Perspective: The Oyster Case Turns 100—Reading the Signals on What Rolex Will and Won't Do for W&W
The Rolex Oyster celebrates its 100th anniversary in 2026, a milestone that typically prompts brands to release special editions or commemorative pieces. However, Rolex has consistently refrained from using its own anniversaries as a justification for new releases, as seen with previous milestones like the GMT-Master and Submariner. Instead, the brand has opted for significant price increases across its lineup, signaling a strategy rooted in calculated scarcity rather than product proliferation. Looking ahead to Watches and Wonders 2026, it is anticipated that Rolex will introduce evolutionary refinements rather than commemorative spectacles. A potential 18K yellow gold or Rolesor variant of the Explorer II could address the only material gap in its professional collection. However, the centenary is unlikely to result in accessible anniversary editions or special commemorative items, as Rolex's pricing adjustments have already communicated the brand's approach to this milestone.
