Luxury Watch Prices in 2026 - What to Expect?

Luxury Watches Market Overview for 2026

The general feeling for 2026 is cautious but positive. The market is finding a balance after the hype years of 2020 to 2022. We are seeing a polarized market, which means the very expensive watches are doing well, but the cheaper luxury watches are struggling to find buyers.

You must understand the global economic trends that impact luxury goods. The economy is slowing down in many big countries, and we expect a 1% to 3% growth for personal luxury goods in 2026. 

A very big deal for 2026 is the new important tariffs. For instance, the US introduced tariffs up to 39% on Swiss Watches, which forces brands to increase prices in America. Casual buyers stop buying watches when the cost of living goes up. So, this leaves only the serious watch collectors. 

Moreover, buyers are smarter now as they don’t want short-term trends. In fact, they want “considered purchases,” which means spending money on watches with history, good mechanics, and classic designs.

Thus, there is a move toward experiential luxury. Today, people want to visit the factory or have a special buying experience, not just click a button online. Size preference is also changing, and the trend is shifting back to mid-size cases, measuring between 36mm and 40mm, which are more comfortable. 

Furthermore, emerging markets play a significant role in the price dynamics of luxury watches. For example, Europe is the home of watchmaking, but Asia is where the money is.

According to a report published by the Cognitive Market Research, the Asia-Pacific region accounts for about 40% of global revenue. However, China has slowed down recently, and now, brands are looking at India and the Middle East.

A watch is a strong status symbol in these places, and this shift in wealth is exactly why global investors are now monitoring Rolex watch prices in UAE more closely than ever before.

Brands like Audemars Piguet keep supply low to maintain exclusivity because demand in these emerging markets is high. So, this global demand keeps prices high even if sales in the US or Europe get soft. 

Factors that Influence Luxury Watch Prices

It is not just about brand names. Real economic factors determine the price tag you see in the window of an Authorized Dealer.

Inflation and Currency Exchange Rates

Watches are mostly made in Switzerland. When the Swiss Franc (CHF) gets strong against the US Dollar or Euro, brands lose money on exports. That’s why they increase prices in other countries.

Likewise, general inflation creates higher operational costs. For instance, there is unconfirmed news circulating online about a 7% increase in price by Rolex, and if that’s the case, this is a direct response to these currency pressures. Therefore, you are paying for the strength of the Swiss economy if you are buying in USD or AED. 

Supply Chain and Material Costs

A watch is made of metal, and metal is expensive right now. Gold 24k prices are around AED 544.00 per gram, and Platinum is around AED 346.59. The base cost of a gold Day-Date or a platinum Daytona goes up immediately when raw material prices go up. Similarly, Brands are also using rare alloys and titanium, which adds to the labor costs. 

Brand Positioning and Marketing Strategies

High prices are part of the market because brands use a strategy called premium positioning. So, brands don’t want everyone to own their watch, and that’s why they raise prices to make the watch seem more valuable.

In addition, companies use storytelling about heritage to justify the cost, and for 2026, brands are focusing on their in-house production capabilities to prove why their mechanical movements are worth the money.

Limited Editions and Collector Demand

One of the most significant factors that increases the price of a luxury watch model is scarcity. The price on the secondary market will increase if a brand releases a limited edition of only 300 watches. Some companies even keep the standard models in short supply. Therefore, this artificial scarcity creates “waitlists,” and people pay over retail price on the secondary/grey market just to skip the wait time.

Price Predictions by Watch Segment

There are different categories of watches on the market, and you must look at each to understand the price changes in 2026.

Entry-Level Watches

Entry-level watches like Tudor Black Bay and Omega Seamaster are usually the first purchase for a new collector. But you should not worry about a massive price increase in this specific category in 2026. So, the prediction here is quite stable.

We may see a small increase in retail prices, maybe around 5%. And this is not because the watch is suddenly “better” but simply to keep up with inflation. In addition, most brands know that if they increase prices, they will lose new customers. Therefore, for a Tudor or an Omega in the $3,000 to $8,000 range, the price tag will likely stay reasonable compared to the rest of the market.

Mid-Tier Luxury Watches

Rolex, IWC, and Hublot are the primary brands in the mid-tier luxury watches. Unlike the entry-level watches, we expect the prices here to increase quite a bit more. Two primary factors cause the prices to go up. First, we have the rising cost of gold, and many watches from Rolex and Hublot use a lot of gold and two-tone materials. Remember, gold is not cheap right now.

Second, there is the impact of the US tariffs, which are important taxes adding extra cost that the brands have to pass on to the customers. So, if you are looking at a Rolex Submariner or an IWC Pilot, expect a higher retail price in 2026 because of raw material costs and government taxes.

Ultra-Luxury Watches

Patek Philippe, Audemars Piguet, and Richard Mille are brands in the billionaire category, which means the prices of these watches purely depend on exclusivity. In other words, these prices are disconnected from reality.

For example, when it comes to Patek Philippe, a Nautilus or Grand Complication can range between $50,000 and $535,000 (AED 1.9 million or more). Similarly, an entry-level Richard Mille is usually $200,000+ because millionaires and billionaires treat these watches like art. Therefore, prices will likely increase because normal economic problems do not affect the buyers of these watches. 

Luxury Watches Statistical Insights

Now we will look at the data because it helps us see the truth behind luxury watches. When we analyze the historical price trends between 2015 and 2025, we find that the market has been very volatile.

For instance, the average resale price for Rolex went from $7,185 to $8,897. However, prices went crazy high between 2020 and 2022, and Rolex average hit $17,206 in March 2022. Prices dropped about 31% to stabilize around $13,426 between 2023 and 2026.

The global CAGR will reach 4.7% to 6.14% by 2030, and the market is growing at 6.9% in the UAE, which means that if you buy a watch, the market value increases over a long time. Phillips Watches achieved record total auction sales of over $290 million in 2025.

A rare, vintage Patek Philippe reference 1518 in stainless steel was the highlight in November 2025 at the Decade One Auction. According to Robb Report, the Patek Philippe watch sold for CHF 14.2 million is approximately $17.6 million or AED 64.4 million.

Luxury Watches Market Share by Region

The pre-owned market is getting popular as it will reach $30 billion soon. A value basket of 30 top investment watches went up 150% in value between 2013 and 2025. Although there has been a recent drop, a Rolex Datejust is up 639% over 15 years, which is a better performance than many stocks. 

Investment Potential of Luxury Watches in 2026

Can a watch make you rich? Maybe, but you really should not be buying watches purely as an investment. The market is not liquid, which means you can’t sell a watch as fast as a stock if you need cash today.

Likewise, there are real risks like Superclones, also called high-quality fakes, and changing US tariffs that can fluctuate prices overnight. Although history shows that brands like Patek, AP, and Rolex usually win, and even Omega has gone up by 30% recently, you must view a watch as a store of wealth, not a money-making scheme. So, the best approach is to buy the watch you actually like and would love to wear on your wrist.

Consumer Buying Strategies

You need a plan if you are ready to buy in 2026. But don’t just walk into a shop blindly. The best time to buy in 2026 is January and February, which is after the December holiday rush. Dealers have unsold stock and might negotiate on mid-tier brands. If you want to buy a luxury watch that retains value, look for three things. The first one is the brand, such as the Rolex, Patek, or AP.

The second factor is the set, which means always buy a full set that includes the original box, warranty card, and manuals, because this adds 20% to the value. Besides, an unpolished watch is better for vintage. But check that there are no scratches when buying a modern watch.

If you care about resale, just avoid fashion brands or quartz watches. Buying a watch from the authorized dealer is challenging, but you can get it from a secondary market dealer, which requires you to pay a premium price. You must use trusted platforms, such as Watch Maestro, to avoid scams.

Luxury Watches in 2026 and Beyond

Sustainability is becoming mainstream in almost all industries, including the luxury watch sector. Brands will use recycled steel and gold, and Gen Z buyers will also enter the market very soon. Remember, Gen Z likes digital integration and transparency. Anyways, the market will keep growing due to increased wealth in India and the Middle East, strengthening the mechanical watch as the symbol of status and success.