![Rolex Day-Date 36](https://cdn.mos.cms.futurecdn.net/7DQTwDphd7yNXdGTD6jiXD-415-80.jpg)
This is not an April Fools joke that snuck out early. Although this Rolex Day-Date’s lack of ability to display the day or date could give that claim some credence.
No, this is a real watch. Revealed at the glitzy Watches and Wonders event in Geneva this week, the emoji-packed timepiece was shown off alongside a range of other new models of Day-Date. But those, with their colourful dials and perfectly functional complications, can’t hold a candle to the attention the emoji model has received in the last 48 hours.
This feels like explaining how cars generally have four wheels, but it’s worth pointing out how watches that show the date usually do so in a window at the three o’clock position. And, more unusually but not uniquely, the Day-Date shows the day of the week in an arched window at 12 o’clock.
Not so, with the emoji watch. The date compilation instead rotates to show one of 31 emojis each day, including a panda, heart, peace sign and, of course, an emoji-fied Rolex logo. Meanwhile, the day complication spins through a set of seven words: Happy, Eternity, Gratitude, Peace, Faith, Love and Hope.
“Hey, what’s the date today?” someone asks you, a proud new owner of the Rolex emoji watch. “Why, it’s Faith, the panda emoji of, er, March?” you say with uncertainty.
I have to admit that using the two complications for something different is a fun move. But is it really a Rolex-y way of having fun? Swiss watch companies aren’t always known for their razor-sharp sense of humour, but there have been examples of them, even the biggest names, having a bit of well-organised fun.
There’s the Omega Speedmaster ‘Silver Snoopy Award’ which pays homage to NASA's somewhat unusual mascot. Omega also has the new Seamaster with a movement that powers a moving James Bond animation on the caseback, and of course, I don’t need to remind you of the Moonswatch.
Upgrade to smarter living
Get the latest news, reviews, deals and buying guides on gorgeous tech, home and active products straight to your inbox.
Some models of Rolex have a Domino’s pizza logo on the dial, but this isn’t purely for fun. This just happens to be one of the corporate partnerships where Rolex still produces branded watches, which are then given away as employee bonuses. Another such partnership led to Rolexes with the Coca-Cola logo on their dial, but again, these were performance bonuses and retirement gifts, not fun for the general public to buy.
There’s also the ultra-valuable subcategory of Tiffany-dial Rolexes, but a jeweller’s name on the dial of a luxury watch is hardly in the same league as replacing the date with a bunch of emojis. Search Google for ‘fun Rolex’ and you’ll find lots of six-figure watches smothered in diamonds and other precious stones, but that’s about it. Sensible, predictable and reliable, Rolex generally doesn’t engage in Swatch levels of fun.
What fascinates me is the question of who Rolex expects to buy the emoji watch, and which celebrity will be seen wearing it first. Will it be a golfer winning the Masters next month? Tiger Woods will have to check his phone to see what day of the tournament it is.
Perhaps three-time F1 champion and long-standing Rolex ambassador Sir Jackie Stewart? The lack of a tartan dial and bagpipes emoji makes this unlikely. Nor would Roger Federer be seen wearing a Rolex without an emoji of the Swiss flag.
Joking aside, it’ll surely be a megastar on the scale of Beyoncé or fashionistas drawn to what is admittedly a striking timepiece. It’ll no doubt look fantastic at a beach club or on a yacht, drawing friendly glances from those who know and fascination from those who don’t.
Away from the dial, this is a 36mm watch available in white, yellow or rose gold and with a President bracelet. It’s right up there in the Premier League of Swiss watches, but just so happens to have a sense of humour unlike anything we’ve seen from Rolex before.
What's also telling is how I've got this far without even mentioning the madness of the dial, with its blue background and multi-coloured jigsaw design. This alone would make the watch stand out from any other Rolex, but to add in the wacky complications, plus the multi-coloured gems for hour markers? It's a lot.
Will it be a sign of change from Switzerland’s biggest watchmaker? The change might be more gradual than that, but change is undoubtedly what’s happening. Add this to the Datejust with multicoloured balloons on its dial, also new this week – then remember how Rolex has plans to significantly boost production in the coming few years – and we have a company setting itself up for a future where stalwarts like the Datejust, Submariner and Daytona will be joined by fun pieces like the emoji Day-Date.
The emoji Rolex will undoubtedly be criticised by some, but Rolex should be applauded for stepping out of its comfort zone and running the risk of alienating some of its fans in a bid to attract new ones. It’s just a bit of fun. Unusual and unexpected fun not dissimilar to your grandfather’s Christmas jumper, but fun nonetheless.
Alistair is a freelance automotive and technology journalist. He has bylines on esteemed sites such as the BBC, Forbes, TechRadar, and of best of all, T3, where he covers topics ranging from classic cars and men's lifestyle, to smart home technology, phones, electric cars, autonomy, Swiss watches, and much more besides. He is an experienced journalist, writing news, features, interviews and product reviews. If that didn't make him busy enough, he is also the co-host of the AutoChat podcast.
-
Hate pull-ups? These 5 dumbbell moves will give you the same upper body strength without the gym
Here are five dumbbell exercises that will work the same muscle groups involved in executing a pull-up
By Lucy Miller Published
-
New PS5 controller upgrade could save you money – but you might not get it
It stops your device from using unnecessary energy
By Sam Cross Published
-
Omega’s latest Paris 2024 watch takes Olympic gold, silver and bronze
Official Olympic timekeeper Omega has announced another Paris 2024 special, called the Bronze Gold Edition
By Alistair Charlton Published
-
OMEGA X Swatch celebrates this year’s supermoon with limited edition MoonSwatch
The MoonSwatch is back – and it’s Super Blue!
By Bethan Girdler-Maslen Published
-
Omega debuts two Olympic-themed watches that look like gold medals
Omega is announced as Official Timekeeper for the Olympics and celebrates with two new watches
By Bethan Girdler-Maslen Published
-
Feel old yet? SpongeBob SquarePants celebrates 25 years with Spinnaker watches
Spinnaker x SpongeBob SquarePants is the watch collaboration you didn’t see coming
By Alistair Charlton Published
-
Montblanc’s new Bohème watch is a watercolour-inspired masterpiece
Montblanc adds to its Bohème collection with three new watches
By Bethan Girdler-Maslen Published
-
Ulysse Nardin’s new dive watch is a gemstone lovers’ dream
Ulysse Nardin updates its dive watch collection with limited edition chrysocolla gemstone dial
By Bethan Girdler-Maslen Published
-
Casio celebrates 50 years of watchmaking with new Casiotron
Casio marks half-century with revived Casiotron
By Alistair Charlton Published
-
Dior gives its Chiffre Rouge watch a stunning rainbow upgrade
The Dior Chiffre Rouge Rainbow is an colourful, asymmetrical masterpiece… but it’ll cost you
By Bethan Girdler-Maslen Published