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Rolex said it will buy Bucherer, the world's largest watch retailer with more than 100 stores in seven countries, after owner Jörg Bucherer decided to sell with no heirs to take over the business.

Rolex increased recommended retail prices worldwide as 2026 began, by roughly 2.5% to nearly 6% depending on model and material, with gold references such as the yellow gold Daytona and Submariner rising by about 5.7-5.8%.