In IMSA Deal, Rolex Aims to Align Racing With Sustainability

(Photo courtesy of Rolex)

The Rolex 24 At Daytona, the flagship event of the International Motor Sports Association (IMSA), kicks off in less than three weeks at Daytona International Speedway.

Rolex, title sponsor since 1992, has announced an expansion of its partnership with IMSA starting in 2025 as its Official Timepiece. The news came just months after Rolex’s decision to not renew its Formula 1 contract and within a day of IMSA announcing a long-term co-sponsorship with the Environmental Protection Agency.

The timing of the announcements highlights Rolex’s strategic shift toward balancing the thrill of motorsports with its Perpetual Planet Initiative, as concerns continue to grow over the sport’s carbon footprint. F1 had pushed Rolex for a decade-long renewal of its commitment, but Rolex refused.

The new co-sponsorship between IMSA and EPA promotes Green Racing, a philosophy that uses motorsports to develop fuel efficient and environmentally friendly vehicle designs that can be used in consumer vehicles.

“Alongside IMSA, Rolex supports the development, growth and sustainability initiatives of the sport, teams and machines,” Arnaud Boetsch, Director of Communication & Image at Rolex, said in a statement.

Platinum Falls, But Remains Rolex’s Finest

(Photo credit: Wrist Aficionado)

A decade ago, platinum was more valuable than gold, but the tables have turned. Today, gold commands $2,656.30 per ounce, nearly triple platinum's $954.20.

Yet, at Rolex, platinum remains the “noblest of metals.” The metal’s purity and weight set it apart in the brand’s hierarchy. A Rolex Day-Date 40 in platinum is 48% more expensive than its gold counterpart, and the platinum Daytona commands a 67% premium — even after Rolex’s 14% increase on Daytona gold references this January.

The signature ice-blue dial, reserved for platinum Day-Date, Cosmograph Daytona and Perpetual 1908 models, underscores the metal’s elite status at Rolex.

Platinum has lost its luster as a safe-haven asset, a status gold retains during economic uncertainty, leading to declining demand and price pressures for platinum.

But in watchmaking, raw material costs tell only part of the story. The complexities of crafting platinum timepieces — its density, specialized machining requirements and the wear it imposes on tools — are what’s adding significant costs to manufacturing platinum watches.

(Data: Macrotrends)

Dear Rolex: Women Are Explorers, Too

Gina Moseley, left; Felicity Aston, right. (Photo credit: Rolex)

Dr. Gina Moseley, left, is a cave scientist and climate researcher who works in speleology and paleoclimatology, studying some of the world’s most remote cave systems to uncover critical insights into Earth's climate history.

Felicity Aston, right, is a polar explorer and a trained meteorologist who trekked across some of the most extreme environments on Earth, earning her a place on BBC’s list of 100 influential women. She is the first woman to ski solo across Antarctica.

Both scientists have gone on expeditions wearing the Rolex Explorer II, a watch traditionally designed for men.

Offering sizes tailored for women would be a testament to the growing number of women exploring the world to study and protect ecosystems. It would highlight that exploration is a universal endeavor, transcending gender boundaries and reflect the growing presence of women in STEM fields (science, technology, engineering and math).

A redesigned Explorer II would offer women explorers the full functionality of this iconic tool, combined with a fit that is comfortable to do their work of helping protect the planet.

Dr. Gina Moseley. (Photo credit: Rolex)

Rolex Innovates Watch Accuracy With Imaging

Rolex employees in an undated photo. (Credit: Rolex)

According to a patent made public Monday, Rolex said it has developed a new method to improve measurement accuracy which could revolutionize how mechanical watches are regulated in the future.

Instead of the traditional method of “hearing” the ticking sound of a watch over a short interval, Rolex's new approach would use advance imaging and a computer algorithm to determine movement transitions of the seconds hand — termed sauts in French, or “jumps” — with exceptional precision.

A series of images of the seconds hand would be captured at a frequency rate 10 to 20 times higher than the hand’s jump frequency. An image analysis program that can be run on a laptop, tablet or smartphone would pinpoint the exact moment a hand moves, including transitions from one stable position to another, a critical parameter for chronometric analysis.

Rolex engineers said using advanced imaging to focus on the dynamic behavior of a watch — rather than static measurements through ticking sounds — could help regulate watches with a precision higher than ever before.

Rolex’s new patent. (Credit: Rolex via Swissreg.ch)

In a First, Zuckerberg Seen Wearing a Rolex

(Photo credit: @zuck/Instagram)

Meta founder Mark Zuckerberg was seen for the first time wearing a Rolex, after he posted late Tuesday night a picture wishing his 15 million followers on Instagram a Happy New Year. The Rolex on the picture was first noticed by watch writer Nick Gould.

Since August, Zuckerberg has generated significant buzz in the horology world after he was spotted wearing remarkable timepieces, solidifying a growing trend of pairing casual attire with luxury watches — a style that could influence Silicon Valley, where smartwatches and Patagonia vests have long been the norm.

Zuck ended 2024 strong with a gold vintage Rolex. The watch on his wrist appears to be a “Paul Newman” Daytona 6239 champagne dial.

Rolex's Reason for Box Redesign: Sustainability

(Credit: @EverestBands/Instagram)

As the Swiss watch market continues to fight for relevance — industry data show that pricier watches but fewer units are exported from Switzerland every year — presentation boxes have played a bigger role than ever in a brand's storytelling, from exploration to exclusivity.

Still, Rolex's latest design changes for its packaging, the first in over a decade, are hardly perceptible, as reported by Coronet. But the materials used to construct the boxes are more consistent with the brand's ethos.

In a first, Rolex’s new boxes will ship with the mention indicating they are made from recycled materials. The mention will be found on the bottom side of the box and on the white outer sleeve, stating the box was “made from sustainable plywood and recycled cardboard. Covered with recycled leather.”

A Rolex on DiCaprio's Wrist, an Unusual Sight

These pages don’t typically chronicle the wrist-wearing habits of celebrities, but seeing Leonardo DiCaprio wear a Rolex is worth a write-up. Since 2023, the actor is an investor in the eco-friendly micro-brand ID Genève, as highlighted in Coronet’s Future of Milgauss long read.

Pictures of DiCaprio wearing a Rolex are extremely hard to come by. But last week, the actor sat court-side at a Lakers game, a white-gold Daytona in full view. The Rolex Daytona reference 116509, with its distinctive Arabic-numeral “Racing” dial, has been discontinued by the brand.

While the Daytona doesn't need more Hollywood stardust, its presence on the wrist of one of the biggest high-profile environmental advocates — also known to be selective in his wrist-wear choices — is an undeniable win for Rolex.

In Rare Video, Rolex Confronts Tragedy

Last year’s Rolex Sydney Hobart Yacht Race. (Credit: Rolex)

Two sailors taking part in the Sydney to Hobart yacht race this week died in separate accidents during wild weather. Rolex is the title sponsor of the event, officially known as the Rolex Sydney Hobart Yacht Race.

Through sponsorships, luxury brands tend to highlight values like excellence and prestige. But when tragedy strikes, acknowledging it — or not — can influence how customers perceive the brand’s empathy and authenticity.

The deaths were announced by the Australian authorities on Friday, Dec. 27. By Saturday, 10 a.m. Geneva time, Rolex had uploaded a YouTube video acknowledging the tragic accident in a rare tone for the brand, as it typically ties its posts to endurance and achievement.

“The race has been marked by tragedy,” Rolex wrote in the video description. “As a sign of respect for the sailors, crews, family and friends of the two yachts involved in the tragic accidents no organized celebrations were held for line honours nor will there be for the overall winner ahead of the final prizegiving on 31 December.”

Rolex Price Hike Goes Easy on Gem-Set Pieces

Rolex Daytona ref. 126598TBR and 126538TBR. (Credit: Rolex)

Starting Jan. 1, 2025, Rolex will raise the prices of all its yellow gold, white gold and Everose Daytona models by 14%. The price hike will be limited to 7% for the gem-set versions.

That’s because demand for diamonds has plunged, especially in China, leaving the global market with a glut of unsold diamonds, one of the biggest in 15 years.

The diamond market is facing also increased competition from the lab-grown variance, which costs about one-twentieth of a natural stone. Rolex says it does not use lab-grown alternatives and relies on its in-house gemology laboratory to certify the natural origin of all its diamonds.

Still, the appeal for lab-grown diamonds continues to expand, particularly in the U.S., the world’s largest luxury watch and diamond markets. Lab-grown diamonds eliminate the ecological disruption associated with mining. Rolex says it sources diamonds from a limited number of trusted suppliers and will soon introduce digital traceability.

Trump Tariffs Threaten to Compound Rolex Price Hike

Rolex is anticipated to raise prices on Jan. 1st, as first reported by Coronet. U.S.-based authorized Rolex dealers are bracing for another price surge following Jan. 21st, when President-elect Donald J. Trump begins his second term.

The Trump administration has threatened to impose across-the-board tariffs of up to 20% on exports from Europe, a move that risks affecting Rolex significantly in its largest market, just weeks after the brand would have raised prices by 7% on precious metal pieces.

Some luxury companies like LVMH have factories on U.S. soil. But Rolex controls almost every aspect of its production within Switzerland which has required significant investment in infrastructure and workforce. The brand is starting construction on a 1-billion-franc manufacturing facility in Bulle.

While Switzerland is not part of the European Union, the U.S. has historically imposed tariffs on various goods from Switzerland as part of broader trade measures.

Still, some believe the threat of tariffs serves as a starting point for negotiations. Scott Bessent, Trump’s pick for Treasury secretary, believes Trump “is a free trader.” “It’s escalate to de-escalate," he told the Financial Times in an interview in Oct. 2024.

On Rolex.com, New Uncluttered Visuals

(From Rolex.com)

Rolex streamlined the image of a display case on its website by removing the textured, wavy green pattern. While the shift might be small, it is a sign of the brand's ongoing design tweaks to cater to users' preference for clean and minimalist visuals.

The graphic showing the display case for all timepieces on Rolex.com now features a clean, plain beige background, a change from the wavy design which added an interesting artistic appeal but created a distraction from the product.

Rolex wants the viewer's attention to be directed at the timepiece when it is showcased, a typical strategy for a luxury brand presenting a product. The beige color also complements the Rolex's green banner atop the website.

(From Rolex.com)

From Rolex to Cowboy Boots: Xmas Gifts in the NFL

(Photo credit: Kansas City Chiefs via X)

The love for Rolex watches among NFL players has been well documented. Whether it is their robustness, elegance or symbol of achievement, they remain gift favorites during the holiday season.

Last year, Jalen Hurts, a Philadelphia Eagles quarterback, showed his appreciation to his offensive line with 40mm Day-Dates in Everose gold.

On Wednesday, three-time Super Bowl champion Patrick Mahomes showered those who protect him on the field with white-dial Rolex Sky-Dweller ref. 336934 in Oystersteel and white gold. White is part of the Kansas City Chiefs uniform, along with red and gold.

Besides Rolex watches, the gifts to the offensive line included Normatec Elite air compression leg attachments, Lucchese leather cowboy boots, Oakley sunglasses, all boxed in a red Yeti Tundra Haul wheeled cooler.

Gold 'FOMO' Fuels Rolex Price Hike

Gold price per ounce. (Data: GoldPrice.org)

Gold in 2024 has had its best performance in more than a decade, with prices hitting 40 record highs over the course of the year, affecting the jewelry industry. Rolex is preparing to increase prices for the second time in a year, mostly on precious metal pieces.

The same “fear of missing out” that influenced Rolex collectors during the post-pandemic spending splurge is now affecting gold investors, sparking record demand for the precious metal which has never been so high in its history. The rush has helped drive the price of the yellow metal up 30% this year.

Less than two months after unveiling its 2024 collection at Watches and Wonders, Rolex increased on June 1st prices by 4% for white, yellow and Everose gold pieces. On January 1st, 2025, the brand is expected to raise prices by 7% in some countries. The Daytona in precious metal, with the exception of gem-set models, is expected to go up 14%.

Lisa Su, Time's CEO of the Year, Shines with Rolex

(Photo credit: Time)

In a yearly feature sponsored by Rolex, Time’s 2024 CEO of the Year, Lisa Su, wears a Rolex Datejust with diamond bezel. The Datejust is her personal timepiece and was not provided by the brand for the Time Magazine issue, which is slated to ship on Dec. 19.

According to Time, Lisa Su has led AMD through a remarkable transformation since taking the helm in 2014, when the company was struggling with debt and a $3 stock price. Under her leadership, AMD has grown into a $201-billion industry leader, competing with Intel and Nvidia; its stock now trades at around $125 per share.

“People are really motivated by ambitious goals,” she told Time.

Su was born in Taiwan and moved to the U.S. at the age of three. She went on to earn three degrees from Massachusetts Institute of Technology (MIT). She worked at Texas Instruments, IMB and Freescale Semiconductor in engineering and management.

The Bucherer-Rolex Deal and the Man Who Sealed It

Mühlebach standing behind Bucherer. (Credit: H. Zimmermann)

New details of the deal between Bucherer and Rolex emerged Saturday, after a profile of Jörg Bucherer's lawyer, Urs Mühlebach, was published in Zurich-based magazine Bilanz.

Bucherer, who passed away just weeks after penning a deal with Rolex, had placed immense trust in Mühlebach, granting him full power of attorney over all business matters.

As his health began to decline, Bucherer entrusted his lawyer with another task: initiating the sale. Mühlebach suddenly found himself as the negotiator, executor, estate administrator and chairman of the foundation board, all rolled into one. But Mühlebach proved to be a tough negotiator with Rolex during the airtight talks that took place over an 18-month span.

Mühlebach said one of the biggest sticking points in the negotiations surrounded the retailer's real estate: properties in Lucerne, Geneva and Zurich had been recorded for less value than they were worth today, with Geneva's flagship building as the crown jewel. The final agreement was kept secret, in Swiss fashion, but it is widely believed to have topped four billion francs.

The Jörg G. Bucherer Foundation today is worth an estimated five billion francs, putting it in the top five foundations in Switzerland. But while the Hans Wilsdorf Foundation, which donates more than 300 million francs every year, has eight board members and requires a collective signature by three, Bucherer’s trusted lawyer, Mühlebach, runs the foundation alone.

Urs Mühlebach. (Photo credit: Herbert Zimmermann)

Environmental Impact Report for Rolex's Bulle Site Released

Rolex’s new manufacture site. (Photo credit: Antoine Vullioud)

According to an environmental impact report released this week, Rolex’s future manufacture in Bulle will include upgraded initiatives, revealing an internal commitment to sustainability by the brand.

The report shows that 98% of heating needs will be covered by just renewables, including geothermal probes and recovered machine heat from the manufacture. Cooling systems will rely at 100% on renewable energy, supplemented by rooftop solar panels. In a contract signed with Gruyère Energie SA, Rolex will buy renewable electricity from the local energy company.

Rolex has also set in place plans to dispose safely of hazardous materials, including cutting oils, solvents and acids. Production waste will be categorized and treated, alongside regular industrial and non-recyclable waste. Although the exact industrial processes are not finalized, the environmental impact report draws on experience from other Rolex sites to anticipate the potential footprint.

For complete coverage of Rolex’s newest site, follow Coronet’s reports about Bulle, including Rolex’s project to plant 500 trees around the manufacture.

Rolex-Owned Bucherer Joins Vacheron's CPO Program

(Photo credit: Bucherer)

Swiss luxury retailer Bucherer, whose acquisition by Rolex was finalized just months ago, announced this week it will become an authorized Vacheron Constantin Certified Pre-Owned retailer, in a sign Rolex is not keeping Bucherer from expanding its partnership with competitive brands.

It’s not the first time Bucherer is selling certified pre-owned watches from other brands besides Rolex. But the certification and warranty would always be provided by Bucherer. Now, Bucherer will offer a brand-certified pre-owned program, with the inspection, two-year warranty and official certification coming directly from Vacheron.

As Bucherer navigates a Rolex ownership with a Vacheron partnership, Bucherer’s alignment with its new owner is at least apparent on its website: the Vacheron CPO page prominently displays a link promoting Rolex's CPO program in the top half, while the Rolex CPO page does not reciprocate.