For companies whose brand identities are dependent on tradition, changes tend to come slowly. Rolex is a good example; a cursory look at a Rolex produced recently will likely not be very different from perusal of auction lots produced decades ago. That visual recognition is a major selling point, because to the trained eye the elements of a model like the gold Oyster Perpetual Day-Date, and its associations of arrival, are unmistakable. One such element is the fluted bezel.
The company’s representative offerings at this year’s Watches and Wonders show present a few changes that are significant, in the context of the brand. One is the presence of a fluted bezel on the platinum version of the Oyster Perpetual. The visual flourish will be offered on the 40mm and 36mm watches. Many buyers will wish to option the ‘Ice Blue’ dial; the color is not available on lesser iterations of the model, and therefore makes a statement on its own.
The other major design elements of the Oyster Perpetual Day-Date are thankfully intact, including the President bracelet band in matching metal, and the lengthy power reserve — 70 hours. Certain accessories remain constant.
Pricing starts at at $36,950 for 36mm versions and $41,900 for 40mm ones.