The Modern Paul Newman: How Rolex Is Regaining Its Heritage
The unexpected launch of the Daytona Le Mans is another step towards a new focus by Rolex on its vintage models
In addition to marking the 60th anniversary of the Daytona, 2023 is also the centenary of the 24 Hours of Le Mans. For these reasons Rolex has unveiled an original version of its legendary chronograph.
Crafted in 18K white gold, this special Cosmograph Daytona sports a black ceramic Cerachrom bezel. On the tachymeter scale, the red ceramic number 100 pays tribute to the race's centenary. Standing out on the shiny black dial are deep white counters, whose graphic design is inspired by traditional Rolex dials. The Oyster case has a transparent case back, and this original timepiece is equipped with an exclusive movement, Caliber 4132.
Unlike the Daytona 2023 animated by the 4131 movement where the counter at 9 o'clock is limited to 12 hours as in most chronographs, the 4132 marks 24 hours equal to the duration of a Le Mans race. This makes it possible to count the hours of the chronograph function over 24 hours (another reference to the race) instead of the model's usual 12.
What has all fans jolted is the presence of a reverse-panda dial in the style of Paul Newman's Rolex, a clear reference to the Daytona 6263 of a time among the most iconic ever.
Daytona has always had a special connection to the world of racing.
It owes its name to the 24 at Daytona, the famous endurance race held at the circuit of the same name in Florida, later becoming its official sponsor in 1992. Rolex has since continued to strengthen this bond by also collaborating with the 24 Hours of Le Mans since 2001.
However, what most linked this watch with motor racing was actor and driver Paul Newman thanks to his own Daytona, which has gone down in history as one of the most iconic watches ever.
For this reason, Rolex's choice to create a model that echoed some of the characteristics of the Paul Newman seems to celebrate this close relationship once again.
In any case, the novelty presented at Le Mans was a truly unexpected surprise for all Rolex collectors and enthusiasts. Indeed, no one could have imagined a launch so special and far from what Rolex has accustomed the market to in recent years.
In fact, if we look back over the last few years, the strategy was very clear.
On one hand, Rolex was concentrating on developing watches with modern lines by producing cases of increasing size, using new materials such as ceramic, platinum, and titanium, and offering increasingly bold colorations.
On the other hand, Tudor was entrusted with the task of keeping the heritage of the maison alive with watches that have a very clear reference to vintage, in this sense the Black Bay 58, 54 and Pro are the perfect example.
However, for the past few months it seems that Rolex, too, has been reversing course with various operations aimed at putting its entire heritage back on the map.
The first step in this new strategy has been the Certified Pre-Owned Program with which Rolex wants to become a benchmark for all its second hand market. With this initiative, the maison will make it possible to buy used watches from the crowned house at official dealers. Having been launched only a short time ago, this program is momentarily reserved for a few selected dealerships but will gradually be implemented to the entire official network.
The second-hand market is represented by so many models that have contributed and contribute to the greatness of the Rolex brand and therefore this attempt to regain awareness of its history and heritage.
For all these reasons, the launch of the new Daytona Le Mans is another very important part of this direction undertaken in the last period by Rolex.
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