BuyingTime Daily - May 21, 2026
Rolex cools, Royal Pop chaos continues, and Casio quietly races toward CHF 900M as the watch world debates hype, art and quartz redemption.
Time Graphing today’s watch universe
Time Graphing Today’s Watch Universe for May 21, 2026 feels like the watch industry accidentally swallowed three espressos and decided to argue about art, riots, quartz, resale values and pocket watches all at once. The biggest business story of the day comes from Casio, which quietly reminded everyone that not every successful watch company needs to sell perpetual calendars in platinum. The company’s watch sales surged to roughly CHF 900 million annually, powered by the seemingly unstoppable durability of G-Shock, with especially strong momentum in Japan and North America. While parts of Europe remain uneven and China continues to wobble, Casio looks increasingly like one of the healthiest large-scale volume watch businesses on earth. In an industry obsessed with scarcity theater, it is refreshing to see a company simply selling an enormous number of watches to people who actually wear them.
Meanwhile, the Swatch Group continued its global media tour defending the launch chaos surrounding the Audemars Piguet × Swatch Royal Pop pocket watches. CEO Nick Hayek spent much of the day explaining that only about 10% of stores experienced serious issues and emphasized that Royal Pop is not limited and will remain available for months. That did not stop the internet from continuing to dissect every line, crowd, queue and pepper-spray incident like it was the Zapruder film of affordable Swiss watch launches. The reality is probably somewhere in the middle: the launch was chaotic, wildly successful, occasionally embarrassing and almost certainly exactly the kind of publicity machine the industry secretly loves.
Feature coverage today leaned heavily into the intersection of watches, culture and design. A. Lange & Söhne drew admiration at Villa d’Este with the Cabaret Tourbillon Honeygold, a watch that looks like it belongs next to a vintage Alfa Romeo being judged by people wearing linen jackets worth more than used cars. Cartier received a major boost from its appearance in The Devil Wears Prada 2, with analysts already predicting stronger secondary-market demand for models like the Tank and Santos. There was also a thoughtful exploration of watches as wearable art canvases, tracing everything from Piaget and Salvador Dalí to modern collaborations involving Swatch and Hublot. And in perhaps the most delightfully niche event preview of the week, “The Dial Artist” Chris Alexander prepares to bring bespoke watch art and charity auctions to Hands On Horology in June.
New watch releases today ranged from technically brilliant to delightfully eccentric. Armin Strom unveiled the Dual Time GMT Resonance Aventurine, a CHF 105,000 steel watch that somehow manages to feel both scientific and romantic at the same time thanks to its twin synchronized balances and shimmering blue aventurine dial. Jaeger-LeCoultre escalated the horological arms race with the Duometre Heliotourbillon Perpetual in platinum, a triple-axis tourbillon perpetual calendar monster priced somewhere between “very expensive watch” and “small waterfront property.” Awake delivered one of the more approachable artistic releases with its Son Mai Guilloché Trilogy, blending Vietnamese lacquer and Italian guilloché into textured dial art at around $3,000. Bell & Ross added a vibrant green BR-03 that looks like cockpit instrumentation for a sci-fi helicopter, while Charlie Paris, Favre Leuba and Mermont all leaned into refined enthusiast-focused mechanical offerings without pretending everyone needs to remortgage their home to participate in watch collecting.
On the review side, the industry continued its growing fascination with value-driven enthusiast pieces. CIGA Design impressed reviewers with its titanium Hunter Tourbillon, a skeletonized statement piece priced under $2,000 that continues the broader trend of Chinese brands aggressively climbing the quality ladder. Sea-Gull upgraded its legendary 1963 chronograph into a more refined “Top Grade” variant complete with meteorite dial and elevated movement finishing, while Sero Watch Company delivered a restrained Calatrava-inspired dress watch that punches comfortably above its price category. Elsewhere, field-watch comparisons and a roundup of the best Citizen releases of 2026 reinforced that collectors increasingly want practicality, wearability and originality instead of just another steel sports watch pretending to be an investment vehicle.
The editorial world also continued rehabilitating quartz today. One widely shared piece argued that battery-powered watches are no longer the villains of the hobby, pointing to advances from brands like Seiko, Grand Seiko and Citizen that have made quartz and solar technology both respectable and genuinely desirable. Honestly, after watching people physically fight over colorful bioceramic pocket watches this week, it may finally be time for the hobby to admit that mechanical purity was never the only thing making watches interesting.
In deal news, Universal Genève officially reopened the reservation window for its revived lineup, including new Polerouter and Compax models, giving collectors a short three-week opportunity to secure early access. It is one of the most closely watched heritage relaunches in years and may become a major test case for whether dormant luxury brands can successfully return without feeling like cynical nostalgia exercises.
The videos worth watching tonight include Monochrome’s deep dive into the mesmerizing Armin Strom Resonance Aventurine, Britt Pearce’s blistering critique of the Royal Pop launch logistics, and a wonderfully ridiculous watch-shopping episode featuring David Dobrik and a $20,000 coin flip at TimePieceTrading. There is also a classic YouTube bait-title special ranking luxury watches as either “goldmines” or disasters, because apparently watch collecting now also requires the emotional stability of day trading crypto.
Podcast listeners should queue up the latest Business of Watches episode featuring Christopher Ward CEO Mike France, who outlined ambitious U.S. expansion plans alongside long-term revenue goals that would have sounded absurdly optimistic for the brand just a few years ago. It is another reminder that independent and enthusiast-driven brands continue gaining real commercial traction while some traditional luxury players remain obsessed with controlled scarcity and velvet ropes.
Finally, over at BuyingTime at Auction, Wednesday’s Patek Philippe Celestial Platinum failed to meet reserve despite reaching $188,166, another small but noticeable signal that the upper end of the secondary market remains selective. Tonight’s featured auction is a 2024 Rolex Day-Date 40 in white gold with the olive-green Roman dial, perhaps one of the strongest modern Day-Date configurations available. The current bid of $7,200 is obviously nowhere near reality yet, but the larger story remains compelling: in a softening modern Rolex market, truly desirable configurations still carry weight. The olive-green President remains exactly what it has always been — a watch for someone who wants everyone to know they have arrived while insisting they are being understated about it.
-Michael Wolf
News Time
Casio watch sales rise to CHF 900 million per year
Casio’s watch business had a strong year, with sales around CHF 900 million, driven largely by G‑Shock’s momentum. Overall company turnover rose 14% to ¥276 billion, while timepieces specifically climbed 18.8% to ¥185 billion, even after earlier inventory shortages. Growth was broad-based, with Japan up 11% and North America up 10%, while parts of Europe were more mixed and China faced headwinds. Casio is projecting further gains next year, supported by expansion in ASEAN markets like India, Vietnam, and Indonesia.
Swatch Group CEO says Royal Pop launch is a good news story
Swatch Group CEO Nick Hayek said the Royal Pop launch was largely successful, with only about 10% of Swatch’s 220 stores experiencing serious issues like overcrowding or violence. He emphasized that well-planned launches with cooperation from venues and authorities generally ran smoothly, and customer enthusiasm fueled demand across major cities. Hayek also reiterated that Royal Pop is not a limited edition and will remain available for months. He framed the disruptions as isolated challenges in an unusually high-profile global rollout rather than a broader failure of planning or public order.
Feature Time
Experiencing The A. Lange & Söhne Cabaret Tourbillon Honeygold At The Concorso d’Eleganza Villa d’Este
This piece explores A. Lange & Söhne’s partnership with the Concorso d’Eleganza Villa d’Este and uses the event’s classic-car setting to spotlight the Cabaret Tourbillon Honeygold as an object of enduring design. It emphasizes the watch’s craftsmanship, the brand’s proprietary Honeygold alloy, and the strict limit of 50 pieces as the core drivers of exclusivity. The article also highlights key specs like the rectangular 29.5 mm × 39.2 mm case, a 120-hour power reserve, and a tourbillon stop-seconds mechanism. Taken together, it presents the Cabaret Tourbillon Honeygold as a natural fit among the concours’s most elite machines.
The Devil Wears Cartier
The feature argues that Cartier’s appearance in “The Devil Wears Prada 2” is a powerful visibility boost that can translate directly into heightened secondary-market demand. It focuses on three models—the Tank, Baignoire, and Santos de Cartier—showing how each watch supports character and fashion storytelling through recognizable, understated luxury. It also points out the downside of this kind of mainstream exposure: an increase in counterfeit activity and more rejected items as demand spikes. Industry insight from Bezel’s founder reinforces that Cartier is attracting both traditional collectors and fashion-first buyers, expanding the brand’s audience.
BBC Radio 4’s interview with Swatch Group CEO Nick Hayek
In this BBC Radio 4 interview, Swatch Group CEO Nick Hayek addresses the Royal Pop pocket watch launch and the crowding that occurred at a minority of Swatch’s global stores due to intense demand. He stresses that the watch was intended to remain available for months rather than be treated like a one-day-only release, which helped settle the situation after the initial rush. Hayek also comments on resale prices, framing them as a normal outcome for highly desired products and not something Swatch sees as inherently problematic. He additionally notes Swatch’s ongoing efforts to combat counterfeits, especially following major releases like the MoonSwatch.
The World’s Smallest Canvas: How Art and Watches Keep Time Together
This piece explores how watches—especially dials—function as miniature canvases where art, design, and architecture can be expressed at an intimate scale. It traces notable examples across time, including Salvador Dalí’s collaboration with Piaget, design influences from figures like Gae Aulenti and Max Bill, and the enduring impact of the minimalist Movado Museum Watch. The story then connects that lineage to modern collaborations from brands like Swatch and Hublot, showing how limited editions continue to fuse art and horology. It also highlights museum and institution partnerships, illustrating how fine art increasingly becomes wearable and widely accessible through watch design.
7 Collectors on the Audemars Piguet x Swatch Royal Pop Pocket Watches
This roundup captures collector and industry reactions to the Audemars Piguet x Swatch Royal Pop, positioning it as a highly accessible entry point to a traditionally exclusive design universe. It highlights the product’s candy-colored bioceramic build and hand-wound Sistem51 movement at a roughly $400 price, which many see as a democratizing move for the broader hobby. The article also reflects the debate the launch sparked—enthusiasm about cultural reach and new audiences versus concerns about brand dilution and resale-driven hype. Overall, it frames Royal Pop as a conversation-dominating marketing success that bridges luxury-watch symbolism with mass-market scale.
Discover Bespoke Artworks by The Dial Artist at Hands On Horology
This feature spotlights Chris Alexander (“The Dial Artist”) and his distinctive style that blends street art, pop culture, astrology, and abstract expressionism into bespoke watch artworks. It previews his presence at the Hands On Horology event on June 13, where attendees can meet him, see his work up close, and (for Priority Pass holders) potentially commission custom dial art in limited session slots. The article also details a charity-linked silent auction featuring unique pieces, with proceeds supporting mental-health and food-distribution causes. It frames Alexander’s process as a collaboration between client, artist, and watch—resulting in one-off pieces that reflect personal interests through his signature visual language.
The Latest Time
Armin Strom
The Armin Strom Dual Time GMT Resonance Aventurine
Armin Strom’s Dual Time GMT Resonance Aventurine pairs the brand’s signature resonance system with a deep-blue aventurine dial in a 39mm stainless-steel case. The in-house calibre ARF22 uses two synchronized regulating systems, supports dual-time functionality via twin crowns, and delivers a 42-hour power reserve. With finishing details meant to be appreciated from both sides, it leans heavily into technical transparency and high craft. Price is about $133,435 (CHF 105,000).
Awake
The new Awake Son Mai Guilloché Trilogy
Awake expands its permanent collection with three limited-edition models that combine Vietnamese Son Mài lacquer with Italian hand-guilloché to create richly textured gradient dials. The watches come in a redesigned 38mm steel case that’s slimmer and more compact than prior editions, with 100m water resistance for everyday practicality. Inside is the La Joux-Perret G101 automatic movement beating at 4Hz with a 68-hour power reserve and a customized tungsten rotor. Price is about $3,074 (€2,650), limited to 200 pieces per colorway.
Bell & Ross
Meet the Bell & Ross BR-03 Green Steel, a Green Signal for Instrument Aesthetics | WatchTime
This BR-03 variant adds a vivid green sunray dial with a gradient effect while keeping the brand’s cockpit-instrument DNA front and center. The 41mm square steel case has mixed finishing, 100m water resistance, and a clean layout with a subtle date at 4–5 o’clock for usability. It runs on the automatic BR-CAL.302-1 with a 54-hour power reserve, prioritizing legibility with bold numerals and luminous hands/markers. Price is $4,100.
Charlie Paris
The Updated Charlie Paris Alliance Collection, Now With Sapphire Dial Models
Charlie Paris refreshes the Alliance line with five models, including two new semi-transparent sapphire-dial versions in blue and white, while retaining classic dial options like sunburst and sage green. The 39.5mm steel case stays slim at 9mm but upgrades to 100m water resistance, making the collection more genuinely sport-capable than before. Power comes from the Swiss Soprod P024 automatic with a 40-hour reserve and a 6 o’clock date, visible through a display back. Pricing ranges from about $1,038 to $1,247 (€895–€1,075), depending on strap/bracelet and sapphire vs. standard dial.
Favre Leuba
The Favre Leuba Deep Raider Powers Up!
Favre Leuba’s Deep Raider Power Reserve updates the dive watch with a more functional dial anchored by a prominent retrograde power-reserve indicator at 6 o’clock. Supporting sub-dials add a large date at 3 and small seconds at 9, balanced across multiple dial colors with matching ceramic bezel inserts. The 40mm steel case remains a serious tool build with 300m water resistance, while the FL P01 automatic movement underlines the watch’s performance focus. Price is about $3,177 (CHF 2,500).
Jaeger-LeCoultre
Introducing: Jaeger-LeCoultre Duometre Heliotourbillon Perpetual Platinum
Jaeger-LeCoultre revisits the Duometre concept in a 44mm platinum case, pairing a dramatic triple-axis tourbillon with a perpetual calendar and the brand’s twin-barrel architecture. Calibre 388 is manually wound and designed with two separate energy supplies, while the dial stays monochrome and restrained despite the complexity. The model is limited to 20 numbered pieces and comes either on a platinum bracelet or a strap, with the bracelet emphasizing the watch’s weighty presence. Price is about $580,000 on bracelet (€500,000) or about $487,200 on strap (€420,000).
Mermont
Introducing: The Mermont La Parfaite Considers The Simple Art Of Time Telling In Elevated Form (Live Pics)
Mermont’s La Parfaite is a limited-edition single-hand watch designed to slow down time-telling, using one hour hand that completes a full sweep every 12 hours. The 38mm platinum case and tantalum caseback are paired with a color-shifting blue dial finished in a colimaçon sunburst, plus printed Breguet-style numerals for a classical read. It runs on a manually wound La Joux-Perret D101 with a 50-hour power reserve and is regulated to ±3 seconds per day, emphasizing seriousness beneath the minimalist concept. Limited to 28 pieces at about $13,975 (CHF 10,998).
Wearing Time - Reviews
CIGA Design
Hands-On: The CIGA design Hunter Tourbillon Watch Continues The Brand’s Upward Trajectory
This hands-on review highlights CIGA Design’s Hunter Tourbillon as a bold, modern watch built around a Grade 5 titanium tonneau case and a fully skeletonized in-house tourbillon movement. The write-up emphasizes the watch’s architectural case detailing, sapphire-backed views of the movement, and a strong spec sheet anchored by a 72-hour power reserve. It also notes the balance between visual drama and day-to-day wearability, with options like a titanium H-link bracelet or a black rubber deployant strap. Price is $1,999.
Sea-Gull (Seagull)
SEA-GULL ‘Top Grade’ 1963 Chronograph Review: China’s Most Famous Mechanical Watch Gets Upgraded
This review covers SEA-GULL’s upgraded “Top Grade” 1963 chronograph, which retains the historic, hand-wound ST1901 architecture but adds significantly improved finishing and refinement. The piece calls out enhancements like hand-polished details, rhodium-plated components, and more elevated movement decoration (including striping and perlage), aimed at pushing the watch beyond pure “value” appeal. It also details the new limited “Top Grade” variant in a 37.3mm steel case with a meteorite dial, sapphire crystal, and 50m water resistance. Pricing is listed at $1,300 for the limited “Top Grade” edition, and $839 for the standard version.
Sero Watch Company
Hands-On With The Sero Silver Signature
This hands-on review presents the Sero Silver Signature as an understated, Calatrava-inspired dress watch focused on proportion, restraint, and high-detail finishing for the money. It describes a 37.5 × 46.5mm stainless-steel case with a slim 9.5mm profile, paired with a manually wound Sellita SW210-1B that’s decorated with elements like Geneva stripes, perlage, and blued screws. The dial is described as vertically brushed with engraved Breguet-style numerals and thermally blued spade hands, with small production refinements planned for the final version. Pricing is noted as $1,160 for pre-orders (€999) and $1,391 at retail (€1,199).
Comparing Time
Best Field Watches Under $600: Hands-on Reviewed Picks We Recommend
This guide compares a shortlist of sub-$600 field watches, focusing on real-world wear factors like size, weight, water resistance, movement choice, strap versatility, and lume. It highlights options that cover different use cases, from the lightweight, minimalist Rdunae RA02 to the more complication-forward Timex Expedition Chronograph. Solar-powered convenience shows up in picks like the Timex Expedition Field Post Solar, while a more tactical, larger-wearing option is represented by the Vaer C4 Tactical Field Solar. At the top end of the budget, the Marathon General Purpose Mechanical adds genuine military heritage, tritium illumination, and a mechanical movement for buyers who want authenticity over pure value.
The 5 Best Citizen Watch Releases of 2026 So Far | Two Broke Watch Snobs
This comparison rounds up five standout Citizen releases from 2026, showing how the brand is pushing into more experimental design while keeping prices relatively approachable. It spotlights the colorful Tsuyosa Shore series, the travel-ready Promaster Land GMT with Eco-Drive power, and the sharper, more premium-leaning Series 8 NB608 lineup with anti-magnetic performance. For something more futuristic, the Eco-Drive Photon is framed as the boldest design play of the group, with sculpted case architecture and a concept-like vibe. The list is rounded out with more everyday Eco-Drive chronographs that prioritize clean styling and practical solar reliability at a lower entry price.
Editorial Time
“Quartz” Is No Longer A Dirty Word — All Is Forgiven, And It’s Time To Embrace The Battery Or The Solar Cell
This editorial argues that quartz has fully moved past its “controversial disruptor” era and is now widely respected as a serious watch technology. It points to brands across the spectrum—from Seiko and Citizen to Swiss luxury makers—embracing high-precision quartz and solar movements, with examples like Seiko/Grand Seiko’s 9F calibers showing how accurate, durable, and serviceable modern quartz can be. The piece also highlights how solar charging and improved energy-storage components have extended practicality and longevity, making quartz compelling even for enthusiasts who traditionally default to mechanical. The conclusion is that today’s quartz watches can offer both strong engineering and real design appeal, and deserve a place in modern collecting.
Deal Time
Announcements: You Can Now Reserve The New Watches From Universal Genève Right Here
Universal Genève has officially been relaunched with a full lineup that spans Polerouter models, the Compax collection, women’s pieces, and the Cabriolet. The revival was shaped with input from longtime collectors, aiming to preserve the brand’s heritage while bringing modern construction and finishing to the new releases. The key “deal” angle is early access: reservations are available for a limited three-week window through the Hodinkee app and Watches of Switzerland. After the reservation period ends, Polerouter deliveries are expected in the fall, with the chronographs slated to follow later.
Watching Time - Videos
A Sparkling Rhythm: The New Armin Strom Dual Time GMT Resonance Aventurine - YouTube - Monochrome Watches
This video reviews Armin Strom’s Dual Time GMT Resonance Aventurine as a compact steel travel watch with two independently set time displays and matching day/night indicators. It breaks down the brand’s resonance system—linking two balance wheels via a clutch spring—to improve stability and consistency, including the historical resonance concept behind it. The Aventurine edition is highlighted for its rare blue aventurine sub-dials over a salmon-toned, manually wound movement with high-end finishing, plus specs like 25,200 vph and roughly a 42-hour power reserve. It’s noted as a limited run (15 pieces) priced at CHF 105,000.
How to RUIN A LAUNCH: Swatch X AP Royal Pop - they messed it up AGAIN - YouTube - Britt Pearce
Britt Pearce recounts attending the Audemars Piguet x Swatch “Royal Pop” launch in London and argues the rollout was poorly managed. The summary describes issues like growing queues, line cutting, crowd tension, and safety/accessibility concerns, with the critique focused primarily on Swatch’s launch strategy rather than just resellers. While still critical of flipping culture, the video frames the chaos as something that puts customers and staff in a bad situation. It concludes the watch itself can still be fun for the hobby, but the sales and allocation method needs a rethink.
David Dobrik & His Crew Go Watch Shopping At TPT… Then Coin Flip $20K - YouTube - TimePieceTrading
TimePieceTrading hosts David Dobrik and crew for a watch-shopping visit that mixes luxury timepieces with fast-paced, personality-driven banter. The episode builds toward a dramatic moment where a coin flip decides a $20,000 swing, turning the purchase into a high-stakes stunt. It’s a clear example of how influencer content can amplify attention and excitement around luxury watches through spectacle.
5 WORST Luxury Watches You Can Buy (And 5 That Are Absolute Goldmines) - YouTube - Watch Authority
The video breaks down which luxury watches tend to be terrible buys and why they often fail to hold value over time. It contrasts those with a short list of models positioned as stronger long-term “goldmine” picks, focusing on factors like brand strength, demand, and scarcity. The takeaway is a practical framework for spotting watches that are more likely to retain (or grow) value versus those that are likely to disappoint financially.
Talking Time - Podcasts
The Business of Watches Podcast: Christopher Ward CEO Mike France
This episode features Christopher Ward CEO Mike France discussing the brand’s rapid growth and a major push into the U.S. market. France outlines plans to expand from a small showroom footprint to 25–30 locations within five years, with ambitious revenue targets that include hitting £100 million within three years and aiming for £250 million annually longer term. He also addresses operational challenges like U.S. tariffs, which have forced adjustments in shipping and distribution, and shares optimism for a rebound if duties remain stable. The conversation also highlights product momentum from releases like the Bel Canto chiming watch and updates to the Sealander line, alongside the brand’s first appearance in the Morgan Stanley Swiss Watchers report in 2026.
BuyingTime at Auction
A few select current auctions that caught our eye on GetBezel.com
[Wednesday’s auction watch, the 2015 Patek Philippe Celestial Platinum / Blue (6102P-001) - was bid to $188,166 but did not meet its reserve. - make an offer]
2024 Rolex Day-Date 40 White Gold / Fluted / Olive-Green / Roman / President (228239-0033)
Auction Report: The Olive-Green President Still Knows Exactly What Room It Is In
The 2024 Rolex Day-Date 40 reference 228239-0033 is one of those watches that does not need to raise its voice, mostly because everyone already knows what it is saying. In 18k white gold, with the fluted bezel, President bracelet, olive-green Roman dial and Caliber 3255 automatic movement, this is the modern Day-Date at its most confident: heavy, expensive, beautifully made and just understated enough to let the owner pretend it is discreet.
This example is especially strong because it is a 2024 watch, unworn, complete with box, papers and hangtags, and described as excellent across the dial, hands, crystal, case, bezel and bracelet. That matters. With modern Rolex precious-metal pieces, condition and completeness are not small details; they are the difference between a watch that feels fresh from the boutique and one that has already lived a few lives on someone else’s wrist.
The Day-Date has been Rolex’s flagship since 1956, famous for being the first wristwatch to display both the day written out in full and the date. The “President” nickname came later, helped along by the bracelet and the model’s long association with heads of state, executives, celebrities and the kind of people who either have assistants or need them. The modern 40mm version, introduced in 2015, brought the line into better proportion after the larger Day-Date II era, while the Caliber 3255 added Rolex’s current-generation performance, including a roughly 70-hour power reserve.
The olive-green Roman dial is the attraction here. Green has become deeply associated with Rolex, and on the white-gold Day-Date it works because it gives the watch personality without turning it into jewelry-store theater. The result is a President that feels contemporary, collectible and wearable, assuming one considers a full white-gold Rolex wearable, which of course Rolex would very much like us all to believe is perfectly normal.
Value-wise, this reference sits in a tricky but interesting place. Rolex’s current U.S. retail price for the white-gold Day-Date 40 with olive-green dial is around $51,600 before tax, while secondary-market asking prices generally cluster below and around retail depending on condition, year, completeness and seller confidence. Recent market examples suggest a realistic range in the mid-$40,000s to low-$50,000s, with unworn 2024 full-set examples deserving the upper end of that range. The market is not giving every modern Rolex an automatic premium anymore, but the olive-green white-gold Day-Date remains one of the stronger configurations.
The auction ends tonight at 7:00 p.m. EDT (Thursday, May 21, 2026), and the key question is whether bidders treat this as a softening modern Rolex market story or as a chance to buy one of the better Day-Date 40 configurations without boutique theatrics. My view is simple: this is not some speculative hype watch pretending to be important. It is an important Rolex pretending not to be flashy. That is a much better long-term proposition.
Current bid: $7,200