Luxury Icon Prices in 2026: Chanel, Hermès, Rolex, Cartier

How much does a classic Chanel bag, a Submariner or a Love bracelet really cost in 2026? The figures in circulation are often outdated, converted from dollars or taken from a reseller. We have recorded the public prices displayed in France by the maisons themselves one by one, reference by reference, and dated them. For each icon, you will also find past increases, the gap with the pre-owned market where a reliable source exists, and what can reasonably be expected for January.

Boutique price table in 2026

All prices below were recorded on the same day, from the official websites of the maisons, for France. A recommended retail price is not a guarantee of availability: several of these pieces can only be obtained after a wait in boutique.

Birkin and Kelly: the prices Hermès does not publish

Searching for “Birkin” on the French Hermès website only returns an Amulettes ring at 610 euros (verified on 13 October 2026). The Birkin and Kelly are neither sold online nor displayed with a price: they are offered in boutique, on a case-by-case basis, to clients chosen by the maison. Any “official” price found on the web is therefore a recording made in boutique, not information published by Hermès.

According to recordings made in boutiques in Europe, valid since 1 January 2026 and consulted on 13 October 2026, a Birkin 25 in Togo calfskin sells for 9,600 euros and a Birkin 30 for 10,600 euros; a Kelly 25 costs 9,600 euros and a Kelly 28 10,100 euros. These amounts are not published by Hermès: they remain to be confirmed in boutique, and exotic leathers or jewellery finishes change the scale entirely.

Boutique prices in Europe since January 2026, according to boutique recordings. Hermès does not publish these prices.

Hermès does not publish a price list. According to several boutique recordings, the Birkin 25 in Togo went from 8,600 euros in January 2024 to 8,950 euros in January 2025, then 9,600 euros in January 2026; the Birkin 30, from 9,400 to 9,800 then 10,600 euros. Increases generally fall in early January.

The gap with pre-owned remains unique in luxury. On 13 October 2026, recent Birkin 25s in Togo (manufactured since 2023) were offered at around 28,500 euros on Collector Square, approximately three times the boutique price; these are asking prices, based on a small number of listings. Rebag’s 2025 Clair Report measures an average resale value of 122% of the boutique price for the Birkin and 130% for the Kelly.

Chanel 11.12 and 2.55: over 10,000 euros

The classic 11.12 bag, which many call the Timeless or Classic Flap, is displayed at 10,500 euros in medium size (15.5 x 25.5 x 6.5 cm), in black lambskin and gold-tone metal as well as in grained calfskin (official site). A 2.55 bag in lambskin from the current collection (17.5 x 24.5 x 6 cm) is displayed at 12,200 euros (official site); this is not the historical 2.55 reissue, which is not offered online. Other sizes of the Classic (mini, small, large) are also not available online in France at this date and therefore do not appear here.

Chanel never announces its increases, but they have been numerous. According to several reports in the Eurozone, the 11.12 has more than doubled in seven years:

Prices in the Eurozone according to several reports; October 2026 verified on chanel.com/fr. No European increase recorded in 2025 for this model.

On the pre-owned market, Chanel Classic bags were offered at around 7,000 euros on Collector Square on 13 October 2026 (median asking price across 113 listings, all sizes and years combined). Unlike the Birkin, a Classic generally resells below its new price.

Louis Vuitton Speedy and Neverfull

The maison’s two best-selling Monogram canvases remain the entry points for this list. The Speedy Bandoulière 25 is displayed at 1,650 euros (25 x 19 x 15 cm) and the Neverfull MM at 1,550 euros (Speedy, Neverfull). The Nano Speedy, a miniature version, is the same price as the Speedy 25. Older references of the Speedy without a shoulder strap (M41109 and M41108) are no longer for sale on the French site.

Increases here are more moderate. According to several reports, the Speedy Bandoulière 25 cost 1,550 euros until April 2025, then 1,600 euros, before the 1,650 euros displayed today; the Neverfull MM went from 1,500 to 1,550 euros in April 2025.

Monogram canvas is heavily traded pre-owned, but no reliable public valuation allows for quantifying the gap for these two references.

Lady Dior: 5,900 euros in Medium size

The bag made famous by Princess Diana is displayed at 5,900 euros in Medium size, in black Cannage lambskin (24 x 21 x 12 cm), on the French Dior website (official site). The Mini version costs 4,700 euros and the Small My ABCDior 5,500 euros. Embroidered editions and exotic leathers go much higher: an embroidered Lady Dior Small from the current collection is displayed at 8,000 euros.

According to several reports, the Lady Dior Medium cost 5,000 euros at the end of 2022 and 5,300 euros after the January 2023 increase; subsequent steps to the current 5,900 euros are not reliably documented.

Love and Juste un Clou at Cartier

The Love bracelet, designed in New York in 1969, is displayed at 8,150 euros for the classic model, in yellow gold as well as rose gold, and 8,700 euros in white gold (official site). The classic Juste un Clou costs 8,800 euros in yellow or rose gold and 9,450 euros in white gold (official site). In both collections, white gold is displayed as more expensive than yellow gold and rose gold.

Richemont, Cartier’s parent company, acknowledged two increases in 2025, in May and then in September, to reflect the price of gold. According to several reports, the classic Love in yellow gold did not move in May in Europe, then went from 7,950 to 8,150 euros in September 2025; the Juste un Clou, from 8,650 to 8,800 euros.

Rebag’s 2025 Clair Report measures, on the American market, an average resale value of 92% of the boutique price for the Love bracelet.

Van Cleef & Arpels: the price of Alhambra

The 1968 lucky clover is the most affordable piece of jewellery in this selection. The Vintage Alhambra pendant in yellow gold and mother-of-pearl is displayed at 3,200 euros, including taxes, and 3,050 euros in onyx (official site). The five-motif bracelet in yellow gold and mother-of-pearl costs 5,250 euros, the ten-motif necklace 10,100 euros, and the white gold and diamond pendant 9,300 euros.

According to several reports, the increase at the end of April 2025 saw the Vintage Alhambra pendant go from 3,050 to 3,200 euros, the five-motif bracelet from 4,950 to 5,250 euros and the ten-motif necklace from 9,550 to 10,100 euros, prices which are still displayed today.

In Rebag’s 2025 Clair Report, Van Cleef & Arpels leads the jewellers for resale value, with over 110% of the boutique price on average.

Rolex Submariner, Daytona, Datejust and Oyster

Rolex displays its recommended retail prices, including VAT, on its site for France. The Submariner 124060 without date is at 9,800 euros, the Submariner Date 126610LN at 11,000 euros and the green bezel version at 11,550 euros (official site). The steel Cosmograph Daytona (126500LN) is displayed at 16,350 euros, compared to 57,500 euros in Everose gold. The steel Datejust 41 with smooth bezel costs 8,650 euros, the Datejust 36 8,100 euros, and the Oyster Perpetual 41, now under reference 134300, 6,850 euros.

Rolex never comments on its prices, but its French rates evolve every 1st January. According to several reports:

Public prices in France, according to several reports; 2026 verified on rolex.com. Daytona: reference 116500LN until March 2023, then 126500LN. Oyster Perpetual 41: reference 124300, then 134300.

Rebag’s 2025 Clair Report measures an average resale value of 104% of the boutique price for all Rolex watches, and 162% for the Submariner Date with green bezel. No reliable public valuation could be recorded for the Daytona 126500LN at this date.

Omega Speedmaster Moonwatch

The watch worn on the Moon in 1969 is displayed at 7,600 euros with its original Hesalite crystal and 8,800 euros with sapphire crystal, both on a steel bracelet (official site). On a nylon strap, the Hesalite version drops to 7,300 euros. It is the only watch on this list that the maison sells directly online in France.

The French price history of the Moonwatch is not reliably documented; according to a specialised report, Omega did not increase any prices in 2026. The new black and white versions launched in January 2026 are displayed at 10,200 euros.

Audemars Piguet Royal Oak 15510ST

The 41 mm steel Royal Oak Automatic, with the “Grande Tapisserie” Bleu Nuit Nuage 50 dial, the colour of the 1972 model, is displayed at 28,900 euros as an indicative price for France (official site). The maison specifies that this is an indicative price in local currency.

No reliable French price history for the 15510ST could be established.

As a benchmark, a 2023 example was offered for 55,500 euros on Collector Square on 13 October 2026, nearly double the boutique price. This is a single listing, not a valuation.

Patek Philippe Nautilus: 76,700 euros

Since the discontinuation of the steel 5711 in 2021, the “classic” three-hand Nautilus is called the 5811/1G: 41 mm, white gold, blue sunburst dial. Patek Philippe displays it at 76,700 euros as a suggested retail price for France (official site). In steel, the maison still offers the Travel Time Chronograph 5990/1A (71,900 euros), the Annual Calendar 5726/1A (58,700 euros) and the Ladies’ Nautilus 7118/1A (33,600 euros).

According to several reports, the 5811/1G was launched in October 2022 at 69,200 euros in Europe. At 76,700 euros, it has risen by approximately 11% in four years, with intermediate steps not reliably dated.

Why these prices rise every year

Three reasons recur in the maisons’ explanations. First, the price of gold and materials: Richemont, parent company of Cartier and Van Cleef & Arpels, explicitly links its May and September 2025 increases to the metal’s price. Second, currencies, which necessitate local adjustments when the dollar falls against the euro or the Swiss franc. Finally, the value of what has already been sold: Johann Rupert, Chairman of Richemont, explained in May 2025 that he wanted to protect the resale value of his clients’ pieces.

The result can be seen in the tables above. In seven years, the Chanel 11.12 went from approximately 4,800 to 10,500 euros, while the Submariner rose by 28% in five years. Conversely, Louis Vuitton canvases and Omega watches have only moved by a few percent.

The next update to this guide

Maisons adjust their rates mainly at the beginning of the year. This guide will be recorded again before the January 2027 increases, and then after, with the same references, to measure the exact gap. The prices displayed here are those from 13 October 2026: they can change without notice, as the maisons themselves remind us on their websites.

To go further: the most expensive bags in the world, the most expensive watches in the world, the Daytona phenomenon, Rolex or Patek Philippe and the 50 years of the Nautilus.

Prices recorded and updated on 13 October 2026. Sources: official websites for France of Chanel, Louis Vuitton, Dior, Cartier, Van Cleef & Arpels, Rolex, Omega, Audemars Piguet, Patek Philippe and Hermès; Richemont results transcripts (May and November 2025, May 2026), Rebag (The 2025 Clair Report), Collector Square listings recorded on 13 October 2026; prices and histories that maisons do not publish are indicated as “according to several reports”.