
| “Pepsi”, White Gold, Oyster | 126719BLRO | £39,700 | £42,200 | 6.3% Increase |
| “Sprite”, White Gold, Oyster | 126729VTNR | £40,900 | £43,550 | 6.5% Increase |
The days of paying less than £10,000 for a steel GMT-Master II are almost over, with the “Batman” and “Pepsi” with the Oyster bracelet holding strong as the only models under £10k. Additionally, another key sight is that full gold models are now over £40,000, which may make them even less popular.
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Rolex Datejust 36 & 41 Price 2025 to 2026
| Datejust 36 Model, Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Datejust 36, Oystersteel, Smooth, Oyster | 126200 | £6,550 | £6,800 | 3.8% Increase |
| Datejust 36, Oystersteel, Smooth, Jubilee | 126200 | £6,750 | £6,950 | 3% Increase |
| Datejust 36, Everose Rolesor, Smooth, Oyster | 126201 | £11,800 | £12,500 | 5.9% Increase |
| Datejust 36, Everose Rolesor, Smooth, Jubilee | 126201 | £12,450 | £13,150 | 5.6% Increase |
| Datejust 36, Yellow Rolesor, Smooth, Oyster | 126203 | £11,500 | £12,200 | 6.1% Increase |
| Datejust 36, Yellow Rolesor, Smooth, Jubilee | 126303 | £12,150 | £12,850 | 5.8% Increase |
| Datejust 36, Everose Rolesor, Fluted, Oyster | 126231 | £11,900 | £12,600 | 5.9% Increase |
| Datejust 36, Everose Rolesor, Fluted, Jubilee | 126231 | £12,550 | £13,250 | 5.6% Increase |
| Datejust 36, Yellow Rolesor, Fluted, Oyster | 126233 | £11,600 | £12,300 | 6% Increase |
| Datejust 36, Yellow Rolesor, Fluted, Jubilee | 126233 | £12,250 | £12,950 | 5.7% Increase |
| Datejust 36, White Rolesor, Fluted, Oyster | 126234 | £7,900 | £8,300 | 5.1% Increase |
| Datejust 36, White Rolesor, Fluted, Jubilee | 126234 | £8,100 | £8,450 | 4.3% Increase |
| Datejust 41 Model, Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Datejust 41, Oystersteel, Smooth, Oyster | 126300 | £7,200 | £7,450 | 3.5% Increase |
| Datejust 41, Oystersteel, Smooth, Jubilee | 126300 | £7,400 | £7,600 | 2.7% Increase |
| Datejust 41, Everose Rolesor, Smooth, Oyster | 126301 | £13,400 | £14,150 | 5.6% Increase |
| Datejust 41, Everose Rolesor, Smooth, Jubilee | 126301 | £13,950 | £14,700 | 5.4% Increase |
| Datejust 41, Yellow Rolesor, Smooth, Oyster | 126303 | £13,000 | £13,700 | 5.4% Increase |
| Datejust 41, Yellow Rolesor, Smooth, Jubilee | 126303 | £13,600 | £14,350 | 5.5% Increase |
| Datejust 41, Everose Rolesor, Fluted, Oyster | 126331 | £13,500 | £14,250 | 5.6% Increase |
| Datejust 41, Everose Rolesor, Fluted, Jubilee | 126331 | £14,050 | £14,800 | 5.3% Increase |
| Datejust 41, Yellow Rolesor, Fluted, Oyster | 126333 | £13,050 | £13,800 | 5.7% Increase |
| Datejust 41, Yellow Rolesor, Fluted, Jubilee | 126333 | £13,650 | £14,450 | 5.9% Increase |
| Datejust 41, White Rolesor, Fluted, Oyster | 126334 | £9,250 | £9,750 | 5.4% Increase |
| Datejust 41, White Rolesor, Fluted, Jubilee | 126334 | £9,450 | £9,900 | 4.8% Increase |
The Datejust is one of Rolex’s most requested entry-level models, with various configurations of the watch offered to customers. Price increases are almost identical across both the Datejust 36 and 41 models, and have increased by a greater percentage than last year, in both steel and Rolesor metals. Notably, steel Datejusts have risen in price, ranging from 2.7% to 3.8%, which is higher than the 1-2% marginal increase seen in 2025.
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Day-Date 36 & 40 Price 2025 to 2026
| Day-Date 36 Model Metal | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Everose Gold | 128235 | £37,000 | £39,400 | 6.5% Increase |
| Platinum | 128236 | £51,200 | £53,500 | 4.5% Increase |
| Yellow Gold | 128238 | £34,300 | £36,500 | 6.4% Increase |
| White Gold | 128239 | £37,000 | £39,400 | 6.5% Increase |
| Day-Date 40 Model Metal | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Everose Gold | 228235 | £40,400 | £43,100 | 6.9% Increase |
| Platinum | 228236 | £55,000 | £57,400 | 4.4% Increase |
| Yellow Gold | 228238 | £37,600 | £40,100 | 6.4% Increase |
| White Gold | 228239 | £40,400 | £43,100 | 6.9% Increase |
In 2025, the platinum Day-Date increased in price by less than 2%, but this percentage difference has doubled. But gold Day-Dates have increased in price steadily, similar to last year’s rise, which was roughly 6-7%. Gold Day-Date 36 models are scraping the £40,000 landmark, whilst all Day-Date 40s are now all over £40k.
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Sky-Dweller Price 2025 to 2026
| Sky-Dweller Model Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Yellow Rolesor, Oyster | 336933 | £18,550 | £19,500 | 5.1% Increase |
| White Rolesor, Oyster | 336934 | £14,150 | £14,800 | 4.6% Increase |
| White Rolesor, Jubilee | 336934 | £14,350 | £14,950 | 4.2% Increase |
| Everose Gold, Oyster | 336935 | £49,600 | £50,700 | 2.2% Increase |
| Yellow Gold, Oyster | 336938 | £46,900 | £47,800 | 1.9% Increase |
| Everose Gold, Oysterflex | 336235 | £41,600 | £42,450 | 2% Increase |
| Yellow Gold, Oysterflex | 336238 | £40,100 | £40,950 | 2.1% Increase |
| White Gold, Oysterflex | 336239 | £41,600 | £42,450 | 2% Increase |
Rolex’s most complicated timepiece, the Sky-Dweller, is rightfully one of the more expensive models available from the AD. In 2025, gold Sky-Dwellers were impacted massively by the rise in the value of gold, resulting in prices going up by 7-8%. Whilst prices have increased for gold Sky-Dwellers in 2026, it is not at the same rate, with Rolex being more generous this year. But reflecting the common theme of steel watches seeing a higher increase in price, Rolesor Sky-Dwellers have risen in price more than gold models.
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Yacht-Master 37 40 & 42 Price 2025 to 2026
| Yacht-Master 37 Model Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Everose Rolesor, Oyster | 268621 | £13,700 | £14,450 | 5.5% Increase |
| Platinum Rolesor, Oyster | 268622 | £10,000 | £10,400 | 4% Increase |
| Everose, Oysterflex | 268655 | £24,200 | £25,750 | 6.4% Increase |
| Yacht-Master 40 Model Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Everose Rolesor, Oyster | 126621 | £15,200 | £16,050 | 5.6% Increase |
| Platinum Rolesor, Oyster | 126622 | £10,600 | £11,000 | 3.8% Increase |
| Everose Gold, Oysterflex | 126655 | £28,150 | £29,950 | 6.4% Increase |
| Yacht-Master 42 Model Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Titanium RLX, Oyster | 226627 | £12,950 | £13,450 | 3.9% Increase |
| Yellow Gold, Oyster | 226628 | £28,450 | £30,350 | 6.7% Increase |
| White Gold, Oysterflex | 226629 | £29,850 | £31,750 | 6.4% Increase |
All Yacht-Master models have increased in the same fashion; of course, the titanium RLX stands alone in the 42mm collection with a 3.9% price increase. Once again, Rolesor Yacht-Masters have risen in price more this year than in 2025, but gold Yacht-Masters featuring the Oysterflex have increased at the same rate as last year.
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Oyster Perpetual Price 2025 to 2026
| Oyster Perpetual Model Metal & Bracelet | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Oyster Perpetual 28 | 276200 | £4,950 | £5,150 | 4% Increase |
| Oyster Perpetual 31 | 277200 | £5,000 | £5,250 | 5% Increase |
| Oyster Perpetual 34 | 124200 | £5,100 | £5,350 | 4.9% Increase |
| Oyster Perpetual 36 | 126000 | £5,400 | £5,600 | 3.7% Increase |
| Oyster Perpetual 41 | 134300 | £5,650 | £5,900 | 4.4% Increase |
Rolex’s entry-level model was hardly impacted by price increases last year, with a mere 1-2% price increase across the board. In 2026, prices have risen higher than in 2025, but remain within the £5,000 - £6,000 region. This demonstrates clearly Rolex’s attempt to increase models crafted in Oystersteel.
Air-King, Explorer & Explorer II Price 2025 to 2026
| Model & Metal | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Air-King, Oystersteel | 126900 | £6,600 | £6,800 | 3% Increase |
| Explorer 36, Oystersteel | 124270 | £5,000 | £5,250 | 5% Increase |
| Explorer 36, Yellow Rolesor | 124273 | £5,100 | £5,350 | 4.9% Increase |
| Explorer 40, Oystersteel | 224270 | £6,750 | £6,950 | 3% Increase |
| Explorer II | 226570 | £8,550 | £8,850 | 3.5% Increase |
The Air-King, Explorer and Explorer II are known as Rolex’s entry-level watches, perfect for starting a relationship with the AD and opening an account with the brand. As mentioned throughout this article, steel watches increased by 1-2% in 2025, and like the Oyster Perpetual range, this is a clear demonstration of Rolex further increasing its steel watches by a larger percentage.
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Sea-Dweller, Deepsea & Deepsea Challenge Price 2025 to 2026
| Model & Metal | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Sea-Dweller, Oystersteel | 126600 | £11,750 | £12,150 | 3.4% Increase |
| Sea-Dweller, Yellow Rolesor | 126603 | £17,300 | £18,300 | 5.8% Increase |
| Deepsea, Oystersteel | 136660 | £12,500 | £12,950 | 3.6% Increase |
| Deepsea, Yellow Rolesor | 136668LB | £50,800 | £54,200 | 6.7% Increase |
| Deepsea Challenge, Titanium RLX | 126067 | £23,450 | £24,200 | 3.2% Increase |
On to the two other diving watches part of the Crown’s collection: the Sea-Dweller and Deepsea. The Deepsea is Rolex’s most complex diving watch, sitting boldly on one’s wrist with a large 44mm case size. Reflecting Rolex’s hefty increase in stainless steel watches, the Oystersteel variants of the Sea-Dweller and Deepsea have increased in price by around 3.5%, which is higher than the mere 1-2% increase in 2025.
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1908 Price 2025 to 2026
| Model & Metal | Model Reference No. | 2025 Price | 2026 Price | % Change |
|---|---|---|---|---|
| Platinum, Leather | 52506 | £26,800 | £28,000 | 4.5% Increase |
| Yellow Gold, Leather | 52508 | £21,550 | £22,950 | 6.5% Increase |
| Yellow Gold, Settimo | 52508 | £30,600 | £32,550 | 6.2% Increase |
| White Gold, Leather | 52509 | £22,650 | £24,050 | 6.2% Increase |
The Rolex 1908 collection saw a new addition this year with an exclusive bracelet, the Settimo, which features a seven-link structure. Despite being in production for less than a year, this model saw a 6.2% price increase, whilst other gold models that include a leather strap rose in price similarly to last year. Notably, the platinum piece increased in price much more, 4.5% to be exact, compared to last year’s marginal 0.75% rise, which is a huge difference.
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Notable Findings
As highlighted in the brief recap of Rolex’s 2025 price increases, steel and platinum pieces shared a marginal rise in price by 1-2%, whereas any model manufactured with gold saw a price increase ranging from 7-14%.
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In 2026, full gold or two-tone Rolex timepieces have not reached the significant increase as seen in 2025, as this year, prices have increased around 2-7%. However, steel and platinum Rolex watches have risen in price by 3-6%, which has tripled last year’s price increase.
