2026 Swiss watch price increase trend: Rolex, Tudor, and Audemars Piguet lead with nearly a 9% rise. The second-hand market for Rolex remains stable, but Patek Philippe has not only failed to rise but has also declined.

As we enter 2026, the luxury goods market is experiencing a new round of adjustments, with Swiss high-end watch brands following the trend of price increases. According to the latest data from the foreign media outlet “WatchPro,” influenced by factors such as the continuous rise in gold prices, fluctuations in the US dollar exchange rate, and US tariffs, Rolex, Tudor, and Audemars Piguet have raised prices in the UK and US markets starting from New Year’s Day. The price increase for gold watches is significantly higher than that for steel watches, reaching nearly 9% at its peak. Other brands like Patek Philippe, Omega, and Cartier have not yet adjusted their prices, maintaining the status quo. In the second-hand market, Rolex performed strongly in 2025, with an annual increase of nearly 9%, while Patek Philippe saw a decline of about 6%, indicating a clear market differentiation.

Details of Rolex Price Increase: Gold Watches Lead the Rise

Rolex’s price adjustment in 2026 is significant, with an average increase of 5.2% in the UK and 7% in the US. The increase for steel watches is relatively moderate (about 4.1% in the UK and 5.6% in the US), while gold watches have seen a substantial increase (about 6.5% in the UK and 8.7% in the US). Specific examples include:

• Air-King Oyster Steel Model: 3% increase in the UK, 5.2% in the US (smallest increase).
• Day-Date 18K Gold Model: 6.7% increase in the UK.
• Daytona 18K Gold Model: approximately 8.9% increase in the US (highest increase).

Analysts believe that record-high gold prices are the primary driving force, combined with macroeconomic pressures that have sharply increased the costs of metal material watches.

Tudor and Audemars Piguet Follow Price Increases

• Tudor: As a sister brand of Rolex, the average increase in the US is 5.6%, while in the UK, it reaches as high as 5.8%.
• Audemars Piguet: The average increase in the US is 7.5% (similar to Rolex), while in the UK, it is more moderate at only 2.5%.

Currently, brands such as Patek Philippe, Omega, Breitling, Cartier, TAG Heuer, IWC, and Vacheron Constantin have yet to announce any price increases, leaving the market to observe future trends.

Second-Hand Market Review: Rolex Holds Value Best, Patek Philippe Performs Weakest

Despite the official price increases, the second-hand market showed uneven performance in 2025. According to data from EveryWatch:

• Rolex: Second-hand prices increased by 8.7% over the year, rising from an average of £15,000 at the beginning of the year to £16,310 by the end, showing overall strength despite a slight decline in the fourth quarter.
• Audemars Piguet: Moderately increased by 4.5%, from £44,000 to £46,000 (however, other platforms like WatchCharts show an 8.2% decline, indicating some discrepancies in the data).
• Richard Mille: Increased by 5%, from £277,000 to £291,000.
• Patek Philippe: The weakest performer, with a decline of 6% over the year, falling from a peak of £73,700 to £70,300 (WatchCharts data also shows a 6.1% drop).

Multiple watch data platforms (such as WatchCharts and Subdial) indicate that the overall second-hand market cooled by about 2% in 2025, with Audemars Piguet and Patek Philippe experiencing larger declines, reflecting that beyond brand prestige, the market’s acceptance of premiums is being tested.

Example of Second-Hand Market Price Chart (2025)

In summary, the start of 2026 with price increases for luxury watches reflects ongoing cost pressures, but the differentiation in the second-hand market reminds collectors: Rolex remains the most stable choice, while other brands need careful evaluation of their value retention potential. For watch enthusiasts looking to purchase, paying early attention to changes in official and second-hand prices will help make informed decisions.