(Photo credit: Hodinkee)
Rolex filed an application to trademark the word “Padellone” on Monday, marking a rare step to seize ownership of a nickname that until now lived exclusively among collectors.
The Italian name for “large frying pan” belongs to the reference 8171, a triple-calendar moonphase produced briefly in the early 1950s. With its oversized 38-millimeter case and broad dial, the watch looked nothing like its contemporaries and quickly earned its nickname among Rolex collectors. Only a few hundred were made, and surviving examples have become grail pieces, routinely crossing the million-dollar mark at auction.
(Swissreg.ch)
Rolex’s decision to trademark “Padellone” is unclear, but it may serve as a defensive move, ensuring that third parties, including other watchmakers, can’t use the name for commercial gain. It may also reflect a desire for Rolex to shape and monetize its own legacy in the years ahead.