When you’ve been in the watchmaking business as long as Rolex, it’s hard not to rack up some serious anniversaries as the years go on, and 2026 is no exception. The big one is 100 years of the Oyster case, and following closely behind are 70 years of the Day-Date and 70 years of Milgauss, fuelling plenty of predictions about how the brand might mark the moment. Plenty of watch brands would give their proverbial eye teeth for such a golden marketing opportunity — but Rolex, as always, does things its own way.

A 1927 advertisement for Rolex Oyster, featuring Mercedes Gleitze.

While Rolex has made watches to celebrate moments in the past — the Submariner 16610LV ‘Kermit’ is one of the better known examples, made to commemorate 50 years of the famous dive watch, and — more recently — the brand celebrated 100 years of the 24 Hours of Le Mans in 2023 with a very special Daytona, the brand typically doesn’t trade in the sort of explicit nostalgia-based marketing that serves as the fundamental basis of many watchmakers. Instead, these days Rolex is as likely to mark a major anniversary with a thematic exhibition or the like. All this adds up to a situation where any guesses as to what Rolex may do to commemorate a major anniversary are just that. But that won’t stop us from speculating.

Rolex Submariner Green Anniversary Flat 4 Kermit 16610LV (Image: Loupe This)

While it would be lovely to see the return of the Milgauss to the collection, or some sort of nod to the OG Day-Date, the most plausible moment in our opinion, is something to celebrate the centenary of the Oyster Case.

The Oyster Case Turns 100 in 2026

Underpinning the famous names, dial variants, and reference numbers is a technology so fundamental and ubiquitous that we take it for granted. But in 2026, when Rolex introduced the technology, it was a genuine game-changer. Water-resistance, along with prevention of dust and other debris, was a major issue in watchmaking in the early 19th century, and plenty of brands developed solutions, but none were as effective as the Oyster case, which, as is often the case with Rolex innovations, eventually became the de facto system of waterproofing for the entire industry. Rolex’s approach was to tightly screw the back, bezel and crown of the case, hermetically sealing it. This technique required special tools, leading not only to the distinctive caseback design, but also — interestingly enough — the fluted bezel, which is such an important part of the brand’s identity today.

Rolex ‘The Companion Oyster’ Mercedes Gleitze Rolex Oyster (Image: Sotheby’s)

Rolex ‘The Companion Oyster’ Mercedes Gleitze Rolex Oyster (Image: Sotheby’s)

Technical innovation is key to Rolex’s continued success, but equally important is exceptional marketing. And one reason we’re still talking about the Oyster case a century later is that Wilsdorf is one of history’s master marketers. Not only did Rolex allow its dealers to exhibit the watches in fishtanks, a remarkably famous proof of concept, but it also famously put the watch to the test. In 1927, Mercedes Gleitze swam the English Channel with an Oyster watch around her neck, providing Rolex with some incredible PR and, at the same time, introducing the world to the concept of celebrity sports brand ambassadors. Rolex capitalised on Gleitze’s swim with a full page advertisement in the Daily Mail declaring the Oyster “The wonder watch that defies the elements.”

Wilsdorf’s Oyster case patent (CH120851)

How Might Rolex Celebrate?

There are a few ways this could go. A physical product, a new innovation, or a celebration of history.

Innovation is an interesting option, and something well within Rolex’s mission of creating a more perfect timepiece. But while the Oyster case is 100 years old, it’s been incrementally improved many times over the years — to the point where water ingress is not a huge concern with watchmaking in the 21st century. Instead, we’re focused much more on magnetism, precision and the like. So, while it’s possible, a spiritual successor to the Oyster case would be low odds. Marking the moment with a watch is a possibility too, but the question here is, what watch? The obvious choice is the Oyster Perpetual. A new dial doesn’t seem special enough, but a new case would be fitting with the theme. In modern times, the Oyster Perpetual has primarily been the domain of steel watches — so perhaps some precious metal variants would be a fitting tribute, and one in keeping with the brand’s broader shift upmarket.

First Oyster Perpetual, 1931 (Image: Rolex/Jean-Daniel Meyer)

Finally, what we think is most likely — a celebration of the Oystersteel case in the form of a travelling exhibit or similar. Perhaps centred around Gleitze’s actual watch — which was sold by Sotheby’s in 2025 for USD 1.73m. This sort of event allows the brand to tell the story of their heritage and innovations in case technology in a meaningful way, and also provides great support to their worldwide network of retailers. While we obviously can’t be sure, this feels like a very ‘Rolex’ way to celebrate: understated and elegant.

Rolex ‘The Companion Oyster’ Mercedes Gleitze Rolex Oyster (Image: Sotheby’s)