Why Rolex is surprised with the new watch model “Land-Dweller”

At the “Watches & Wonders” watch fair, 60 luxury manufacturers present their innovations, but this year they had the impression in advance that everything was only going on a brand: Rolex. The first videos and pictures of possible innovations were circulating at the beginning of March. The watch blogger discussed all the more excited when tennis legend Roger Federer showed himself with an unknown Rolex model on Instagram shortly before the start of the trade fair. Did he have the novelty of the otherwise silent brand leaked?

It should not have been a mistake, but rather a clever marketing scoop that ensured that Rolex was on everyone’s lips before the start of the trade fair. That Bulgari and Grand Seiko each bring out a new world record clock or celebrate brands like Zenith, Tag Heuer and IWC big anniversaries? Irrelevant. The only focus was on the question: What innovations will Rolex publish?

The biggest innovation is likely to be the “Oyster Perpetual Land-Dweller”, because with this model Rolex is once again introducing a new watch family into the range after the “Sky Dweller” from 2012. The company had the new model name protected as early as 2023 (as well as the name “Coast-Dweller”). From May, the clock, including a corrugated dial, will be available in ten variants: in white gold, rose gold and platinum, in three housing colors, as well as in sizes 36 and 40 mm.

It is a sporty model in which the housing and band merges visually and thus create a retrolook. This may be unusual for Rolex, but it is not new. As early as 1969, the brand released similar models, at that time with a quartz plant. In contrast to the “Royal Oak” by Audemars Piguet, the aesthetics have never prevailed.

Retrolook, sapphire floor, flat jubilee bracelet: However, the “land-Dweller” not only causes a sensation, but also through its innovative technology. 32 patents were registered in the seven -year development period alone. It is narrower than other models, and the new caliber 7135 should guarantee better gear accuracy and make the clock more insensitive to bumps. For the first time, she oscillates with five instead of only four Hertz, which means that it runs with 36,000 instead of 28,800 pacific vibrations per hour.

The new work also has a new inhibition, which largely consists of silica converters and, according to the manufacturer, should be 30 percent more efficient than classic anchor inhibition. Many dealers and watch journalists see the most important innovation and the highlight of the fair.

Technical finesse that have their price: the entry -level model made of stainless steel and white gold alone begins with a housing of 36 mm at around 15,000 euros. The price range should be up to 100,000 euros.

Price dimensions in which other models certainly also play along, which have now been presented during the Watches & Wonders. On the occasion of the 70th anniversary of the “GMT Master II” model, Rolex developed two watches, one with a green, the other with a stone tieries dial, which is kept in warm red and brown tones.

The turquoise dial of the Golden “Oyster Perpetual Cosmograph Daytona” is also particularly likely to be particularly special, it reminds of models from the seventies. At that time, Rolex already had similar models in its range, as did brands as Patek Philippe. The watch manufacturer once cooperated with Tiffany and used the typical blue for the “Nautilus” dial. The new edition of the model only made great demand a few years ago. A hype that Rolex could now rekindle. Because in the industry you have known: Trends that Rolex sets will sooner or later become a success.