Where to buy
Buying Rolex in the US
Official Rolex prices in the US against Portugal and Brazil, read on 16 Oct 2026 from the brand's country websites and converted at the ECB rates of 15 Oct 2026. What you actually save depends on where you live.
Medians across 12 pieces. Negative means cheaper than at home. Estimates, not quotes or tax advice.
The numbers, piece by piece
| Piece | Portugal shelf16 Oct 2026 | The US shelf16 Oct 2026 | Visitor price (est.) | Visitor vs Portugal | Portuguese resident, all in | Brazil shelf16 Oct 2026 | Brazilian resident, all in |
|---|---|---|---|---|---|---|---|
| Rolex Submariner Date | €11,300 | $11,350€10,127 | €10,127–11,165+ 0–10.25% sales tax | −5.8% | €13,683+21.1% | R$ 96,000€16,937 | €15,522−8.4% |
| Rolex Submariner | €10,050 | $10,050€8,967 | €8,967–9,886+ 0–10.25% sales tax | −6.2% | €12,116+20.6% | R$ 85,300€15,050 | €13,693−9.0% |
| Rolex Cosmograph Daytona | €16,750 | $16,900€15,079 | €15,079–16,624+ 0–10.25% sales tax | −5.4% | €20,374+21.6% | R$ 142,800€25,195 | €23,331−7.4% |
| Rolex GMT-Master II | €11,700 | $11,800€10,528 | €10,528–11,607+ 0–10.25% sales tax | −5.4% | €14,226+21.6% | R$ 99,700€17,590 | €16,156−8.2% |
| Rolex Datejust 41 | €8,900 | $8,950€7,985 | €7,985–8,804+ 0–10.25% sales tax | −5.7% | €10,790+21.2% | R$ 75,400€13,303 | €12,146−8.7% |
| Rolex Oyster Perpetual 36 | €6,700 | $6,750€6,022 | €6,022–6,640+ 0–10.25% sales tax | −5.5% | €8,138+21.5% | R$ 56,800€10,021 | €9,051−9.7% |
| Rolex Explorer 40 | €8,350 | $8,350€7,450 | €7,450–8,214+ 0–10.25% sales tax | −6.2% | €10,067+20.6% | R$ 70,800€12,491 | €11,302−9.5% |
| Rolex Explorer II | €10,600 | $10,600€9,458 | €9,458–10,427+ 0–10.25% sales tax | −6.2% | €12,779+20.6% | R$ 89,900€15,861 | €14,467−8.8% |
| Rolex Day-Date 40 | €50,200 | $50,400€44,968 | €44,968–49,577+ 0–10.25% sales tax | −5.8% | €60,762+21.0% | R$ 411,000€72,514 | €70,463−2.8% |
| Rolex Sea-Dweller | €14,450 | $14,550€12,982 | €12,982–14,312+ 0–10.25% sales tax | −5.6% | €17,541+21.4% | R$ 123,000€21,701 | €20,025−7.7% |
| Rolex Air-King | €8,100 | $8,150€7,272 | €7,272–8,017+ 0–10.25% sales tax | −5.6% | €9,826+21.3% | R$ 68,900€12,156 | €11,020−9.3% |
| Rolex Sky-Dweller | €17,650 | $17,750€15,837 | €15,837–17,460+ 0–10.25% sales tax | −5.7% | €21,399+21.2% | R$ 145,500€25,671 | €24,527−4.5% |
Converted at the ECB euro reference rates of 2026-10-15 (1 EUR = 1.1208 USD, 0.8461 GBP, 0.9305 CHF, 177.06 JPY, 5.6679 BRL; ecb.europa.eu). Visitor price: list price plus 0–10.25% sales tax; see the methodology. Portuguese resident: visitor midpoint plus customs duty (est. 4.5%) and 23% import VAT. Brazilian resident: visitor midpoint plus 50% of the amount above the US$1,000 allowance (converted at the ECB USD rate), if declared.
How tax-free shopping works in the US
US list prices exclude sales tax. Sales tax is set by each state and city, from 0% (for example Oregon and Delaware) to about 10.25%, and the US has no national VAT and no general tourist refund.
Our visitor range therefore adds 0% to 10.25% on top of the list price, and is wider than for other countries.
Rules as stated in our methodology, checked 16 Oct 2026.
What to bring
- Passport (identity checks at the boutique)
- Nothing tax-related: there is no refund form
Boutiques may ask for ID for any high-value purchase, and may limit sales to non-residents or allocate some models. Price is not availability.
Bringing it home
Returning to Portugal or elsewhere in the EU
From outside the EU, goods in your luggage are free of VAT and duty only up to €430 per traveller by air or sea (€300 by land); a single item above that cannot be split, so a watch or jewel bought outside the EU owes import VAT on its whole value (23% in mainland Portugal) plus customs duty where it applies. Declare it on arrival (red channel). Bought in another EU country: nothing to declare and no refund.
Source: EUR-Lex: VAT and excise exemptions for travellers from outside the EU (Directive 2007/74/EC). Read 16 Oct 2026.
Returning to Brazil
Receita Federal allows US$1,000 per traveller arriving by air or sea (US$500 by land), once every 30 days and not shareable between family members, plus US$1,000 at the arrival duty-free shop. Above the allowance, 50% import tax applies to the excess; goods not declared incur a further 50% fine. Declare through the e-DBV before landing.
Source: gov.br Receita Federal: cota de isenção (page updated 27 Jan 2026). Read 16 Oct 2026.
Returning to the UK (Great Britain)
You can bring "other goods" worth up to £390 (£270 by private plane or boat) without UK tax or duty. Above that, VAT and any duty are due on the full value of the item, not just the excess, so declare it on arrival.
Source: GOV.UK: Bringing goods into the UK for personal use. Read 16 Oct 2026.
Find an official boutique
Rolex store locator (official retailers). Choose the US on the brand's site. Direct link, no affiliate.
Questions
Is Rolex cheaper in the US than in Portugal?
On the shelf, the median of our 12 pieces costs −10.3% against Portugal (official prices read 16 Oct 2026, ECB rates of 15 Oct 2026). A visitor from outside the EU pays about −5.7% after the estimated tax refund. A Portuguese resident who declares the piece on return pays an estimated +21.2% all in, after import VAT at 23% and customs duty.
Can I get the VAT back in the US if I live in Portugal?
There is no VAT to reclaim in the US. Sales tax depends on the state and is not refunded to visitors.
Is it worth buying Rolex in the US if I live in Brazil?
Using official Brazilian prices read 16 Oct 2026, a Brazilian resident who declares the piece pays an estimated −8.7% against buying in Brazil (median across our pieces), after the visitor refund and the 50% tax on the amount above the US$1,000 allowance. Undeclared goods risk a further 50% fine.
What do I need to bring?
Passport (identity checks at the boutique); Nothing tax-related: there is no refund form.
Where are the official Rolex boutiques in the US?
Use the brand's own locator: https://www.rolex.com/en-us/store-locator. We do not link to resellers or earn commission from boutiques.
How current are these prices?
Every shelf price on this page was read from the brand's official country website on the date shown next to it. Euro conversions use the ECB reference rates of 15 Oct 2026. Visitor and all-in prices are our estimates, not quotes.
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Published by the LuxuryPriceIndex editorial team. Prices read 16 Oct 2026; tax rules read 16 Oct 2026. Found an error? See the corrections log.