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How Much Did Omega, Rolex, and Tudor Raise Prices in 2023?

Omega’s early-2023 increases were reported at about 5–7%, Tudor’s around 9%, and Rolex’s just over 3% in the US and 3.5% in one euro comparison. Model and market mattered.
From TheFinanceBase Team3 min to read
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In the 2023 price reports, Omega’s early-year increases were about 5–7% depending on market, Tudor’s January increase was around 9%, and Rolex’s varied by model and region: just over 3% on average in the United States and 3.5% across one euro-denominated comparison. These are historical, configuration-specific reports—not global rates or current prices.

Reported 2023 increases at a glance

Brand Market and source basis Reported increase Example
Omega Fratello; market-specific reporting, with the example below in euros Approximately 5–7%, depending on market Speedmaster Professional Hesalite: €7,100 to €7,500, effective February 1, 2023
Rolex United States; Hodinkee’s reported lineup adjustment Average just above 3% Steel Daytona: up $250, or 1.72%, to $14,800
Rolex Euro-denominated model comparisons; Italian Watch Spotter 3.5% average across the models compared Oyster Perpetual 36: €5,800 in 2022 to €6,150 in 2023
Tudor Euro-denominated model comparisons; Italian Watch Spotter 9.8% average across the listed comparisons; Fratello separately described the rise as about 9% Black Bay Fifty-Eight steel: €3,610 to €3,940, up 9.1%

These figures come from contemporary editorial reports, not official brand price lists. Their markets, dates, currencies, and watch configurations differ, so the averages are useful summaries of those reports—not directly comparable global schedules. [Fratello] [Hodinkee] [Italian Watch Spotter]

Omega: approximately 5–7%, depending on market

Fratello reported that Omega’s increases expected for early 2023 varied by market, placing them at approximately 5–7%. Its specific euro example is the Speedmaster Professional with a Hesalite crystal and steel caseback: the reported price had reached €7,100 after a September 2022 increase, then was set to move to €7,500 on February 1, 2023. That is a €400 increase for this configuration; it should not be generalized to every Speedmaster or every country. [Fratello]

Rolex: US and euro reports show different averages

United States

Hodinkee reported that Rolex’s January 1, 2023 US adjustment averaged just above 3% across the lineup. Individual changes diverged considerably: its white-gold Daytona example rose by $5,400 (17%), while the steel Daytona reached $14,800 after a $250 increase (1.72%). Selected steel Submariner and Explorer II references rose by $150 each. Hodinkee noted that calculating an exact brand-wide average is difficult because some watches are listed as price on request or do not appear on Rolex’s website. [Hodinkee]

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Euro-denominated comparisons

Italian Watch Spotter reported a 3.5% average across the Rolex models in its euro-denominated comparison. The Oyster Perpetual 36 moved from €5,800 in 2022 to €6,150 in 2023; the Oyster Perpetual 41 went from €6,100 to €6,450; and the steel Daytona rose from €14,600 to €14,900. The table excludes some models and configurations, so its average describes the comparisons it includes rather than the entire Rolex range. [Italian Watch Spotter]

Tudor: around 9% overall, with larger changes on some models

Fratello characterized Tudor’s increase as approximately 9%. Italian Watch Spotter’s euro-denominated table calculated a 9.8% average across its listed comparisons. Individual examples illustrate why a single percentage can mislead: the steel Black Bay Fifty-Eight rose from €3,610 to €3,940 (9.1%); the Pelagos 39 from €4,210 to €4,630 (10.0%); and the Black Bay GMT S&G from €5,160 to €5,890 (14.1%). Those percentages apply to the named examples in that table, not every Tudor watch or market. [Fratello] [Italian Watch Spotter]

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How to compare the figures fairly

A price increase is meaningful only when the comparison matches the watch and market. Check these details before using a reported percentage to assess a purchase or compare brands:

  • Market and currency: US-dollar figures and euro prices are not interchangeable, and a brand may set different regional prices.
  • Date: Distinguish an effective date from a price reported earlier, and note whether the comparison uses 2022 and 2023 list prices.
  • Exact watch configuration: Reference, case material, bracelet, dial, and other options can affect the price.
  • Percentage and cash change: A modest percentage on an expensive watch can be a substantial sum, while a brand average can conceal much larger or smaller model-level changes.
  • Source type: The figures here are editorially reported prices, not official price lists published by the brands.

Robert-Jan Broer of Fratello put the comparison principle plainly: “Of course, we need to compare apples to apples.” [Fratello]

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These are historical prices, not current quotes

The amounts above describe 2023 reporting and should not be treated as prices available today. For a current figure, check the brand’s official regional catalog or an authorized retailer, and confirm the country, currency, exact reference, and date. The cited reports do not establish a current price or explain the brands’ reasons for making the increases.

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