Rolex has introduced its first entirely new watch line in over a decade—the Land-Dweller—marking a strategic move into the competitive integrated-bracelet category dominated by Audemars Piguet and Patek Philippe. The release, alongside subtle updates to fan-favorite models, reflects Rolex’s measured approach amid a cooling luxury watch market.
The Land-Dweller: A Modern Homage to the Oyster Quartz
Debuting in 36 mm and 40 mm sizes, the Land-Dweller features Rolex’s signature fluted bezel, Cyclops date magnifier, and a sleek Flat Jubilee bracelet. Its design echoes the brand’s 1977 Oyster Quartz, blending vintage inspiration with modern engineering. The Calibre 7135 movement, boasting 16 patented innovations, is thinner than any previous Rolex automatic, rivaling competitors like the Royal Oak.
Available in Rolesor (steel/white gold), Everose gold, and platinum, the Land-Dweller also offers diamond-set bezel options. A transparent caseback—a rarity for Rolex—showcases the movement, signaling confidence in its craftsmanship.
Pricing
- $13,900 (36 mm steel/white gold)
- $14,900 (40 mm steel/white gold)
- $88,300 (36 mm Everose, diamond bezel)
Subtle Updates to Iconic Models
Cosmograph Daytona: A Nod to Tiffany Blue
The Daytona receives a striking blue lacquer dial, reminiscent of the coveted “Tiffany” hue. Priced at $36,400, it continues Rolex’s trend of bold lacquered finishes.
GMT-Master II: Stone Dials and Left-Handed Appeal
Tiger-Eye Dial (Everose gold): A rare gemstone addition ($47,500).
Destro “Sprite” (White Gold/Green Dial): A refreshed take on the 2022 hit, now with a full white-gold bracelet ($46,750).
Oyster Perpetual: Pastel Revival
Matte-lacquer dials in lavender (28 mm), sand gold (36 mm), and pale green (41 mm) revive the 1970s Stella aesthetic. Prices start at $5,650.
Dress Watch Elegance: The 1908 in Solid Gold
The 1908 now features a polished solid-gold bracelet ($35,000), channeling mid-century Rolex dress watches.
Sky-Dweller: Polarizing in Green and Gold
The yellow-gold Sky-Dweller with a vivid green dial (~$48,000) reignites debates over Rolex’s boldest complications.
Datejust 31: Glamorous Throwback
A red ombré dial paired with a President bracelet (pricing TBD) nods to the opulent 1980s.
A Calculated Year for Rolex
While the Land-Dweller dominates headlines, Rolex’s 2025 lineup balances innovation with nostalgia—offering collectors both a groundbreaking new model and refined classics. With Swiss watch exports declining, the brand’s restraint underscores its focus on enduring appeal.
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