Rolex increased its global retail prices on January 1, 2026. The average increase is around 7%, with stainless steel models rising by roughly 5 to 6% and gold models climbing by 8 to 9%. For buyers in the UAE, the numbers are already locked in. The question is what to do next.
Why Rolex Raised Prices Again
This was not a surprise move. Rolex raised prices twice in 2025: once in January, and again in May after the Trump administration imposed new tariffs on Swiss watch imports. The January 2026 increase is the third in twelve months.
Three forces are driving this.
Gold prices. Rolex manufactures its own gold in an in-house Swiss foundry. As of early 2026, gold is trading above $4,500 per ounce, up roughly 70% since January 2025. Every gold, Everose, and Rolesor model absorbs that cost directly.
The Swiss franc. Rolex prices everything in Swiss francs. The US dollar has weakened approximately 12% against the CHF over the past year. That exchange-rate gap translates into higher retail prices in USD and, by extension, in AED.
Trade tariffs. US tariffs on Swiss watch imports currently stand at 15%, down from a peak of 39% earlier in 2025. The UAE is not subject to the same tariff exposure, which is part of why buying in Dubai remains attractive compared to buying in the US or UK.
The New 2026 Retail Prices in the UAE
Below are confirmed 2026 retail prices in AED for key references, compared to their 2025 pricing.
| Model | Reference | 2025 Price (AED) | 2026 Price (AED) | Increase |
| Submariner No-Date | 124060 | 37,800 | 40,350 | +6.75% |
| Submariner Date (Starbucks) | 126610LV | 44,500 | 47,650 | +7.08% |
| Daytona Steel | 126500LN | 63,450 | 67,450 | +6.30% |
| Daytona Yellow Gold | 126508 | 191,900 | 210,800 | +9.85% |
| Daytona Rose Gold | 126505 | 205,800 | 225,800 | +9.72% |
| Air-King | 126900 | AED 28,000 approx. | AED 29,910 | ~5.8% |
| Day-Date 40 (White Gold) | 228239 | AED 176,000 approx. | AED 189,500 | ~7.7% |
Steel models are expensive. Gold models are significantly more so. But these are the official authorized dealer prices, assuming you can actually get an allocation.
What This Does to the Dubai Secondary Market
Here is the part most buyers miss. The secondary market in Dubai does not follow retail price changes overnight.
For the most in-demand steel sports references, secondary market prices were already sitting well above retail before January 1, 2026. That gap has not closed. If anything, the retail increase validates the premium.
Current secondary market estimates in Dubai for key references:
| Model | 2026 Retail (AED) | Secondary Market (AED) | Premium Over Retail |
| GMT-Master II Pepsi | 48,000 | 93,000 to 110,000 | +52% or more |
| Daytona Steel | 67,450 | 115,000 to 135,000 | +54% |
| GMT-Master II Batman | 47,650 | 63,000 | +31% |
| Submariner Date Black | 45,450 | 60,000 | +32% |
| Sky-Dweller Steel Jubilee | 70,950 | 100,000 | +41% |
For gold references, the picture is different. The secondary market on many gold models has softened. Some full-gold references now sell below or near retail on platforms like Chrono24, which means the stated MSRP increase on gold is not translating into the same secondary market lift.
Can You Actually Buy at Retail in Dubai?
The honest answer is: for most people, on most desirable references, no.
Ahmed Seddiqi and Sons is the primary Rolex authorized dealer in Dubai, with boutiques at Dubai Mall, Mall of the Emirates, and Atlantis The Royal. Sports models are marked “For Exhibition Only” in most cases. New buyers without a purchase history at the boutique face a multi-year wait for references like the Daytona or the GMT-Master II Pepsi.
Wait times for the most in-demand models as of early 2026:
- Daytona: 3 to 8+ years depending on configuration
- GMT-Master II Pepsi and Batman: Multi-year waits
- Submariner Date: 6 months to 2 years
- Explorer and Datejust: Shorter, sometimes weeks to months
The Rolex Certified Pre-Owned program is available through Seddiqi in Dubai. Each watch comes with a two-year international guarantee and official Rolex authentication. It is a legitimate option, but inventory is curated and limited.
The Case for Buying Pre-Owned Now
This is where the price increase actually works in the buyer’s favor, if they know where to look.
Pre-owned Rolex watches sourced from trusted dealers are not subject to the same retail price resets or tariff exposure. A lightly worn Submariner or GMT purchased before the January reset was priced against a lower MSRP baseline. The new retail price makes that pre-owned piece more valuable by comparison, without the wait, without the relationship requirements, and often without the premium over retail that secondary market listings carry on the most sought-after steel sports models.
For gold and Rolesor references specifically, the secondary market has yet to fully absorb the retail increases. This creates a window where pre-owned two-tone and gold models from verified sources can represent real value against the new retail benchmarks.
Three reasons the pre-owned route makes sense right now:
- Retail is out of reach for most buyers. Walk-in availability at Seddiqi for sports models is close to zero without a prior purchase history. Pre-owned is often the only realistic path to getting the watch you want.
- The new retail prices are the new floor. Every future price increase pushes today’s pre-owned prices higher in retrospect. Buyers who wait typically pay more, not less.
- Verification matters more now. With prices up across the board, the cost of buying an unverified watch from an unverified source has grown proportionally. A fully authenticated pre-owned piece from a source with documented provenance is the responsible purchase.
You can explore WatchX’s current pre-owned Rolex inventory at watchxglobal.com to see what is available at real market prices, fully authenticated.
What WatchX-Sourced Pre-Owned Looks Like Against Retail
The comparison is straightforward. A WatchX-sourced pre-owned Submariner 124060 in excellent condition costs less than a brand-new one at retail, assuming retail were even available, which for most buyers it is not. The secondary market premium over retail on the Submariner currently runs around 15% on Chrono24 for unverified grey market pieces. A fully authenticated pre-owned unit through a trusted source sits in a more competitive range, particularly for reference generations that predate the January 2026 reset.
For gold models, the math is even cleaner. The Day-Date 40 in yellow gold is now AED 173,000+ more than it was two years ago across the series of 2025 and 2026 increases. Pre-owned Day-Date references from prior years, authenticated and serviced, represent access to the same watch at a significantly lower entry point.
If you are considering watches as long-term value holders, the WatchX piece on investing in watches versus gold covers the performance comparison in detail. For buyers navigating the authentication side of a pre-owned purchase, the WatchX authentication guide explains exactly what to look for and what questions to ask before committing.
Will Prices Rise Again?
Almost certainly, yes.
Gold is now trading above $5,000 per ounce, up from the $4,500 level that informed the January 2026 pricing. The Swiss franc remains strong. US trade policy is still unsettled. WatchesOff5th and Bob’s Watches both flagged that the conditions for a second 2026 increase are already forming.
Rolex has raised prices three times in twelve months. There is no structural reason that pattern ends. Every increase makes the watches you can buy today worth more than the ones you could have bought last year. That dynamic does not reverse.
The buyers who acted before January 2026 are already sitting on appreciated inventory. The buyers who act now are positioned ahead of whatever adjustment comes next.
The Bottom Line for UAE Buyers
Retail prices are set. Authorized dealer availability is limited. The secondary market premium on in-demand steel references shows no sign of compressing. And the reasons that drove the January 2026 increase have not gone away.
If you want a Rolex in the UAE today, the realistic options are: join an AD wishlist and wait years, pay secondary market premiums on grey market pieces from unverified sources, or buy pre-owned from a verified source at a fair price with documented authentication.
The third option is the one that makes practical and financial sense for most buyers. Especially right now, while the gap between pre-owned pricing and the new retail floor still favors the buyer.
Browse the current WatchX collection at watchxglobal.com to see what is available today, at verified prices, with no waitlist.
Related reading: The 2022 market peak and what it tells you about today’s prices | How to authenticate a pre-owned Rolex | Watches vs. gold: which holds value better in the UAE | The best luxury watch to gift in Dubai