(Watch photo credit: Rolex)
Elements from past decades, such as those from the 1970s or 1980s, often resurface in new forms without being nostalgic on purpose. In an interview with Coronet, Rolex acknowledged the integrated bracelet is in vogue today, but emphasized that the concept dates back to its own archives: the 1969 Rolex Quartz and a 1974 two-tone Datejust.
Rolex launched its latest collection on April 1 at exactly 12:01 a.m. Geneva time, a shift from the originally planned 8:30 a.m. The change came not from Rolex, but from Watches and Wonders, responding to requests from several brands aiming to hit the printing press before deadline while capturing both the U.S. market (still awake) and the Asian market (just starting their day).
A day before the official reveal, Roger Federer posted ski trip photos on Instagram, wearing the new Rolex on his wrist. A Rolex source told me it wasn’t part of a planned campaign, marking the first unscheduled reveal by a brand ambassador. “Nothing was officially coordinated,” the source said.
1969 Rolex Quartz (L) and 1974 Datejust (R). (Rolex)
Rolex told me the development of the new model stemmed from a challenge issued internally from the office of general management. The memo included a drawing of a futuristic city and a photo of a grassy cliff. The idea was that a new product would share nomenclature with the Sea-Dweller and the Sky-Dweller.
The challenge proposed by management aimed to push technical boundaries without compromising the brand’s four pillars: chronometric precision, power reserve, waterproofness and magnetic resistance.
Thinness was also a key requirement. Central to this ambition was a new movement years in the making: the calibre 7135, operating at a higher frequency of 5 Hz to better protect precision during everyday activities. Rolex described the new calibre to me as “a revolution in watchmaking performance.”
(Photo credit: Clement Entretemps)
Named the Land-Dweller, the new collection would reflect a philosophy of connection between the wearer and their environment. “Whether in the heart of the city or deep in the country,” Rolex said, “the Land-Dweller is a symbol of harmony between the wearer and their world.”
Rolex typically phases its releases, starting with precious metals before introducing steel. But Rolex seems serious about the Land-Dweller line: 10 variants launched simultaneously, in 36mm and 40mm sizes, offered in platinum, Everose gold and white Rolesor, with fluted or diamond-set bezel options.
The calibre took seven years to develop and required new machinery and custom industrial processes. With such investment behind it, Rolex signals this innovation is more than a one-off and will likely carry the movement beyond this debut collection.