Rolex has just unveiled a fully branded line of accessories for office dwellers, featuring both cufflinks and a genuine Submariner desk clock. The move not only extends the brand’s product range, but reinforces its lifestyle dominance beyond its traditional domain. With its decades-long reputation for precision, quality and retail discipline, Rolex has planted a new flag: high-end accessories built with the same seriousness and iconic design language as its wristwatches.

Initial thoughts

Rolex has earned its dominant position in the Swiss watch industry in large part by taking everything it does very seriously. So it’s not surprising to see that the formal launch of a full line-up of accessories is treated with due seriousness.

This is not the first time that Rolex has offered cufflinks; some references were exhibited at Watches & Wonders this year and have been quietly available for purchase at brand boutiques for some time. But the formal roll-out on the website is a decisive step, and reveals that Rolex wants to give its legions of fans another touchpoint with their favourite brand.

On the other hand, the official desk clock is new and quite surprising in its execution, though perhaps it shouldn’t be. Rendered in a heavy 80 mm stainless steel body with a real Cerachrom ceramic bezel and sapphire crystal, it feels like a true Submariner (albeit one that is not water resistant).

In terms of value, the accessories are expensive in an absolute sense but are priced reasonably enough to remain in short supply. More importantly, the pricing is supported by undeniable quality. The thoughtful movement in the desk clock, in particular, goes far beyond what could have reasonably been expected in both functionality and finishing.

The ultimate desk diver

The big story is the desk clock. A quick Google search reveals hundreds of unofficial Rolex clocks, mostly low quality plastic affairs seeking to replicate the brand’s signature models. In contrast, the new Rolex Submariner deck clock is the real deal, made with utmost care from the same materials as the Submariner wristwatch.

Scaled up to 80 mm, the desk clock is big and heavy, with a stainless steel body, Cerachrom bezel, and sapphire crystal. It’s not water resistant, nor is it a certified chronometer, so the usual ‘Superlative Chronometer’ dial text has been correctly omitted, giving the dial a pleasing degree of simplicity.

A simple quartz clock movement would probably have been enough for most buyers, but Rolex went as far as developing a new Swiss-made quartz cal. 8335. The new calibre appears to be derived from the non-secular cal. 8235, which has powered Datejust-style desk clocks for over a decade, though those were never officially for sale.

A cal. 8235 powered Rolex desk clock given to an employee for 40 years of service in 2010. Image – Sotheby’s

It’s unclear how much, if any, of the movement is built in-house, and it’s more likely that Rolex partnered with a supplier for something like this, but it’s an official Rolex movement, nonetheless.

What’s more, it features a first for the brand: an LCD display. The display itself is located on the movement, visible only when the case back is removed for time and date setting. When the crown is pulled, the LCD comes to life to display the current date, month, and year. That the calendar is pre-programmed secular perpetual calendar functionality, which accounts for leap years and the unusual non-leap year cycles in the distant future.

The movement is finished to a high standard that looks good alongside the brand’s wristwatch movements, with full metal construction and attractive Geneva striping. It’s powered by a pair of lithium CR2477 batteries, but the battery life has not been disclosed. That said, the movement features an end-of-life indicator, common among high-end quartz movements, that changes the behaviour of the seconds hand before the batteries die, giving the owner time to replace them.

If I have to nitpick, the electronic movement could have been endowed with additional functionality, perhaps an alarm – found in Audemars Piguet’s Royal Oak desk clocks – linked to the rotating bezel. As it is, the bezel is fixed, and the functionality is limited to just the time and date.

Cufflinks

The formal rollout of the cufflinks collection is comparatively straightforward. Made using the brand’s signature materials like Everose gold, Cerachrom ceramic, and Chromalight lume, the cufflinks are otherwise ordinary in functionality, distinguished only by their materials, colours, and designs.

There are three designs to choose from, and each is available in sold 18k yellow, white, or Everose gold, the brand’s proprietary tarnish-resistant rose gold alloy. The first is the signature crown, the second replicates the hour hand design found on most of the brand’s sport watches, and the third is inspired by the fluted bezel, and features a ceramic inlay of the crown logo.

Interestingly, the ‘hand’ cufflinks are lumed with Chromalight, just like the real thing. At this size, they should glow brightly in low light. That said, the design will pair best with a sport watch with matching hands. Proceed with caution; pairing a sport watch with formal wear is thought to be something of a faux pas among those who pay attention to that sort of thing.

Key facts and price

Rolex Cufflinks
Ref. A1018 (‘Crown’ YG)
Ref. A1019 (‘Crown’ WG)
Ref. A1015 (‘Crown’ RG)
Ref. A1028 (‘Hand’ YG)
Ref. A1029 (‘Hand’ WG)
Ref. A1025 (‘Hand’ RG)
Ref. A1038GREEN (‘Fluted’ YG)
Ref. A1039BLUE (‘Fluted’ WG)
Ref. A1035BLACK (‘Fluted’ RG)

Material: 18k yellow gold, white gold, or Everose gold

Limited edition: No
Availability: At Rolex boutiques
Price: US$5,800 excluding taxes

Rolex Submariner Desk Clock with Secular Calendar
Ref. 909010LN

Diameter: 80 mm
Height: Unavailable
Material: Stainless steel
Crystal: Sapphire
Water resistance: Not water resistant

Movement: cal. 8335
Functions: Hours, minutes, seconds, battery end-of-life indicator, secular perpetual calendar
Frequency: Quartz
Battery life: Unavailable

Limited edition: No
Availability: At Rolex boutiques
Price: US$10,270 excluding taxes

For more, visit rolex.com.