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.
"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."
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