Less than three weeks before Watches and Wonders, Rolex gave its official website a fresh coat of paint.
The changes are mostly cosmetic. The brand removed the green banner atop its webpages in favor of white, a cleaner look that competes less with dial and bezel colors and pushes the imagery forward. Navigation is a bit simpler, too, with subsections appearing within the menu, allowing visitors to go directly to specific areas without leaving the page. A new “Featured” section highlights both watches and technical elements, such as the bidirectional rotatable bezel of the Yacht-Master, alongside members of the Rolex family.
The menu also reflects a shift in how Rolex frames its sponsorships. It now groups “Sports, Arts and Planet” under a single heading, effectively combining performance, culture and responsibility into one narrative. Previously, “Rolex and Sports” and “Perpetual Initiatives” were separate links.
Rolex typically uploads its new collection at 8:30am Geneva time on the first day of Watches and Wonders which starts this year on April 14. But last year, Rolex surprised everyone by launching it at exactly 12:01 a.m. The change came not from Rolex, but from Watches and Wonders, Coronet was told, responding to requests from several brands aiming to hit the printing press before deadline while capturing both the U.S. market (late in their day) and the Asian market (just starting their day).
(From Rolex.com)