SHOPOften passed by in favour of the Submariner, the GMT-Master or any other of its flashier cousins, the Air-King is a wonderful watch. It is also one of Rolex’ more venerable lines, launched in 1945 as an entry-level model costing less than £100, around a third the price of a Datejust.
Rolex’s founder, Hans Wilsdorf, was onto something when he made his company logo a crown – it has remained the king of watch brands for more than a century. Its enormous brand equity is partly because Rolex gives so little away, a key to its mystique. It is frequently ranked first in surveys of super-brands in the UK and is resident inBut this reputation is not mere marketing – Rolex is Rolex because it makes peerless products.
Collectors are particularly passionate about Rolex sports models, which have long been associated with explorers, adventures and athletes. In addition to the famous James Bond Submariner, an early version of the GMT was worn by US flying ace Chuck Yeager as well as several astronauts.
The counter-argument is that you don’t go messing with perfection. Instead of visible whistles and bells, the company concentrates on research and engineering, continually update the technology inside its watches on the quiet. A more common grumble is that Rolex’s are so hard to buy right now – demand is outstripping supply, at least for some models, while the aftershocks of the pandemic on supply chains is still being felt.
In this way there is every reason to believe the Rolex crown will remain firmly in place for another hundred years, and beyond.Often passed by in favour of the Submariner, the GMT-Master or any other of its flashier cousins, the Air-King is a wonderful watch. It is also one of Rolex’ more venerable lines, launched in 1945 as an entry-level model costing less than £100, around a third the price of a Datejust.
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