Rolex unveiled its new Land-Dweller watch at the Watches and Wonders trade show in Geneva, Switzerland. The Land-Dweller features a brand new movement, the Calibre 7135, which is thinner than any existing Rolex perpetual movements. It boasts 16 patents and a new “Dyapulse Escapement” and oscillator for improved timekeeping.
The Land-Dweller comes in 36mm and 40mm sizes and various metals, including steel and platinum. Prices range from around $14,400 to $120,600. The watch’s design resembles the iconic Royal Oak sports watch by Audemars Piguet, with its integrated bracelet, sleek flat “Jubilee” bracelet, fluted bezel, and honeycomb dial.
Bob’s Watches founder and CEO expressed enthusiasm for the release, stating, “It’s the kind of release that would stir the collector base and open a new chapter in the brand’s legacy. It’s a modern classic that could become an instant cult favorite.
Land-Dweller debuts in Geneva
Think of it as a spiritual fusion of the Explorer and the Sea-Dweller.”
Rolex also revealed updates and new materials for existing popular models, such as new dials for the Cosmograph Daytona, an “Everose” gold GMT-Master II with a stone dial, and a white gold GMT-Master II with a green ceramic dial. The company announced updated dial colors for the Oyster Perpetual watches and more gold options for the 1908 and Sky-Dweller models. Industry expert Eric Wind commented on Rolex’s focus on precious metals, noting that the company has faced difficulty selling its gold models while dealing with rising gold costs.
Gold models, which are about three times the retail price of steel models, contribute significantly to Rolex’s margin and average selling point. The Swiss watch industry has recently experienced a lull due to weaknesses in markets like China, Europe, and decreased sales in the US. However, new releases from Rolex, AP, IWC, and Patek Phillipe provide a potential boost to the market.
Morgan Stanley estimates that Rolex’s strategic releases, including moves in the pre-owned market with its certified pre-owned program, are well-timed. Even in a fluctuating market, a strong lineup of Rolex models continues to command unmatched trust and excitement among collectors. The new releases can uplift the entire ecosystem around the Rolex brand, including pre-owned and vintage watches.
