Luxury watch lovers, brace yourselves! Rolex, Audemars Piguet, and Tudor kicked off 2026 with price hikes in both the U.S. and the U.K. – a move that's sure to have watch collectors talking.
According to a January 1st analysis by WatchPro, these three titans of the watchmaking world have increased their prices. This comes as the industry navigates a complex landscape. The new 15 percent tariff on Swiss watch imports to the U.S. is one factor. Add to that the soaring costs of gold, global inflation, and a weakening dollar, and you've got a recipe for price adjustments.
WatchPro's data, which tracks prices for a range of watches from 10 of the biggest Swiss watchmakers, reveals some interesting trends. On average, prices climbed by 7 percent in the States and 5 percent across the pond. While Rolex, Tudor, and Audemars Piguet made significant moves, other major players like Patek Philippe, Omega, Breitling, Cartier, TAG Heuer, IWC, and Vacheron Constantin have, at least for now, held steady.
Let's break down the specifics. Rolex saw an average increase of 7 percent in the U.S. and 5.2 percent in the U.K. This isn't entirely unexpected; Rolex often adjusts prices at the start of the year, sometimes mid-year, depending on currency fluctuations and material costs. For example, they raised prices in January and May of 2025. The white-gold Cosmograph Daytona experienced the most significant change, with the retail price of the 40 mm piece jumping from $51,800 (excluding tax) in 2025 to $56,400 in 2026.
Audemars Piguet followed a similar path, increasing prices by 7.5 percent in the U.S. and 2.5 percent in the U.K. Interestingly, prices of Royal Oaks saw a more substantial increase than the CODE 11.59 models in both countries. WatchPro's analysis suggests that AP's strategy seems to be focused on increasing prices where demand is highest, with the steel Royal Oak Chronograph seeing the most significant adjustment, moving from $40,500 in 2025 to $44,400 in 2026.
Tudor, in comparison, was slightly gentler with collectors, raising prices by an average of 5.6 percent in the U.S. and 5.8 percent in the U.K. The gold-on-gold Black Bay 58 saw the biggest hike, with the price climbing from $36,500 in 2025 to $39,400 in 2026.
But here's where it gets controversial... Could these price hikes signal a broader trend across the luxury watch market? Or are these brands simply reacting to external pressures?
And this is the part most people miss... The impact of these price increases extends beyond just the initial cost. It affects the resale market, insurance premiums, and the overall perception of value.
What do you think about these price adjustments? Are they justified given the current economic climate, or do you see them as a sign of something else? Share your thoughts in the comments below! Perhaps, will other watchmakers follow suit? Only time will tell.
