How Often Does Rolex Release new Models?
Rolex is one of the most secretive companies in the world when it comes to new releases of watches. The company is tight as an Oyster and is usually very good at keeping new models a secret until the official launch day.
With other companies, the releases often leak before the official release which ultimately harms a bit of the excitement.
Because the company is so secretive, the anticipation before the new release from Rolex is huge. Everyone is excited to see which new models Rolex releases – and which models are discontinued.
How often does Rolex release new models?
The answer is that Rolex releases new models once a year and has done so for a very long time. Once a year, they present the novelties for the year and also announce which models are taken out of production.
For many decades, Rolex released its new models at the yearly Baselworld watch fair in Basel, Switzerland which was usually held in March/April. The Basel watch fair was also the place where many other watch brands presented their novelties as well.
Baselworld watch fair started as a small section within another show in 1917 and grew enormously in size to become its very own show. In 2010, it had over 1500 exhibitors and 120,000 visitors each year.
With that said, Baselworld was one of the most prominent watch fairs and one of the most anticipated within the watch community. So what better place for a prestigious brand like Rolex to present its new watches?
But in 2014, the fair started to decline and lose its important position in the space. Consequently, exhibitors started to leave the fair, and in 2017, only 650 exhibitors remained. One of the biggest mistakes of Baselworld was that it had overestimated its leverage over the exhibitors due to the huge growth it had seen, as well as failed to adapt to technology in order to keep the fair relevant for the future.
2019 was the death blow to Baselworld as Swatch Group – one of the most important exhibitors owning multiple important brands- announced that they withdrew from the fair in the year to come.
In 2020, the show was postponed due to COVID-19, and announced that they would not hold a show until 2021. Following this, both Rolex and Patek Philippe announced their withdrawal from the fair. These were two of the most important and prestigious exhibitors that attracted tons of people to the fair, so this would ultimately become the final nail in the coffin for the watch fair.
Rolex CEO Jean-Frederic Dufour said the following:
“We have taken part in Baselworld since 1939. Unfortunately, given the way the event has evolved and the recent decisions made by MCH Group, and in spite of the great attachment we had to this watch show, we have decided to withdraw. Following discussions initiated by Rolex, it seemed only natural to create a new event with partners that share our vision and our endless, unwavering support for the Swiss watchmaking sector. This will allow us to present our new watches in line with our needs and expectations, to join forces and better defend the interests of the industry.”
Ultimately, Baselworld has been replaced by Watches and Wonders in Geneva for Rolex. Watches and Wonders was formerly SIHH and has now become the go-to event for many of the most prestigious brands, including Tudor, Rolex, and Patek Philippe.
Watches and Wonders is held in April every year and it is here that Rolex now releases its new models, once a year. Essentially, Watches and Wonders has replaced the historic and iconic Baselworld watch fair which is no more.
Cover photo courtesy of Quillandpad.com
