Rolex to Increase U.S. Prices Amid New Tariff Pressures

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In a move that’s sending ripples across the luxury watch market, Rolex has announced it will increase its prices in the United States by approximately 3%, effective May 1, 2025.

The decision comes as a direct response to newly imposed tariffs on Swiss imports by the U.S. government.

The tariffs, which include a 10% baseline levy and a proposed 31% “reciprocal tariff” (currently on a temporary 90-day hold), have created significant pressure on Swiss luxury brands exporting to the U.S. market.

Although Rolex has yet to issue an official public statement, multiple sources report that authorized Rolex dealers have been informed about the upcoming price hike.

Impact on the Luxury Watch Industry

Rolex is not alone in its response. Other major Swiss brands, including Omega and Blancpain, are also adjusting their U.S. pricing strategies. Omega is expected to increase prices by around 5%, while several Swatch Group brands may see hikes between 8% and 10%.

Industry experts say these price adjustments are a necessary step for luxury brands looking to maintain their margins amidst rising import duties and ongoing currency fluctuations.

“The combination of tariffs and a weaker U.S. dollar is forcing Swiss brands to rethink their pricing structures in key markets like the United States,” said a senior analyst at the Swiss Watch Industry Federation.

Consumers Face Higher Costs

For U.S.-based collectors and enthusiasts, the price increase could make already-scarce Rolex models even more expensive and harder to acquire. Models like the Submariner, Daytona, and GMT-Master II, already subject to high secondary market premiums, are expected to see further price pressures.

Retailers are preparing for a surge in demand ahead of the May 1st price adjustment, as buyers rush to purchase watches at current prices.

Broader Economic Concerns

The tariff tensions are part of a larger global trade debate, with Switzerland and the U.S. locked in negotiations to address perceived imbalances. The new tariffs are intended to level the playing field, but critics argue they may have unintended consequences, particularly in the luxury sector.

Meanwhile, Rolex’s price increase highlights how interconnected global policies are with everyday luxury purchases—and foreshadows more volatility ahead for the watch industry.

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