Rolex Didn’t Wear the Crown at Watches & Wonders
Out in the New York Sun: the few hits and many duds of Rolex
“Rolex has long been the biggest watchmaker in the world — status symbol for the aspiring and established rich alike — but never were they more successful than during the 2020-2021 stock and crypto boom, where their Daytonas consistently sold for multiples over retail, and everything was out of stock. In the years since, the first name in timekeeping has tried to go in different directions, appealing to new clients, but it’s all been a mixed bag — a few hits amid many duds — and their 2024 line, unveiled at the Watches & Wonders trade show in Geneva, shows no change.”
Out now in The New York Sun: my piece on the latest watches of Rolex and why they didn’t quite live up to the label. Give it a read!