An ever-present challenge manifested in the brand’s ambition to perfect every component, question every method, and master every aspect of watchmaking expertise. The new Rolex watches unveiled to illustrate a desire to reinvent while preserving a sense of continuity, to innovate while being mindful of tradition, and to leverage technology in daring to create. Only through exacting demands are exemplary timepieces formed. Watches that, with time, become icons.
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