Rolex makes some interesting, if slight, moves with this year’s releases, and most significantly the Crown has dropped an all new Land-Dweller model with an integrated-bracelet. When times are good and watch sales are booming, we’ve seen Rolex take more risks than this year—such as in 2023 when the Crown released playful, psychedelic dials on the classic Day-Date and Datejust. Last year, as pandemic collectors chilled and the market cooled, Rolex offered more subdued models, and we celebrated Rolex acting like good old Rolex again. With a recent decline in exports of Swiss watches, as well as a level of uncertainty currently permeating the global economy, we might expect Rolex to be offering up the mellow classics once again this year, and, despite the release of the Land-Dweller, the Crown has done just that. Most of the buzz will, accordingly, go to the Land-Dweller, Rolex’s entry into the highly competitive, sports-chic, integrated-bracelet watch category started by Audemars Piguet’s Royal Oak back in..
