Rolex to Open Largest European Boutique

(Photo credit: Rolex)

Rolex will open its largest European boutique on March 14, a four-story flagship on London’s Bond Street, operated by Watches of Switzerland. WatchPro was first to report the news.

The expansion is the latest sign of Rolex’s strategy to consolidate retail into larger, high-profile spaces, offering an immersive showcase of its heritage and innovations. In recent years, Rolex has closed smaller points of sale to make way for flagship stores in key markets.

This approach extends globally. In December, Rolex opened a three-story boutique on Rodeo Drive in Beverly Hills, following similar expansions in Tokyo’s Omotesando and Ginza districts.

In New York, construction is progressing on Rolex’s new U.S. headquarters and largest flagship store, a 30-story building. According to the most recent report by Morgan Stanley and LuxeConsult, Rolex has reduced its U.S. retailers from 360 to 260 since 2020, prioritizing larger, brand-dedicated boutiques in prime locations over smaller, multi-brand points of sale.

Initially delayed due to construction challenges, the Bond Street boutique is now ready for launch. Watches of Switzerland CEO Brian Duffy and Rolex UK Managing Director Richard de Leyser will host a preview on March 13, with the public opening the following day. The store marks Rolex’s most significant retail presence in Europe, reinforcing its shift toward flagship dominance.

War Reporter’s Rolex Hits Auction

Derek McKendry. (Photo courtesy: Webb’s)

The Rolex GMT-Master of a New Zealand war cameraman, who captured some of the most intense moments of the Vietnam and Cambodian conflicts, is up for sale.

While Rolex watches with provenance frequently make headlines at auction, whether from Hollywood icons, divers or astronauts, war-worn Rolex timepieces are far more unusual.

Derek McKendry built a career reporting from war zones across India, the Middle East, Southeast Asia and Africa, enduring gunfire, mortar blasts and imprisonment. His well-worn Rolex GMT-Master 1675 carries the history of a life spent on the front lines.

In a letter to his mother in Oct. 1969, McKendry described the watch as being “very sturdy and quite practical for what I want.”

“His Rolex, much like his camera, bore the scars of war — dents, scratches, and a fading bezel. But just like its owner, it kept going, never faltering under pressure,” the auction house said. The auction ends Sunday.

McKendry, the namesake of a journalism award, earned a reputation for his bravery on the frontlines while his Rolex kept ticking through the chaos. In 1979, he was nearly killed in Zambia after being arrested and accused of espionage. His colleague was shot and did not survive.

Rolex Expands Its Equestrian Footprint

Rolex is strengthening its grip on elite equestrian sport by adding the Falsterbo Horse Show to the Rolex Series, a move that extends the brand’s influence in show jumping.

The Swedish event, with roots dating back to 1920, becomes the seventh competition in the series, and the first in Sweden, according to a press release. The Rolex Grand Prix of Falsterbo will take place on July 13th.

Rolex created the Rolex Series less than a year ago to unify top-tier equestrian events under a single banner, as first reported by Coronet, elevating both the sport and the brand’s presence within it, a strategy it had used in other fields, such as golf and yachting.

While equestrianism doesn’t rank among the world’s top 10 most-watched sports, its blend of the classic and the contemporary — and its association with prestige — has made it a prime arena for Rolex.

Rolex, DiCaprio and the Oscars Moment

Leonardo DiCaprio at a pre-Oscars party in Beverly Hills, Calif., on March 1, 2025. (Photo credit: Backgrid via TMZ.com)

One of Rolex’s biggest nights is about to take center stage. The Academy Awards, broadcast to more than 200 countries, has long been a marquee moment for the brand, but this year, it carries even more weight. It’s the first Oscars since Rolex signed a major film star as an official ambassador.

On Thursday, Rolex unveiled images of its signature Greenroom, the backstage retreat it has designed for the ceremony since 2016. This year’s theme — restoration of the natural world — draws inspiration from Rewilding Chile and Rewilding Argentina, conservation initiatives supported by the brand’s Perpetual Planet Initiative.

Rolex’s one-minute spot that will air during the broadcast will feature appearances by filmmakers James Cameron, Alejandro Iñárritu, Martin Scorsese and Kathryn Bigelow before arriving at Leonardo DiCaprio, his first time speaking in a Rolex commercial. “Every time I would get tired of a scene and not want to persist, I would say: pain is temporary, but films are forever,” DiCaprio says.

The ad closes with a shot of a Day-Date 40 in Everose gold, Sundust dial, the same model that will be displayed in the Greenroom, according to Rolex.

Whether DiCaprio will attend the ceremony remains unclear. While not a nominee, Hollywood insiders suggest he may make an appearance to support longtime friend Adrien Brody, a Best Actor contender for The Brutalist.

On Saturday, DiCaprio was seen at a pre-Oscars party in Beverly Hills, the first time since his partnership with Rolex was announced. The actor, often photographed without a watch, was spotted wearing a Day-Date in Everose gold.

With DiCaprio as Its Ambassador, Rolex Should Play the Long Game

Few figures in Hollywood command the level of global recognition that Leonardo DiCaprio does, making him the most prominent actor to represent Rolex since Paul Newman. DiCaprio presents a rare opportunity to fill a long-vacant role in the Rolex pantheon: the modern successor to Newman.

Newman’s association with Rolex was organic, shaped not by a contract but by his own affinity for the Daytona, which became an extension of his persona. That consistency transformed it into an icon, ultimately leading to the model’s record-breaking status at auction.

For a new generation of collectors, however, Newman is more familiar as the voice of Doc Hudson in Cars (2006) than as a Hollywood legend. Like Björn Borg or Sir Jackie Stewart, Newman’s allure may fade with time, yet no clear successor has emerged.

Unlike many Testimonees who rotate through multiple models, Rolex would be wise to resist treating DiCaprio as just another brand ambassador. Instead, Rolex should mirror the Newman playbook, associating him with a single timepiece — one he wears consistently on red carpets, at environmental summits and on film sets.

In the long term, this could elevate a watch’s status allowing it to develop a distinct identity — much like the “Paul Newman Daytona.”

DiCaprio presents a rare opportunity to recreate that magic. The key isn’t giving the actor a collection of watches; it’s having him wear one that defines him.

Analysis: Rolex’s Subtle Announcement

(Photo credit: Rolex)

How Rolex decided to announce that one of the world's biggest actors is now the face of the brand is an interesting study in marketing — and a rare strategy in an industry that loves the spotlight.

Rolex issued no press release and made no social media posts formally announcing that Leonardo DiCaprio had joined the Rolex family. His profile appears today on the brand’s official website, but not on the homepage; instead, it is tucked within the “Rolex Family” section, accessible only after a few clicks.

Rather than releasing a dedicated video celebrating DiCaprio’s partnership, Rolex published a one-minute montage featuring many of its Testimonees, set to L’estasi dell’oro by Ennio Morricone. Among the tennis players, golfers, race car drivers and skiers, DiCaprio appears twice — each time for less than a second. That was the announcement.

Yet, the video itself is unlike any other promotional piece made by Rolex. DiCaprio, despite being one of Hollywood’s most accomplished actors, famously spent years without an Oscar win.

Midway through the clip, Rolex does something unexpected for a video celebrating its ambassadors’ successes: a skier crashes, a tennis player misses a shot, a golfer collapses to his knees, a race car breaks apart and a sailboat teeters on the verge of capsizing. Even Roger Federer is shown, head hung low, wiping away a tear.

But in the third act, the video pivots back to triumph. Persistence and endurance, it suggests, are what make greatness. A crown is not bestowed; it is reached for. The final ambassador shown is DiCaprio, smiling, as he claims his long-awaited Oscar.

Will Leonardo DiCaprio Pull a 'Daniel Craig' at the Oscars?

(Photo credit: Rolex)

Now that Leonardo DiCaprio has officially joined Rolex as a brand ambassador, the question is whether he will play the kind of strategic teasing game Daniel Craig has mastered with Omega.

Less than a week before the Oscars, Rolex made waves Tuesday by announcing DiCaprio’s induction into the Rolex Family. As the award ceremony’s main sponsor this Sunday, Rolex has a golden opportunity to generate serious buzz if DiCaprio steps onto the red carpet — or even an after-party — sporting an unreleased Rolex. With Watches and Wonders less than five weeks away, a well-placed wrist shot could build anticipation.

Craig, a seasoned brand ambassador for Omega, has become known for subtly introducing timepieces before their official release. At the 2024 Governors Awards last November, he arrived wearing an unreleased bronze-gold Omega Seamaster Diver 300, setting collectors into a frenzy. The watch was officially released last week, validating months of speculation. (Craig did the same thing the year before with a white-dial Speedmaster.)

This strategy may be unlike Rolex. But Rolex CEO Jean-Frédéric Dufour has made business moves that have often stunned the industry. DiCaprio is the most prominent actor the brand has had since Paul Newman.

Rolex’s sister brand Tudor has played the tease game, most recently with its turquoise Black Bay Chrono spotted on the wrists of David Beckham and Jay Chou before its official debut. That strategy is increasingly adopted by other brands to spark conversation.

DiCaprio’s Oscars attendance is still uncertain. He isn’t nominated, but Hollywood insiders suggest he’ll be there to support his longtime friend Adrien Brody, who’s vying for Best Actor in The Brutalist. If DiCaprio does show up, all eyes — and lenses — will be locked on his wrist.

Leonardo DiCaprio Is the New Face of Rolex

(Photo credit: Rolex)

Rolex is expected to announce on Tuesday that Leonardo DiCaprio is the newest brand ambassador — a move that aligns with Rolex’s broader Perpetual Planet Initiative, coming less than one week before the Oscars and five weeks ahead of Watches and Wonders.

It was only a matter of time before the actor — whose environmental advocacy aligns with the brand’s values — joined the Rolex family.

DiCaprio’s partnership with Rolex comes on the heels of several collaborations with Martin Scorsese, a longtime Rolex Testimonee whose alliance with the brand dates back almost a decade.

The number of shared projects between Scorsese and DiCaprio — Gangs of New York (2002), The Aviator (2004), The Departed (2006), Shutter Island (2010), The Wolf of Wall Street (2013) and Killers of the Flower Moon (2023) — is among the highest for director-actor collaborations, underscoring a close friendship that may have led to an introduction to Rolex executives.

Adding another layer to the Rolex partnership narrative is filmmaker and ocean explorer James Cameron, a stalwart Rolex representative who famously directed DiCaprio in Titanic.

As reported by Coronet, DiCaprio was seen wearing a Rolex Daytona at an NBA game last December. It wasn’t the first time the actor was wearing a Rolex watch, but it was an unusual sight nonetheless.

Reddit: Rolex Wait Times Are Dropping

(From Reddit.com)

A fresh analysis by WatchCharts suggests that the era of long wait times for coveted Rolex models may be ending.

Because waiting periods are not consistent across all Rolex boutiques and can vary significantly based on client purchase history, fully representative data are difficult to come by. Still, the emerging trend found by WatchCharts' interesting approach is hard to ignore.

In the study, WatchCharts reviewed Reddit posts serving as firsthand accounts from customers detailing their personal wait times for various Rolex models over the past five years. While these posts are inherently anecdotal, they provided insights into how long buyers had to wait before their watches became available.

Sample taken from customers posting to Reddit. (Data: WatchCharts, Morgan Stanley Research)

According to WatchCharts' study, the GMT-Master's wait time halved over two years, from 180 days in 2022 to about 90 days, while the Submariner dropped from a peak of 105 days to 60 days by 2024. The Explorer showed the most dramatic decline, with waiting times falling almost 66% over two years, to 31 days.

Although the data is anecdotal and not fully representative, it nonetheless reflects a shift in access to Rolex watches, leaving clients optimistic about availability as Rolex ramps up production.

Rolex Hints at 'Rolex Family' Announcement on Feb. 25

(Photo credit: Rolex)

Rolex is planning to announce Tuesday a new development to its roster of brand ambassadors, according to a social media post by the brand today featuring the hashtag #RolexFamily and the date of Feb. 25.

The teaser strategy, which is usually reserved for new watch releases, suggests the revelation could carry weight beyond a typical Testimonee introduction.

In preparation for the announcement, Rolex launched earlier this week a new webpage, dedicating a digital space to showcasing its roster of Testimonees, as first reported by Coronet.

Could Leonardo DiCaprio be the next star to join the Rolex family?

The Rolex Milgauss Is Revived... On TV

Patrick Schwarzenegger. (Photo credit: HBO)

On the new season of The White Lotus, which debuted Sunday, Patrick Schwarzenegger plays Saxon Ratcliffe, the son of wealthy businessman Timothy (played by Jason Isaacs) who is visiting a Thailand resort along with his wife Victoria (Parker Posey). Both Timothy and Victoria wear gold Rolex watches in the same series.

In an HBO-provided screenshot from the show, Patrick is reclining on a lounge chair at the luxurious resort while wearing a Milgauss, the discontinued sports-steel Rolex known for its distinctive lightning bolt-shaped seconds hand, a tribute to its scientific roots.

Often favored by younger enthusiasts, the Milgauss was long regarded as the most unconventional Rolex until the release of the emoji Day-Date in 2023. Coronet has advocated for the return of the Milgauss.

Patrick Schwarzenegger is one of Arnold’s five children; his mom, Maria Shriver, is the niece of the late U.S. president John F. Kennedy.

Arnold took to Instagram last week to share his thoughts on Patrick's nude scene in the final moments of the first episode: “What a show! I could claim to be surprised to find out he has a nude scene, but what can I say - the apple doesn’t fall far from the tree,” he said.

Rolex, Cartier to Partner on Training Program

(Photo credit: Rolex)

Rolex and Cartier will be joining forces to bolster watchmaking apprenticeships in the Swiss canton of Fribourg, a rare but pragmatic collaboration to secure the next generation of Swiss watchmakers.

Starting in 2026, Rolex and Cartier will partner with the Ecole Professionnelle Artisanale et Industrielle, a Fribourg-based trade school, to offer two-year apprenticeships, combining hands-on training at the brands with coursework at EPAI.

The move is the latest sign of the growing demand for watchmakers outside the typical Swiss manufacturing hubs, as Rolex expands its footprint in the Fribourg canton. Cartier is not new in the canton, but is benefitting from Rolex's arrival to help launch the new course with EPAI.

As previously reported by Coronet, Rolex is ramping up operations in Romont, a municipality in the canton of Fribourg, ahead of its major Bulle site launch in 2029. The brand already employs more than 20 people at its new Villaz-Saint-Pierre site, where the apprentices will be based.

A career fair in Fribourg this week-end is featuring for the first time a stand promoting watchmaking, staffed by Rolex and Cartier employees acting as industry ambassadors.

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.