Rolex will raise US prices by an average of 7% in January 2026, its third increase in 12 months and taking cumulative list prices up nearly 15% in its largest export market. This move is a live...
Rolex
Swiss luxury watch manufacturer, world's most recognized watch brand, known for precision, craftsmanship, and iconic models like Submariner and Daytona.
Rolex Performance Score
Our performance score measures how recent news impacts the company's health, derived from brand strength, strategic position, risk level, momentum, and market sentiment.
Performance Score
6.3
Positive
From 12 days ago
Limited recent coverage
Historical Performance
15 days
6.3
1 score
45 days
7.2
3 scores
90 days
7.0
5 scores
Score Components (Latest News)
Brand Strength
6.0
Avg 45d: 7.3
Positioning
8.0
Avg 45d: 8.3
Risk Level
5.0
Avg 45d: 3.7
Financial Impact
6.0
Sentiment: 0.0
45-Day Volatility
Moderate
σ: 0.81
90-Day Trend
Declining
AI-Powered Analysis
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Latest News Analysis About Rolex
Harrods' new Rolex Certified Pre-Owned (CPO) space positions the retailer at the forefront of the fast-growing secondary luxury watch market, which is projected to nearly double from roughly $24...
Rolex has completed a 'golden triangle' of large-format monobrand boutiques in Beverly Hills, the Hamptons, and Miami Design District within 12 months, reinforcing its strategy to shift US...
The U.S. will reduce tariffs on Swiss watches to 15% from 39%, removing a sudden cost shock that forced price hikes and shipment volatility since August. With the U.S. representing roughly one-fifth...
Rolex, with Raffi Jewellers, debuts a 507 sqm mono-brand boutique at Royalmount, marking its first boutique in Montreal and expanding controlled retail in a growth-stage Canadian luxury hub. The door...
A high-profile Swiss delegation including Rolex's CEO and Richemont's chairman met President Trump amid 39% U.S. tariffs on Swiss imports, signaling an opening for negotiated relief. A step-down...
A 39% US tariff on Swiss exports elevates Rolex's near-term pricing and allocation decisions while a high-profile US Open VIP incident draws political scrutiny. Rolex's scarcity and brand equity...
Rolex and London Jewelers have opened a mono-brand Rolex Boutique at 28 Newtown Lane, East Hampton, positioning the brand to capture peak seasonal HNWI demand in a high-yield resort corridor. The...
A proposed 39% US tariff on Swiss imports effective Aug 7 threatens to raise landed costs for new Swiss watches by double digits, compressing retailer margins or forcing price hikes. Rolex, Watches...
Rolex has launched Rolex Quantum SA to develop and commercialize atomic clocks, signaling a calculated diversification beyond wristwatches into B2B precision timing. The move preserves Rolex's core...
| Date | News Analysis |
|---|---|
| Dec 26, 2025 | Rolex's third US price hike tests tariff pass-through and demand resilience Rolex will raise US prices by an average of 7% in January 2026, its third increase in 12 months and taking cumulative list prices up nearly 15% in its largest export market. This move is a live... |
| Dec 5, 2025 | Harrods leverages Rolex Certified Pre-Owned to lead luxury watch resale pivot Harrods' new Rolex Certified Pre-Owned (CPO) space positions the retailer at the forefront of the fast-growing secondary luxury watch market, which is projected to nearly double from roughly $24... |
| Dec 3, 2025 | Rolex builds US 'golden triangle' of monobrand flagships to fortify pricing and desirability Rolex has completed a 'golden triangle' of large-format monobrand boutiques in Beverly Hills, the Hamptons, and Miami Design District within 12 months, reinforcing its strategy to shift US... |
| Nov 16, 2025 | U.S.-Swiss tariff cut to 15% resets watch margins and pricing power The U.S. will reduce tariffs on Swiss watches to 15% from 39%, removing a sudden cost shock that forced price hikes and shipment volatility since August. With the U.S. representing roughly one-fifth... |
| Nov 16, 2025 | Rolex opens first Montreal boutique at Royalmount, strengthening NA push Rolex, with Raffi Jewellers, debuts a 507 sqm mono-brand boutique at Royalmount, marking its first boutique in Montreal and expanding controlled retail in a growth-stage Canadian luxury hub. The door... |
| Nov 8, 2025 | Swiss watch leaders court U.S. to ease 39% tariffs; margin relief in play A high-profile Swiss delegation including Rolex's CEO and Richemont's chairman met President Trump amid 39% U.S. tariffs on Swiss imports, signaling an opening for negotiated relief. A step-down... |
| Sep 28, 2025 | US tariff optics put Rolex under scrutiny; pricing power now critical A 39% US tariff on Swiss exports elevates Rolex's near-term pricing and allocation decisions while a high-profile US Open VIP incident draws political scrutiny. Rolex's scarcity and brand equity... |
| Aug 21, 2025 | Rolex deepens US footprint with East Hampton boutique via London Jewelers Rolex and London Jewelers have opened a mono-brand Rolex Boutique at 28 Newtown Lane, East Hampton, positioning the brand to capture peak seasonal HNWI demand in a high-yield resort corridor. The... |
| Aug 4, 2025 | US 39% Swiss watch tariff forces Rolex, WOS to pivot by Aug 7 A proposed 39% US tariff on Swiss imports effective Aug 7 threatens to raise landed costs for new Swiss watches by double digits, compressing retailer margins or forcing price hikes. Rolex, Watches... |
| Jul 28, 2025 | Rolex creates Rolex Quantum to enter atomic clocks and industrial timing Rolex has launched Rolex Quantum SA to develop and commercialize atomic clocks, signaling a calculated diversification beyond wristwatches into B2B precision timing. The move preserves Rolex's core... |
Showing 1 to 10 of 13 news items
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