The Rolex Oyster turns 100 in 2026—a milestone that would, at most brands, trigger commemorative editions, special casebacks, and marketing fanfare. For Rolex, January 1st brought something different: a 7% average price increase across its lineup, the third such adjustment in 12 months. If you're searching for signals about what Rolex will deliver this year, the pricing tells you more than any anniversary press release ever could.