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Swiss watchmaking juggernaut Rolex has released its first new model in more than a decade. | Source: Hodinkee
Swiss watchmaking juggernaut Rolex has released its first new model in more than a decade. | Source: Hodinkee

Rolex breaks 13-year drought and releases new model

Swiss watchmaking juggernaut Rolex has released its first new model in more than a decade.

The slim sports watch is known as the Land-Dweller. It is highlighted by a thin 9.7mm case integrated with a flat link bracelet. It is available in white gold, platinum, Oystersteel, or Everrose gold with diamonds. The watch comes in two sizes: 36mm and 40mm.

This is Rolex’s third ‘Dweller’ model, following the Sea-Dweller (1967) and the Sky-Dweller (2012). The company said the development of the product took seven years and required 32 patent applications.

Rich Fordon, Editor at Hodinkee
Rich Fordon, Editor at Hodinkee
"The Land-Dweller is the embodiment of what makes Rolex, Rolex. It's on trend, rooted in references from decades ago, and differentiated from what other brands are offering."
Rich Fordon, Hodinkee

“The Land-Dweller is the embodiment of what makes Rolex, Rolex. It's on trend, rooted in references from decades ago, and differentiated from what other brands are offering,” writes Rich Fordon for Hodinkee.

“The Dynapulse escapement and the perfecting of this technology on an industrial scale is something that only the Crown could do entirely in-house and has the potential to force the entire mechanical watch industry into an era of chronometry and innovation.

“The watch speaks to what makes enthusiasts worldwide pay attention to the Palexpo for at least one morning in April. Whether using silk caps in show windows or the world's greatest tennis player's social media feed to launch its next watch, what Rolex does changes the entire world of watches. And on that, you can set your, well, watch.”

Reaction to the release has been mixed – as is just about always the case in the watch industry. Critics suggest that the technical advances are impressive; however, the design itself has been questioned.

Prices for the Land-Dweller range from $USD13,900 to $USD63,500.

 

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