Rolex recently increased prices on nearly 300 watch models in China by 1% to 4%, with the highest hikes for gold, rose gold, and white gold models. For example, the 18K white gold Oyster Perpetual Cosmograph Daytona rose from 268,300 RMB ($36,996) to 279,500 RMB ($38,540). This second price increase in six months is due to a 17% rise in international gold prices. Rolex aims to maintain profitability and meet consumer demand by strategically adjusting prices. In 2023, Rolex achieved 10.1 billion Swiss francs ($8.8 billion) in revenue, capturing a 30% market share. The brand is also expanding its production capacity with a new facility in Bulle, Switzerland.