Rolex price for Daytona vs. Market price for Daytona

[montecarlo77]

I know Rolex raised the price for the SS Daytona last year from $12,400 to around $13k but I see the current price for many (at least in white) is about $36k now at many dealers.

This price disparity just seems to be growing, so I am wondering how and if the price gap will be closed? Will Rolex raise the price significantly, or will market price fall? Rolex could easily raise the price to at least $25K without any issues so why don't they? If they do that, will the market price just jump even further to like $45K??? I can't think of any reason for Rolex to not raise the price, even double the price. If Rolex did something like that, then anyone "cashing in" now by selling their SS Daytona they bought for $12,400 for $30k plus would be out of luck if Rolex raises price to $25k plus, especially if they are hoping to get back into the market in the future when/if market prices cool off. What are your thoughts?