Never one to be bested, Rolex have announced that they will enter the smartwatch race with an über-luxury product. Their goal is not to play second or third to Apple, the newly announced TAG/Google product, or Frederique Constant’s Horological Smartwatch. Their goal is to leap to the head of the field.
Being the, or one of the dominant players in the industry usually means that you don’t have to read your press clippings. It is good to see that the people at Rolex still do. So much has been made of the fact that the new Apple Watch Edition will cost in excess of $10,000 – placing it squarely in the price bracket occupied by Rolex. Today Rolex announced that they will respond with a titanium version of their Submariner watch: the Sub-Oyster-Tron.