Davide Airoldi is the head of design at Rolex, where he leads a team of 18, including six core designers. He joined Rolex 16 years ago and played a key role in developing the new Land-Dweller — a project that began five years ago with a design brief from Rolex management.
The memo contained earthbound sources of inspiration — a line drawing of a futuristic city and an image of a grassy cliff. The idea was for a new product to share nomenclature with the Sea-Dweller and Sky-Dweller while honoring “those well-grounded men and women who build their own destinies,” according to Rolex. The brief also called for a modern watch inspired by the integrated bracelet designs of the ref. 5100 and ref. 1630.
What was the main aesthetic challenge in designing the Land-Dweller?
“A model to be inspired by our aesthetic heritage but looking to the future.” This was the brief for the design of the Land-Dweller. Finding a harmonious balance between these two worlds was certainly our biggest challenge. We came up with creative new codes without ever losing sight of the brand’s DNA or its style. At the same time, we integrated technical innovations from the Research and Development Division in the most refined and elegant way possible.
Why did you opt for alternate polished and satin finishes?
Our choice of alternate satin and polished finishes reprises an aesthetic code already present on a number of Classic models. The polished facets and chamfers alongside the flat, technical satin-finished surfaces produce a striking contrast that brings the Land-Dweller to life, with the multitude of reflections highlighting the watch’s refinement.
What are the benefits of a Rolex watch with an integrated bracelet?
In terms of comfort, the broader bracelet means that there is a larger area of contact with the wrist. The watch therefore sits more securely and is better positioned. In terms of appearance, the visual fluidity between the Flat Jubilee bracelet and the Oyster case lends great elegance to the Land-Dweller, which is as robust and reliable as other Rolex watches. Everything comes together to make this new watch an ideal timepiece for all occasions.