Where Rolex is going?

Going bigger. Rolex resisted the "big watch" trend started by Panerai for some time. However, in 2007 it released the Yatchmaster II in a 43 mm diameter case and in 2008 announced the Sea-Dweller DEEPSEA also in a 43 mm diameter. This are both 3 mm larger than their Together the DEEPSEA the new Oyster Perpertual Day-Date II was announced, with a 41 mm case, up from the 36mm case of the current model Oyster Perpertual Day-Date. This a a more radical move being a 15% percent increase in size. The new 2008 models of the Oyster Perpertual also moved in size up from 34 mm to 36 mm.

Rolex Oyster Perpetual Day-Date II

It looks like we can look forward to Rolex upsizing some of their other watches in the next two years. We would expect to see the Air King moving up to 36 mm and a Datejust II in 41 mm also seems likely. The Explorer and Submariner lines are also due for updates in the next two years or so. It is likely they may come with slightly larger (41mm?) cases too. I do not think Rolex will move their entire sports line up to 43mm's. This might alienate a portion of their existing market.

Gold Submariner with a ceramic bezel

Ceramic. In 2007 Rolex released the new GMT Master II with a ceramic bezel insert replacing the old aluminum one. In 2008 this ceramic bezel insert found its way into two of Rolex's divers watches: the DEEPSEA and the new blue bezeled gold Submariner. It is likely that the ceramic bezel insert will find its way into the entire submariner line in the next two years. I think aluminum inserts will be going the way of the Dodo insofar as Rolex is concerned.

DEEPSEA clasp

"Daytona" Clasp. The clasp design used in the bracelet of the Daytona Cosmograph found its way to the 2007 GMT Master II, the Yatchmaster II and the new DEEPSEA. We expect to see this clasp design finds its way into the Submariner's, Explorer II's and Yatchmasters.

Rolex Rolex Rolex. For better or for worse, every Rolex watch off the production line these days has "Rolex Rolex Rolex" engraged on the rehaut.

About Rolex. Rolex SA is a Swiss manufacturer of wristwatches and accessories founded in 1905 by Hans Wilsdorf and Alfred Davis. Rolex is the largest single luxury watch brand by far, producing over 2000 watches per day. Rolex is the best known and most sought after watch brand in the world.