Rolex raises its prices again in 2026. Real inflation or luxury strategy? We analyze this increase's impact on premium watchmaking and what it reveals about the sector. Between organized scarcity, watch financialization, and growing exclusion of enthusiasts, luxury watchmaking moves away from its essence. At Morin 24, we believe another path exists: offering quality mechanical watches with strong design, without artificial inflation. Authentic and accessible watchmaking.

The Rolex Cellini embodies the ultimate paradox: an elegant, refined collection nobody wants to buy. While Submariner and Daytona sell for premium prices, the Cellini sits on shelves. Why? Too classic design, catastrophic resale value, different movement. Yet it represents Rolex's pure horological legitimacy, far from bling-bling. A discreet watch, accessible (no waiting list), perfect for suits. Not an investment, but a choice of elegance in a world obsessed with sports watc