Why do high jewelry brands raise their prices every year? 5 real reasons | Cartier Vancri Tiffany Bvlgari pricing strategy
Cartier, Van Cleef & Arpels, Tiffany & Co., Bvlgari - price revisions for high jewelry brands are accelerating. Price revisions will continue at major maisons in 2026, with some brands making multiple revisions a year, and even the classic Alhambra and LOVE prices have changed significantly from a few years ago. In this article, we will thoroughly explain the five structural reasons behind this unstoppable price increase from the perspective of an appraiser at Selby, a jewelry purchasing specialty store. We will also delve into the core issues that many people overlook, such as ``Why can't brands lower their prices?'' and ``Why can they still sell even if they raise their prices?''
Smartly compare high brand jewelry, whose prices continue to rise, by reusing them.
As the price of new items continues to rise, if you reuse items, you may be able to choose the brand jewelry you've been looking for in a way that fits your budget. You can find the one that suits you by comparing brands, models, prices, and conditions.
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📖 What you can learn from this article
- Latest price increases by brand in 2026
- Reason 1: Increased import costs due to record depreciation of the yen
- Reason 2: Soaring gold and platinum prices and rising jewelry and manufacturing costs
- Reason 3: Strategic price increase to protect brand value (economics to sell even if price is increased)
- Reason 4: Adjustment to the same price worldwide
- Reason 5: Jewelry asset valuation trend
- Why brands can't lower prices
- Impact of price increases on used market prices and purchase prices
- Buy and sell timing to survive wisely
① [Latest 2026] Actual status of high jewelry brand price increases
Figure 1: Map of number of price increases for major brands in 2026 (based on public information)
*Created based on public information and reports from each company. Revisions may vary depending on store, region, and product category.
In 2026, many high jewelry brands will continue to make price revisions, and some have even confirmed multiple price revisions. Let's take a look at the trends by brand. The detailed dates and rates of revision are summarized below.
Cartier｜LOVE/Just Uncle tends to be revised every six months
Cartier tends to revise its specifications approximately once every six months. The revision rate varies depending on the material, and solid gold models are more susceptible to the bullion market price.
Tiffany | Major revisions in some areas, moderate revisions in general
Tiffany is revised multiple times a year. While some of the popular "hardware" collections have seen significant increases, prices for jewelry as a whole have seen only modest increases, with differences across models.
Bvlgari | Revisions will be particularly frequent in 2026
In 2026, multiple revisions were confirmed in the market from February to April. Different increases are applied to each category: Jewelry, Watches, and Bridal.
Van Cleef & Arpels | A maison sensitive to the gold market
Vancris, which uses a lot of 18K gold, is one of the houses most susceptible to the effects of the gold market. Price increases have been confirmed for 2026 as well, but official announcements have been limited, and there are many cases where people say, ``before I knew it, the store price had gone up.''
▼ View details of revision history (public information base)
Revisions for each brand may apply differently depending on store, region, and product category. The following information is for reference only and is based on what has been confirmed in the market and media reports. Please check each brand's official website or in-store for accurate current prices.
- cartier: Revised in the first and second half of 2026. Rates vary between stainless steel and solid gold.
- bulgari: Multiple times from February to April 2026. Jewelry prices generally rose in the low single digits.
- tiffany: Multiple times in 2026. Some of the hardware is in double digits, and the overall percentage is in the low to mid single digits.
- vancri: Although moves toward revision have been confirmed, official announcements in Japan have been limited.
② [Reason 1] Rising import costs due to record depreciation of the yen
High jewelry is manufactured in Europe and is directly affected by exchange rates.
Cartier, Vancris, and Bvlgari are all manufactured in Europe. When the yen depreciates, the cost denominated in euros or Swiss francs increases significantly when converted into yen, which is a factor that pushes up domestic prices.
Figure 2: Mechanism by which the weak yen spreads to purchase prices (flow chart)
Movement to correct domestic and foreign price differences with overseas prices
Even in Alhambra, the difference between local prices and Japanese prices used to be wide. If brands ignore this difference, it will lead to parallel imports and cross-border resale, so the weaker the yen becomes, the stronger the incentive to raise domestic prices.
③ [Reason 2] Soaring prices of gold and platinum and rising jewelry and manufacturing costs
Figure 3: Image of gold price trends (over-the-counter retail per gram)
Source: Tanaka Kikinzoku Kogyo In-store retail price (public information). It hit an all-time high in June 2026. This is several times the level compared to 10 years ago.
Gold price is at an all-time high | 18K and K18 jewelry hit directly
The retail price of gold will reach an all-time high in 2026. This is several times the level of 10 years ago. For jewelry that uses a lot of 18K/K18, this metal cost directly affects the manufacturing cost.
Platinum also reaches historic highs
Platinum soared sharply between 2025 and 2026, reaching a record high in dollar terms in January 2026 due to concerns about supply shortages. This is a factor that increases the cost of bridal rings.
Natural diamond market polarized by quality
The price of natural diamonds does not increase uniformly for all qualities. While prices remain weak for small-grained stones and ordinary quality stones, demand for large-grained, high-quality, and highly rare stones is relatively strong. In addition, rising processing costs such as sorting, polishing, and labor costs are also impacting the manufacturing cost of branded jewelry.
Rarity of natural colored stones
Sapphires, emeralds, and rubies are mined in limited amounts as they are untreated and of high quality, and their rarity is increasing year by year.
💎 From Selby's Appraiser
“The rise in material value is actuallyA tailwind for the purchase price of your jewelryIt is. It is not uncommon for a solid gold ring purchased 10 years ago to be worth several times more than it was back then.Brand value + Bullion market price + Jewelry valueThe evaluation of specialty stores is based on three layers. ”
④ [Reason 3] “Strategic price increases” to protect brand value—Why can you sell even if you raise prices?
“I want it because it’s expensive” The paradox of the Veblen effect
When the price of a regular product increases, demand falls. However, in the world of high jewelry, the opposite happens. This is the ``Veblen effect,'' where the higher the price, the greater the demand. This is the same structure as Hermes Birkin and Rolex sports models,Maintaining and increasing prices is itself a brand strategyIt has become. The moment a brand becomes something that anyone can buy, it loses its aspirational value.
Major customer groups are unlikely to give up on purchasing due to a price difference of just a few percent.
For high jewelry's main customer base, purchase decisions tend to be influenced by factors such as design, rarity, brand trust, and availability, rather than price differences of a few percentage points. Price increases can also be interpreted as a signal of scarcity or increased value.
Purchasing psychology: “It will be more expensive next month”
The fact that prices are revised multiple times a year has become entrenched, giving rise to the mentality that if you don't buy now, prices will be even higher next time. Last-minute demand usually occurs when a price increase is announced or just before a price revision date.
Expectations for resale value support demand
Standard icons such as the Alhambra, LOVE, and T series do not easily fall in price even in the second-hand market, and the sense of security that ``even if you buy them, they will remain as assets'' supports new demand. The production of rarity (limited models, special techniques) also reinforces this expectation.
⑤ [Reason 4] Adjustment to the same price worldwide (global pricing)
The end of the era when Japan was a “cheap country”
In the past, Japan, with its weak yen, was one of the countries where you could buy high jewelry at the lowest prices in the world. Brands are raising Japanese prices to international standards to correct this imbalance.
Price correction as a measure against resale and parallel imports
Differences in domestic and foreign prices create a breeding ground for resale. The aim is to protect official distribution by filling the gap.
Linkage with Korean, Chinese, and Singaporean prices
"Global pricing" is underway to keep pace with prices in major Asian cities.
⑥ [Reason 5] Jewelry “asset value” trend
High jewelery is reevaluated as a real asset
Against the backdrop of inflation and currency instability, high jewelry is being reevaluated as a wearable real asset.
Attractiveness as a “real asset” different from financial assets
It is attracting the attention of wealthy people as a real asset different from cash and financial assets.
LVMH/Richemont's profit growth strategy and price revisions
This is the most important perspective in understanding price increases. Richemont, which owns Cartier Vancris, and LVMH, which owns Tiffany Bulgari, are bothListed company. Shareholders demand annual profit growth. Price revisions are the most direct means of maintaining profit margins amid rising raw material and labor costs. In other words“Maintaining brand value → Price revision → Maintaining high profit margin → Improving stock price and corporate value”Based on this logic, price increases are incorporated as a management strategy.
Figure 4: Image of standard model price trends (increasing structure)
*Conceptual diagram of price trends of standard icon models. Actual rate of increase varies depending on model and material.
⑦ Why can’t brands “lower prices”?
“If raw materials become cheaper, won’t prices go down?” This is a question that many people have, but the answer isAlmost "No"It is. High jewelry brands are structurally unable to lower prices.
🧩 Thought experiment: What if Cartier increased the price of LOVE from 1.2 million yen to 900,000 yen?
Suppose that the bullion market drops and Cartier drastically reduces the price of its popular LOVE bracelet. What will happen?
- ① Existing customers are angry——Existing customers who purchased the product for 1.2 million yen may feel dissatisfied or distrustful, thinking that the value of the product they purchased has decreased.
- ② Asset value collapses——The perception that the brand is a “price cutting brand” spreads, and trust in its asset quality is lost.
- ③ There is downward pressure on used prices--If the price of new products falls, there will be downward pressure on the used market.
- ④ Brand value itself decreases——“If it’s going to be cheaper, there’s no need to rush,” and your admiration and status will fade.
In other words, price reductions are more than immediate sales.destroy the foundation of a brandIt's an act. So even if raw materials become cheaper, brands can't afford to lower prices.
Figure 5: Interlocking structure of new price, used price, and purchase price
This price policy of not easily reducing prices is one of the factors that supports the used market prices of standard models. and downstreamUsed and purchase prices will also be pushed up.——Here is the reason why the jewelry you currently own can sell for a high price.
⑧ Impact of price increases on the used jewelry market and purchase prices [Important]
New product price increase → Used market price also increases in tandem
When the list price of new products increases, used products become cheaper, and demand flows into the second-hand market. As a result, the purchase price will also be pushed up.
Figure 6: Reference example of models with high purchase market prices now
No.1
vancri
vintage alhambra
vintage alhambra
No.2
cartier
LOVE breath
LOVE breath
No.3
tiffany
T series
T series
No.4
bulgari
B-zero1
B-zero1
No.5
cartier
Juste un Clou
Juste un Clou
No.6
dialing
(Solid gold bullion)
(Solid gold bullion)
*Market prices vary depending on market conditions, condition, and accessories. Please check the appraisal for the exact amount.
Jewelry market fluctuations as seen in Selby's purchase history
Based in Okachimachi, appraisers with a database of over 100,000 properties conduct appropriate appraisals that reflect daily market fluctuations.
🔑 Three reasons why you want to check the appraisal now in the “era of price increases”
① In conjunction with new product price increasesUsed purchase market also rises／② Gold and platinumHistorically high price rangeThe bullion value is high/③ The standard icon isDemand is concentratedThe appraised value is likely to increase.
⑨ Survive wisely in an era of rising prices | Best timing to buy and sell
If you wish to purchase, "Immediately after announcement ~ before revision"
The period from the price increase announcement until the effective date is the last chance to purchase at the old price.Selby brand jewelry listPlease also take a look.
If you want to sell, check the market price after the price increases
After the new product price is revised, the used market and market prices between dealers may be revised. However, the purchase price does not necessarily increase at the same rate immediately afterward. Even if the item was previously appraised, the price may have changed, so it is a good time to have it reappraised after the revision.
Selby's unique benefits | Past purchases are purchased at 90% of the original price
Products purchased at Selby are subject to the main price (excluding tax).90% purchase guarantee. For detailsPurchase campaign pagePlease check.
In-store purchase in Okachimachi/Ginza/Delivery purchase nationwide
In addition to in-store purchases at our main store in Okachimachi, the jewel town, and our Ginza store, we also offer home delivery purchases nationwide. For more detailsSelby official websiteTo.
Now that gold and platinum prices are high, check the value with a free appraisal
An appraiser with a database of over 100,000 items will properly appraise your jewelry. There are no fees.
Try a free assessment LINE easy assessmentRequest a free home delivery purchase kit / 90% purchase guarantee for products purchased from Selby
❓ Frequently asked questions (FAQ)
Why do high jewelry brands raise their prices every year?
There are five factors: (1) increased import costs due to the weaker yen, (2) soaring prices of gold and platinum and increased manufacturing costs such as jewelry, polishing, and labor costs, (3) pricing strategies to maintain brand value, (4) adjustments to global prices, and (5) increasing the value of jewelry as an asset.
Will prices of jewelry brands continue to increase in 2026?
It is likely that this will continue. Major brands undergo multiple revisions each year, and gold and platinum prices are also trending at high levels.
Which jewelry brands have the most frequent price increases?
Regarding 2026, Bvlgari is particularly frequent, and it has been confirmed in the market that it has been revised multiple times from February to April. Cartier tends to revise it every six months, and Tiffany tends to revise it multiple times a year.
Will brands lower prices if raw materials go down?
Almost none. Price reductions are structurally impossible to take because they simultaneously damage the asset value of existing customers, used market prices, and brand value. Our pricing policy, which does not allow for easy price reductions, is one of the factors that supports the used market prices of standard models.
Why can you sell even if you raise the price?
This is due to a combination of factors such as the Veblen effect, where high prices increase rarity and status, as well as demand for iconic models, rush before price increases, and expectations for resale value. However, not all price increases are acceptable, and brands are adjusting prices within the range that does not hurt demand.
How much does Tiffany raise its prices?
In 2026, it will be revised multiple times a year. There are differences by model, with some hardware collections seeing a significant increase, while jewelry as a whole saw a modest increase.
Will the price of Vancris Alhambra continue to rise?
We think this is highly likely. Since it uses 18K gold, it is directly affected by the gold market price. There are cases in which the price of standard models has increased significantly over the medium to long term.
If the price goes up, will the price of used jewelry go up too?
An increase in the list price of new products will push up the used market price. Especially for standard models, second-hand products may become cheaper and demand may increase. However, not all products increase at the same rate, and it varies depending on popularity, condition, and distribution volume.
When is the best time to sell your branded jewelry?
If you want to sell, check the market price after the price increases
After the new product price is revised, the used product price and market price between vendors may be revised. The purchase price does not necessarily increase immediately, but it may have changed from the previous appraised value, so now is a good time to have it reappraised.
After the new product price is revised, the used product price and market price between vendors may be revised. The purchase price does not necessarily increase immediately, but it may have changed from the previous appraised value, so now is a good time to have it reappraised.
Can you buy it even if I don't have a certificate of authenticity?
Yes, it can be purchased. The appraised value will increase if the accessories are included, but at Selby, our appraisers will appraise the vehicle at a fair price even without the accessories.
How many years ago can jewelry be sold for a high price?
Standard models that are more than 10 years old are subject to high-priced purchases. It is also easier to benefit from the rise in gold and platinum prices.
Is now the time to sell diamond rings?
Since gold and platinum prices are at a high level, it's a good time to check the appraisal of rings that use a lot of bullion or branded rings. However, the evaluation of the diamond itself varies greatly depending on its quality, size, and appraisal details.
Do you have any tips for selling jewelry at a high price?
The following four points are important: 1) Get the accessories you need, 2) Get competitive quotes from multiple stores, 3) Choose a store that has a professional appraiser, and 4) Check the appraisal after new prices have been revised or when bullion market prices are high.
What jewelry brands does Selby buy?
We purchase a wide range of major high jewelry such as Cartier, Van Cleef & Arpels, Tiffany, Bvlgari, Harry Winston, Chaumet, Boucheron, Mikimoto, Pomellato, and Chopard. Unbranded jewelry and bullion products are also available.
Please tell me the characteristics of Selby's purchase.
Based in the jewelry town of Okachimachi, we are characterized by appropriate appraisals by appraisers with a database of over 100,000 items. We offer in-store purchases at our Okachimachi main store and Ginza store, as well as home delivery purchases nationwide. We also have the unique benefit of purchasing previously purchased items at 90% of the original price (excluding tax), and we do not charge any fees.
Smartly compare high brand jewelry, whose prices continue to rise, by reusing them.
As the price of new items continues to rise, if you reuse items, you may be able to choose the brand jewelry you've been looking for in a way that fits your budget. You can find the one that suits you by comparing brands, models, prices, and conditions.
Compare by brand
Also includes reuse
Status check OK