Rolex Unveils 'Rolex Family' Webpage

(From Rolex.com)

Rolex on Monday launched a dedicated “Rolex Family” webpage, marking the first time the brand has dedicated a digital space to showcasing its roster of Testimonees.

The new webpage is designed like a picture mosaic of athletes, artists and cultural figures who embody Rolex’s values, from tennis champions to luminaries in cinema and exploration, such as Sylvia Earle, Martin Scorsese — but also Mirra Andreeva, a 17-year-old tennis pro who became Rolex’s newest Testimonee last month.

Each picture links to an individual profile page, which highlights the ambassador’s personal achievements and connection to the brand.

In an era where digital visibility drives consumer perception, the launch of the “Rolex Family” webpage is the latest sign of the marketing value prominent figures have with a brand, not just in the real world but also online.

It's Chrono24's Most Sold Watch of 2024. It's Also Rolex's Longest-Running Ceramic GMT

(Photo credit: Chrono24)

The GMT-Master II 126710BLNR was Chrono24’s best-selling watch overall for 2024, not just its best selling Rolex.

With Watches and Wonders just six weeks away, the BLNR is seeing a slight uptick in value on the pre-owned market, rising 2.7% over the past three months, according to Chrono24’s tracking tool, Chronopulse, which analyzes actual transaction data across the platform, not just listing prices.

The BLNR was the first Rolex GMT-Master II to feature a bi-color Cerachrom bezel. Over a decade later, it remains the longest-running ceramic GMT in Rolex’s lineup, which has seen four new bezel variants since the BLNR’s release, in 2013.

The 12-year run raises questions about Rolex’s long-term plans for a black-and-blue bezel. While Rolex is known for its timeless designs, it also thrives on evolution and exclusivity. Discontinuing the BLNR would align with Rolex’s strategy of keeping its lineup fresh and maintaining a sense of urgency among collectors.

It would benefit Chrono24 as well. The platform, once riding high on the pandemic watch boom, now faces cooling demand and backlash over rising seller fees. Despite being profitable, Chrono24 cut 110 jobs in January, almost a quarter of its workforce.

A discontinuation of the most sold watch on Chrono24 would send ripples through the pre-owned market, which has logged 11 consecutive quarters of decline.

Will Rolex Embrace Carl F. Bucherer’s Patents?

(Photo credit: Carl F. Bucherer)

As Rolex winds down the Carl F. Bucherer’s manufacture, streamlining its focus to just Rolex and Tudor, the real question is what it plans to do with Bucherer’s five patents and four in-house movements. Rolex now holds a set of innovations that could shake up its designs — or left to disappear into the archives.

One patent, for example, features a peripheral rotor that keeps the movement unobstructed, with the oscillating weight rotating around the caliber instead of covering it. With Rolex finally embracing display casebacks, this technology could elevate the experience, putting its movements on full display like never before.

Another patent centers on a floating tourbillon, held peripherally by three ceramic ball bearings, enabling a thinner movement and an elegant visual effect that could be unique to Rolex.

While Rolex has never produced a tourbillon, the complication could find a place in its nascent Perpetual 1908 collection. With Carl F. Bucherer’s expertise in tourbillons spanning over a decade, Rolex now holds the option to integrate this technology — or leave it on the shelf.

Rolex Honors CERN in First Video Since Milgauss Exit

(Credit: @ROLEX/YouTube)

Rolex uploaded Friday a YouTube video about the Conseil Européen pour la Recherche Nucléaire, the first tribute to the Geneva-based scientific organization since the Milgauss was discontinued in 2023. The clip is currently unlisted on YouTube.

The clip is part of a longer video Rolex posted Friday on Rolex.org, as well as an article highlighting the foundation's efforts to inspire future scientists.

Rolex and CERN have a linked history since 1956, when the brand collaborated with CERN scientists to develop a tool watch capable to withstand magnetic fields up to 1,000 gauss. Despite the Milgauss’ discontinuation nearly two years ago, Rolex has remained the biggest sponsor of the CERN & Society Foundation.

Coronet reported last year that Rolex engineers had successfully tested movements with lead-free brass balance wheels, exposing them to magnetic fields up to 4 tesla, or 40,000 gauss, without observing any impact on performance.

A potential Milgauss revival could incorporate cutting-edge, eco-friendly materials and enhanced anti-magnetic technology, Coronet has argued, aligning the new model with the brand’s broader Perpetual Planet Initiative while paying tribute to scientists.

Rolex Reclaims the Submariner's Tool Watch Heritage

(From Rolex.com)

Rolex has recently redefined the Submariner, shifting its official description from a legendary dive watch to “the archetype of tool watches dedicated to diving.”

Since the release of Rolex's only authorized account on the history of the Submariner last fall, the brand has leaned into the tool watch narrative, a sign it wants to further distinguish itself from digital technology.

Before November, Rolex's website barely mentioned the term “tool watch” on the Submariner's page; it was presented primarily as a diver’s watch, emphasizing its technical evolution since the model’s 1953 launch.

Now, as the Swiss watch industry faces growing competition from smartwatches with health-tracking features, Rolex is putting “tool watch” front and center again, reinforcing the idea its iconic model is more than just a luxury timepiece — it’s a versatile tool even for non-divers, designed to endure where digital obsolescence often falls short.

(From Rolex.com)

If this marketing shift is a harbinger of things to come, we might see future models steered back to functionality — a change from last year’s releases, which some criticized for drifting too far from Rolex’s tool watch roots.

Rolex to Unveil 2025 Collection at 8:30 a.m. on April 1

(Photo credit: WWGF)

Rolex will debut its new collection at 8:30 a.m. Geneva time on April 1, marking the start of Watches and Wonders Geneva 2025. The collection will be available online on Rolex’s website. Models removed from the catalog are usually not part of a formal announcement.

Running April 1–7 at Palexpo, in Geneva, Watches and Wonders will bring together 60 leading brands, including newcomers like Bulgari, while the Swatch Group remains notably absent. Tickets went on sale Tuesday on the fair's official website. The floor plan has been slightly amended.

Founded by Rolex, Richemont and Patek Philippe in 2022, Watches and Wonders has seen steady growth, drawing 22,000 visitors in 2022, 43,000 in 2023 and 49,000 last year. A quarter of last year’s attendees were under 25, a sign of the appeal watches continues to have among the youth.

For the first time in the fair’s history, a new premium experience (CHF 550) will grant exclusive access to guided tours and product presentations, similar to those available to professionals.

Swiss Watch Exports Drop as Rolex Expands

(Photo credit: Rolex)

After years of post-pandemic rebounds and record-breaking value growth, the Swiss watch industry shipped almost 10% fewer watches in 2024 than in 2023. Swiss mechanical timepieces, the crown jewel of the industry, were hit hardest, down 14.6% — all that according to recent data provided by the Swiss Federal Customs Administration.

Despite the broader slowdown, Rolex is taking a contrarian approach by ramping up production. Starting in early 2025, Rolex will activate new production lines at its acquired site in Romont, with plans to expand its workforce to 250 employees at the site. In less than five years, Rolex will launch its new mega-manufacture in Bulle employing over 2,000 people. Rolex’s bold bet as the industry retreats could exacerbate the balance of power.

Swiss watch exports by units and value. (Credit: FH)

While the Swiss industry's decline in volume is striking, the value of Swiss watch exports tells a more nuanced story. Total wristwatch exports in 2024 generated CHF 24.82 billion, marking just a 2.8% decline from the previous year, the latest sign of the industry's shift toward exclusivity and premiumization.

Despite a sharp 9.4% drop in the number of watches exported, the relatively modest decline in export value reflects the Swiss watch industry’s evolving strategy: fewer watches, higher prices.

Daytona Winner Rejects $120K Dealer Offer

Chris Mies, second from right, with Rolex Watch USA CEO Luca Bernasconi. (Credit: @chrismies/Instagram)

German racer Christopher Mies secured a GTD Pro class victory at the 2025 Rolex 24 at Daytona Sunday, driving the #65 Ford Mustang GT3 alongside Dennis Olsen and Frederic Vervisch. The win earned him a two-tone “Winner 2025” Rolex Daytona, an exclusive prize awarded to race winners.

But moments after stepping off the podium, Mies received an unsolicited $120,000 offer for the watch from a dealer. He declined, opting for sentiment over profit — even as the Rolex secondary market hits its lowest point in three years.

“It would be a lie if I said that I didn't think about it for a moment,” Mies told Germany’s Motorsport Magazin. “That's a lot of money to throw at me, and the exchange rate between the dollar and the euro is pretty good at the moment,” he said. On Instagram, he joked that with a wife and two kids, he’ll need at least two more victories to make sure everyone gets a watch.

Wilsdorf Foundation Hires Decorated Healthcare Leader

Bertrand Levrat. (Photo credit: Laurent Guiraud)

Bertrand Levrat is joining the Board of Trustees of the Hans Wilsdorf Foundation, Rolex's sole shareholder, bringing extensive experience in healthcare leadership and public service to the foundation’s philanthropic efforts.

Levrat’s appointment is the latest sign of the foundation’s ongoing efforts to reshape its board, introducing fresh leadership and a new generation of trustees over the past two years.

Levrat, who holds a master’s degree in law, served as Director General of the University Hospitals of Geneva from 2013 to 2024, overseeing major infrastructure projects, digital transformation and crisis management.

Previously, he held leadership roles at the Swiss Red Cross and served as a legal advisor for the International Committee of the Red Cross. His contributions to healthcare and public service earned him France’s prestigious Légion d’Honneur for his efforts in the Covid-19 response for French nationals.

It's Not a Pre-Owned Rolex. It’s a Sustainable Choice

(Photo credit: Rolex)

Rolex launched the Certified Pre-Owned program in Dec. 2022 for the official purpose of bringing “added value to the existing supply of pre-owned Rolex watches,” Rolex said.

The “RCPO” program — as it was rebranded last month — has experienced notable growth, increasing by 300% over the past year and expanding its footprint to 217 storefronts and 7,500 RCPO listings, WatchCharts reported earlier this month.

Meanwhile, the number of people who say they are likely to buy a pre-owned timepiece has doubled between 2020 and 2024, according to Deloitte’s latest survey.

(Data: Deloitte)

Still, purchasing a used watch from a Rolex boutique doesn’t always capture the same air of success, sophistication and exclusivity the brand is known for. But for Rolex, the pre-owned program now serves a greater purpose — it represents a new standard for sustainable luxury and a step forward in embracing the principles of the circular economy.

“This initially commercial initiative is now fully in line with the brand’s approach to sustainability, which aims to give its products already in circulation on the market a second lease of life,” Rolex said on its website. “This approach reflects the Perpetual philosophy: the tireless pursuit of excellence and a long-term commitment to future generations.”

Rolex's Newest Brand Ambassador Is 17

Rolex’s official website will soon be updated to reflect 17-year-old tennis sensation Mirra Andreeva has joined its prestigious roster of brand ambassadors.

Fresh off a breakout run at the Australian Open, where she reached the fourth round in singles and the semifinals in doubles, Andreeva’s signing continues Rolex’s trend of recruiting players young — often in their teens — before their first major win. Rolex's global director of communication and image, Arnaud Boetsch, is a former tennis pro himself and seems to have a knack for picking talents.

Ranked No. 15 in the world, Russia’s Mirra Andreeva joins an elite group of Rolex Testimonees, including Jannik Sinner, Iga Świątek, Carlos Alcaraz and Coco Gauff, who were signed as teenagers before claiming Grand Slam titles.

Rolex-Backed Mission to Save Journalism Gets New Leader

Henry Peter. (Photo credit: Jacques Erard/Wikipedia)

Henry Peter, a philanthropist and honorary professor of law at the University of Geneva, has stepped into the spotlight as the new president of Fondation Aventinus, the organization that supports independent journalism, a philanthropic arm of the Hans Wilsdorf foundation.

Peter took the helm of Aventinus on Jan. 1 to fortify its role as a bulwark against the collapse of traditional journalism and its essential function in fostering democracy.

Peter said in a recent interview with Switzerland's Le Temps, a daily newspaper funded by Aventinus since 2020, that the foundation’s targeted support stabilizes Swiss journalism and reinforce democratic values. “The crisis of democracy in the United States is partly due to that of the media,” he said.

Weeks after the U.S. presidential elections, the “Rolex approach” to supporting journalism stands as a contrast with the current U.S. media landscape, where economic pressures and political influence can compromise integrity. Unlike Aventinus, which avoids editorial interference, many media outlets rely on profit-driven models that often prioritize sensationalism.

As Rolex Reshuffles Social Media Priorities, X Loses Ground

Social media channels listed on Rolex.com on Dec. 2 and Dec. 3.

Rolex has recently reorganized its social media strategy, placing less emphasis on X while following some power users and media who say they are concerned over polarizing content under its current ownership.

Still, the reasoning behind Rolex's reshuffled list, as posted on its official website, is unclear. The order does not align alphabetically or by follower count — but it points to YouTube, Instagram and Threads becoming central to Rolex's strategy while deprioritizing X as an official channel, placing it below LinkedIn despite X holding more Rolex followers.

As of Friday, Rolex has been inactive on X for five days but has posted on YouTube, Instagram and Threads twice in the last three days.

While X retains nearly a million followers for the brand, its “demotion” on Rolex.com is the latest sign of the brand’s effort to safeguard its image in an increasingly complex digital landscape.

The shift, which was implemented on Dec. 3, took place prior to Meta CEO Mark Zuckerberg's announcement that his platforms would follow X’s lead and no longer prioritize content moderation, raising fresh questions about Rolex’s brand safety on Meta-owned platforms.

U.S. Exuberance to Benefit Rolex in 2025

Rolex’s new boutique in Beverly Hills. (Photo credit: Gearys)

Rolex sales in the U.S. are poised to ride the wave of optimism under a freshly re-inaugurated President Trump despite Rolex's price hike and Trump's threats of a 10% tariff on all imports.

For Rolex authorized dealers in the U.S., the specter of increased tariffs has created pricing uncertainty in the brand's largest market, just weeks after Rolex raised prices by at least 7% on precious metal pieces, its second hike in the U.S. in six months.

Still, Trump’s plans for deregulation and tax reductions prompted a burst of enthusiasm from U.S. executives attending the World Economic Forum in Davos this week, according to reports, while on Wall Street the S&P 500 ended just shy of a new record high on Wednesday.

Trump may have inherited a surging stock market, but the level of optimism among investors seen at the Swiss gathering is a sign Rolex sales are likely to benefit from bullish prospects, as luxury spending is often tied to consumer confidence.

(Source: Bloomberg)

At Rolex, a Labor Union Breaks Down

Rolex’s stocking system. (Photo credit: Rolex)

Unia, Switzerland’s largest labor union, is navigating internal disputes in its Geneva branch, impacting its relationship with employees at Rolex, in the latest sign of turmoil in the watchmaking industry.

A notice posted at Rolex’s facilities first revealed the rift within the union: “Important information: As of January 1, 2025, the following individuals will leave the Unia [Rolex] council. Reason: disagreement with the current leadership of Unia Geneva.”

The announcement marked a formal break between Unia and seven of Rolex’s eight union representatives, driven by the controversial dismissal of a national union secretary, which the delegates called a tipping point amid broader frustrations with Unia’s leadership.

Although Unia has denied the mismanagement claims, the loss of seasoned union representatives at Rolex raises questions about Unia’s ability to maintain its influence at the brand. In the long term, Rolex can seize the opportunity to forge direct ties with employees and address workforce concerns more proactively.

Los Angeles Fires: A Rolex Story of Survival

(Photo credit: @kevincooley_/Instagram)

Watch collectors often indulge in a hypothetical scenario: “There’s a fire in your house, and you can only grab one watch. Which one do you choose?”

In a weird twist of fate, a man renowned for his wildfire photography — who was away documenting the Palisades Fire — found his house tragically destroyed in the Eaton Fire, which swept through neighborhoods in Altadena, Calif., leaving behind only ashes and memories.

But his wife’s quick thinking saved a Rolex Day-Date, a cherished heirloom that now represents a profound connection to his family’s past. Saving the Rolex wasn't just about the watch's value but its emotional significance.

The watch originally belonged to his grandfather, and his Los Angeles home also burned down in a wildfire decades ago. A watch that's been handed down from grandfather to father to son carries the weight of several generations, tragedies and stories of survival.

“He lost his house in the Bel Air fire so I have this connection, through the watch, to a man I barely knew, but have this shared sense of loss,” he told local TV station ABC7 in Los Angeles.

Rolex CPO Growth Defies Market Trends

(Photo credit: Rolex)

Despite an 11-consecutive-quarter drop in the pre-owned luxury watch market, Rolex's Certified Pre-Owned program is rapidly expanding — that's according to the latest report by WatchCharts and Morgan Stanley published Tuesday.

Even as overall Rolex preowned demand has softened, the CPO program has grown a staggering 300% in just one year, from 25 to 107 retailers globally, operating a total of 217 storefronts. Inventory has surged as well, with 7,500 CPO listings up from 4,800 listings in April 2024, WatchCharts said.

In the latest sign of retailers' confidence in the Rolex CPO market, Dubai-based Ahmed Seddiqi & Sons, the Middle East’s largest distributor, opened its first boutique dedicated exclusively to Rolex CPO models in Dubai in late 2024.

Rolex CPO growth aligns with broader industry trends, as more than a third (36%) of Swiss watch brands now plan to develop or create their own certified pre-owned program, according to a Deloitte survey released Thursday. The number of people who say they are likely to buy a pre-owned timepiece has doubled between 2020 and 2024, Deloitte said.