"In an article looking back at the U.S. economy in 2025, Ben Casselman and Colby Smith of The New York Times described the economy as being in a condition of "uneasy limbo." "Inflation cooled, but remains elevated," they wrote - something that's been felt in everything from home renovations to consumer electronics. And, as it turns out, luxury watches are also reckoning with prince increases of their own."
"Earlier this month, Professional Watches reported on Rolex having raised its prices again to ring in 2026. A company raising prices as a new year begins isn't a rare phenomenon, but the article points out that this is the third time Rolex has increased prices since Jan. 1, 2025. One of those increases came last May, when the Swiss watch company raised prices in response to the Trump administration's "Liberation Day" declaration in April 2025."
"Two examples of price increases cited by Professional Watches are the Rolex GMT-Master II and the Submariner. The article points to price increases of 6.2% for each watch ($11,300 to $12,000 and $9,500 to $10,050, respectively) between Dec. 31, 2025 and Jan. 1, 2026. Rolex is not the only luxury watch brand with prices increasing in 2026. WatchPro's Rob Corder reported that, in addition to Rolex, Audemars Piguet and Tudor are also raising watch prices for the new year."
The U.S. economy entered 2025 in an uneasy limbo as inflation cooled but remained elevated, affecting spending on home renovations and consumer electronics. Luxury watch prices increased repeatedly through 2025 and into 2026. Rolex raised prices again at the start of 2026, marking its third increase since Jan. 1, 2025, with a May 2025 rise linked to the Trump administration's "Liberation Day" declaration. The GMT-Master II and Submariner each rose about 6.2%, to $12,000 and $10,050 respectively between Dec. 31, 2025 and Jan. 1, 2026. Audemars Piguet and Tudor also implemented price hikes. Tariffs and rising gold prices contributed to higher watch costs.
Read at InsideHook
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