Page 35 - The Book For Men Spring/Summer 2023

From 1908, For Today
Rolex returns to its storied history for an iconic new-era timepiece
IT’S THE DAWN OF A NEW ERA FOR ROLEX. GONE IS THE SWISS ICON’S
dress watch of yore, the Cellini — with the exception of the Moonphase. In its stead, Rolex is proposing the 1908, the first watch of the brand’s new Perpetual line, which aims to set a new standard for slenderness and sleek design.
Named for the year Rolex was registered by Hans Wilsdorf, the 1908 features a completely new 7140 movement, a self-winding calibre that displays the time via two central hands — a sword for minutes and a circle-tipped hand for hours — as well as a small seconds hand at 6 o’clock. The new movement is a central part of the 1908. So much so that Rolex has outfitted the 18k yellow gold timepiece with a sapphire exhibition back, making the
calibre visible — and appreciable — on a daily basis.
The domed and fluted bezel, alligator leather strap and Dualclasp, in-
fuse a sense of timeless Rolex traditionalism into the timepiece, while the case dimensions — checking in at 39 mm across and a bit more than 9 mm high — are decidedly modern.
The beauty of the 1908 lies in the marriage of old and new. It’s a timepiece rooted in Rolex’s storied history but crafted to carry it into the future. It’s also a stunning new addition to the dress watch offering — a Rolex for the discerning man to wear when the time is right.
Unveiled at Watches and Wonders in late April, the 1908 is available for 26,050 CAD.
TEXT BY MARC RICHARDSON.
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