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I’m sure you’ve already seen the new Rolex watch (some readers have already received the first message from me in Switzerland through my circle of friends), but I think that instead of rushing, we might as well take a moment and sort out what information this year’s new watch brings. What’s more, instead of the usual dull market, I noticed a lot of interesting points in Rolex this year, such as small changes and even a bit of playfulness—a shift from the previous impression of “traditional seriousness.”

According to the latest survey from Morgan Stanley, Rolex accounted for almost 3% of the sales in the watch industry in 2022, and given its current position, the risk of trying some innovations is low, but some topics are better. When I was checking out a new watch in the Rolex showroom in Geneva last week, the phrase I remember the most was “There are many dishes today, hurry up and put them on a plate,” which felt very vivid. I felt a bit anxious for an hour; after all, there were so many highlights.

For the 60th anniversary of the Cosmograph Daytona, Rolex has made some changes to the case, strap, and movement of the Daytona, but many details are no longer important to me. Most importantly, turn the watch over.