The 1908 Is the Rolex to Buy — Because They’re Not Selling

Out now in The New York Sun: my piece on Rolex's unpopular dress watch.

“A revived version of their dress watch from the late 1960s, the Cellini drops the water resistance, screw-down crown, and case backs of their tool watches in favor of a leaner, more chic look. The Cellini Time 50509 was their time-only entry dress model, but — despite being worn by President Obama — it never sold and was discontinued in 2023.

Its replacement, the Perpetual 1908, is an attempt at a fresh start for their dress line and draws its name from the year Rolex was registered as a company in Switzerland. The company was started three years prior in London, but alas. Whereas the Cellini was so classic as to be somewhat boring, the 1908 is elegant but far more distinct and detailed, with a Breguet hour hand, sword-shaped minute hand, and a second subdial.”

Out now in The New York Sun: my piece on the Rolex Perpetual 1908, why it’s not selling, and why that only makes it better. Give it a read!