When you won’t settle for anything less than doing things your way. By Charmaine Ho
Awatchmaker once joked that the watch business got a lot more dif f icu lt when women started buying their own watches. Because, unlike men who tend to focus on a watch’s technical specifications, women want everything: Prestige, technical prowess, and that elusive thing called beauty. Rolex’s sports watches certainly deliver quality (they use a harder, more expensive steel, 904L, than industry standards because it’s more resistant to rust and corrosion; and it looks better too); precision (its Calibre 3255 with 14 patents is twice more precise than an official chronometer); and reliability (thanks to rigorous tests for extreme conditions). Plus, the watchmaker has an in-house foundry where they make their own gold and platinum, and its in-house team of gemologists and gem-setters at its Chêne-bourg manufacture in Geneva. Being able to decide where a stone’s position sits in a diamond pavé is a lot more than the sum of its shiny parts. “The Rolex way” is a combination of ever ything and more—but most importantly, it speaks of independence. And women love nothing more than a watch that shines with
brilliance and the fierce brand of self-sufficiency.
Clockwise from top: Rolex’s gem-setting activities take place at its Chêne-bourg site. White gold and diamond Oyster Perpetual Pearlmaster 39. A closer look at the diamond-set bezel of the Oyster Perpetual Pearlmaster 39. Everose Gold and diamond Oyster Perpetual Pearlmaster 34