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Above the Date Window: Steve McQueen's Monaco and What Sotheby's Catalogues Really Tell You

How a sliver of dial real estate above the date window decodes provenance on every screen-worn Heuer Monaco that has passed through Sotheby's and Phillips.

Hands-on – The Sero Watch Company Signature, a Compact Everyday Dress Watch from the Netherlands Monochrome
Ming out May 25, 2026

Hands-on – The Sero Watch Company Signature, a Compact Everyday Dress Watch from the Netherlands

Launching a dress watch collection today is not that easy, especially when enthusiasts have already seen decades of Calatrava-inspired cases, engraved dials, and heat-blued hands coming out in every price segment imaginable. But refinement can matter just as much as reinvention. For Sero Watch Company, the goal was not really to create the most original […]

Introducing: The Organic Shades Of The Panerai Radiomir Bronzo PAM00760 Fratello
Panerai Radiomir Bronzo PAM00760 Panerai May 25, 2026

Introducing: The Organic Shades Of The Panerai Radiomir Bronzo PAM00760

Panerai has introduced the PAM00760 as a bronze take on the Radiomir, celebrating the 90th anniversary of the Bermudian ketch Eilean. The new Radiomir Bronzo keeps things simple on paper, with a hand-wound movement, a two-hander layout, and a familiar 47mm case, but its appeal lies in its use of color and texture. Eilean is […] Visit Introducing: The Organic Shades Of The Panerai Radiomir Bronzo PAM00760 to read the full article.

The Arken Alterum Returns to the Internet in Sage Grey Worn & Wound
May 22, 2026

The Arken Alterum Returns to the Internet in Sage Grey

Arken, the UK based microbrand founded by Kenneth Lam, is back with a new version of their Alterum model in a Sage Grey colorway. The Alterum has been a tough watch to catch since its introduction in 2023. The first batch of 200 sold out quickly, as did a subsequent run. For the last year or so, Lam has been focused on getting out to watch events and showing people the Alterum in person, offering secret “Speakeasy” versions of the watch made just for those events (no photographs, please). So, a new version of the Alterum that you can actually order on a website is a bit of a novelty in and of itself, and for folks that haven’t been able to make to a show where Arken has been in attendance, or just would prefer this particular dial execution, now is the time to mark those calendars.  We covered the Alterum here, but a quick refresher is likely in order for anyone not familiar with the watch’s unique mechanical footprint. It’s a two timezone watch, with a module built on a Miyota movement of Lam’s own design. That module allows for the tracking of day and night in two time zones and the independent setting of the local time by “locking” the GMT hand when rotating the crown counterclockwise.  I’ll be honest here: setting the Alterum is kind of complicated. I’m an owner of an Alterum, and I still don’t quite get it myself. I have the local time set to my own time zone on the east coast of the United States, and the GMT hand permanently set to “Ken tim...

A New Kind of Bond Watch: Introducing the Seamaster Diver 300M Chronograph 007 First Light Worn & Wound
Omega Chronograph May 21, 2026

A New Kind of Bond Watch: Introducing the Seamaster Diver 300M Chronograph 007 First Light

As I write this article in late May 2026, Bond fans want nothing more than news on the next film in the James Bond franchise. We know it’s going to be directed by Denis Villeneuve, but little else has been announced or decided upon. Namely, we don’t know who is going to play 007 as Daniel Craig has apparently given up his license to kill. So on the spectrum of “new Bond stuff” that fans might be interested in, I’m not sure how many waves the release of a 44mm Omega Chronograph with ties to a new Bond videogame is really going to make, but here we are.  The Seamaster Diver 300M Chronograph 007 First Light is being pitched as a real life version of the watch the James Bond character uses in the upcoming First Light videogame, which is to be released across multiple platforms next week. First Light is a reimagining of the James Bond origin story, and follows a young Bond through the early days of his career with MI6. The watch in the game is, according to Omega, a tool that appears across several missions, and, in the game, is capable of disturbing electronic equipment and emitting a laser from its strap.  Alas, the real thing doesn’t have complications nearly this unique. It’s modeled visually off of the watch that appears in the game, which incorporates subdials that the player accesses to, I guess, fire lasers from the strap, or something of that nature. So naturally a chronograph was the opportune choice for a watch tie in, and this represents the first ti...

Jaeger-LeCoultre Brings Baguettes to the Reverso ‘Or Deco Cocktail’ SJX Watches
Jaeger-LeCoultre Brings Baguettes May 21, 2026

Jaeger-LeCoultre Brings Baguettes to the Reverso ‘Or Deco Cocktail’

Watch-spotting accounts on Instagram were rewarded during the Met Gala broadcast with a sneak peak at two new Jaeger-LeCoultre (JLC) Reverso models worn by actors Finn Wolfhard and Tyriq Withers. Unveiled officially today, the Reverso Tribute Monoface Small Seconds Or Deco Cocktail brings tasteful gemsetting to the Reverso. Initial thoughts Watch spotting has emerged as a major part of social media culture — a fact that has not escaped brands’ attention. Omega was early to the game, teasing the white-dialled Speedmaster on the wrist of Daniel Craig months before launch, and the brand equipped Delroy Lindo with the new Constellation Observatory at the Academy Awards two weeks before its official unveiling. Finn Wolfhard and Tyriq Withers attend the 2026 Met Gala. Photos by Mike Coppola/Getty Images Now its JLC’s turn — today the brand is launching three gem-set Reversos first seen during the Met Gala earlier this month. Available in 18k white or pink gold, the new editions are elegant on the wrist thanks to their relatively compact footprint — just 45.6 mm tall — and supple gold Milanese bracelets. Each watch is distinguished by bands of baguette-cut stones above and below the dial — replacing the typical Art Deco-style horizontal grooves — but only on the front. Flip the watch over, and it looks like any other Reverso with a solid case back. A cynic might view this as a ploy to keep costs down — to some extent that’s true — but alternatively it gives ...

Introducing: Serica Downsizes Its Field Chronometer With The 35mm Ref. 7505 Hodinkee
Serica Downsizes May 21, 2026

Introducing: Serica Downsizes Its Field Chronometer With The 35mm Ref. 7505

What We Know It's time to put aside the debate of big watches versus small watches. I think we can at least agree that options are a good thing, so everyone can get what they want. With that in mind, Serica has released three new, smaller Field Chronometer watches measuring only 35mm by 9.6mm thick with a COSC-certified automatic movement and three new enamel dials. These three new watches, with stainless steel cases, play off the design language of the ref. 6190 with a few tweaks. There's the slightly larger, fixed bezel with pips at 3, 6, 9, and 12 o'clock. They have a double-domed anti-reflective sapphire that should somewhat magnify the smaller dial. The two-tone cream-and-black "Tuxedo" dial is similar to the ref. 6190 TXD, with hand-applied numerals. The other two, the "Minute Critical" dials in black or olive green, aren't that far from the ref. 6190 "Denali" that is already on offer in a larger size, with added 5-minute Arabic numerals. All three have Super-LumiNova C3 lume. Inside the case is the SoProd M100 movement, which is COSC-certified for accuracy, making it a Field Chronometer in both name and function. The caliber runs at 4Hz, is self-winding, and has a 42-hour power reserve. According to Serica, it also has a decorated plate with Côtes de Genève, and while there are no photos of the caseback, I would assume it is still a closed caseback like its big sibling.  Then there's the final major update: the watch comes with a redesigned Bonklip bracelet, fea...

Introducing: The Seamaster Diver 300M Chronograph 007 First Light Hodinkee
Omega s next Bond Seamaster May 21, 2026

Introducing: The Seamaster Diver 300M Chronograph 007 First Light

What We Know Today marks the introduction of Omega's next Bond Seamaster. Don't worry, you haven't missed an announcement of Daniel Craig's successor—this new Seamaster Chronograph is an homage to… a video game. Yes, that's right. The commercial success of Omega's involvement in the James Bond franchise has been well documented, so it seems that a line of watches rooted in its connection to a history of fantasy and fiction through film would naturally extend to adjacent properties. This is the Seamaster Diver 300M Chronograph 007 First Light, a remix of the brand's large diving chronograph that appears in the upcoming 007 First Light video game. Interestingly, this is the first Omega Seamaster Diver 300M Chronograph in the James Bond universe—chronographs have made appearances on Bond in the movies, but this is the first from the Bond-tied line-up since the partnership kicked off in 1995 with GoldenEye. Given that it's largely identical to the current Seamaster 300M Chronographs out there, it should feel quite familiar, despite this version's inspiration tracking back to 3D-rendered models. Coming in at a very large 44mm diameter, 17.2mm height, and 52.8mm lug-to-lug, the 300 meter diver comes in steel with plenty of contrasting black zirconium-oxide ceramic, thanks to the white enamel-filled bezel insert, the chronograph pushers, and the trademark glossy ceramic wave-engraved dial of the modern Seamaster 300M. One of Omega's interesting quirks that I've always loved...

What Are 10 Of The Best Field And GADA Watches Under €1,000? Fratello
May 21, 2026

What Are 10 Of The Best Field And GADA Watches Under €1,000?

Field watches and GADA (go anywhere, do anything) pieces sit at the heart of practical watchmaking. They are designed to do everything well without unnecessary fuss and to look good while doing it. For many enthusiasts, this category represents the sweet spot. You get versatility, robustness, and timeless design without drifting into luxury territory. Today, […] Visit What Are 10 Of The Best Field And GADA Watches Under €1,000? to read the full article.

Announcements: You Can Now Reserve The New Watches From Universal Genève Right Here Hodinkee
Breitling May 20, 2026

Announcements: You Can Now Reserve The New Watches From Universal Genève Right Here

If there's one brand that remains near and dear to the heart of Hodinkee, it's Universal Genève. In some ways, my own love of watches may not have flourished the way it did without the incredibly broad range of designs and concepts from Universal in that period. Simple chronographs, calendar chronographs, calendar watches, dress watches, oversized Aviator watches, and even convertible watches were all part of the Universal story. It just did SO many things back then, and when it was announced that the House of Brands (the parent company of Breitling, and now Gallet and Universal) would be re-launching it in full force, I wasn't quite sure what to expect. And I think it's fair to say that many felt that way. But Mr. Kern, who led the project along with a great team of young enthusiasts, knew they needed feedback from the long-standing group of collectors to ensure what they made hit all the right notes. So they assembled a group of advisers to give feedback along the way. The group included Mr. Fred Mandelbaum, Mr. Eric Wind, myself, Mr. Alessandro Fanciulli (Mr. A), Mr. Auro Montanari, and many more die-hard Universal lovers. You can see some photos of one of our meet-ups right here, dating back more than two years ago. The advisory board would give notes, and the internal team would process them accordingly – mostly in design details. And in the end, Universal Genève was fully reborn with an astonishingly wide range of watches just last month in Geneva. It includes tw...

Introducing – The Updated Charlie Paris Alliance Collection, Now With Sapphire Dial Models Monochrome
May 20, 2026

Introducing – The Updated Charlie Paris Alliance Collection, Now With Sapphire Dial Models

If you have been following French watchmaking lately, chances are you have come across Charlie Paris already. They have a promising catalogue of everyday mechanical watches that do not get too expensive. The brand’s line-up today covers everything from the sporty and travel-ready Concordia GMT Automatic to more classic designs such as the Initial Collection. […]

Introducing: Breitling Refreshes The Chronomat Collection Hodinkee
Breitling Refreshes May 19, 2026

Introducing: Breitling Refreshes The Chronomat Collection

What We Know Today, Breitling relaunches the Chronomat lineup with an updated design language that builds on the collection's major 2020 revamp and makes a few small adjustments that feel quite consumer-friendly. The refreshed collection spans the gamut of sizes and complications, with 22 variants, from chronographs to time-and-date models, in many dial colors and metals. There are three models in the new lineup: the Chronomat B01 42 chronograph, the Chronomat Automatic B31 40, and the Chronomat Automatic 36.  The steel Chronomat B01 with ice blue dial and platinum bezel. In steel, the Chronomat B01 comes with a white, blue, or green dial and contrasting black subdials, while in two-tone steel and red gold, it features a grey dial. A full red gold variant features a brown dial, while a steel case with a platinum bezel comes with an ice blue dial. Chronomat Automatic B31 40mm. There is also a new model in this update, the Chronomat Automatic B31 40. It's the first time-and-date Chronomat in a 40mm diameter, which I think hits the sweet spot for the more sporty, aggressive Chronomat design and a wide range of wrists. It's also the first time we've seen the Caliber B31 on a Chronomat, as it was previously used in the Top Time B31 and a few SuperOcean Heritage models. In steel, there are three dial colors: blue, green, and white, while a steel case with a platinum bezel comes with an ice blue dial.  For the Chronomat Automatic 36, a steel version is available in a classic bl...

Introducing: The Longines Legend Diver 59 Offers A More Rugged Look In A Larger Size Hodinkee
Longines Legend Diver 59 Offers May 18, 2026

Introducing: The Longines Legend Diver 59 Offers A More Rugged Look In A Larger Size

What We Know For collectors, the Longines Legend Diver seemingly hit a sweet spot in sizing during its 39mm refresh back in 2023. But, as with many things in life, you can't please 'em all with just one version. So today's new Legend Diver 59 offers a much larger interpretation of the brand's tribute to its 1959 design, in a 42mm model that will surely make a lot of larger wrists happy. It's not the brand's only 42mm Legend Diver, technically speaking, since some older models are still listed in the catalog. But it's the first larger size to have come out since that 2023 refresh. The 42mm case has a thickness of 12.85mm and a lug-to-lug measurement of 50.1mm. As customary with the Legend Divers, two crowns sit on the right side of the case, with the one at two o'clock for rotating the internal bezel and the one at four o'clock to wind and set the time. What this new Legend Diver 59 offers as a new design touch comes in the dial. Whereas the current generation Legend Divers sport glossy lacquer dials, this Legend Diver 59 has a matte black grained-texture dial and internal bezel for a more rugged look. Adding to that aesthetic are new sandblasted hands and indices, which are then paired with three-dimensional Super-LumiNova accents in an old radium color. The Legend Diver 59 is COSC-certified, thanks to the ETA-manufactured but exclusive-to-Longines automatic caliber L888.6. It's a distinctly modern caliber, featuring a silicon balance spring and a power reserve of 72 hours...

SJX Podcast: A Diamond in the Rough? SJX Watches
Chanel s watch business into May 18, 2026

SJX Podcast: A Diamond in the Rough?

Tiffany & Co. is one of the only major jewellers without a significant watchmaking programme. Episode 41 of the SJX Podcast examines the brand’s past, present, and future under the leadership of Nicolas Beau, who is credited with building Chanel’s watch business into what it is today. When it comes to watches, Tiffany & Co. is potentially a diamond in the rough — it’s a uniquely American luxury brand with enviable cultural recognition. The brand also has a global boutique network giving it immediate access to all major markets, which could accelerate its trajectory with the right product mix. Listen now on Apple Podcasts, Spotify, and YouTube.  

The UR-10 Spacemeter Is the Most Traditional Urwerk Yet… Sort Of Fratello
Urwerk Yet… Sort May 16, 2026

The UR-10 Spacemeter Is the Most Traditional Urwerk Yet… Sort Of

Calling an Urwerk traditional feels a bit ridiculous, but here we are. The new UR-10 Spacemeter gets closer to that territory than just about anything the brand has done before. And yes, we did get a traditional Urwerk before we got Grand Theft Auto VI. Sure, Urwerk has used hands in pieces like the EMC […] Visit The UR-10 Spacemeter Is the Most Traditional Urwerk Yet… Sort Of to read the full article.

Hands-On With The New Synchron Ti300M Poseidon I Limited Edition Fratello
Ming because May 16, 2026

Hands-On With The New Synchron Ti300M Poseidon I Limited Edition

Today has been a long time coming because the new Synchron Ti300M Poseidon I Limited Edition has been on my wrist for over a month! During that period, I’ve been able to put the watch through its paces, and I’m pleased to say that it’s a great option for anyone in the market for a […] Visit Hands-On With The New Synchron Ti300M Poseidon I Limited Edition to read the full article.

Hands-On: The A. Lange & Söhne Cabaret Tourbillon In Honeygold Hodinkee
A. Lange & Sohne May 16, 2026

Hands-On: The A. Lange & Söhne Cabaret Tourbillon In Honeygold

Niche Lange collectors, rejoice! The Cabaret is back! Well, sort of. Today, on this fine Saturday, Lange has brought back the Cabaret in its complicated form, with a 50-piece run of the Cabaret Tourbillon in the brand's proprietary Honeygold alloy. It is a hefty block of grey and Honeygold, with this rectangular silhouette making its first appearance after a 30-piece handwerskskunst run in 2021. The price point, like many of the past Cabaret Tourbillon editions, sits in the mid-six-figure range at around €300,000. When the Cabaret Tourbillon was first introduced to the world in 2008, it was quite horologically impressive, adding the world's first hacking tourbillon into the brand's rectangular design from 1997. It might sound quite surprising that a hacking tourbillon had not been produced until 2008, but being able to stop such a large mass like a tourbillon cage is certainly not an easy feat, especially when you require delicate parts to do so, and with the need to navigate around the tourbillon cage itself. After all, you'd need to be able to stop the cage at any orientation it's in, and at any point in the balance wheel's oscillation. So Lange's movement designers set to work and devised a V-shaped spring that would directly halt the balance wheel—not the tourbillon cage. Its V-shape, centered around a rotating pivot at the end of a lever, would mean that one side would make contact with the balance wheel or tourbillon cage post, and pivot the other side of the V i...

Hands-On With The Briston Clubmaster Legend Diver Ocean Fratello
Ming ly ready May 15, 2026

Hands-On With The Briston Clubmaster Legend Diver Ocean

Listen up because today, we’re talking about another new brand on Fratello. Briston, a small French brand, was established in 2013, but it’s seemingly ready for the big stage. Frankly, after going hands-on with several of the company’s pieces at Time To Watches in Geneva, I think they’re worth a look. Happily, we start our […] Visit Hands-On With The Briston Clubmaster Legend Diver Ocean to read the full article.

Hands-On With The Stylish And Practical Patek Philippe Calatrava Ref. 5396R-016 Annual Calendar Moon Phase Fratello
Patek Philippe Calatrava Ref 5396R-016 Annual May 14, 2026

Hands-On With The Stylish And Practical Patek Philippe Calatrava Ref. 5396R-016 Annual Calendar Moon Phase

In 1996, Patek Philippe launched a watch to bridge the gap between its dress watches and perpetual calendars. The brand needed more sales; the Nautilus was not a hype watch yet, so what did Patek do? It launched a classic calendar watch that looked like a perpetual calendar, but it actually was a watch with […] Visit Hands-On With The Stylish And Practical Patek Philippe Calatrava Ref. 5396R-016 Annual Calendar Moon Phase to read the full article.

The Surprising Royal Pop from Swatch and Audemars Piguet SJX Watches
Audemars Piguet Audemars Piguet AP May 13, 2026

The Surprising Royal Pop from Swatch and Audemars Piguet

Audemars Piguet (AP) and Swatch have teamed up to launch the Royal Pop, a series of lanyard-borne pocket swatches in eight pop art-inspired colourways set to hit stores on May 16th. It also debuts new manually wound Sistem 51 movements, including one with small seconds, to capture the pocket watch feel. This could be seen as AP having a little fun on a project set in motion by a Swatch-obsessed former CEO, or long-term thinking to cultivate the next generation of customers. Initial thoughts I imagine ambivalence will define the general reaction to the Royal Pop, as it should. A pop art-inspired pocket Swatch is a challenging product to casual watch buyers and enthusiasts alike. And I mean that as praise — it would have been much easier to go the MoonSwatch or Scuba Fifty Fathoms route, but much less interesting. Ref. SSX03L101N. Case in point, a non-enthusiast friend texted me over the weekend expressing interest in the Royal Pop under the common assumption that it would take after the MoonSwatch. In short, he was expecting a plastic Royal Oak. He was less enthusiastic — but not entirely put off — when I asked him how he’d feel about a manually wound pocket watch. Ref. SSX03R100N. While my favourite watches are overwhelmingly pocket watches (or pocket chronometers), I can’t see myself wearing one regularly, be it a Swatch Pop or a Nicole Nielsen tourbillon. I do, however, see myself attaching an Otg Roz Royal Pop to my keychain or workbag. Considering the recent ...

Audemars Piguet × Swatch Royal Pop — The Most Unexpected Swatch Collaboration Yet Fratello
Audemars Piguet × Swatch Royal Pop May 12, 2026

Audemars Piguet × Swatch Royal Pop — The Most Unexpected Swatch Collaboration Yet

After weeks of teasing, today, we got an unexpected embargo lift on the Audemars Piguet × Swatch Royal Pop. Only a very few AI mock-ups were somewhat close to what Swatch has just released. And the young guys we saw on TikTok hoping to be sporting a very affordable Royal Oak on the wrist (or […] Visit Audemars Piguet × Swatch Royal Pop — The Most Unexpected Swatch Collaboration Yet to read the full article.

Introducing: The Swatch x Audemars Piguet "Royal Pop" Collaboration Is Here, And It's Not A Wristwatch Hodinkee
Audemars Piguet Royal Pop Collaboration May 12, 2026

Introducing: The Swatch x Audemars Piguet "Royal Pop" Collaboration Is Here, And It's Not A Wristwatch

What We Know The cat is out of the bag on what is likely to be the biggest watch news of the year. The Swatch x Audemars Piguet "Royal Pop" just launched, ahead of its official availability on May 16, 2026, at selected Swatch stores. There are no wristwatches here, just eight unique pocket watches in two different styles, cased in brightly colored Royal Oak-shaped bioceramic cases, powered by manually wound mechanical SISTEM51 movements. Eight watches, for each side of the iconic Royal-Oak bezel. All the watches are instantly recognizable as Royal Oak-inspired. They have a "Petite Tapisserie" dial and a Royal Oak octagonal bezel with eight hexagonal screws. Every watch comes with a 40mm case (without the clip) and measures 44.2mm by 53.2mm when mounted in the clip. The thickness is 8.4mm. The hands and indices on all watches feature Grade-A Super-LumiNova.  The watches can be dropped in your pocket, worn in the pocket, or popped into a holder attached to a calfskin lanyard (in three lengths), attached to a bag, or placed in a removable stand that lets the watch function as a desk clock. Swatch and AP say this will change the way we wear watches, breaking free from the wrist (suggesting the expected wristwatch collaboration is unlikely at the moment). The new Swatch x Audemars Piguet "Royal Pop" comes in two main variants. There's the "Lépine" style, where the crown is at 12 o'clock on the pocket watch, which come in six varieties: Otto Rosso (pink case and dial with red ...

Introducing: The Ming 29.06 "Peep Show" Hodinkee
Ming 29.06 Peep Show What May 12, 2026

Introducing: The Ming 29.06 "Peep Show"

What We Know Want to see a magic trick? No, not the kind the Joker pulls in "The Dark Knight," but instead something pretty cool that Ming has cooked up with their new 29.06 "Peep Show." The watches below look markedly different, but the only thing that's changed is the direction the hands point. When Ming Thein showed me this watch last fall, I immediately got what was going on as he turned the crown. If you were doing the same, you'd see that the guilloché dial with a multiphase color-shifting coating (like on the 57.04 "Iris") slowly fades in and out of visibility, turning from a dazzling view to pitch black as the hands move. Any guesses on how it works? Well, it's kind of a trick question, because the hands aren't actually hands. Instead, they're polarized sapphire discs with a hands made of Super-LumiNova X1 fill. The two pieces of sapphire are linearly polarized, so when they're aligned (on top of each other or directly opposite each other), the polarizer lets light in, and you can see that metal disc with color-shifting treatment. As the hands rotate, you see less and less of the dial until it turns black when the two discs are at 90º to each other. When you learn the effect, it's pretty simple, but it's certainly effective in person. All this is in a 29-series case, which is a bit more reserved than the 57-series case. It's made in lightweight Grade 5 titanium, measuring 40mm by 11.8mm, with a 22mm lug width. The case has a 50-meter water resistance. Inside the ...

Watch It: Rolex Releases A Film Celebrating 100 Years Of The Oyster Hodinkee
Rolex Releases May 12, 2026

Watch It: Rolex Releases A Film Celebrating 100 Years Of The Oyster

How do you capture 100 years of the Oyster? That's the question at the center of Rolex's new 23-minute film celebrating the anniversary of one of the most important watches ever made. The film opens with incredible archival footage of Mercedes Gleitze swimming across the English Channel, then moves on to archival footage of many defining moments tied to the Oyster's history—speed records, Everest expeditions, deep-sea exploration, and much more. Most will know these stories, but seeing them presented together really captures the full breadth of what the Oyster has represented over the last century. One of the film's most impressive qualities is its sense of scale. Even something like the Daytona—one of the most iconic watches ever made and a subject that could easily support an entire film on its own—is only one small part of the larger story being told here. More than anything, it underscores just how broad and far-reaching Rolex's history with the Oyster really is. From there, the film transitions into the modern era, highlighting Rolex's ongoing ties to sport, the arts, and scientific exploration. It closes with a look at the brand's Perpetual Planet initiative and Rolex's environmental efforts, both in the field and within its own manufacturing operations, including a closer look at how the company is approaching sustainability in watchmaking.  There are also a few fun details throughout. At one point, the film references precision down to "a fraction of a billi...

Audemars Piguet – The Établisseur, Rehabilitated SJX Watches
Audemars Piguet May 12, 2026

Audemars Piguet – The Établisseur, Rehabilitated

This year Audemars Piguet (AP) walked into Watches & Wonders Geneva for the first time in seven years, and it did so carrying a word it had not used in public for the better part of a century. The brand had departed the predecessor of the fair, the Salon International de la Haute Horlogerie (SIHH), in 2019 alongside Richard Mille, declaring its intention to forge direct relationships with collectors through its own channels and AP Houses rather than through the shared theatre of a trade fair. The return to Geneva in 2026, under CEO Ilaria Resta, was already a signal of strategic realignment, but the word it brought with it made the move more interesting: établisseur. The watches it presented — three of them — each made in very limited numbers by a network of named artisans working within and around the Musée Atelier in Le Brassus, were introduced under the name Atelier des Établisseurs, a project AP described in its launch communications as a revival of the collaborative spirit that had driven the watchmaking industry for generations. The établissage system The framing was historically accurate, as far as it went. The établissage system did shape the Vallée de Joux from the late 18th century onward. Farmers working through the long alpine winters crafted individual components like wheels, bridges, and screws in home workshops, coordinated by an établisseur who assembled the finished watch and brought it to market. The Audemars Piguet Établisseurs Gallets hand-w...