Rolex Introduces the Perpetual 1908 Refs. 52508 and 52509
Due to its enviable position as the leading Swiss watch brand by revenue, Rolex tends to dominate headlines for even the smallest changes to its collections. So it’s even bigger news when the brand launches an entirely new collection, the Perpetual 1908, as it has on the opening day of this year’s Watches & Wonders. Named for the year that Hans Wilsdorf registered the Rolex trademark in Switzerland, the Perpetual 1908 is a slim, time-only watch with a display back that signals a renewed focus on the dress watch category for the giant of Geneva. Initial thoughts The Perpetual 1908 is a worthy replacement for the outgoing Cellini collection, which to me always felt like the forgotten child of the Rolex portfolio. Forced to use movements from their sportier siblings, the Cellini watches were never able to achieve the right proportions to be taken seriously as dress watches. The Perpetual 1908 debuts in four references in yellow and white gold, with the option of white or black satin finish dials; the black dials look especially good. The designs are atypical for Rolex, featuring a sub-seconds dial at 6 o’clock, and a new handset. “Superlative Chronometer” drapes over the sub-seconds dial, calling to mind the Rolex Veriflat of the 1950s. Speaking of the Veriflat, the 1908 case measures just 9.5 mm thick thanks to the new cal. 7140. This is a big improvement over the Cellini watches, which were over 12 mm thick. The 1908’s dress watch credentials are bolstered fur...
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