It has been rapped about in hip-hop hits (shout-out to Iggy Azalea and Jay-Z), written about in books (James Bond didn’t wear just any watch, “it had to be a Rolex”) and got its fair share of coverage in the media, thanks to industry experts and diehard celebrity fans alike (where do we even start?).
Rolex is undeniably the world’s most famous I watch brand, not to mention the most valuable if Forbes’ 2020 list of the 100 most valuable brands are to be considered. Yet, if its latest offerings for the year signify anything, it’s that the Swiss watchmaker is not about to rest on its world-famed laurels and twiddle its thumbs: It has made firm moves to pave the way for the next generation of watch seekers to find its shores—with designs that will up your street cred as easily as they show your standing as a valued member of any elite yacht club.
CLASS OF 2021
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