How Much Is A Rolex In 2026?

So, how much is a Rolex going to cost you in 2026? Obviously, the answer depends on a variety of factors including the model collection and material. With annual price increases officially set for the start of 2026, we see jumps ranging between 5-9% with precious metals accounting for the higher end of the spectrum. Here we will take a look at Rolex watch prices across the various categories starting with their tool and sport watches, then moving on to the more casual and dressier models, and wrapping up with their dive watches. And if you want to learn more about the price increases and trends, we've got an analysis at the end. So, let's take a look at Rolex watch prices in 2026.

[toc-section heading="Rolex Tool And Sport Watch Prices"]

Let's begin with Rolex's iconic tool and sport watches, starting with the Air-King which is priced at $8,150 (up from $7,750 in 2025). The Explorer in 36mm is priced at $7,900 in steel (up from $7,500) with the two-tone model coming in at $14,250 (up from $13,200). The bigger 40mm iteration of the Explorer only comes in steel and is priced at $8,350 (up from $7,900). From there we've got the Explorer II which is also the entry point to Rolex travel watches with it's second time zone at a price of $10,600 (up from $10,050). The most iconic travel watch out there, however, would be the GMT-Master II which starts at $11,800 in steel (up from $11,100) while two-tone models start at $19,950 (up from $18,500). Finally, the GMT-Master II in solid gold starts at $48,400 (up from $44,600). 

And then there is the Rolex Daytona which starts at a price of $16,900 in steel (up from $16,000) and $24,000 in two-tone (up from $22,250). If you want an entry-level gold Daytona, you'd be looking at them on the Rolex Oysterflex strap/bracelet hybrid which starts at a price of $40,600 (up from $37,400). The full gold case and bracelet models start at a price of $52,600 (up from $48,400) while the precious metal with gem-setting Daytonas start at a price of $140,000 (up from $128,850).

[toc-section heading="Rolex Dress And Casual Watch Prices"]

The base model Rolex is the Oyster Perpetual which starts at $6,200 for the 28mm iteration (up from $5,800) and goes up to $7,050 for the 41mm (up from $6,650). There are dozens and dozens of Datejust iterations but the base model in 31mm starts at $7,900 (up from $7,300), the 36mm starts at $8,150 (up from $7,750), and the 41mm starts at $9,150 (up from $8,500). Note that these base prices are for the smooth bezel with the iconic gold fluted bezel prices jumping to $9,950 in 31mm (up from $8,800), $10,200 in 36mm (up from $9,350), and $11,850 in 41mm (up from $10,900). There are scores of two-tone and gold variants of the Datejust out there but the starting point for two-tone in the mid-range 36mm size is $14,650 (up from $13,550). The solid gold Day-Date aka President starts at $43,700 (up from $40,200) and can jump all the way up to $145,900 (up from $137,400). 

In 2022 Rolex discontinued their long-running Cellini dress watch collection and replaced it with the 1908 which starts at $27,500 in gold on a leather strap (up from $25,250) and goes up to $38,900 on the solid gold Settimo bracelet (up from $35,900). The newest Rolex collection is the Land-Dweller which can be seen as something of a more contemporary take on the Datejust. These start at $15,350 for the steel model with a gold bezel (up from $14,450), $47,000 in gold (up from $43,300), and $63,300 for platinum (up from $59,700).

Finally, and in something of a category of its own is the Sky-Dweller which also happens to be the most complicated Rolex watch. These start at $17,750 (up from $16,600) for the steel model with gold bezel and go to $61,900 in solid gold (up from $59,500).

[toc-section heading="Rolex Dive Watch Prices"]

Rolex makes some of the most iconic dive watches out there, perhaps none more so than the Submariner which now starts at a price of $10,050 (up from $9,500) in steel, $18,900 in two-tone (up from $17,600), and goes up to $52,100 in white gold (up from $48,000). The Sea-Dweller now starts at $14,550 in steel (up from $13,750) and $21,950 in two-tone (up from $20,300). The Deepsea in steel is priced at $15,550 (up from $14,700), $29,100 in RLX titanium (up from $27,600), and $64,800 in solid gold (up from $59,700).

Finally, there is the Yacht-Master luxury dive watch which starts at $12,500 (up from $11,750) in 37mm and $13,200 in 40mm (up from $12,500) for the steel models and jump to $17,300 in two-tone (up from $16,150). The 42mm iteration in titanium is priced at $16,050 (up from $15,250) and the solid gold models on Oysterflex bracelet jump all the way to $36,300 (up from $33,500) and $54,600 (up from $51,000) for the gem-set dial models.

[toc-section heading="2026 Rolex Price Increase Analysis"]

Annual price increases aren’t exactly new, but the delta between those new prices and the outgoing has settled into a consistent formula in recent years. The trends we’re seeing this year follow what we’ve seen pretty much since 2020, with steel references seeing a ~5% increase, and precious metals increasing anywhere from 7% to 9%. Not every collection is treated equally, however. The Sky-Dweller full precious metal references, for example, all received a ~4% bump, while the same full precious metal references within the GMT-Master II collection received a near 9% increase. 

Gold saw an unprecedented price rally in 2025, surging about 64% over the course of the year. With global and economic uncertainty on the rise, the precious metal was increasingly seen as a safe haven by investors. As a result, the coming year is looking bullish on a continued run, and we see this manifest in Rolex pricing of their yellow and white gold references by 7% to 9% on average. Even on Oysterflex, the increases won’t see much of a reprieve. 

Other materials, from steel to platinum, aren’t quite as heavily affected, though platinum watch buyers will likely be less bothered by a 6% increase compared to steel buyers. Looking at the real meat and potato references, we find mild but noticeable increases. The Submariner has finally broken the $10,000 mark, if only by a whisper, with the reference 124060 going from $9,500 to $10,050. If you need a date, the 126610 will now run $11,350. By the time you get into the full precious metal Subs, such as the reference 126618, you’re looking at $48,600, a full 9% increase over last year’s prices. 

Likewise, other popular steel references like the Daytona, Explorer, Explorer II, GMT-Master II, and Sea-Dweller all saw ~6% increases. It’s a similar story for the few RLX titanium references throughout the lineup. While this isn’t exactly the time of year we see discontinuations (yes, the steel BRLO is still present and accounted for) or introductions, there are some new dial options that have snuck in with the new prices. Notably within the Land-Dweller collection in the form of gem-set TBR references which bring a trapeze diamond set bezel into the mix. 

The trends of these price increases have remained relatively consistent over the past five years, and when you look at them over a longer span of time, you’ll notice the real changes. Dialing the clock back to 2021, the Submariner reference 124060 had an MSRP of $8,100, meaning it’s seen an increase of nearly 25% over the previous five years.  Rolex has kept up with market conditions, which consistently outpace retail pricing, with steady price increases alongside a culling of retail accounts to keep access points in check. Unsurprisingly, the pre-owned market has steadily grown to meet demand. You can learn more at rolex.com