(Photo credit: Rolex)
Rolex Daytonas with diamond-cut bezels are not new. But it's the first year Rolex is introducing them as official catalog pieces, the brand's acknowledgement diamonds on men's sports watches are joining the main stream.
Professional athletes like baseball player Aaron Judge or soccer player Lionel Messi have been spotted with serti Daytonas.
Still, gem-set bezels on men's watches blur the line between a men's and ladies' collection, a fact acknowledged by the brand.
“This unisex trend has been quite obvious for sometime,” a Rolex representative in Geneva told me. “And it's not just because of gem-setting. For several years now, women have been wearing more masculine watches.”
But Rolex also admitted their popularity depends on the market, as such watches try to strike a balance between elegance and abundance. While they might find a niche in the Americas, the Persian Gulf and South-East Asia, they tend to be less popular in Europe.