Luxury brands and watchmakers are raising their prices in 2026, driven by rising gold prices and changes in pricing strategies, while the secondary market is showing signs of a correction.
A New Year Marked by Price Adjustments in the Luxury Sector
According to a Newsis article, several luxury brands began 2026 by adjusting their prices, primarily in response to changes in the markets and raw material costs. For example, the Belgian brand Delvaux is planning an average increase of 3% effective January 19, affecting its Brillant, Tempete, and Cool Box collections in particular. For its part, Buccellati had already announced price increases as of December 27, with prices for certain models potentially rising by up to 20%. In fact, Buccellati began adjusting its prices as early as December 23, while maintaining its previous pricing for existing inventory and pre-orders, 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 price adjustments. According to Newsis, IWC (Richemont Group) plans to raise its prices by 5 to 8% in South Korea starting January 12. Brands such as Hublot and TAG Heuer have also announced increases ranging from 3% to 8%, averaging around 6%. Grand Seiko and Seiko also plan 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 raising the prices of certain gold models, reflecting the sharp rise in the price of gold in 2024, which increased by 27%.
These increases can be attributed to several factors. The rise in the price of gold in 2024 was particularly pronounced, directly impacting the cost of models made of precious metals. Exchange rate fluctuations and brand positioning strategies also play a key role. According to Journalduluxe, the rise in the cost of gold, combined with a desire to preserve the image of luxury and scarcity, is driving prices upward to maintain profit margins.
A Mixed Secondary Market
However, the situation is more nuanced when looking at the secondary market. FashionNetwork reports that in 2024, the prices of pre-owned watches from prestigious brands such as Rolex, Patek Philippe, and Audemars Piguet declined, reaching their lowest level in three years. The Bloomberg Subdial Watch Index recorded a decline of nearly 6%, indicating that certain segments are experiencing different dynamics—or even a correction—compared to the new market.
Experts expect the sector to rebound in 2026. According to Investing.com, European luxury brands are forecasting organic growth of about 5% after two difficult years. Meanwhile, according to Luxury Tribune, Rolex plans to raise its prices by an average of about 7% in early 2026, particularly in the U.S. market, effective 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 to maintain exclusivity.
The Cultural and Economic Context
This cycle of price increases at the start of the year is a common practice in the luxury sector, often linked to enhancing the brand’s value and preserving its market 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 balance information with caution. Regional differences, product segmentation, and the secondary market are all factors to consider for an informed understanding of these price movements.