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The Top Ten Rolex Watches Ever Made

Rolex top ten main

Rolex is, without question, the most influential and recognisable watchmaker in the world. The Crown produces the market’s most iconic timepieces, setting trends that the entire industry inevitably follows. Ranking the top ten Rolex watches might seem a daunting task. After all, how can you choose a definitive winner when the brand has consistently delivered groundbreaking and highly sought-after designs throughout its illustrious 119-year history?

Top Ten Rolex Watches

However, when delving deeper into Rolex’s catalogue, it becomes evident that the brand’s dominance stems from its focused approach. Unlike other watchmakers that regularly introduce a flood of new designs, Rolex has remained highly selective, creating a limited number of lines and perfecting them over time. The brand’s methodology is akin to the refinement of a supercar: meticulous, incremental, and unwaveringly dedicated to excellence. Consider the subtle innovations in recent years—a Daytona with thinner rings around its subdials or a Submariner that’s only a millimetre larger than its predecessor. These small adjustments embody Rolex’s commitment to advancing its icons without compromising their timeless appeal.

Top Ten Rolex Watches

The Interconnected Evolution of Rolex Watches

Rolex’s greatest strength lies in how its models evolve in harmony, each building upon the innovations of its predecessors. For instance, the waterproof technology pioneered in the Oyster Perpetual laid the groundwork for the Submariner, which subsequently inspired the deeper-diving Sea-Dweller. This lineage then culminates in the Yacht-Master, a sophisticated dive watch designed for luxury yacht owners.

Even discontinued models leave an indelible mark on the brand’s DNA. Take the King Midas, a bold and unconventional timepiece that helped Rolex explore a more creative and relaxed design ethos. While it didn’t stay in production long, its influence can still be felt in the Crown’s bolder, more experimental designs today.

Iteration Over Reinvention

Rolex’s philosophy of refinement over reinvention sets it apart in the world of horology. The brand’s approach ensures its timepieces remain instantly recognisable while still pushing the boundaries of performance and design. By iterating rather than overhauling, Rolex maintains a sense of continuity and prestige, keeping its iconic models at the forefront of watchmaking.


This dedication to perfection is why Rolex’s collections remain not only relevant but aspirational. Every release reinforces the brand’s position as the pinnacle of craftsmanship and innovation, ensuring that collectors and enthusiasts alike eagerly await its next move.

Rolex’s enduring legacy is a testament to its ability to balance tradition and innovation, making it the benchmark by which all other watchmakers are measured.

Top Ten Rolex Watches

10. Rolex Sky-Dweller

Introduced in 2012, the Sky-Dweller is one of Rolex’s newest models still in production, second only to the Precision 1908, which debuted even later. Designed as a high-end alternative to the GMT-Master, the Sky-Dweller caters to luxury travellers. While the GMT-Master appeals to pilots, the Sky-Dweller is crafted for those who own the private jet. This travel companion is as striking as it is functional, often available in gold and featuring a 42-mm case that reflects the bold, oversized design trends of its time.

9. Rolex Yacht-Master and Yacht-Master II

Many Rolex models encapsulate the spirit of the era they were introduced. The GMT-Master, for instance, emerged in the 1950s, coinciding with the dawn of global air travel, while the Yacht-Master reflects the extravagant aesthetic of the 1990s. “How do you take a sports watch and make it appeal to a Monaco yacht club scene?” explains Lamdin, summarising the unique charm of the model. Interestingly, many experts rank the Yacht-Master more highly than expected, citing its enduring appeal.

Debuting in 1992, the Yacht-Master has been part of Rolex’s catalogue far longer than many realise. It offered the Crown an opportunity to take a diver-inspired watch and infuse it with luxurious details, such as gold cases and mother-of-pearl dials. This blend of sporty and opulent design struck a chord with collectors who appreciate a touch of flair, making the Yacht-Master a staple among Rolex enthusiasts.

The Yacht-Master II, introduced in 2007, further elevated the line with a practical and innovative complication: a regatta timer. Rolex has continued refining the model’s performance, tailoring it for on-the-water functionality. In 2021, sailor Ben Ainslie was seen sporting a prototype Yacht-Master crafted from ultra-light titanium—a material designed for durability and ease of wear. This prototype was later added to the main collection in 2023, marking yet another evolution in Rolex’s commitment to precision and innovation.

Top Ten Rolex Watches

8. Rolex Sea-Dweller

The Submariner might be the quintessential dive watch in Rolex’s lineup, but the Sea-Dweller is the diver’s ultimate tool watch. “While the Submariner was designed for recreational scuba diving, the Sea-Dweller is for the James Camerons of the world, those who truly want to push the limits,” explains Golden. Rolex took the Submariner’s capabilities and amplified them, creating the Sea-Dweller as the next level of underwater innovation.

The Sea-Dweller embodies the spirit of exploration. Perhaps its most famous moment came when James Cameron took the Deepsea Challenge version of the watch to the bottom of the Mariana Trench, the deepest point on Earth. The model is a testament to Rolex’s knack for associating itself with monumental achievements—be it strapping an Oyster Perpetual onto Mercedes Gleitze as she swam the English Channel or equipping the climbers who first summited Mount Everest.

This model also benefits from Rolex’s unwavering strategy of perfecting its designs over decades. The Sea-Dweller evolved directly from the Submariner with one clear mission: to dive deeper in every sense—technically, physically, and symbolically. This ethos mirrors Rolex’s broader philosophy: to narrow its focus and refine each innovation until it reaches near-perfection, rather than pursuing a wide but shallow approach to its catalogue. It’s this relentless pursuit of excellence that ensures the Sea-Dweller’s place in the top tier of Rolex’s storied history.

7. Rolex Oyster and Oyster Perpetual

Before we dive deeper, let’s clarify: this is about the Oyster Perpetual watch line, not the Rolex technologies of the same name. The phrase “Oyster Perpetual” appears on nearly every Rolex watch, referring to two of the brand’s cornerstone innovations. “Oyster” signifies the waterproof case introduced in 1926, while “Perpetual” celebrates Rolex’s original automatic movement from 1931. Combined for the first time on a watch dial in 1945, these words represent one of the most revered phrases in Rolex’s storied history.

The Oyster Perpetual model, on the other hand, holds a place of historical importance in Rolex’s lineup, though it lacks the long-standing cult status of some other iconic models. What makes the modern OP stand out, however, is its playful spirit and accessibility, offering a gateway for casual collectors to join the Rolex universe. Recent releases highlight this light-hearted approach: consider the OP adorned with fern motifs or the vibrant collection of ’70s-inspired colourful dials. These bold designs ultimately paved the way for the hyped “Celebration” dial, a multicoloured masterpiece that initially retailed for AED 22,400 but now fetches upwards of AED 73,500 on the secondary market.

Over the years, some of Rolex’s quirkiest and most endearing creations have emerged under the Oyster Perpetual umbrella. The highly collectible Bubbleback, named for its distinctive rounded caseback, is an OP. Additionally, the line has been home to the legendary “star dials” of the 1950s, considered by many—including myself—to be grail-worthy pieces.

(For simplicity’s sake, I’m also grouping the Oyster Precision and Oysterdate under this category.)

Top Ten Rolex Watches

6. Rolex Explorer and Explorer II

The original Explorer is a legendary timepiece born from one of history’s greatest achievements—the first successful ascent of Mount Everest. In 1953, Tenzing Norgay and Sir Edmund Hillary famously carried a Rolex Oyster Perpetual on their groundbreaking climb, a watch now affectionately referred to by collectors as the “Pre-Explorer.” Capitalising on this historic moment, Rolex launched the Explorer later that same year. What stands out most about the Explorer is its timeless simplicity. Seventy years on, the watch remains largely unchanged and has been in continuous production ever since. It’s still available in its classic 36-mm size—just like the version Hillary would have worn—featuring a clean, unfussy dial that works just as well in the office or at a formal dinner as it does on the summit of a treacherous mountain. The Explorer, on its own, exemplifies everything Rolex needs to dominate the field-watch category.

When consulting experts about rankings, the Explorer II generated some of the most divided opinions. Some placed it low on the list, questioning how a watch with a GMT movement and a chunky orange hand, designed for the niche purpose of cave diving, could rank highly. Others, like Jacek Kozubek of Tropical Watch, rated it above the original Explorer. Why? Simply put, it’s a watch people actually buy.

The Explorer II encapsulates the unique power of Rolex. How many other brands could design a watch for spelunking and have it become a top-seller across the industry? Probably none. While its intended use is undeniably specific, Rolex managed to deliver a design that transcends its niche. The bold orange hand adds a touch of character, making the watch as versatile in style as it is in functionality. For this reason, the Explorer II earns its place as one of the more compelling offerings in Rolex’s storied line-up.

5. Rolex GMT-Master and GMT-Master II

We’ve now entered a fascinating part of the ranking, where almost every watch from here on has a valid claim to the top spot. “For me, the GMT ranks higher than the Submariner,” says Lamdin. While the Submariner’s minimalist design defines the modern sports watch, the GMT offers significantly more versatility and fun.

“The GMT builds on the foundational design of a sports watch perfected by the Submariner, but it adds complexity while reducing thickness, making it far more wearable,” Lamdin explains. Its adaptability is unmatched, inspiring Lamdin to channel his inner Dr. Seuss: “GMTs look amazing with matte dials or glossy dials, in steel, two-tone, or gold. They shine with ‘Root Beer’ dials and black-and-brown bezels, or with ‘Pepsi’ or ‘Coke’ bezels, and pair beautifully with both Oyster and Jubilee bracelets.”

Beyond its undeniable style, the GMT carries historical significance. It was specifically designed during the rise of commercial aviation to help Pan-Am pilots and crew track time in two time zones using its 24-hour hand. “The GMT is tied to a pivotal moment in human history—the world becoming a smaller, more connected place,” Lamdin notes. “That’s inherently more meaningful than just a watch that can dive deeper.”

For this ranking, the GMT is grouped together with its successor, the GMT-Master II, as the two models are closely linked. The GMT-Master II debuted in 1983, featuring a slightly bulkier movement that allowed the hour hand to be adjusted independently without disrupting the rest of the watch. This small yet practical improvement cemented its place as a quintessential travel companion.

The GMT isn’t just a functional masterpiece—it’s a watch that tells the story of a shrinking world and the rise of global travel, making it one of Rolex’s most iconic creations.

Top Ten Rolex Watches

4. Rolex Day-Date

If this were simply a list of Rolex watches I fantasise about owning, the Day-Date would easily take the top spot. In 2022, after trying on the platinum reference 228236, I excitedly messaged my editor, declaring that the watch industry could pack it up—we’d reached perfection. The Day-Date strikes that ideal balance that Rolex pioneered. It’s not purely a sports watch; its classic yellow-gold design is far too luxurious for casual, everyday wear. Nor is it strictly a dress watch, though it pairs impeccably with a tailored suit. It delivers just the essentials—the time, date, and day of the week—and does so with elegance and flair. Flashy yet practical, it’s a timeless statement piece.

The Day-Date stands as one of the Crown’s most significant creations, introducing several groundbreaking firsts for Rolex and the watchmaking industry. Before the Day-Date, no timepiece spelled out all seven days of the week in full. It also debuted the aptly named “President” bracelet, which earned its moniker long before Lyndon B. Johnson and other Oval Office occupants made it their signature accessory. In my mind, this watch epitomises the ultimate “I’ve made it” statement.

What fascinates me about the Day-Date is how Rolex applied the same strategy that created its iconic models for adventurers and athletes—like the Submariner for divers, the Daytona for racers, and the Explorer for mountaineers—to the world of business and leadership. It’s a watch designed for those at the pinnacle of their field. Its impressive roster of wearers includes former President Johnson, Warren Buffett, and even the fictional but unforgettable Tony Soprano. The Day-Date is more than just a watch; it’s a symbol of success, power, and sophistication.

3. Rolex Datejust

Rolex introduced the Datejust nearly 80 years ago, and it remains a cornerstone of the brand’s collection. While it might not have the flashiest reputation in the Crown’s lineup, the Datejust is often likened to the Tim Duncan of watches—reliable, timeless, and fundamentally solid. Even today, it holds the title of Rolex’s best-selling model. For many collectors, the Datejust serves as their entry point into the brand, a stepping stone before they set their sights on the likes of the GMT-Master or Daytona.

Despite its understated reputation, the Datejust boasts a bold and impressive legacy. At its launch, the Datejust introduced the modern date complication, allowing the date to automatically advance at midnight without manual adjustment—an innovation that changed watchmaking. It also brought the Jubilee bracelet into the Rolex family, a refined alternative to the sturdy Oyster bracelet, further cementing its place as a versatile and iconic timepiece.

The Datejust may not shout for attention, but its enduring appeal lies in its perfect blend of practicality, elegance, and innovation, making it a true classic in the world of horology.

Top Ten Rolex Watches

2. Rolex Cosmograph Daytona

The models at the top of this list are the all-round achievers, excelling in every category. Among them, the Daytona stands out, competing with the next model for the title of not just the most popular Rolex, but arguably the most popular watch, full stop. If we judged solely on how many people rank a watch as their ultimate grail, the Daytona would win hands down. It’s the blue-chip cornerstone of modern Rolex collecting, setting the benchmark for desirability. When Rolex wants to unveil its most stunning special editions—like the “Le Mans” in yellow and white gold, or the versions adorned with a rainbow of sapphires—it’s always the Daytona that takes centre stage.

Yet the Daytona’s appeal isn’t just about its popularity—it carries immense historical significance for both Rolex and the wider watch industry. While the model had earlier chronograph predecessors, the Daytona has become the sole chronograph in Rolex’s current lineup. Introduced in 1963, it competed alongside other icons of the era, such as the Omega Speedmaster and TAG Heuer Carrera, but ultimately carved out its own legacy. Today, it represents Rolex’s enduring connection to the world of motorsport, embodying precision, performance, and prestige.

For collectors, the Daytona might be the single most important watch in existence. The most expensive vintage wristwatch ever sold is still Paul Newman’s personal Daytona, which fetched a staggering $17.8 million at auction in 2017. The reference 6239 “Paul Newman” model, distinguished by its unique dial configuration, remains one of the most coveted timepieces worldwide. Aurel Bacs, the Phillips auctioneer who facilitated that record-breaking sale, famously described the actor’s impact on Rolex collecting: “Unknowingly, Newman became the catalyst for why Rolex Daytonas are what they are today. His wearing that watch for 15 years was, in my view, the Adam and Eve moment in Rolex collecting.”

The Daytona isn’t just a watch; it’s a cultural phenomenon that has shaped the modern landscape of watch collecting. With its rich history and timeless appeal, the Daytona is certain to remain a grail piece for generations to come.

1. Rolex Submariner

I wish I could surprise you with an unconventional take—perhaps declaring the Space-Dweller as Rolex’s most important model ever. But reality inevitably leads us to the same conclusion anyone, even an Apple Watch-wearer on the street, would give: the Submariner isn’t just Rolex’s most important watch—it might be the most important watch of all time. Its cultural and historical significance is unmatched in the industry. “It’s arguably the most recognisable watch in the world and the one most closely associated with the brand,” says Lamdin. “If you close your eyes and think of a wristwatch, what comes to mind?” The answer is clear: a Rolex Submariner. Golden concurs, simply calling it, “the most iconic watch in the world.”

The Submariner’s legendary status is cemented by its countless milestones. The very first James Bond wore a Submariner. The first book Rolex ever published? A comprehensive Submariner bible. When Rolex introduced the model in 1953, it didn’t just alter the course of its own history—it changed the trajectory of the entire watchmaking industry. The Submariner redefined what a sports watch could be, establishing a new standard and paving the way for Rolex’s focus on purpose-built tool watches.

For collectors, the Submariner is a treasure trove of possibilities. Entire lifetimes—and fortunes—could be spent chasing down the endless variations of this iconic timepiece. From rugged stainless-steel versions to MilSubs crafted for military use, and even extravagant white-gold models encrusted with diamonds for the ultra-wealthy, there’s a Submariner for every taste and budget. And that’s a good thing, considering its audience spans the globe.

The Submariner’s universal appeal, enduring legacy, and unrivalled influence make it the definitive Rolex—and perhaps the definitive wristwatch in horological history.

Top Ten Rolex Watches

For more news on Rolex and the other coolest watches, take a look through What’s Hot in UAE.


Lifestyle

Why Does Time in Dubai Feel Like It Goes So Fast?

Your Time in Dubai Will Move Quick

Ask anyone who’s lived in or visited Dubai for a while, and you’ll hear a familiar line: “Time just flies here.” But why? Is there something in the sand-swept air, or is it more to do with our hyperactive schedules, mindsets, and environments? This isn’t just an abstract philosophical question—it’s rooted in neuroscience, psychology, lifestyle, and even culture. People often wonder why time in Dubai feels so fleeting. In this editorial deep dive, we explore why time seems to evaporate in Dubai faster than a bottle of water on Sheikh Zayed Road in July.


📍 The Dubai Effect: More Than Just a Feeling

Dubai is a city of motion. Towers rise overnight, events change weekly, restaurants flip menus monthly. In a place where innovation is a daily ritual and the skyline never sleeps, your environment is set to maximum stimulation. According to neuroscientist David Eagleman, our brain uses fewer memory markers when experiences are routine or over-familiar. In contrast, when the brain is bombarded with new, stimulating input, it processes time differently—especially in dynamic places like Dubai.

Translation? In the moment, Dubai can feel busy, chaotic, and hyper-present. But in hindsight, time seems to have vanished. Why? Because your brain didn’t save enough unique memory timestamps to stretch the experience.

Time in Dubai Seems to Move Faster Than Anywhere Else
Time in Dubai Seems to Move Faster Than Anywhere Else


🚀 Hyperstimulation & Urban Acceleration

Dubai is one of the most stimulating urban environments in the world. From sunrise yoga at Burj Park to business brunches at DIFC, then off to a networking mixer at The Arts Club—all in one day—it’s a non-stop sensory rollercoaster.

This level of activity has a psychological effect: the more your brain is engaged, the faster time appears to pass. Your cognitive bandwidth is spent absorbing, reacting, and adapting, leaving little room for stillness or reflection. The result? Time in Dubai feels condensed.

Luxury is everywhere in Dubai
Luxury is everywhere in Dubai


📱 Digital Overload in a Digitally Dominant City

Dubai is arguably one of the most digitally connected cities on earth. Smart city initiatives, cashless payments, AI-driven transport—everything moves fast, and so do we.

Notifications, deliveries, appointments, promotions—our attention is constantly pulled in multiple directions. Studies show that the more frequently we switch tasks or apps, the less we remember time passing. In short, in a city like Dubai, this digital overload makes time fly.

The more connected we are, the more disconnected we feel from time.


⏳ The Lifestyle Paradox: Maximum Experiences, Minimal Time

Dubai’s culture places high value on experiences: luxury, speed, status, and novelty. That means more socialising, more events, more “living life to the fullest”—and ironically, that’s what makes it all blur together.

Every brunch, gallery opening, car launch or VIP after-party contributes to a life of abundance, but abundance comes at a psychological cost: temporal compression. Indeed, the abundance of activities shortens perceived time in Dubai.

your time in Dubai depends on your income
Your time in Dubai depends on your income


🌍 Expat Turnover and the ‘Always-On’ Mentality

With 90% of Dubai’s population being expat-based, there’s an unspoken urgency in how people live. Contracts are short. Opportunities are fast. Relationships shift quickly. Everyone’s trying to make the most of their time here.

This creates an environment of short-term intensity—where we overbook, overachieve, and overextend. And while that fuels career and social growth, it also makes time feel like it’s on fast-forward, especially during your time in Dubai.


🎢 Routine vs Novelty: A Psychological Balancing Act

Paradoxically, time feels slower when you’re bored and faster when you’re stimulated. But in hindsight, it flips. According to psychology professor Claudia Hammond, when we’re in highly repetitive environments, we remember time dragging. But when our memories are rich and varied (like a day out in Old Dubai or an overnight desert safari), we look back and think, “Where did the day go?”

Dubai offers little downtime. Even a ‘quiet night in’ can become a story worth posting. That constant novelty keeps us moving, but it also means time slips by with less conscious awareness, especially while spending time in Dubai.

Dubai is a special place in time
Dubai is a special place in time


🧘 Mindfulness vs Motion: Can We Slow It Down?

While we can’t slow the clock, we can change our perception of time. Experts suggest practising mindfulness, digital detoxing, and even engaging in manual tasks like journaling or walking—activities that bring us back to the present.

In Dubai, this can look like:

These deliberate pauses help you store memories more deeply, making time feel fuller and more expansive during your Dubai experiences.

living the high life in Dubai
Living the high life in Dubai


📅 Final Thought: It’s Not Just You

Time in Dubai does feel like it moves faster, but it’s not because you’re imagining it. It’s the result of an ultra-modern city designed for movement, momentum, and memory-blurring stimulation.

Want to feel like you’ve got more time? Take a breath, unplug for an hour, and let the city slow down around you—even if just for a moment.

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Lifestyle

Rolex, Omega, Cartier, Breitling, and Other Luxury Watchmakers Respond to Tariffs with Price Increases

Luxury Watchmakers Respond to Tariffs with Price Increases

Luxury watch enthusiasts and collectors might soon find themselves digging deeper into their pockets as prominent brands such as Rolex, Omega, Cartier, and Breitling announce forthcoming price increases in response to recently imposed tariffs. With watchmakers responding to tariffs, the imposition of tariffs on Swiss imports into the United States has triggered a wave of adjustments within the luxury watch industry, affecting both pricing strategies and market dynamics significantly.

Ultimately, Buyers will be the ones hit as Watchmakers Respond to Tariffs
Ultimately, Buyers will be the ones hit by the tariffs as watchmakers respond to tariffs

Background of the Tariffs

The scenario began unfolding when former President Donald Trump initially announced severe tariffs of up to 31% on Swiss products. Switzerland, renowned globally as the epicentre of luxury watchmaking, quickly found itself in a state of alarm. Dealers and retailers reacted urgently; some vintage dealers swiftly arranged emergency shipments to preemptively stockpile inventory, anticipating the impact these tariffs would have on the market. The industry breathed a collective sigh of relief when the administration introduced a 90-day postponement of the most extreme tariffs, but the remaining 10% levy has continued to exert considerable pressure on watchmakers and dealers alike.

Breitling have also announced a new price structure is incoming
Breitling has also announced that a new price structure is incoming

Impact on Brands and Pricing

Rolex, arguably the most iconic name in luxury timepieces, was among the first to confirm price adjustments. Starting May 1, Rolex raised its prices by approximately 3%, a notable shift for collectors and prospective buyers alike. Following Rolex’s move, Omega soon disclosed plans to increase prices by an average of 5% across its collections. These adjustments set the stage for widespread market expectations of similar responses from other major watch manufacturers.

Sources within the industry strongly indicate that additional brands under Richemont and Swatch Group umbrellas, notably Cartier, are also preparing to adjust their retail prices. Breitling, an independent yet equally prestigious watchmaker, will also implement similar changes. Luxury conglomerate LVMH, home to esteemed brands like TAG Heuer and Bvlgari, is similarly expected to raise prices in line with industry trends, with projected increments ranging between 3% and 5%.

The tariffs have not only affected pricing but also narrowed the profit margins available to authorised dealers, who traditionally rely heavily on sales of these high-value items. Reduced margins might further disrupt the sales ecosystem, compelling dealers to rethink strategies for sustaining their businesses amidst increased operating costs.

Smaller Watch brands Have Already Started T Factor in Higher Prices as Watchmakers Respond to Tariffs
Smaller Watch brands Have Already Started T Factor in Higher Prices

Consumer Impact and Market Dynamics

While a 10% tariff increase might initially appear modest compared to the proposed 31%, the tangible impact on the luxury watch market remains significant. The price hikes brought about by the tariffs have already begun influencing consumer purchasing decisions, particularly among middle-tier collectors and buyers whose budgets are more sensitive to price fluctuations.

Joshua Ganjei, a notable figure at Boston’s European Watch Company, points out that these price hikes are reshaping how enthusiasts engage with the market. He highlights a growing shift toward the secondary market, where pre-owned luxury watches offer more appealing financial propositions compared to new retail purchases. As MSRP climbs, the allure of sourcing watches through alternative channels, such as pre-owned dealerships, intensifies.

Trump's Tariffs have effected numerous industries
Trump’s Tariffs have affected numerous industries

The Secondary Market’s Opportunity as Watchmakers Respond to Tariffs

As prices for new watches rise, the secondary market stands poised to benefit substantially. Collectors seeking to avoid paying increased retail prices are likely to redirect their attention toward pre-owned watches, enhancing the already booming secondary market. This trend presents considerable opportunities for resellers and pre-owned luxury watch specialists who could see a spike in demand and increased sales volume.

Ganjei suggests that tariffs represent not merely a temporary policy shift but rather a fundamental transformation in how American collectors access luxury watches. The secondary market, therefore, is positioned to gain considerable traction, offering more economically accessible alternatives to luxury watch enthusiasts.

The reselling market will also be effected
The reselling market will also be affected

Reactions Among High-End Independent Brands

Interestingly, not all segments of the luxury watch industry express immediate concern over the tariffs. Brands such as H. Moser & Cie, which cater predominantly to high-end collectors less influenced by market volatility, remain relatively unperturbed. Edouard Meylan, CEO of H. Moser & Cie, conveyed confidence despite the unexpected tariff announcements. Meylan emphasised the importance of maintaining strong, long-term relationships with retail partners, stating that most orders placed ahead of these tariffs remain secure.

H. Moser & Cie proactively responded to the initial tariff announcement by swiftly shipping products to US retailers before the potential increase could take effect, demonstrating strategic agility. Such proactive measures reflect how adaptable independent brands can be in navigating unpredictable regulatory landscapes, particularly when supported by loyal, affluent clientele whose buying patterns are resilient to short-term fluctuations.

Rolex Will Raise Prices In Response To Tariffs
Rolex Will Raise Prices In Response as watchmakers respond to tariffs

Broader Implications

The ripple effect of these tariffs reaches far beyond consumers’ wallets. The luxury watch industry, notably reliant on intricate global supply chains and sensitive to international policy shifts, faces potential challenges in maintaining steady operations and profitability. While major brands and high-end independents might weather the storm, smaller retailers and dealers may face disproportionate struggles due to shrinking margins and potentially declining sales.

Moreover, if the tariffs dampen overall demand, watch manufacturers could face slower inventory turnover and disrupted production schedules.

This scenario would not only impact manufacturers directly but also reverberate through the broader luxury goods market, affecting ancillary businesses and associated industries reliant on robust luxury goods sales.

Rolex will now be more expensive as Watchmakers Respond to Tariffs
Building collections will now be a lot more expensive

Consumer Strategies Moving Forward

For consumers determined to purchase specific luxury watches despite higher prices, timing and market awareness become critical. Understanding market dynamics, tracking price adjustments, and considering strategic buying windows could mitigate some impacts of these price increases. Additionally, buyers may increasingly leverage relationships with trusted secondary market dealers, ensuring they obtain desired models at comparatively favourable prices.

Bond will have to go on a couple more missions to afford his Seamaster
Bond will have to go on a couple more missions to afford his Seamaster

Conclusion

The introduction of tariffs has undeniably shaken the luxury watch market, prompting brands like Rolex, Omega, Cartier, Breitling, and others to revise their pricing strategies upward. While immediate consumer responses vary widely depending on economic factors and personal purchasing power, the long-term implications could reshape luxury watch buying patterns profoundly.

Whether these tariffs remain a short-lived challenge or evolve into a prolonged reality, their initial impact is unmistakably significant. Collectors and buyers must now navigate a market where increased prices are the new norm, prompting a reevaluation of buying strategies and market interactions. This shift may permanently alter the landscape of luxury watch collecting, highlighting adaptability as the defining trait for brands, retailers, and consumers alike in navigating an uncertain future.

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Lifestyle

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2”

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 1

In an era where sneaker collaborations often feel like carbon-copy marketing rollouts, the UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” breaks the mould — not just with bold design choices, but with a deeply personal narrative that resonates far beyond the sneaker community. Set to release on 10 May 2025, this limited-edition drop celebrates Mother’s Day with a tribute to love, legacy, and the power of remembrance.

Following the emotional success of the original “Grandma’s Couch” collection in 2023, UnheardOf founder Phil Lipschutz returns with a new green colourway of the Rivalry Lo, revealed via @sneakyleakpod, likely as a Friends & Family exclusive. But what truly sets this release apart is the poignant story that underpins it — a tribute to his late grandmother, Naomi Phillips, whose influence inspired a sneaker saga now in its second emotional chapter.

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 2


👟 From Couch Cushions to Collectors’ Shelves: How It All Began

The story starts in 2023 with what, on the surface, looked like a quirky drop — a sneaker inspired by grandma’s floral furniture. But it was more than kitsch. It was a tribute to the nostalgic textures and colours of childhood visits, warm conversations, and the embroidered tapestry sofas that shaped the interiors of so many family homes.

The first UnheardOf x adidas Rivalry Lo “Grandma’s Couch” drew attention not just for its vivid design, but for how personal it felt. Wrapped in floral upholstery patterns, encased in a custom shoebox resembling a mid-century sofa, and decorated with handwritten letters and vintage tags — it was clear that this was a sneaker from the heart.

UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 3


💚 Enter 2025: The Green Colourway and the Emotional Sequel

Now, with Naomi Phillips having passed on, Lipschutz doubles down on personal storytelling. The 2025 edition, nicknamed “Grandma’s Couch 2”, unveils a new green-based colourway, adding a fresh visual identity to an already emotionally charged concept.

While the original used a pastel-heavy floral motif, this iteration leans into a subtle green palette accented with fuchsia pink and cream tones. The toe box and mid-foot panel are adorned with embroidered flowers, delicately woven beneath adidas’ iconic three stripes.

But it’s the details that make this sneaker more than merchandise:

  • Dear Naomi” is etched across the forefoot, immediately setting the tone.
  • Love Always and Forever” is embroidered on the heel tab, a touching signature to a legacy that lives on through laces and leather.
UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” 4


🎁 Packaging as Personal Archive: A Shoebox Like No Other

In a sneaker market obsessed with resale value, few drops have given as much care to packaging design as UnheardOf.

This time around, the shoebox is styled to mimic beauty products gifted to Naomi by her grandson — a heartfelt homage to the private love shared between generations. The exterior, however, takes it a step further with a watercolour painting done by Naomi’s husband. The result is not just a container but a keepsake — a shoebox that belongs in both art galleries and memory boxes.

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🌸 The Narrative Design: How Storytelling Drives Hype Without Gimmicks

Phil Lipschutz understands the power of emotional storytelling in an age where authenticity is king. While other brands spend millions crafting viral campaigns, UnheardOf builds cult status by grounding its collaborations in real-life narratives.

This approach sets it apart:

  • No celebrity cosigns
  • No mass-market rollout
  • No inflated pricing strategies

Instead, what drives interest is emotional resonance — something that most brands struggle to engineer.


📍 Release Info: When and Where to Get the Pink Colourway

While the green variant remains a Friends & Family exclusive, the pink colourway will release to the public on 10 May 2025, timed to coincide with Mother’s Day. Here’s what to know:

FeatureDetails
ColourwaySoft pink and cream with floral detailing
Release Date10 May 2025
Price$185 USD
RetailerExclusively via UnheardOf (in-store & online)

Expect very limited quantities, and given the emotional backstory, demand is expected to outpace supply. If history is any indication, resale prices will skyrocket within days.


🧵 About UnheardOf: A Brand Rooted in Story and Community

For those unfamiliar, UnheardOf is not your average streetwear label. Based in Cincinnati, the brand has quietly built a reputation for community-first designs, blending humour, heritage and limited-edition style with remarkable clarity of vision.

Their previous adidas collaborations — including the aforementioned Grandma’s Couch — sold out instantly, not due to influencer hype but through word-of-mouth, loyalty, and emotional gravity.

Phil Lipschutz, the brand’s founder, has often stated that his goal is to create products that tell stories — stories that start on the feet but live on in hearts and memories.

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🎨 Behind the Design: Material Matters

The Rivalry Lo “Grandma’s Couch 2” is not just visually stunning — it’s built with care:

  • Textile overlays mimic upholstery fabric without compromising durability.
  • Fuchsia stitching contrasts beautifully against the pastel base, evoking springtime nostalgia.
  • A soft-touch insole features floral patterns and a printed note styled like a letter.

No material feels mass-produced; each texture and stitch speaks to intention, legacy, and emotion.


📈 Market Buzz: Early Hype, Sneaker Culture Reactions, and Collectibility

Initial leaks via @sneakyleakpod have already caused a stir across Reddit, Twitter, and sneaker forums. While the Friends & Family green edition won’t release publicly, its reveal has amplified anticipation for the general drop.

Some quotes from community members:

“This isn’t just a shoe — it’s therapy in a box.” – u/fadedsummer
“This is how you do a tribute right. Subtle, honest, beautiful.” – @crepecurator
“I’m crying. Grandma would’ve LOVED these.” – TikTok user @emmysoles

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🔎 Sneaker Stats: What You Need to Know

MetricDetail
Modeladidas Rivalry Lo
Collaboration PartnerUnheardOf
InspirationNaomi Phillips (Phil’s grandmother)
Colours AvailableGreen (F&F), Pink (Public)
MaterialsFloral textiles, premium suede
Price$185
Release PlatformUnheardOf online & in-store
Box ArtworkWatercolour by Naomi’s husband

🧠 Why This Sneaker Matters in 2025

In a year already packed with collabs from giants like Travis Scott, Salehe Bembury, and Nike’s NFT experiments, this release proves that intimacy and story can outperform hype.

Where others are creating spectacle, UnheardOf is creating soulful connections — and in doing so, preserving memories in every stitch.

This is not just a Mother’s Day sneaker. It’s a multigenerational art project, one that uses footwear to tell a story of love, memory, and design.


🧵 Final Thoughts

The UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” isn’t chasing trends — it’s cementing itself as a cultural artefact. A love letter hidden in a shoebox. A tribute that will live on in the stories we tell, and the soles we wear.

For those lucky enough to cop a pair this May, know that you’re wearing more than a sneaker. You’re carrying legacy.

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