Every year around this time, Rolex's price increase returns without fail. Even though it is a foreseen event, When it becomes reality it makes all of us nervous. There are various factors such as inflation, Exchange rates, And overheated demand, But behind all of this, We cannot escape the unchanging truth that "Rolex prices will inevitably rise." In this column, We have summarized at a glance the price increase range and trends for major models as of January 2026, From the Professional line to the Classic collection.

Professional

The Professional line from Rolex consists of function-focused watches designed for specific purposes and environments. Notable examples include the Submariner, Known as the textbook for diver's watches, The chronograph Cosmograph Daytona created for precise timekeeping, The GMT-Master II which displays two time zones simultaneously, The Explorer regarded as the quintessential tool watch, And the luxury sports watch Yacht-Master.

On average, The Professional line saw a price increase of 5 to 6 percent for steel models and 7 to 9 percent for gold models.

Submariner

Submariner Price Increase in January 2026

In July 2025, It was mentioned that the Submariner Ref. 124060 (No Date) was about to surpass 15 million KRW. That prediction has now become reality. However, Looking only at the rate of increase, The rise for steel models has eased somewhat compared to last year, Settling at around 6 percent, About 1.5 percent lower than before. On the other hand, The increase for Rolesor and full gold models has exceeded 7 percent. If the price of gold continues its upward trend, It is virtually certain that the yellow gold model will surpass 80 million KRW next year.

GMT-Master II

GMT-Master II Price Increase in January 2026

The retail price of the steady seller in the GMT-Master II line, Ref. 126711CHNR "Root Beer, " is now 30 million KRW. The retail price for full gold models has risen by more than 5 million KRW, About 1.5 percent higher than the increase in July last year.

Cosmograph Daytona

Daytona Price Increase in January 2026

The upward trend in Daytona prices remains steep. The increase rate for Ref. 126500LN, Also known as "Ceratoner" was about 1.5 percent lower than last year, But the retail prices for gold models remain uncompromising. In particular, The Oysterflex and full gold models rose by nearly 5 million and 6 million KRW respectively, Recording an increase rate close to 9 percent. Models that were already difficult to obtain have become even more distant. It is expected that the price of the Oysterflex model will soon exceed 70 million KRW.

Explorer

Explorer Price Increase in January 2026

Next is Rolex's reliable steady seller Explorer. The resale price for unworn pieces carries a premium of about 2 to 3 million KRW. In terms of design and price, It is considered the most accessible and "realistic" model in the Rolex Professional line.

Yacht-Master

Yacht-Master Price Increase in January 2026

The price increase for the Yacht-Master was 5 to 6 percent for steel models and about 7 percent for Rolesor (two-tone) models. It is interesting to note that Ref. 226627, Made of RLX titanium, Showed the lowest increase rate among the Professional line along with the steel Daytona.

Classic

The Classic line from Rolex, Centered on Datejust, Day-Date, And Oyster Perpetual, Boasts a timeless design. The Sky-Dweller, Which adds a sporty appeal, And the luxurious Land-Dweller are also included in this line.

Sky-Dweller

Sky-Dweller Price Increase in January 2026

The gold model of the Sky-Dweller did not follow the 7 percent increase rate. However, This can be seen as a "Rolex-like strategy" since it was already priced higher than the gold Daytona. Instead, The price increase for steel models was much steeper. As the resale price of the Sky-Dweller has stabilized within a certain range for over a year, The premium compared to the continuously rising retail price has steadily declined.

Datejust

White Rolesor (Steel, Jubilee)

Datejust (White Rolesor) Price Increase in January 2026

The "White Rolesor" Datejust with a white gold bezel is available in three sizes: 41mm, 36mm, And 31mm.

Yellow Rolesor (Steel & Yellow Gold, Jubilee)

Datejust (Yellow Rolesor) Price Increase in January 2026

As the representative combination for Datejust, The "Yellow Rolesor" in steel and yellow gold two-tone also showed an upward trend. The increase rate for diamond-set models is slightly lower than that for steel models.

Everose Rolesor (Steel & Everose Gold, Jubilee)

Datejust (Everose Rolesor) Price Increase in January 2026

The Everose Rolesor Datejust, Loved by both men and women, Recorded an average increase rate in the 7 percent range. For the 41mm Ref. 126331, The basic version rose by about 1.8 million KRW, And the diamond-set version by about 2 million KRW. Meanwhile, The retail price for the 31mm women's model has finally surpassed 20 million KRW.

Lady-Datejust 28

Lady-Datejust 28 Price Increase in January 2026

The Lady-Datejust, The women's classic line, Covers three popular configurations: basic (bar or Roman index), 10P diamond, And "star diamond" versions. The price increase for the White Rolesor, That is, The steel model, Is the lowest, But the price difference with the Datejust 36 is now only 1.23 million KRW.

Day-Date

Day-Date 40

Day-Date 40 Price Increase in January 2026

Day-Date 36

Day-Date 36 Price Increase in January 2026

The Day-Date, A luxury dress watch symbolizing success, Is made entirely of precious metals. It is one of the models that sparked the most controversy regarding this year's price increase, With the gold version showing a similar increase to the precious metal Daytona models. The Day-Date 40 rose by an average of 6.1 million KRW, And the Day-Date 36 by about 5.55 million KRW. The increase rate for platinum models is moderate, But the absolute price is so high that the percentage is no longer meaningful. The retail price for the platinum Day-Date 40 has now exceeded 100 million KRW.

Oyster Perpetual

Oyster Perpetual Price Increase in January 2026

The Oyster Perpetual, Which expanded its catalog with pastel tones in 2025, Continues to enjoy high popularity. If the current upward trend continues, It is highly likely that all sizes will exceed 10 million KRW next year or at the latest the year after.

Land-Dweller

Land-Dweller Price Increase in January 2026

Finally, The Land-Dweller. In terms of increase rate, It is even higher than popular Professional line models such as the GMT-Master II. Some watch experts interpret this choice as a "core strategy for brand premiumization." As a model that holds both technical potential and an upward positioning, Its future trajectory is highly anticipated.

Now that the saying "Luxury goods are cheapest today" has become an unchanging rule, The threshold for purchasing a Rolex at an official store has become higher than ever due to continuous price increases and overwhelming demand. Rather than repeating endless waiting in a challenging retail environment, Utilizing the resale market, Where you can immediately own your desired model and consider asset value, May be a more reasonable decision in terms of both time and cost.

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Young

Writer

My dream is to become the king of watches.