Rolex made a mistake.
Earlier this year, the brand’s web team accidentally added an “Accessories” tab to the site. It was quickly removed and swapped for a 404 page. But it was too late. Fans had already spotted the error – and rumours had begun to circulate.
But here’s our take: It wasn’t an error at all.
We think Rolex leaked the accessories tab on purpose to generate buzz before the accessories were officially released. Brands often turn to this strategy, including luxury brands like MAC, which recently “leaked” a photo on Instagram before an official campaign launched.
Now that everything’s out in the open, you can buy Rolex cufflinks and desk clocks. For yourself. Or as an extra-special Christmas gift for somebody else.
Brand-new: Rolex cufflinks & desk clocks
The introduction of Rolex accessories online could see the brand widening its reach while maintaining exclusivity. For now, we’re seeing a variety of cufflinks (priced at £4,950) and a Rolex desk clock for £8,720.
Rolex cufflinks
This collection of cufflinks makes the perfect complement to your Rolex watch, or a great first step into the brand.
The range is divided into ‘Crown’ cufflinks, ‘Hand’ cufflinks and ‘Fluted’ cufflinks – all in yellow, white and Everose gold.
Rolex desk clock
The Submariner Date desk clock is something to get excited about. The design is obviously emulant of the Submariner, with features scaled-up to suit the clock format.
Crafted in stainless steel with a Cerachrom bezel insert, the face sits on a circular pedestal so you can angle the clock however you like. It also features an LCD display that comes to life when you pull the crown, showing the date, month and year.
It’s big, heavy and impressive. And we want it on our desk here at Trilogy.
The rise of luxury accessories
While this foray into accessories is a first for Rolex, it’s not the first watch brand to go beyond timepieces.
Patek Philippe has an extensive collection of cufflinks, rings, earrings & chains. OMEGA has offered everything from cufflinks to sailing bracelets and fragrances, and Breitling has an eyewear collection in collaboration with Cutler and Gross.
But we think Rolex has picked a perfect moment.
The luxury market didn’t take long to rebound after COVID, and although spending dipped last year, forecasts are bright as long as some reinvention takes place, says Bain & Company.
Accessories could be Rolex’s opportunity to connect with those consumers priced out by the brand’s watch catalogue, who still advocate for luxury goods.
Consumers are viewing items as investment pieces and not just status symbols, giving the market solid support at the moment. Luxury goods have become their very own asset class, delivering strong long-term returns overall.
Be one of the first to buy Rolex accessories
Rolex cufflinks and the Submariner desk clock are brand-new additions to the Rolex website. With Christmas around the corner, these luxury accessories stamped by the Crown could make for a stunning and unexpected gift.
If you’d like to buy one, speak to Frankie and the team at Trilogy. We can source just about all Rolex accessories and watches on your behalf.
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