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Rolex 2025 New Product Launch

This year at the launch event, Rolex made some interesting, albeit slight, changes. Most importantly, they introduced an all-new Land-Dweller model featuring an integrated bracelet.

In a thriving market with booming watch sales, we see Rolex taking more risks this year—such as in 2023, when Rolex released classic Day-Date and Datejust styles with playful psychedelic dials. Last year, as collectors calmed down post-pandemic, the market cooled, and Rolex offered more understated models that showcased its traditional style.

With recent declines in Swiss watch exports and current global economic uncertainties, we might expect Rolex to once again introduce stable classic collections. Despite the launch of the Land-Dweller, Rolex remains true to this approach.

Therefore, most attention will focus on the Land-Dweller, marking Rolex’s entry into the fiercely competitive sports-style integrated bracelet watch category. This category has been dominated by AP’s Royal Oak and Patek Philippe’s Nautilus since the 1970s, alongside numerous imitators.

The Land-Dweller evokes memories of the Oyster Quartz model first launched in 1977, right in the midst of the first wave of integrated bracelet watch trends. The Oyster Quartz watch from the late 1970s essentially resembled a Datejust with an integrated bracelet, and we can almost say the same for the Land-Dweller, which features its unique notched bezel, magnified date lens, and familiar dial configuration that all exude Rolex’s signature style.

The Land-Dweller is undoubtedly the major news for Rolex today, as it is the first entirely new series since the Sky-Dweller calendar watch was released in 2012.

But there’s more to look forward to, as popular models like the GMT Master II and Oyster Perpetual also received some dial updates. This year, there are no new updates for the Submariner, while the Daytona introduced a blue dial; overall, the focus this year is on the new models.

Land-Dweller 36 mm and 40 mm

As mentioned, this is the major news for Rolex in 2025. The new series of watches features an integrated bracelet and iconic Rolex characteristics, such as a notched bezel and a magnified date lens. Entering the fiercely competitive integrated bracelet watch market, we haven’t seen a new model from Rolex since the 1977 Oyster Quartz, and there hasn’t been a new Sea-Dweller since 2012.

The new models are available in traditional sizes of 36 mm and 40 mm, with options for notched or diamond-set bezels. These new models are equipped with the highly evolved Calibre 7135 movement. This movement is thinner than Rolex’s existing automatic movements and boasts 16 patented improvements. Thickness is crucial in this competitive field, as Audemars Piguet and Patek Philippe have long offered slim designs in their integrated models. Proprietary technologies include the Dynapulse Escapement and a new oscillator with a ceramic balance pivot. The transparent case back here shows that Rolex is ready to showcase its high-end, slim movement to the world.

Available metals include a combination of platinum and steel (known as Rolesor), Everose gold, and platinum. The bracelet is called the Flat Jubilee (perhaps a contradictory term!), and its similarities to other bracelets in the category are evident, yet Rolex’s distinctive features remain prominent. The dial features a flat honeycomb pattern.

 

Cosmograph Daytona Blue Lacquer Dial

We wouldn’t say this if it weren’t so obvious, but this dial is close to Tiffany blue. The Daytona is no stranger to unique treatments, and this one takes a step forward with a blue lacquer dial, continuing Rolex’s strong performance with lacquer finishes across different model lines this year.

GMT-Master II Everose Tiger Eye Dial

This watch enters the highly popular stone dial market, a territory Rolex is familiar with. However, it has been a while since we saw such a design in the GMT-Master II. This is undoubtedly a unique choice that will place this watch in the rare realm of collectors’ pride.

 

GMT-Master II Destro Platinum Green Ceramic Dial

We saw a version of this watch in 2022 when Rolex took more risks, and it quickly earned the drink-themed nickname “Sprite.” This year, the model returns with a solid platinum case and bracelet, paired with an eye-catching new green dial that is sure to earn a new nickname today.

 

Oyster Perpetual 28 mm, 36 mm, and 41 mm Fresh Pastel Dials

It has been a while since we refreshed the iconic OP, and these designs evoke memories of the 1970s Stella dials, although they are not exactly the same, as these are matte lacquer dials rather than glossy ones. The soft tones are very much in line with current trends, with the 28 mm model featuring a lovely lavender color, the 36 mm model in elegant sand gold, and the larger 41 mm model in pale green. The movement, case, and bracelet remain consistent with previous years.

 

39 mm 1908 Solid Gold Bracelet

What the traditional-style 1908 model was missing is a solid gold bracelet, elevating this high-end watch to new heights. This bracelet is reminiscent of Rolex’s solid gold bracelets from the 1940s, fully polished and ready for elegant evenings. Nowadays, very few dress watches come with such classic solid gold bracelets, and Rolex is digging into its roots as a fine dress watch manufacturer, a category it began to dominate before the 1950s.

Bright Green Sky-Dweller Gold Version

This watch has sparked many strong opinions, and without a doubt, the bright green dial paired with a gold case will generate controversy just like when it first debuted in 2012. The Sky-Dweller continues to offer one of Rolex’s most interesting and complex movements, featuring an annual calendar function and a rotating bezel to select options adjusted via the crown.

 

Datejust 31 Red Gradient Dial

I know this isn’t the first time the Datejust has been launched with a President bracelet, but it may be the first time a red gradient dial has been introduced on the 31 mm DJ. This watch evokes memories of the 1980s when extravagant jewelry designs were in vogue, with lavish bracelets, rich gems, and bold dials all being popular trends. Seeing the return of these styles is delightful, especially as more women embrace small watches and classic styles.

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