Masterful strategy sees Rolex managing multiple price increases amidst a tariff war

Swiss watchmaking giant Rolex ended 2025 with a distinct pricing strategy; raising prices not once but twice. The first hike coincided with 2025’s introduction, a staple in the Rolex playbook. The second followed in May, in anticipation of the hefty 39% import tariffs on Swiss watches to the US. However, Rolex demonstrated prudence by staving off further increases in the hope tariffs would drop to 15%–a strategy that paid off when the reduction was announced in November, making the situation a temporary hiccup.

On average, Rolex prices in the US experienced a 7% increase in the opening of 2026. As the market leader with a rich history of expert data handling, Rolex’s approach seemed to speak louder than words. While there are no anticipated further increases for 2026, this event reinforces Rolex’s steadfast strategic pricing strategy.