The Perpetual 1908 with an ice-blue dial is emerging on the watch market in the U.S., and its aggressive retail pricing could make this a game changer for a brand that has struggled with its non-Oyster classic line.

Until now, the ice-blue color was reserved for just two models at Rolex: the platinum Day-Date and the platinum Daytona, both priced more than double the 1908. Watches in platinum represent the most exclusive material within the collection, a metal that’s more expensive and more difficult to work with than gold. The 1908 is priced at $30,900, lower than Cartier's and Omega's platinum timepieces.

When asked via video call about the pricing of the 1908, a representative at Rolex in Geneva agreed the brand’s latest dress watch was being listed competitively though she stopped short of saying so.

“For a watch in platinum with a movement that is visible, displayed, honestly, compared to what other brands are doing and what we've seen at [Watches and Wonders]… voilà,” the representative told Coronet.

The platinum 1908 is hard to come by; Chrono24 and eBay have none listed. Jaztime says it has one in stock: it’s $20,000 above retail.