Fitbit Blaze tracker with PurePulse heart rate, connected GPS and on-screen workouts - $199.99

Fitbit took the world by storm with its ability to calculate number of steps, miles walked, heart rate and so much more.  Apple and Google have extended their respective phone features on their watches as well allowing you to see emails and text messages on your wrist without needing to reach for your phone or fumble through your purse.

This year we are seeing several new players to the digital watch forum.  Besides new versions of the Fitbit and Samsung, we are seeing Michael Kors, Movodo and even Tag Heuer get into the game with some impressive digital offerings of their own.

So, it begs the question of whether Rolex should get into the Digital Watch game or not?

Source: Tag Heuer - Tag Heuer Connected Modular 45 - $2,200

Before, we answer the question, let's look at some of the features of the Tag Heuer Connected Modular 45.  To the right, it is pictured a Tag Heuer watch that is built with dual compatibility for Android 4.4+ and IOS 9+.  So, if you have an Android phone (such as Samsung) or an Apple phone, you are in business.  This watch has several built in sensors which will help track an increasing number of fitness, distance and many other features for you.

• Accelerometer, gyroscope
• Tilt detection
• Microphone
• Vibrations engine
• Ambient light sensor
• GPS 
• NFC Payment

Samsung Gear S3 - $349.99

Add to that the fact that DATA is becoming the go to resource for every company and human being.  Without data a company will suffer and die out over time.  People that embrace data stop making gut decisions and all the other stuff that might get in the way.  All of us will be drawn into this new realm of more data. The graphic above shows how a data driven watch might use GPS to map a race track and detailed progress in terms of time, splits and speed - a big advance in tech over a standard Daytona.  A dive watch might show dive depth as well as dive time.  Yachtmaster series watches might show weather patterns or even land masses or boat traffic that may cause congestion ahead.  Maybe even sea depth, and wave height could be calculated.  And the more Rolexes people wear, the more data could be collected, providing even better data for others to use. 

The First Rolex Testimonee, Englishwoman Mercedes Gleitze, in Daily Mail, 1927 (photo: Rolex)

In English, the word "testimony" refers to a statement of fact made by a witness in a legal case that can be used as evidence. Since the earlier half of the twentieth century, Rolex has used the term "Testimonee" to refer to the celebrities who agree to lend their names to endorse the brand and its product offerings to the public. The clipping from the Daily Mail above shows the first Rolex Testimonee, English swimmer Mercedes Gleitze.

As demonstrated by their choice of an athlete who attempted to be the first female to swim across the English Channel, Rolex ties their brand to "exceptional personalities whose accomplishments bear witness to the excellence of Rolex watches." More recently, their roster of Testimonees includes opera greats like Plácido Domingo and Rolando Villazón, athletes like Roger Federer and Lindsey Vonn and other notable personalities.

The watchmaker uses their celebrity Testimonees for ads and features on their official website and social media accounts. They focus on the watches themselves in most of their print ads in magazines like The New Yorker and high end Condé Nast publications, though. However, they recently added a section to their website titled "Every Rolex Tells a Story" featuring mainly athletes sharing their experiences with the Rolex watches in their collections. They also feature their Arts Testimonees on a page dedicated to their involvement in the arts. Many rappers and R & B artists wear Rolex watches in their music videos and live performances, but none of them have been featured as Testimonees to date.

While most of their advertising and marketing today caters to the sensibilities of conservative baby boomers with a taste for luxury, the idea of using celebrities to promote their products was an innovation at the time. It lives on today with most luxury retailers using similar celebrity endorsements to tie their brand identities to the achievements of exceptional individuals.

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#TBT First Rolex Submariner, Day-Date and Explorer Models

If you find the videos below a bit short, you can take a look at the original watches in the photo above. These are arguably three of the most popular Rolex models, save the Daytona and GMT, so it is interesting to see a vintage version in working condition, even if just for a few seconds.

Happy birthday, “Rolex President”: one of the first Rolex Day-Dates, which is celebrating its 60th anniversary this year. Still kicking and ticking, this 18 ct yellow gold model features a coin-edge fluted bezel, alpha hands, bevelled applied indices and the famed President bracelet that contributed to the watch's nickname. #Rolex #DayDate #TBT

A video posted by ROLEX (@rolex) on Jul 21, 2016 at 8:45am PDT

The yellow gold Day-Date above looks like the original from 1956. Click here for more information on the first gold Day-Date, known as the 'Presidents' Watch.'.

This is a pretty sharp watch. A Submariner with a special spin. Customized in 1973, it features a unique rope-cutting, villain-escape function. #Rolex #Submariner #TBT

A video posted by ROLEX (@rolex) on Aug 25, 2016 at 8:00am PDT

The Submariner above from 1973 looks like the Reference 5513 used in the James Bond film 'Live and Let Die.'

One of the first models of the Rolex Explorer, launched in the wake of the first successful ascent of dthe world’s highest peak, Mount Everest, in 1953. Its clean aesthetics, based on a steel Oyster case and highly legible display, have withstood the test of time. #Rolex #Explorer #TBT

A video posted by ROLEX (@rolex) on Nov 3, 2016 at 9:00am PDT

Finally, the Rolex Explorer was released in 1953 and has not changed much since its debut. To find out when all of your favorite Rolex models were released, check out the Historical Timeline on this blog or visit rolex.com.

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Letter From the British Horological Institute to Rolex on the Subject of the Record Kew Certificate

Before 1914, the Kew Observatory in Great Britain had never granted a "Class A" certification to a wristwatch. These certifications were generally given to large marine chronometers that went through rigorous testing until Rolex submitted a wristwatch to prove that they could be just as precise. On July 15, 1914 they proved the skeptics wrong by submitting a small watch that looked like the one photographed below and making it the first wristwatch to ever receive Kew Certification. With this accomplishment, Rolex began manufacturing more certified chronometers than any other watchmaker in the industry at the time.

A Rolex Watch Comparable to the First Class A Chronometer (photo: Rolex)

The testing took place over 45 days and included testing the precision of the tiny wristwatch in five different positions. It was also submitted to extreme temperatures, ice-cold and burning-hot, and also ambient temperature. The stringent testing was necessary because the precision of the marine chronometers of the time was necessary to ensure the safety of the ships that depended on their accuracy. The Rolex watch submitted for testing was precise up to +1 second.

Kew Chronometer Results (photo: Rolex)

Rolex continued to manufacture certified chronometers while it developed other advances in watchmaking. By 1926, they introduced the Oyster case, a waterproof case that is still in use today on most Rolex models. In 1931 they introduced the self-winding Perpetual rotor that is also still used today to power most automatic mechanical watches. After 1951, when it became compulsory for all watches to pass certification, the watchmaker made sure all of its movements received particularly good results through 1971, when those citations were no longer issued. Since then, Rolex has come up with its own Superlative Chronometer Certification.

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First Rolex Oyster Perpetual Model, 1931

Early Rolex models, like the first Oyster Perpetual model from 1931 shown in the photo above, adhere to an elegant aesthetic that is now reserved for dress watches. In the 1920s and 1930s, men's fashion trended toward tailored suits, with sweaters and jackets considered casual. The Fashionisto offers a glimpse at depression-era fashion in this post on 1930s men's fashion. The fact that men wore suits almost exclusively when leaving the house makes it logical that the wristwatches they wore would seem formal and dressy based on current trends. These days, the idea of wetting a dress watch with a leather strap seems almost reckless, with so many waterproof stainless steel dive watches available. Back then, however, wearing anything other than a dress watch would have been considered a faux pas.

First Submariner, Milgauss and GMT Models from the 1950s

After World War II, men's fashion became less rigid and suits began to be replaced by more casual clothing, especially by the youth. It was an age of exploration, with submarines exploring the ocean floor and airlines like Pan Am offering passengers the chance to see the world. This decade also saw the introduction of the stainless steel tool watches that dominate the market today. The first Submariner, Milgauss and GMT models were all introduced in the mid-1950s and have seen little change since then in terms of aesthetic. Rolex still offered dress watches, like their popular Datejust model, but innovations in watchmaking allowed them to apply their craft to making watches that do more than just tell time.

Apple Watches

Advances in technology would affect the Swiss watchmaking industry in the 1970s and 1980s with the advancement of quartz movements. This technical innovation saw the end of many traditional Swiss watchmakers, with companies like Rolex incorporating the technology into their watches to stay above the trend. Many call it the quartz crisis, while others attribute the growth of companies like Rolex after the 1980s to the fact that many other luxury watchmakers in their industry ceased operations as a result. Technology is still affecting the luxury watch industry today with the advent of the smartwatch. I recently covered the rise of the Apple watch in post found here. I don't believe that smartwatches will take customers away from companies like Rolex, but they still represent an innovation in watchmaking that is reflective of the tech boom of the past decades.

Rolex's 2016 Yacht-Master II and Deepsea models

While technology and innovation with always play an important part in the watchmaking industry, the current trend in luxury watches is size. In 2007 and 2008, Rolex released their largest wristwatches, the Yacht-Master II and Deepsea models shown in the photo above. With 44mm cases, these nautical tool watches offer contemporary customers Rolex watches that size up to the large cases offered by companies like Panerai. Size matters these days and while many would advise against wearing one of these models with a suit, the reality is that men's fashion is far more sporty now that it ever has been. Many work environments now allow for rolled up or even short sleeves, freeing men from the restrictions of a suit and tie and allowing them to accessorize with tool watches instead of traditional dress watches.

As society moves forward and technology with it, luxury watches follow suit. Collectors and enthusiasts appreciate the combination of craftsmanship and design aesthetic that have gone into creating the wristwatch models that have endured for decades, offering them a glimpse into the ingenuity and sensibilities of days past. What the future holds for luxury watches remains to be seen, but one thing is for certain: wristwatches are designed to tell the time, but they are also telling of the times.

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“I felt like, literally in the space of one day, I had gone to another planet and come back,”  James Cameron said upon his return to sea level. The video below gives a brief overview of Cameron's experience.

Their largest dive watch to date, Rolex released the Deepsea model in 2008. Featuring a 44mm case, this stainless steel timepiece is larger than the Submariner and features a depth rating of 3,900 meters. As the name suggests, this model was designed for the deep sea exploration.

First Rolex Deepsea Model Introduced in 2008 (photo: Rolex)

Rolex has been actively involved with deep sea exploration for decades. The bathyscaphe Trieste descended into the Mariana Trench in 1960 with Rolex's experimental Deepsea Special model strapped onto it. In 2012, James Cameron went down the trench for his Deepsea Challenge and also took a Rolex experimental dive watch with him, the Rolex Deepsea Challenge.

The result of years of experimentation and engineering, the Deepsea features a Helium Escape Valve and Ringlock system architecture that improves its depth rating significantly as compared to previous models. It has a domed sapphire crystal that is 5.5 mm thick with no cyclops magnifying lens. A Triplock crown keeps the water from entering the case, ensuring a secure seal.

In 2014, Rolex released this model with a unique D-Blue dial, featuring a blue gradient on the dial to commemorate the historic Deepsea Challenge of 2012. This model also features a unique chartreuse DEEPSEA insignia on the dial, the same color as the submersible used in the challenge.

Rolex D-Blue Deepsea Model (photo: Rolex)

Since its release, there have been endless comparisons between this watch and the Rolex Submariner model. To see how the Deepsea measures up to the Submariner Date, check out my model comparison.

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First Rolex Sky-Dweller Model, 2012 (photo: Rolex)

The 9001 movement that was designed for this model uses a Saros annual calendar to differentiate between the longer or shorter months. It is one of the most complex mechanical watch movements manufactured by Rolex, responsible for telling the time in two locations at once and allowing the wearer to jump from hour to hour to set it without affecting the minute or second hands.

Aside from the technical innovations, the Sky-Dweller offers an interesting design aesthetic that incorporates the fluted bezel of the original Day-Date, a large 42 mm case, a Cyclops magnifying lens and a unique off-center rotating 24 hour disc.

The functionality of this timepiece is accessible to most after a quick study of the crown and bezel. Its size is just large enough to compete with other large luxury watches that dominate the market but small enough to look sophisticated on the wrist.

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First Rolex Yacht-Master II Model from 2007 (photo: Rolex)

This massive watch, one of Rolex's largest, was equipped with a 4161 movement that interacted with the Ring Command Bezel to operate the regatta timer and programmable countdown. Based on the 4130 movement, it featured the blue Parachrom hairspring and a power reserve of 72 hours.

Though there couldn't have been much of a demand for a timepiece with a regatta timer on the luxury watch market at the time, the Yacht-Master II provided a nautical alternative to other large professional watches like Rolex's Cosmograph Daytona. From the functionality perspective, the regatta timer isn't anymore esoteric than the tachymetric scale on the Daytona.

More so than the Yacht-Master model, the Yacht-Master II solidified Rolex's commitment to the yachting world. They have sponsored a multitude of yachting events throughout their history, including the Rolex Sydney Hobart Yacht Race in Australia.

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Rolex Tech Innovations of the Early 2000s (photo: Rolex/Christophe Lauffenburger)

In 2000, Rolex fitted the Cosmograph Daytona with their 4130 movement. Completely manufactured by the watchmaker, this movement replaced the Zenith El Primero movement in the Daytona model. Both the 4130 and the El Primero are still considered the top of the line in terms of mechanical watch movements.

The 2000 version of the 4130 movement contained a Prachrom hairspring that was developed by Rolex. By 2005, they achieved the characteristic blue color on what is now known as the blue Parachrom hairspring. They also patented the Paraflex shock absorber, a shock absorption system also manufactured completely in-house by the watchmaker. In that year they also patented their proprietary Cerachrom ceramic used for the bezel.

Finally, they also improved upon the escapement of their movements, developing the Chronergy escapement used today in their 3235 and 3255 movements. With their movements and most components therein now manufactured in-house, Rolex has more control over the quality of their products than ever. It will be interesting to see how this autonomy will impact what they do next.

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First Rolex Yacht-Master Model Released in 1992 (photo: Rolex)

Many claim that the Yacht-Master model released in 1992 was meant to be an upgraded version of the Submariner model, but Rolex decided to keep the Submariner as is and release this model as a boating watch, as opposed to a dive watch.

For all intents and purposes, it looks like the same watch. However, the Yacht-Master was the first professional Rolex model available in three sizes - 29 mm, 35 mm and 40 mm. Rolex used 18 karat gold on the Yacht-Master, including on the bezel, which featured raised numerals. The 40 mm version uses the same movement as the Sub, adding to their similarities.

First Rolex Pearlmaster Model from 1992 (photo: Rolex)

The Pearlmaster was also introduced that year as an amped up version of the classic Lady Datejust model. The fist model, shown in the photo above, featured a diamond bezel and a brand new Pearlmaster bracelet, a smoother, more elegant version of the Oyster bracelet. In subsequent models, the links of the bracelet are lined with diamonds as well.

While both models adhere to Rolex design standards for the most part, they each offer variations on popular models that appeal to a wealthier demographic. While the Yacht-Master bears similarities to the Submariner, the name and materials used suggest that this model is designed for the captain of the vessel, not the divers onboard.

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First GMT-Master II Model, 1982 (photo: Rolex)

In 1982, Rolex released the GMT-Master II model, which would go on to replace the GMT-Master years later. The GMT-Master II featured a thicker, synthetic sapphire crystal and a thicker case than its predecessor. It also allowed the wearer to jump from one hour to another when adjusting the hour hand without affecting the minute or second hands.

The 1980s also saw the beginning of Rolex's use of 904l stainless steel, which they used in place of the 316l stainless steel which is still the industry standard. This stainless steel alloy is normally used in industrial applications due to its resistance to corrosion and scratching in extreme conditions; it also polished better than 316l stainless steel.

While the advent of quartz watch movements may have altered the landscape of the Swiss watchmaking industry, it would seem to have only reinforced Rolex's vertically integrated business model.

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First Rolex Sea-Dweller, 1967 (photo: Rolex)

While Rolex had already introduced the Submariner model for professional divers, COMEX divers required a wristwatch with an improved depth rating. In 1967 Rolex introduced a small amount of Sea-Dwellers to meet these needs. The 1665 model, shown above, featured a helium escape valve that allowed helium to escape the case of the watch during decompression without damaging it. The 'Sea-Dweller' and 'Submariner 2000' lines on the dial were colored red, giving them the nickname 'Double Red' by collectors.

In 1978, they introduced reference 16660 equipped with a 3035 movement and a depth rating of 4,000 feet. They also improved the vibrational speed of the Sea-Dweller, increasing it from 19,800 bph to 28,800 bph. The next set of improvements to this model didn't come until 2008 when the Deepsea was introduced.

The legacies of the Submariner and Sea-Dweller live on today in the current models. While some changes have been made throughout the years, the spirit of oceanic exploration and innovation remains an integral part of their popularity.

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Pablo Picasso Wearing a Rolex GMT-Master and Native American War Bonnet it the 1960s (photo: Rolex)

He is photographed above wearing a Rolex GMT-Master and a Native American war bonnet in the 1960s. By this time, Picasso has already gone through many artistic periods, from the blue period that produced works like his Blue Nude to the cubist movement that would eventually influence perhaps his most important work, La Guernica, which shed light on the bombing of the the Basque country village during the Spanish Civil War.

Many don't associate Picasso with sculpture, however, he dedicated time to producing sculptures later in his life, including the 'Chicago Picasso' as it is now known. Shown below, the towering sculpture was designed by Picasso in 1965 and built by the US Bridge Company, a division of the US Steel Corporation, for its dedication in 1967.

Picasso was offered $100,000 for the commission, which he donated to the people of Chicago. The abstract cubist sculpture was met with some resistance by some Chicagoans, who compared it to a large insect. Others, including Picasso's grandson, posit that Frenchwoman Sylvette David served as inspiration for this piece.

'Chicago Picasso' Sculpture by Pablo Picasso Dedicated to the People of Chicago in 1967 (source: J. Crocker)

While we may never know what the Chicago Picasso represents, we can appreciate it as a monolith of modern art and a tribute to early 20th century design and ingenuity. It also serves as the perfect foil for the symmetry and adherence to classical design represented by Rolex wristwatches.

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Tudor Museum Display at Baselworld 2016

The current Heritage Black Bay model synthesizes the featured of Tudor's historical dive watches, including the Snowflake hour hand that was introduced in 1969 and became a signature design feature. The photo below shows the current Heritage Black Bay model with a burgundy disc and aged leather strap.

Tudor Heritage Black Bay with Burgundy Disc and Aged Leather Strap

Rolex released the Explorer II model in 1971, almost twenty years after its predecessor. Although it shared a name with the Explorer, this wristwatch resembled the GMT-Master much more in terms of function and style - it actually used the same movement as the GMT-Master, either a calibre 1570 or 1575.

First Rolex Explorer Model, 1971 (photo: Rolex)

This professional wristwatch was originally marketed for scientists and explorers, such as speleologists, who easily lost track of day and night while performing research in caves. The original Explorer II had a 40mm case with a 24 hour fixed bezel and an orange 24 hour hand, as shown in the photo above.

For its 40th anniversary in 2011, the Explorer II was reintroduced with a 42mm case and a new 3187 movement. However, this model has changed very little through the years. The current model, shown below, is made with Rolex's 904l stainless steel alloy with a satin finish. It is available with a black dial and orange 24 hour hand, just like the original and the famed Steve McQueen version of the Explorer II.

Rolex Explorer II (photo: Rolex)

The Explorer II is often overlooked amidst the fanfare that surrounds the more popular Rolex models, such as the Submariner and Daytona. However, its longevity on the market and consistent design and functionality makes it a classic.

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First Rolex Daytona Model, 1963 (photo: Rolex)

Rolex Founder Hans Wilsdorf circa 1942 (photo: Rolex)

Innovation and classic style were never mutually exclusive in Wilsdorf's mind. His desire to outpace the mechanical watch industry of his time by adding utilitarian improvements to wristwatches never overshadowed the importance he placed on design aesthetic. The combination of technical advancement and reverence for beauty is still an integral part of Rolex's success.
“Step boldly. Success demands courage and iron will.”

Bathyscaphe Trieste, 1960 (photo: Rolex)

For the 1960 mission, the goal was to descend 11 kilometers down the Mariana Trench to collect data in one of the most inhospitable environments for life on the planet. Rolex strapped their latest experimental dive watch, the Deep Sea Special, to the outside of the Trieste for the voyage. The wristwatch withstood a pressure of one metric ton per square centimeter in the deepest depression on Earth.

"Happy to announce that your watch works as well at 11,000 meters as it does on the surface," wrote Jacques Piccard to Rolex headquarters in Geneva, Switzerland in a telegram sent on January 25, 1960.

Rolex Deep Sea Special 1960 (photo: Rolex)

First Rolex GMT-Master Model, 1955

The first GMT-Master model was released in 1955 to meet the needs of airline pilots who were having difficulty keeping track of time and dealing with jet lag while operating transatlantic flights for airlines like Pan American World Airways. It became the official watch of several airlines, including Pan Am.