Rolex or when a clock becomes (literally) into a jewel
Este tema fue publicado en el número de noviembre del 2021 del Vogue España
Taking a clock in 2021 is an aesthetic statement of intentions that is unavoidable.Transgressive, if preferred.Or is it not to go against the countercurrent, choosing an analog piece in the era of digital?Perhaps that is why the act of decorating the doll transcends practicality.That's where variables such as taste, complexity, versatility and, also, hedonism come into play.Some concepts that Rolex manages perfectly.
So much, that the brand could almost be described as a pop icon (people do not have a clock, they have a rolex).What is certain is that it is the second best valued company, behind Lego, according to the annual report of the Rebtrack consultant, which puts as a requirement to enter the list to invoice at least two billion dollars annually.This baggage allows, once the master's degree has been reached in designs that are already classic, such as Daytona or the perpetual Oyster, it passes to another level: fusing watchmaking and jewelry.Because, although the excellence and technical mastery of luxury watches is sufficient to consider them a jewel, a new twist can be added thanks to gems and precious stones.
