Rolex raised global prices for the third time in the past year, starting 2026. Increases are most pronounced in precious metal and two-tone models, with some solid gold watches approaching double-digit percentage rises. The yellow gold Day-Date 40 now nears $48,000, while the stainless steel Daytona increased to around $16,900. Other steel sports models saw about a 6% rise. U.S. retail prices increased by an average of 7%, driven by record gold prices, inflation, and a 15% U.S. tariff on Swiss watch imports. The move is expected to impact waitlists and secondary-market premiums for in-demand models.