Rock engineering in the Tibetan Plateau is usually suffered severe freeze-thaw (F-T) deterioration, triggering numerous geotechnical engineering disasters. As the essential triggering factor of F-T damage, the frost heave pressure (FHP) in rocks should be quantitatively described and predicted. In this study, a novel theoretical model is established and validated to estimate the critical entire evolution process of FHP in fractured rocks subjected to repeated F-T deterioration, in which the influence of fracture geometric configuration, rock mechanical properties and F-T conditions are comprehensively considered. Besides, given the obvious five-stage manner of FHP evolution, the combination effect of different dominant mechanisms in different stages is theoretically addressed. During freezing, after a silence stage induced by temperature above freezing point of water, volumetric expansion and frost-heave cracking separately controls the generation and reduction stages of FHP, and the solutions are obtained based on elastic mechanics and Griffith energy balance theory, respectively. During thawing, ice segregation dominates the second-arising stage of FHP that is quantitatively described via segregation potential and water migration velocity, and then the FHP enters the dissipation stage owing to complete melting of fracture ice. In addition, a decay coefficient is introduced to estimate the influence of F-T cycle number on FHP, and a piecewise FHP model is finally constructed for fractured rocks subjected to repeated F-T deterioration. To validate our new model, a total of 12 F-T cycle tests with real-time FHP monitoring are conducted on granite and sandstone specimens considering three typical influencing factors, i.e., fracture width, rock types and freezing temperatures. A rational consistency is identified between the theoretical and testing results in terms of the FHP evolution curves and the peak FHPs in rock fracture, demonstrating the generalizability and robustness of our proposed model.