Purchased from AD for £8k after trading in an old Datejust 2 I purchased 10 years ago. Absolutely love the sporty yet elegant profile of the 40mm. The flat jubilee bracelet is what makes it unique.
Rolex really spent weeks teasing “join us May 12” like we were about to get something meaningful after Watches & Wonders… and the big reveal is… a video?
Not a new release. Not a surprise announcement. Not even something collectors didn’t already know.
Maybe I’m being dramatic, but if you’re going to build hype on your website for a specific date, people are naturally going to expect news, not what feels like polished marketing filler.
For a brand that understands anticipation better than almost anyone, this felt weirdly tone-deaf. Anyone else expecting an actual announcement?