Rolex Shakes Up the Watch Game with the Long-Awaited "Land-Dweller"
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by Cathrin Wißmann3-minute read
The watch world went wild at this year's Watches & Wonders fair, and for good reason—Rolex, the secretive Swiss watchmaker, finally unveiled its new "Land-Dweller" model, marking the brand's first new series since the "Sky-Dweller" in 2012.
The Hype was Buzzing
Rumors swirled for weeks before the event. Leaked images and videos suggested that something big was brewing, and when tennis legend Roger Federer flaunted the mysterious Land-Dweller on Instagram, anticipation skyrocketed. The tactical marketing move had everyone buzzing about what Rolex had up its impeccably tailored cuff.
Of course, the big-name brands like Bulgari and Grand Seiko introduced record-breaking watches. But let's be real—the only question on everyone's lips at Watches & Wonders was, "What's Rolex got for us this time?"
A Retro-Inspired Game-Changer
At first glimpse, the "Oyster Perpetual Land-Dweller" possesses a distinctive retro aesthetic, with its case and bracelet seamlessly blending to create a visually striking statement piece. Although this design might be uncommon for Rolex, it's not wholly new—the brand debuted similar models in 1969, albeit with quartz movements. The design didn't catch on like the Audemars Piguet's "Royal Oak," but Rolex is hoping to breathe new life into the aesthetic.
Technical Marvels
While the Land-Dweller's appearance turns heads, its technology leaves jaws dropped. A seven-year development process resulted in 32 innovative patents that promise better accuracy and shock resistance. The new caliber 7135 runs at an impressive 36,000 half-oscillations per hour, making it one of the most accurate movements in contemporary watchmaking. The movement also features a new Dynapulse escapement, crafted primarily from silicon parts for increased efficiency.
The Land-Dweller comes in ten variants, including white gold, rose gold, and platinum, various case colors, and sizes of 36mm and 40mm. Despite its innovative features, prices range from around 15,000 euros for the entry-level model to a hefty 100,000 euros for the priciest versions.
A Tiger's Eye Announcement
At the fair, Rolex also revealed the GMT Master II's 70th-anniversary editions, dressed in green and adorned with a tiger's-eye dial in warm red and brown hues. The turquoise dial of the golden Oyster Perpetual Cosmograph Daytona is also worth mentioning, as it pays homage to models from the 1970s and invokes a bit of nostalgia. Rolex isn't new to reissuing iconic models—the revival of the "Nautilus" sparked significant demand just a few years ago. With this move, Rolex might reignite a trend the industry knows well: once a trend sets with Rolex, it's bound to succeed.
RolexWatchesWatch Fair
With a revolutionary movement, redesigned craftsmanship, and a nod to the brand's rich heritage, the Rolex Land-Dweller stands out as a technological masterpiece and a design statement. Its technical advancements solidify its position as a flagship offering, and with impressive mechanical innovations and a striking appearance, the Land-Dweller is poised to make a significant impact in the world of horology.
- Rolex, defying expectations, presents the 'Land-Dweller', its first new series since the 'Sky-Dweller' in 2012. This newest creation, however, is not manufactured from materials bearing the same heading as the product, but instead, consists of a combination of innovative materials.
- Despite the anticipation surrounding other brands' record-breaking watches, the overarching curiosity at the fair was undeniably focused on Rolex and its upcoming release. The 'Land-Dweller' boasts an impressive 32 patents, a testament to its unique characteristics and technological advancements.
- In honor of Rolex anniversaries, the watchmaker also introduced the GMT Master II's 70th-anniversary editions and the turquoise dial of the golden Oyster Perpetual Cosmograph Daytona, both harking back to iconic models from the past and stirring feelings of nostalgia.
