BaselWorld 2016 hasn't even officially started and already the interweb is set abuzz by this brand new ticker. What we have is essentially the most sought-after sports model from the world's biggest watch brand - which is now made even more palatable, style-and price-wise.
Retailing for CHF11,800, the new Rolex Oyster Perpetual Cosmograph Daytona in Steel with Black Cerachrom Bezel Ref: 116500LN takes the collection back to its roots as a rally-inspired tool watch. In fact, the pairing of the black Cerachrom bezel with the steel case recalls an earlier model from 1965, when the iconic chronograph was fitted with a black Plexiglas bezel insert. Here, the monobloc Cerachrom bezel will be familiar to Rolex fans - a patented innovation made of high-tech ceramic that is scratch- and corrosion-resistant.
On the inside, the watch is powered by the standrad-setting Calibre 4130 Superlative Chronometer-certified automatic chronograph movement with column wheel. Accurate to -2/+2 seconds per day, the hardy timepiece is backed by an international five-year guarantee.
Naysayers will begrudge this new offering as kind of vanilla, arguing that Rolex hasn't broken any new ground. While that is true, the watch's iconic style, performance-driven virtue and new fangled technologies are all familiar territory established by none other than Rolex itself.
At a time where watch companies are scratching their heads over what sells amid a challenging retail market, this Swiss titan show just how it's done - by playing to its strengths, and making no apologies for it.