I suppose there's some ounces of truth to some extent, no thanks due to the unfriendly dude called Inflation.
I think most of the popular brands would increase their prices over the years (not sure about every year), some slightly like 5%, some more by 10%.
But in the past few years since Global Financial Crisis, I think the prices have been somewhat kept in check by the global uncertainties although Asia have been relatively stronger. Some are still going higher...
For me, I turn to pre-owned watches if I don't want to pay for the premium of new pieces for some models but there are pros and cons...