HE WHO WEARS THE CROWN
The watch brand has now transcended into the strata of legends. Rolex is the most valued watch in the world; in some parts of the globe it is even used as currency.
Re-launching the Cellini collection that fills the gap left behind by Rolex’s sportier range.
THE WORLD’S MOST FAMOUS WATCH from Switzerland wasn’t always a Swiss watch company. Its roots can be traced back to London in 1905, where it was started by two brothers-in-law Hans Wilsdorf and Alfred Davis. It wasn’t until 1915 that the company “Rolex” was registered. In 1919 Wilsdorf moved the entire company to Geneva, Switzerland to avoid the high wartime taxes and to join the vibrant Swiss watchmaking industry.
Today Rolex is still based in Geneva and its vicinities. Their timepieces are the most reliable in terms of timekeeping and also robustness. It’s no surprise that the brand has such a huge following of fans around the world. But how did they achieve that? Rolex is not a watch company that thrives on innovations—they leave that to the others. They prefer to work on their existing engines, improving them over time until they are perfect. That is why you can wear them every day and not worry about being too careful—the watches are built with high grade stainless steel oysters, which are ultimately very tight and robust. Rolex only change or introduce a new design when they think it is absolutely necessary. It is their conservatism and perseverance that makes the timepieces eternal classics.
2014 is a big year for Rolex, as they introduced a brand new model to their existing Cellini Collection. The Cellini Collection bears a classic aesthetic, with slimmer cases and more emphasis on the tradition of watchmaking, which can be seen on the dial. The Florentine goldsmith and sculptor Benvenuto Cellini would have definitely approved of the model Rolex named after him–the Cellini Date. Classic, understated and refined, the Cellini Date embodies all the qualities the renowned goldsmith was famous for. Its elegance and beauty derives from the clean and classic curves of the case, with a double domed and fluted bezel. But the highlight of this masterpiece is the small gold-rimmed sub-dial located at three o’clock with a guilloche motif at the centre and a discreet hand pointing to the 31 dates of the month.
Coming in four versions, in 18 carat white gold or Everose gold and with either a black or silver dial featuring a “rayon flammé de la gloire” guilloche motif, the Cellini
Below left: Cellini date in rose gold.