"Pepsi" absence in 2026 catalog pushed its premium up by ~$3,000.
Entry-level; new special "Jubilee motif" dials start at $6,750. buy new rolex
Buying a new Rolex in April 2026 requires navigating a shifting market where secondary prices are softening for most steel models while retail prices have risen due to recent global tariff and material cost adjustments. "Pepsi" absence in 2026 catalog pushed its premium
Most popular; high retail availability for two-tone and smaller sizes. Submariner Steel models like the retail around $7,400. GMT-Master II Go to product viewer dialog for this item. Most popular; high retail availability for two-tone and
Rolex implemented a significant global price increase on January 1, 2026, with U.S. retail prices rising by an average of , and some precious metal models seeing hikes of up to 14% . This was largely driven by a 15% U.S. tariff on Swiss imports and record-high gold prices, which surpassed $5,000/oz in early 2026. Collection Average Price 2026 Retail/Market Notes Oyster Perpetual Go to product viewer dialog for this item.
Wait times have generally decreased for standard models, but "allocation" remains the rule for high-demand steel sports watches.
Remains the hardest to get at retail; market premiums hit 75%+.