Though watches like the Sky-Dweller annual calendar and Sub no-date are more interesting, the most important model launched by Rolex at Baselworld 2012 is probably the Oyster Perpetual Datejust II ref. 116300, a 41 mm Datejust in steel.
I would not be surprised at all if Rolex sells more of these than all the new 2012 sports models combined.
The Datejust is the Rolex staple and a well recognised status symbol the world over. At 36 mm the Datejust I was getting decidedly old fashioned, even amongst old fashioned people. So in 2009 Rolex introduced in the Datejust II in Rolesor (steel and gold). It had a 41 mm case and although it retained the same Rolex styling, the Datejust II looks a lot more contemporary thanks to its size and some design tweaks to the dial. This year sees the launch of a Datejust II entirely in steel, with a smooth bezel and Oyster bracelet. It actually looks pretty sporty with the large luminous baton indices.
Now with the steel Datejust II, I reckon Rolex will sell a lot more of them. Beside looking somewhat sporty, this is a quite a bit more affordable than the steel and gold version. Although absolutely unexceptional visually, the Datejust is a great everday watch. The case and bracelet are top notch, and the Rolex 3136 will assuredly keep good time for a long time. That is why Rolex sells so many of them.
Back to top.