22 July 2026
Keep a Watch Out: Rolex's Second Price Rise of 2026
4 minutes
Rolex increased retail prices across much of its range at the start of 2026, with UK list prices rising by around 5% on average1. In June, the brand introduced a further increase for selected gold models.
For owners of high-value watches, these changes are a timely reminder to review insured values. As replacement costs rise, there is a greater risk of being underinsured if valuations have not been updated for several years.
What’s happened
Rolex implemented its annual price increase in January 2026, with most stainless-steel models increasing by 3–5% and larger rises applied to some two-tone and precious metal references2.
A second increase followed in June, focused primarily on gold models, reflecting higher precious metal costs and continuing demand for luxury watches.
Examples of the price increases seen across the Rolex range are shown below.
Model | 2025 Price | 2026 Price | Increase (£) | Increase (%) |
Rolex Submariner Date (Steel)
| £9,100 | £9,500 | +£400 | +4.4% |
Rolex GMT-Master II (Two-Tone)
| £15,450 | £16,350 | +£900 | +5.8% |
Rolex Day-Date 40 (Everose Gold)
| £40,400 | £43,100 | +£2,700 | +6.7% |
Notably, the Rolex Daytona in 18ct white gold has increased by 28% in value in two years3.
What’s Driving Rolex’s 2026 Price Rise?
Several factors are likely contributing to Rolex’s latest pricing changes:
Material and production costs: The price of gold has increased significantly in recent years, raising production costs for precious metal watches. This is one reason gold and two-tone models have seen larger increases than their stainless-steel counterparts.
Currency and economic factors: As a Swiss manufacturer, Rolex pricing is influenced by currency movements, production costs and wider economic conditions in key markets.
Strong demand: Rolex continues to benefit from strong global demand and limited availability across many of its most sought-after models. These regular price increases help maintain the brand's premium positioning while reflecting prevailing market conditions.
Importantly, demand has shown little sign of slowing. Serious collectors remain largely undeterred by rising prices and waiting lists for some of Rolex’s most sought-after models continue to far exceed supply.
Why this matters for your insurance
For owners of high-value watches, rising retail prices can have a direct impact on insurance cover.
Take the Rolex Day-Date 40 in Everose Gold as an example. Its retail price has increased from approximately £40,400 to £43,100 over the past year – an increase of £2,700. If your policy reflects an older valuation, you could find yourself underinsured if the watch needed to be replaced following a loss.
It's also worth considering how your watch would be replaced in the event of a claim. While retail prices provide a useful benchmark, some highly desirable models may command higher prices on the secondary market because they can be purchased immediately, without the waiting lists often associated with authorised dealers.
Certain Rolex models can trade above retail value on the secondary market, so it's important to understand how your insurer would approach replacement and whether your current sums insured reflect today's market conditions.
How Howden can help
Luxury watches are more than timepieces – they can represent a significant financial investment and, in some cases, may increase in value over time. Keeping valuations and sums insured up to date is an important part of ensuring your collection remains adequately protected.
Whether you own a single Rolex or a wider watch collection, our Private Client team can help you:
Review your current sums insured and identify potential gaps in cover
Arrange introductions to trusted specialist valuers
Understand how your insurer would approach replacement following a claim
Ensure your cover reflects current replacement costs and changing market values
As Tim Belson of Prestige Jewellery advises:
"With values climbing, now is the time to review your insurance valuations, especially any Rolexes."
If you're unsure whether your watches are insured for their current value, call us on 020 8256 4901 or email privateclients@howdeninsurance.co.uk
Sources
Steve Moores
Steve brings an expertise to private client insurance. His hands on work with clients gives him a clear understanding of how cover works in practice - and how to ensure it genuinely protects what matters most.
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