Luxe Watches: Our horology predictions for 2026

We sense big things on the horizon for watch enthusiasts in 2026. The Luxe Watches team have been perusing what we expect (or would love!) to happen – and to bear in mind there are a lot of big birthdays coming up! 

Tag Heuer celebrates 40 years of being acquired, while Patek Philippe’s Nautilus reaches 50 and celebrating a century is Tudor… So we are really hoping to see some kind of limited edition watch from them.

Let’s take a look at some of our favourite brands!

Audemars Piguet

Audemars Piguet (AP) was 150 last year and they had a mega celebration collection but 2026 is going to be big as well. They are set to join Watches & Wonders for the first time since 2019, which will be brilliant. At Dubai Watch Week, AP had a really artistic booth, they had rare heritage models and newer ones as well. We’re expecting something entirely new for next year.

Speculation is high that AP will seize this return to unveil something entirely novel. Possible launches could include fresh interpretations of the iconic Royal Oak and Royal Oak Offshore, innovative material explorations (like ceramics and vibrant dial colors), or daring new complications that redefine high watchmaking. 

Patek Philippe

In 2026 the Patek Nautilus reference 37100 turns 50. We think at Watches & Wonders there could be a platinum version of the 37100 (the original being steel) or (we pray) a new steel Nautilus 5811 – that would be under ultimate demand in the collector community. But whether they drop something in platinum, steel or both (why not!) the golden anniversary could be monumnetous.

Going into next year, the Nautilus should stabilise at its current levels rather than continuing to climb. Collectors are rediscovering the Calatrava and other models which lie under the radar. Patek remains a great favourite of collectors. These pieces embody the brand’s timeless design and  technical mastery, but without the hyped-up premiums. 

Tudor

Next year, Tudor celebrates its century year! We expect grand tributes to the brand’s history alongside forward-looking innovations. From limited editions to special collaborations, 2026 could see Tudor honouring its past while cementing its future – a must-watch for collectors.

We think celebrations are going to be big. Red is their signature colour so we reckon a red Black Bay I would be so cool in a limited edition. 

Over the past decade Tudor has been shaking off its ‘Rolex’s brother’ vibe. It’s now got its own identity but is still a little underappreciated. But we think prices will rise but will definitely be a safe purchase in 2026.

Rolex

We’d love to see the Rolex Land-Dweller get a bold refresh in 2026. Rumours are rife about bold new colours for a contemporary twist on this classic model. How about something really vibrant like turquoise or orange?

We suspect 2026 might be the year of the two-tone rose Daytona which will see some of the  two-tone models discontinued. Presumably Pepsi will finally be discontinued (well it’s been a while talking about it). People say about Sprite but it hasn’t really been out long enough.

In 2025 Rolex proved it’s the benchmark of the luxury watch industry. It was untouchable in terms of demand. We expect Rolex to price hike by 5-7% as they tend to do annually – using the increase as a way to reinforce exclusivity, helping it to maintain its ‘aspirational purchase’ aura. Sports models like GMT II will probably trade just above retail.

Tag Heuer 

TAG Heuer is also marking a big birthday, 40 years since it was acquired. The brand has a way of blending nostalgia with innovation, so 2026 might bring exciting reinterpretations of its classic models or even bold new releases.

It’s also marking 40 years of its Formula One watch. So perhaps a new offering will be a chance to drive home the motor racing watches! Perhaps ditch the red and black colours expected and opt for brighter colours? Aqua or purple, yellow or white accents would be amazing. After all, we have seen some really vivid dials lately.

Time to get in touch

All in all, 2026 is shaping up to be a remarkable year for luxury watches. From milestone anniversaries to rumored launches and fresh colorways, it promises excitement, surprises, and plenty of exciting offerings for collectors worldwide.

If you need help to find your next watch purchase, our team would love to help. Our buying team works in the UK and overseas, and we do love the challenge of sourcing a watch.