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Rolex

I don’t get it

 

The name as many have noted—is a goof. It won’t matter, because of the hype, etc. But for ‘the calm collector’ the name is really horrible.


I thought it might be a joke at first. It does conjure up ‘office-dweller’ or ‘sofa-dweller.’ 

But only a few will care about that. However, philosophically, the idea that Rolex purposefully named a watch Land Dweller signifies something: Current Rolex leadership is departing from all previous leadership. 

In no previous world, could Rolex ever name a watch something so mundane, so ironic. Lacking all sense of adventure and —apropos of our time— congratulating those who are unadventurous and on chairs at their computers. 

That’s all fine and good, but to create a watch that glorifies going nowhere… it’s genuinely odd coming from Rolex. It’s like a capitulation to ‘everydayness.'

Ok the watch itself. The dial does not work for me. A weird marriage of Explorer and Datejust with a dial-texture that makes me think of elementary school geometry drawings. 

When they change the dial to something cleaner, the whole will work better, but you still have the bezel that should not be here. 

The bracelet isn’t bad, but it’s not amazing. Is it only me who thinks this? ( I know, gotta see in metal, but… ) 

The movement no doubt will be excellent and it looks fine, but if we are going to do an open back… is this in any way a ‘wow’ or is it just yeah, whatever. 

Finally, the price —I saw was about 15K. What??? Why? 

The price absolutely baffles me. 

It is MORE? than a Datejust? 

Is it just me or does it look like a DJ’s more-entry ish half-brother? 

I guess the new movement is the ‘reason.’  Even so, thousands more? Whaaaa?

Anyway… in person, it may be a world of difference, but for me, this is a confusing dud. 


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