Has Rolex’s Release Strategy Changed for Good?

Every spring, the global watch industry converges in Geneva for Watches & Wonders—the biggest event of the year for new releases. It’s where brands unveil their latest models to the press, retailers, and, eventually, the public. For Rolex, that reveal has always followed a strict rhythm: silence until the show opens, then an instant flood of information as the curtains rise on their booth.

Rolex's Watches and Wonders 2024 booth, before the blinds had opened

This year, that pattern broke. Eight hours before Watches & Wonders even opened its doors, Rolex dropped the full lineup online. And creators like Teddy Baldassarre and SJX had already gotten early access to the watches themselves—far away from the show floor, creating their own content from their own spaces. It was the first time Rolex had ever handed over part of the reveal to outside voices.

By the time it was nearly midnight in Switzerland, people in the U.S. were seeing the lineup in the middle of their day. Collectors had the rest of the afternoon to watch those creator videos, dig into the details, and form their opinions. And for folks at the show, that meant by the time they walked in the next morning, everyone they’d normally be sharing the big reveal with had already seen it. That shift changed the whole dynamic of this year’s fair.

Why Rolex Might Be Embracing Digital-First

More people are discovering and buying watches online than ever before. Giving early access to trusted creators let Rolex shape the story digitally before the usual show chaos. It also meant that by the time the press and retailers arrived, the conversation had already begun—on YouTube, Instagram, and Reddit threads across time zones.

That approach worked. The buzz started early, the rollout felt coordinated, and the reaction was overwhelmingly positive. For a brand that usually thrives on secrecy, Rolex’s digital-first move in 2025 struck the right balance between control and accessibility.

How It Changed Watches & Wonders

Inside the fair, the energy was different. The surprise element was gone, but something else took its place—anticipation. Visitors walked in already knowing what they wanted to see first. Instead of rushing to uncover the unknown, the focus shifted to hands-on impressions, finish quality, and proportion. The conversation was deeper, less about “what dropped” and more about “how it looks in person.”

That’s a subtle but meaningful change, and it could reshape how future fairs feel.

What This Could Mean for Future Rolex Reveals

Rolex Yacht-Master 42 in RLX Titanium

If this digital-first experiment proved successful—and it certainly seemed to—Rolex might take it further. They could expand early access to more creators, integrate longer-form digital storytelling, or even redesign their booth to reflect this new rhythm: less about unveiling, more about immersion.

Imagine the fair becoming a kind of physical complement to an online launch—an environment where the watches aren’t revealed for the first time but experienced for the first time. That would be a distinctly modern evolution for Rolex: global first impressions online, tactile confirmation in Geneva.

Closing Thoughts

2025 felt like a test, but it worked. Rolex found a way to meet the digital age on its own terms—controlled, deliberate, and still unmistakably Rolex.

Where they take it from here is anyone’s guess. We’ll find out in Geneva next spring.