The prestigious watch event, "Watches and Wonders," commenced in Geneva with a strong start featuring Rolex showcasing its latest 2025 models amid an uncertain market. The highlight of the show was the introduction of the Rolex Land-Dweller, a new model with an innovative movement and design reminiscent of Audemars Piguet's Royal Oak sports watch. The Land-Dweller boasts the advanced Calibre 7135 mechanical movement, setting new standards with its slim profile, 16 patents, and enhanced timekeeping features such as the "Dyapulse Escapement" and oscillator.

Available in various sizes and metals including steel and platinum, the Rolex Land-Dweller starts at $14,400 and can reach up to $120,600. The release has sparked excitement among collectors, with many viewing it as a modern classic that may become a sought-after favorite. Rolex's strategic focus on updating its gold models and introducing new variations like green dials for the GMT-Master and Sky-Dweller reflects an effort to attract consumers and address challenges in the market. Despite a recent slowdown in the Swiss watch industry, new offerings from prominent brands such as Rolex aim to stimulate demand and interest among consumers and collectors alike.