Rolex | Two Popular Models Get a Refresh

ROLEX

Explorer and Submariner
Stainless Steel, Two Popular Models Renewed

ROLEX, a brand that commands immense trust from enthusiasts worldwide. In 2010, the company renewed its iconic "Explorer" and "Submariner" models. Once again, they have showcased their uncompromising approach to watchmaking, driven by a pursuit of practicality.

By Yasuto Shibuya

The essence of Rolex's allure lies in its uncompromising watchmaking, founded on sound expertise.

The company has consistently refined internal components of its mechanical movements, as well as the materials and construction of cases and bracelets – aspects directly related to a watch's precision, durability, and comfort. Simultaneously, it has preserved the fundamental design of its established styles.

This sincere dedication to craftsmanship, prioritizing practicality and reliability above all else, fosters the immense support and trust from consumers, and is the primary reason Rolex remains the world's number one brand.

The new releases at Baselworld 2010 show no change in this appeal or manufacturing philosophy.

The biggest news is the renewal of the popular professional watch, the "Oyster Perpetual Explorer." While the basic design remains unchanged, substantial enhancements have been made, including an increase in case size and an updated movement.

Furthermore, the "Submariner," a diver's watch that, like the "Explorer," is highly popular and was previously renewed in 2008 with gold models, has finally seen its long-awaited stainless steel model evolve and debut.

Additionally, the ladies' "Oyster Perpetual Datejust Lady" collection features new, glamorous floral motifs and colorful dials incorporating new technologies. This year, Rolex remains, through and through, Rolex.