Rolex is finally capitalizing on its brand beyond wristwatches.

The Submariner Desk Clock Ref. 909010LN represents the first time Rolex is offering a desk clock for sale to end consumers.

Bear in mind this is an “off catalog” item, only available at monobrand boutiques, and there’s no indication that all monobrand boutiques will receive the Submariner Desk Clock.

Rolex opted to house the clock in a 316L stainless steel case, not the more expensive 904L stainless steel used for modern Submariner wristwatches. They did, however, give the bezel a real Cerachrom ceramic insert, and the hands, indices, and bezel pip all feature Rolex’s blue glowing Chromalight luminescent material.

The entire rear of the official Rolex Submariner Desk Clock has a semicircle shape that allows you to adjust it on the gravity base so that the 80 mm diameter face can be oriented at your preferred angle.

Rolex kept the glossy black lacquer dial clean, with a printed logo and crown at 12, “SUBMARINER” at 6, and “SWISS MADE” on the bottom of the dial. Submariner hands and indices are just like the real Submariner. The flange is engraved with “ROLEX, ROLEX, ROLEX…” and there’s even a Cyclops magnifier lens over the date at 3 o’clock. By the way, the date is accurate without adjustment until the year 2400.

The movement is a high-precision Swiss quartz caliber 8335. Quartz makes sense for a desk clock, because you won’t need to constantly wind it and reset the time, the way you would with a mechanical movement.

Speculation suggests that the retail price is (or will be) $10K, and we reached out to Rolex USA and multiple authorized dealers, but still cannot confirm the price, primarily because it’s “off catalog.” Considering the Rolex Submariner Desk Clock Ref. 909010LN is not powered by a mechanical movement, charging five figures seems too high, but we’ll update the post once we confirm the price.

 

Photo by Rolex.