(Photo credit: Rolex)
Rolex is preparing to introduce a “Rolex Accessories” section on its website, the brand’s first addition since it launched the Rolex Family pages last spring. The section will begin with 18-carat gold cufflinks, items that until now have been available only through select retailers. By listing them online, Rolex gives the accessories broader visibility and a stronger sense of legitimacy.
The move is not unique in the industry, even in the haute horlogerie. Patek Philippe maintains a “Jewelry & Accessories” section on its website that includes cufflinks, rings and earrings. Rolex’s new section is the latest sign it sees demand for jewelry items that extend beyond watches.
Rolex cufflinks are offered in yellow, white or Everose gold and priced above $5,000. They carry the brand’s familiar symbols — the crown, the fluted bezel, the watch hand — and help draw the eye to the cuff while the timepiece complements the wrist.