Timepieces
PERPETUAL EXCELLENCE
The Datejust is a watch for the ages, reflecting its maker’s commitment to longevity, reliability and continuity. By Christen Fisher When you look in the mirror, what do you see? It seems like a silly question, but our reflection evolves over time, and we don’t always stop to think about
Rolex recently debuted two new variations of the
how we’re changing. Rolex is a brand that perpetually
Oyster Perpetual Datejust 36, both in white Rolesor, a
checks its proverbial reflection, recognizing itself as it is,
proprietary combination of Oystersteel and 18-karat
and asking what it can do better with regard to its prod-
white gold. The first version has a black sunray finish
uct offerings—such as the Oyster Perpetual Datejust 36.
dial and fluted bezel, while the second combines a
As a result, Rolex has pushed beyond the usual under-
white mother-of-pearl dial with 10 diamond hour
standing of what it means to be a luxury company.
markers in 18-karat white gold settings and a bezel set
First introduced in 1945 at a jubilee celebration of
with 52 brilliant-cut diamonds. Thanks to a patented
the company’s 40th anniversary, the Datejust was the
Twinlock screwed-down crown, a hermetically screwed-
first self-winding waterproof chronometer wristwatch to
down caseback and a middle case crafted from a solid
have an automatically changing date window at
block of corrosion-resistant Oystersteel, the Oyster case
3 o’clock on the dial. It was the culmination of every
of the Datejust 36 is guaranteed waterproof to a depth
major innovation Rolex had contributed to the modern
of 100 meters. As it has since 1955, the watch’s sapphire
wristwatch until that time, but Rolex wasn’t satisfied. In
crystal is still fitted with a Cyclops lens at 3 o’clock for
1953 it pushed the boundaries of innovation again by
easy reading of the date. The latest versions of the Date-
introducing a Cyclops magnifier over the date window
just 36 are equipped with the new, entirely in-house
in the crystal to increase readability. While the Datejust
3235 caliber movement and have a power reserve of
was first offered only in a yellow gold Oyster case with
approximately 70 hours.
matching jubilee bracelet, Rolex continued to refine the
Rolex and its products are built to last. They are, in
Datejust’s classic aesthetic and superior engineering,
a word, perpetual. Having registered for more than 500
offering this groundbreaking watch in myriad com-
patents throughout its history, Rolex perpetually pushes
binations and sizes for almost 75 years. The Datejust
the boundaries of innovation, striving for excellence.
is a testament to the brand’s core values of longevity,
When you look in the mirror, see yourself wearing a
reliability and continuity.
Rolex Oyster Perpetual Datejust 36 and know you, too, can push beyond your limits.
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