Swiss luxury watchmaker Rolex has raised the prices of its gold watches by an average of 5% globally, marking another price increase in 2026 as demand from wealthy buyers remains strong, according to industry reports and dealers.
The latest hike affects key markets including the United States, United Kingdom, and Hong Kong, and comes shortly after a previous round of price increases earlier this year.
The move follows similar actions across the luxury sector, with rival brand Cartier reportedly increasing prices by up to 10%, highlighting continued inflationary pressure in high-end luxury goods.
Industry analysts say the price adjustment is largely driven by:
- Record-high global gold prices
- Strong demand from ultra-wealthy consumers
- A shift toward precious-metal luxury products
- Weakness in mid-range luxury spending
Gold prices have reportedly surged sharply since 2024, significantly increasing production costs for gold-based watches.
Luxury market remains strong at the top
Despite a broader slowdown in the luxury industry, Rolex and other premium brands continue to see strong demand from high-net-worth buyers.
Experts note that Rolex watches are increasingly viewed not just as accessories but also as investment-grade luxury assets, helping sustain demand even as prices rise.
Some models, including high-end Rolex references, have seen double-digit percentage price increases in recent years.
Luxury groups such as Richemont, LVMH, Breitling, and Chopard have also adjusted pricing strategies in response to gold inflation and currency fluctuations.
Analysts say the industry is increasingly focusing on “ultra-luxury clients” who remain largely unaffected by global economic pressures.
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