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Geneva, Switzerland--Rolex has discontinued its Oyster Perpetual "Celebration Dial," the colorful, playful variant of its entry-level time-only watch that debuted in 2023. According to Esquire, the model's production has officially ended, sparking further price surges in the resale market.

[Image via istockphoto.com]

The watch, featuring a lacquered turquoise base with 51 multicolored bubbles in pink, blue, yellow, red, and green, marked a bold departure from Rolex's traditionally conservative designs. Upon its release, it garnered both praise for its whimsical approach and criticism for straying too far from the brand's heritage. Some dismissed it as "trendy and frivolous," while others labeled it "a little bit of a sacrilege," Esquire noted.

Despite divided opinions, the "Celebration Dial" became a favorite among celebrities, appearing on the wrists of Tom Holland, Kendrick Lamar, Lionel Messi, and Tom Brady. The hype surrounding the watch quickly drove up its value. Initially retailing at £4,150 for the 31mm version, £4,500 for the 36mm, and £4,850 for the 41mm, secondary market prices soon doubled. With the news of its discontinuation, Esquire reported that prices have now tripled and are expected to rise further.

Rolex has recently shown a pattern of abruptly ending production on certain models. Esquire pointed out that the white gold Daytona Le Mans, released in 2023 to commemorate the centenary of the 24 Hours of Le Mans race, was discontinued in April 2024 and replaced with a yellow gold version.

Luxury watch consultant Andrew Morgan told Esquire that the move signals Rolex's strategy of creating short-lived, highly desirable pieces to maintain collector interest. "2025 is all about the hard graft… After two years on the trot, it's time to move on," he said, predicting that Rolex will continue this approach with future limited-run models.

Learn more in this report by Esquire.