PERPETUAL ELEGANCE

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 how we’re changing. Rolex is a brand that perpetually checks its proverbial reflection, recognizing itself as it is, and asking what it can do better with regard to its product offerings—such as the Oyster Perpetual Datejust 36. As a result, Rolex has pushed beyond the usual understanding of what it means to be a luxury company.

First introduced in 1945 at a jubilee celebration of the company’s 40th anniversary, the Datejust was the first self-winding waterproof chronometer wristwatch to have an automatically changing date window at 3 o’clock on the dial. It was the culmination of every major innovation Rolex had contributed to the modern wristwatch until that time, but Rolex wasn’t satisfied. In 1953 it pushed the boundaries of innovation again by introducing a Cyclops magnifier over the date window in the crystal to increase readability. While the Datejust was first offered only in a yellow gold Oyster case with matching jubilee bracelet, Rolex continued to refine the Datejust’s classic aesthetic and superior engineering, offering this groundbreaking watch in myriad combinations and sizes for almost 75 years. The Datejust is a testament to the brand’s core values of longevity, reliability and continuity.

Rolex recently debuted two new variations of the Oyster Perpetual Datejust 36, both in white Rolesor, a proprietary combination of Oystersteel and 18-karat white gold. The first version has a black sunray finish dial and fluted bezel, while the second combines a white mother-of-pearl dial with 10 diamond hour markers in 18-karat white gold settings and a bezel set with 52 brilliant-cut diamonds. Thanks to a patented Twinlock screwed-down crown, a hermetically screweddown caseback and a middle case crafted from a solid block of corrosion-resistant Oystersteel, the Oyster case of the Datejust 36 is guaranteed waterproof to a depth of 100 meters. As it has since 1955, the watch’s sapphire crystal is still fitted with a Cyclops lens at 3 o’clock for easy reading of the date. The latest versions of the Datejust 36 are equipped with the new, entirely in-house 3235 caliber movement and have a power reserve of approximately 70 hours.

Rolex and its products are built to last. They are, in a word, perpetual. Having registered for more than 500 patents throughout its history, Rolex perpetually pushes the boundaries of innovation, striving for excellence. When you look in the mirror, see yourself wearing a Rolex Oyster Perpetual Datejust 36 and know you, too, can push beyond your limits.

The Rolex Oyster Perpetual Datejust 36 is not only built to last, it also has timeless style that will be appreciated for generations to come.