(Photo credit: Rolex)
Rolex's ineluctable march upscale continued this morning at Watches and Wonders, as the brand's long-awaited unveiling of its 2024 collection included only one steel model, a black-and-grey GMT-Master II. Meanwhile, it removed the Yacht-Master II from the catalog, the second time in two years Rolex has killed a steel reference after discontinuing the Milgauss in 2023. All the other releases were in precious metal.
With the unveiling of a solid-gold Deepsea, Rolex this year separated the Deepsea from the Sea-Dweller line in its catalog, making the Deepsea collection more visible than ever.
Rolex releasing an ice-blue Perpetual 1908 in platinum just one year after its collection introduction shows the brand is taking the 1908 seriously, and this release has just made Rolex a greater competitor than ever in the dress-watch segment.
You can read my commentary on the new Deepsea here.