Rolex - Wild Ladies
WORLDTEMPUS - 15 October 2010
The visibility of Rolex as the world's most recognizable status watch for men comes at the expense of overshadowing the brand's innovations in the ladies' segment. From the beginnings of the Oyster in 1926, Rolex has produced both men's and ladies' watches. However, with few exceptions, that was back in the days when ladies' watches were simply smaller versions of men's watches. It wasn't until the 1990s that the top brands began to make ladies' watches distinguishable from their men's collections, and the results have been transformational. Brands have deftly combined the metiers d'art to include gem setting, enameling and engraving with original designs for women, all the while retaining their signature looks. Rolex's new Datejust collection is a perfect example of this subtle combination and how far ladies' watch design has come.
For a brand whose men's designs never vary substantially from the signature elements of the collection — logo crown, Cyclops date window with magnifying lens and distinctive case and bracelet design — all of which can be found on the new Ladies' Datejust — the design is nevertheless pretty out-there. With applied floral motifs, random gypsy-set diamonds on the bezels and options of purple or green dials, Rolex has introduced one of the most decorative ladies' collections on the market.
The applied floral motifs on the dials are produced using an electroforming technique involving a deposition of either rhodium, yellow gold or pink gold over a pattern created from a metal plate. The flowers, aside from identifying the watch unquestionably as a ladies' style, add dimension and volume to the dial. Not surprisingly, the PVD technique used to color the flowers as well as the purple dial (available on rose or white gold models) and the olive green dial (available on the yellow gold model) is exclusive to Rolex and patented.
The brand's gem setting is also done in-house. The bezels are set with 24 diamonds that are gypsy-set or 46 diamonds in a single row, and the Roman numeral at 6 o'clock are also diamond set. All the work done on this takes place at Rolex's Chêne-Bourg site, located in the eastern part of the canton of Geneva — one of four Rolex manufacturing sites in Switzerland. This facility is home to the brand's in-house gemology department and houses all Rolex activities linked to dial creation and manufacture, including jewelry and gem setting.
With so many Cartier accounts closing this year, the new Rolex Ladies' Datejust is the obvious line to fill that showcase space. U.S. prices range from approx. $7,150 to $8,980.
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[Rating:(5 / 5 stars)]
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