3 Big Changes Are Coming To Rolex In 2026

Rolex has been in the watch-making business since the early 1900s, so the company is obviously no stranger to tweaking its prices, products, and other aspects of business operations. In fact, it's made quite a lot of adjustments in its extensive history. But there are a few big changes are coming to Rolex in 2026 that fans of these exquisite timepieces should know about. The luxury watchmaker announced early in 2026 that global price increases would take effect across the catalogue, and while not as aggressive as they have been in the past, these price hikes were unveiled at a time when many luxury brands are losing value faster than ever. Perhaps this is why you could also see changes to the Rolex waitlist structure as 2026 progresses — something that many potential buyers would welcome.

With several Rolex models reaching anniversary milestones in 2026, it's speculated that updates could be coming to at least some of these renowned timepieces. Often, the Rolex watches that appreciate the most are those released with special features or as anniversary editions. Rolex doesn't typically show off its new watches until spring at the Watches and Wonders trade fair in Geneva. This year's show is set to take place from April 14 to 20, 2026. We won't know for sure what's coming until then, but we do have a few ideas on what to expect from Rolex based on things we've seen from the company in the past.

On January 1, 2026, Rolex implemented a new pricing structure, which means you'll pay a much higher premium for one of its watches than you would have pre-2025. Spiking prices of gold, one of the two rare metals that hit an all-time high at the end of January 2026, is one factor driving up the cost of a new Rolex. However, other reasons for the growing price of these luxury watches include the 15% U.S. tariff placed on Swiss watch imports and the fluctuation in currency and exchange rates, according to Bob's Watches. The increase in price largely depends on the material and style of the Rolex, with the average price increase being around 5% but going as high as 14% on some models, as reported by Swisswatches Magazine.

For instance, the Submariner is now $1,000 more expensive than it was in 2025, with a price tag of $11,350. If you want the white gold model, you'll pay $38,995 — that's $4,000 more than last year. Stainless steel Rolex watches have the lowest price increases, although you can still expect to see between 2% and 5% jumps even in watch models without rare metals. These price hikes are making secondhand options more appealing to some buyers, especially because pre-owned Rolex sellers can undercut market prices by thousands of dollars. Those who purchased a Rolex before gold prices soared and the company set its new pricing structure can sell for less than the MSRP and still come out ahead.

As part of its marketing strategy, Rolex has always used a scarcity tactic to enhance desirability and exclusivity for its products. This usually involves placing buyers on a waiting list before they gain access to the watch they desire, and Luxury Bazaar reports that wait times can be anywhere from a couple of months to several years, depending on the watch. Rolex gives discretion to its authorized dealers to choose who gets a watch and who doesn't. But with many luxury brands, including Rolex, having ever-shorter waiting lists, it's rumored that changes to the Rolex waitlist system are coming, or perhaps are already in the works.

It's difficult to say exactly how this could look for buyers, but the changes might make purchasing a watch from a Rolex boutique a little faster. Instead of mainly investors looking for watches to hold and sell for massive profit in a few years, those looking to buy a watch they love to wear may have easier access to Rolex products. The waitlist system that excludes buyers who don't fit the criteria of the authorized dealer may be a thing of the past as Rolex moves toward a more favorable system that puts buyers in control of when and what they buy.

Rolex has several watches slated to reach anniversary milestones in 2026, giving the company an opportunity to offer fresh new styles for some of the models customers love. Not every Rolex watch gets an anniversary edition, as the company loves to surprise its audience. However, with so much potential, it's almost certain that at least a few anniversary offerings will be revealed at the Watches and Wonders show in April 2026. For instance, the Rolex Oyster Perpetual, which was first released in 1926, will be 100 years old in 2026, and the Rolex Explorer II will turn 50, so both would make perfect candidates for an anniversary edition.

Another watch rumored to be making a potential comeback in 2026 is the Rolex Milgauss. This model, which was first introduced in 1956, will turn 70 years old. It was discontinued in 2023, and its abrupt withdrawal shocked many Rolex fans, but some are hopeful it was for an exciting new anniversary reveal. In addition to the potential for anniversary models, Rolex may offer a wider selection of variants made with titanium as a more affordable alternative to its gold models.