BY PAUL ALTIERI
Rolex is, at its core, a highly traditional brand that moves quite cautiously and methodically with new product releases.
Its focus is on making incremental refinements and upgrades to their existing core collection models.
While they have shown more flair and experimentation in recent years with watches like the Yacht-Master with a Rubber strap, I still expect 2024 to be a relatively sober and predictable year from the Crown: Selling Rolex watches is now a $17 billion dollar a year business.
That said, here are my boldest predictions for what we may see unveiled in Geneva:
Rolex Day-Date
The Day-Date is a classic Rolex model that sees occasional refreshes in materials and dial options. I wouldn’t be surprised if we get some new precious metal finishes or dial variations introduced.
Rolex Air-King
The Air-King received an overhaul in 2022 so it could be due for another update. It’s a more unique model that Rolex seems to use as a canvas for experimentation, so perhaps new dial designs or technical upgrades are on the horizon.
Rolex Milgauss
Enthusiasts have been speculating about an updated Milgauss for some time now. Known for its magnetic resistance, this watch hasn’t seen a major refresh in a while, making it ripe for some design or functionality enhancements.
Rolex Oyster Perpetual
This line became an unexpected hit after introducing vibrant new dial colors and case sizes in recent years. I can see Rolex continuing to expand the Oyster Perpetual collection with additional bold color ways or size variations.
Rolex Submariner
My boldest overall prediction is that we may finally see an update to the perennially popular Submariner line, which hasn’t had a significant upgrade since the switch to a 41mm case in 2020.
Perhaps a new movement with a longer power reserve or updated bracelet? But I don’t expect anything too avant-garde that would disrupt the Submariner’s iconic tool watch aesthetics and DNA.
Of course, part of Rolex’s mystique is the element of surprise each year. So, I’ll certainly be watching with great interest, along with the rest of the watch world, to see if I’m proven wrong!
Paul Altieri is the CEO of pre-owned specialist Bob’s Watches.
Paul, please let us all know – Is this column a test? An update for the Air King! Please report you did not write this and if you did it was a late release supposed to be delivered 12 months ago.
It doesn’t really matter what they launch in 2024, as you won’t be able to buy one anyway. I’ve been on the “waiting list” for ages. It’s becoming increasingly clear that they just simply don’t have any watches to sell, other than the ones no one wants. I’ve accepted that they’re popular and have been very patient with them, but if they aren’t able to supply the model that I want, or don’t want me as a customer, I’m more than happy to take my business elsewhere.
I’d be keen to see if they launch more titanium sports models in particular the Submariner in titanium.