Rolex, AP, and Tudor have raised prices for 2026. Here’s what’s driving the increases – and which models were hit hardest.
Averaging a 7% jump in the US and 5% in the UK, heavyweights Rolex, Audemars Piguet, and Tudor have ushered in price increases, according to WatchPro.
In an era marked by shifting economic landscapes, these price adjustments reflect the ripple effects of a variety of factors: the recently imposed 15% tariff on Swiss watch imports to the US, a weaker US dollar, skyrocketing gold prices which reached a record high in December 2025, and persistent global inflation.
Among the most notable brand price shifts was Rolex, which led with an average 7% increase on US models and 5.2% on UK counterparts. The brand has a history of fine-tuning its pricing, with mid-year increases often triggered by fluctuations in material costs or currency exchange rates. The iconic white-gold Cosmograph Daytona, for example, saw its retail price escalate from $49,000 (excluding tax) in January 2025 to $56,400 in 2026, marking one of the most significant price shifts in the brand’s lineup. Similarly, the Submariner Date saw an increase from $46,600 to $52,100.
Audemars Piguet, following a similar path, raised its prices by an average of 7.5% in the US and 2.5% in the UK, with Royal Oak models bearing the brunt of the hikes. While some models such as the CODE 11.59 experienced more modest rises in the US (and no change at all in the UK), the steel Royal Oak Chronograph saw its price soar from $40,500 (excluding tax) in 2025 to $44,400 in 2026, a 9.6% increase which underscores the demand-driven nature of AP’s pricing strategy.
Meanwhile, Tudor, a brand known for offering exceptional value, raised its prices by an average of 5.6% in the US and 5.8% in the UK. While still significant, the increases were somewhat more restrained compared to their Swiss counterparts. The gold-on-gold Black Bay 58 witnessed the sharpest rise within Tudor’s collection, with its price climbing from $36,500 (excluding tax) in 2025 to $39,400 in 2026, according to WatchPro data.
There is scant logic in the increases when viewed through the usual lenses of material or mechanical complexity. Gold and steel have risen in tandem; simple time-only pieces have not been spared over more elaborate chronographs. The clearest through-line is demand.
For those who follow the movements of luxury timepieces, the adjustments from Rolex, AP, and Tudor may come as no surprise. However, other famed maisons – the likes of Patek Philippe, Omega, Cartier, and Vacheron Constantin – have thus far remained cautious, leaving enthusiasts to wonder when (or if) they will follow suit.
Time will tell, but for now, collectors are advised to act swiftly if they’ve been eyeing up a timepiece, before further price escalations arrive.
In production from 1989 through 1994, the marque’s 964 iteration of the 911 presents the model’s ideal chassis, engine, and aesthetic. In production from 1989 through 1994, the marque’s 964 iteration of the 911 presents the model’s ideal chassis, engine, and aesthetic.
The three watchmakers increased prices by an average of 7 percent, according to WatchPro. The three watchmakers increased prices by an average of 7 percent, according to WatchPro.
From crystal rooms to cacao ceremonies, here’s your guide to the trending rituals currently capturing the world’s imagination.
Some experiences promise deep relaxation, others a spiritual jolt, and many are just delightfully woo-woo. From crystal-lined therapy rooms and cacao ceremonies, the modern wellness world, now valued at around $1 trillion and growing, is a fascinating mix of science, ritual, and imagination.
Whether you’re a seasoned wellness traveler or simply curious, these are the trending experiences that deserve a spot on your radar.
Mayan temazcals – also known as sweat lodges – involve a shaman pouring infused water on heated rocks, causing steam to engulf the dome-like hut. The experience lasts up to three hours, all in near darkness; singing, chanting, and crying is common. Think: sauna on acid. Hotels across Mexico – Chablé, Banyan Tree Mayakoba, and Amanvari, which is set to open in 2026 – have refined versions.
As skincare gets ever-more technical, top hotels are bringing leading facialists inhouse: Teresa Tarmey and her arsenal of tools have a residency at Claridge’s, and Iván Pol was just at Chenot Palace Weggis. The idea has taken to the skies, too: VistaJet has partnered with Dr Barbara Sturm.
An evolution of ‘fly and flop,’ calmcations encourage travelers to switch off: no itineraries, no rules, no stress. Try Four Seasons Resorts Bali or Ritz-Carlton Maldives, Fari Islands for a proper dose of relaxation.
In Mesoamerican lore, cacao is said to foster spiritual awakening and strengthen emotional connection. At Chablé Yucatan, guests grind beans to create their own cacao drink beside a sacred cenote.
Zem Wellness Clinic in Spain offers an Intimate Boost program, designed to enhance sexual wellness – for men and women – via hormone analysis, genetic studies and physiotherapy.
Harnessing the calming presence of horses, Rosewood Mandarina is launching an equine therapy program, in which the animals’ supposedly healing energy is used to foster self-discovery. There’s polo and horseback riding, too.
Siro opened under the Kerzner umbrella, which also includes One&Only, and identifies itself as a ‘base for world-class fitness, recovery, and leisure,’ translating roughly to ‘exercise hotel.’ Dubai opened first, Montenegro followed in spring and Miami is slated for 2026.
Taking crystal therapy to a new level, Rosewood São Paulo has unveiled its new spa area – which includes a mirrored therapy room, lined floor-to-ceiling with geodes. Inside, treatments include crystal reiki, crystal sound instruments, and crystal meditation.
The moon’s influence on our health is contested, but hotels have begun moonwashing wellness. In Napa, Stanly Ranch hosts ritualistic full-moon ceremonies and in Riviera Maya, Auberge Collection’s Etéreo is using la luna to guide treatments.
A crop of hotels offer holistic life extending programs, combining bio-metric and prognostic tests with overall lifestyle adjustments – from diet to social circles. Try out Minos Palace in Crete or The Inn at Rancho Santa Fe.
Zoom calls, Teams meetings, email notifications: kill ’em all. Silent retreats remove the distractions of normal life but can be surprisingly taxing. Mandali in Italy offers silent therapy amid its wider programming, while at Gaia House in the UK, all programs are silent (and communication of any form is prohibited).
From the soaring dunes of the world’s oldest desert to the desolate beauty
of the Skeleton Coast, Namibia is a country of majestic landscapes and vast
expanses of untouched wilderness, says John O’Ceallaigh.
The eight tech tycoons at the top collectively added more than half a trillion dollars to their fortunes. The eight tech tycoons at the top collectively added more than half a trillion dollars to their fortunes.
The megawatt star’s Cowboy Carter tour helped propel her net worth to the 10-digit mark. The megawatt star’s Cowboy Carter tour helped propel her net worth to the 10-digit mark.
Known as Casa Moderne, the home sits in the same neighborhood where singers Enrique Iglesias and Joe Jonas have lived. Known as Casa Moderne, the home sits in the same neighborhood where singers Enrique Iglesias and Joe Jonas have lived.
NetJets is the biggest player in the private jet market, with private jet card programs to suit every traveler.
With over 750 owned and operated aircraft dotted across the globe, US-based NetJets has established itself as one of the leading private jet companies in the world.
And, with fractional aircraft ownership, private jet leases and private jet card programs all on offer, there’s an option to suit every traveler. But, for new customers, the big question is: how much does NetJets cost?
As with all private jet travel, the price of NetJets is determined by how often you travel and the aircraft size you need. Once you’ve figured this out, you’ll be able to choose between three programs: NetJets Share, NetJets Lease or NetJets Card. Understanding how each of these programs works is key to determining which option delivers the best value for your travel preferences. Below, we break down how NetJets operates, what each membership includes, and how pricing compares across its fleet.
What Is NetJets?
NetJets is a private aviation company best known for pioneering fractional aircraft ownership. Rather than owning an entire jet outright, clients purchase a share of an aircraft or access to a set number of flying hours, allowing for private travel without the operational responsibilities of ownership.
The company operates on a global scale, offering guaranteed aircraft availability, professional crew, maintenance, fuel and operational support as part of its programs.
NetJets customers pre-purchase flying hours through one of the company’s programs. Flights are booked as required, with hours deducted as travel takes place. If a specific aircraft is unavailable, NetJets guarantees a similar or better model from its fleet at no additional cost.
This structure allows for flexibility, consistency and ease, particularly for frequent travelers who value guaranteed access and predictable service standards.
Details on pricing remain sparse for all apart from prospective customers, but the NetJets Card, which is the best option for anyone flying less than 25 hours per year, starts at €178,900 (approx. $208,050) for a card with 290 days access.
However, you can expect this price to increase drastically as you head into the heavy and long-range categories with something like a Challenger 650 likely to cost upwards of $16,000 per hour.
As the most affordable of NetJets’ private jet programs, the card starts with a 25-hour subscription, with hours being deducted as you fly, and then topped up as and when required. The jet card offers a commitment-free option with full access to NetJets’ premium services, making it the best choice for travelers who require minimal private jet transportation throughout the year and primarily take short-haul trips. There are no fees for ferrying or repositioning, either.
NetJets Share: Fractional ownership explained
However, if you require more than 25 hours in the air per year and regularly make long-haul journeys, a fractional ownership program is likely to be the best value option. Allowing you to purchase a share of a private jet with your share equating to available hours, the cost of NetJets’ fractional ownership option, billed as NetJets Share, will vary depending on the chosen aircraft model and the number of hours required per year, with the added financial security of just paying for what you need.
NetJets’ private jet fractional ownership offering is fully inclusive, with crew, maintenance, and fuel all included in the share cost. This not only makes the program financially worthwhile but also minimizes any extra effort or stress on your part – the NetJets team does all the hard work for you. Owners are also guaranteed access to an aircraft; if the specific jet they own shares of is in use, a similar model or better will be provided from NetJets’ fleet, with no additional charge for an upgrade.
Although the cost of the program will vary, owners can rest assured that it is a worthy financial investment. So much so in fact, that NetJets promises to buy back your share after three years if you decide to opt out of the ownership program, guaranteeing protection of your investment.
In order to ensure competitive value for their owners, NetJets is also committed to mitigating certain fees and charges across their fractional ownership service. One way in which NetJets differs from other private jet companies is that it doesn’t charge aircraft positioning fees (the cost to move the plane from its current position to the customer’s desired take-off location).
NetJets also has a Lease program, which includes many of the same benefits of its Share and is also marketed toward those flying 50-plus hours a year, but with a different payment structure for travelers who want to avoid an initial down payment, with leases of 36 to 60 months and guaranteed rates.
Unlike other private jet fractional ownership services, NetJets is also able to offer its owners short-haul flights at no extra cost thanks to the size of its fleet, as well as the efficiency of its operational infrastructure.
Ultimately, the cost of NetJets will depend on which program you choose, with the minimum price being around $6,500 per flying hour. If you need up to 25 hours of private jet transport per year, the membership card will be the most cost-effective choice; if your time in the air will exceed 25 hours, NetJets Share or Lease programs will be more financially viable.
NetJets operates a fleet of more than 750 aircraft worldwide, making it the largest private jet fleet globally. The scale of its fleet allows the company to offer consistent availability, reduced operational costs and short-haul flights without additional charges.
NetJets was the fleet launch customer of the highly-anticipated Bombardier Global 8000, and will eventually build a 24-strong fleet of the industry-leading jet.
The NetJets fleet spans light, midsize, super-midsize and long-range aircraft, allowing customers to choose the most suitable jet for each journey. This flexibility supports everything from regional hops to intercontinental travel.
What is the difference between NetJets and other private jet companies?
One of the key differentiators between NetJets and other private jet operators is its size and infrastructure. NetJets does not charge aircraft positioning fees and is able to guarantee access to an aircraft even during peak travel periods.
Ultimately, the cost of NetJets depends on which program you choose. For travelers flying up to 25 hours per year, the NetJets Card is typically the most cost-effective option. For those exceeding that threshold, NetJets Share or Lease programs often deliver greater long-term value.
