Luxury goods and watchmakers are raising their prices in 2026, driven by rising gold prices and changing pricing strategies, while the secondary market is showing signs of correction.
A new year marked by price adjustments in the luxury sector
According to an article in Newsis, several luxury brands began 2026 by adjusting their prices, mainly in response to changes in the markets and raw materials. For example, Belgian brand Delvaux is planning an average increase of 3% from January 19, affecting its Brillant, Tempete, and Cool Box collections in particular. For its part, Buccellati has already announced increases as of December 27, with some models seeing price hikes of up to 20%. In fact, Buccellati began adjusting its prices on December 23, while maintaining its old prices on its stock and deposits, according to information reported by Newsis.
Gold watches: an upward trend linked to the gold market
The watch industry is also following this trend of adjustment. According to Newsis, IWC (Richemont Group) plans to increase its prices by 5 to 8% in South Korea starting January 12. Brands such as Hublot and TAG Heuer have also announced increases of between 3% and 8%, averaging around 6%. Grand Seiko and Seiko are also planning to raise their prices by 4% to 11% and 2% to 11% respectively. According to Journalduluxe and FashionNetwork, Rolex has already adjusted its prices as of January 1, 2025, notably by significantly increasing the prices of certain gold models, reflecting the sharp rise in the price of gold in 2024, which rose by 27%.
These increases can be explained by several factors. The rise in the price of gold in 2024 was particularly marked, directly impacting the cost of models made from precious metals. Exchange rate fluctuations and brand positioning strategies also play a key role. According to Journalduluxe, the increase in the cost of gold, combined with a desire to preserve the image of luxury and scarcity, is driving upward price revisions to maintain margins.
A mixed secondary market
However, the situation is more nuanced when looking at the secondary market. FashionNetwork reports that in 2024, the price of pre-owned watches from prestigious brands such as Rolex, Patek Philippe, and Audemars Piguet fell to their lowest level in three years. The Bloomberg Subdial Watch Index recorded a decline of nearly 6%, showing that certain segments are experiencing different dynamics, or even a correction, compared to the new market.
Experts expect the sector to recover in 2026. According to Investing.com, high-end European houses are forecasting organic growth of around 5% after two difficult years. At the same time, according to Luxury Tribune, Rolex is forecasting an average price increase of around 7% at the beginning of 2026, particularly in the US market, starting on January 1. These measures indicate that, despite significant adjustments in 2024 and 2025, the overall trend could continue to evolve, driven by demand and a strategy of maintaining exclusivity.
The cultural and economic context
This cycle of price increases at the beginning of the year is common practice in the luxury sector, often linked to brand enhancement and the preservation of its position. It is also part of a strategy to adjust to global economic fluctuations and changing costs. However, these practices often raise questions for consumers and investors, who must navigate between information and caution. Regional differences, product segmentation, and the secondary market are all factors to consider for an informed understanding of these price movements.