Rolex has this teaser image on their site, with the words “Launching 4th August.”

On April 14th of this year, Jean-Frédéric Dufour, who was most recently the CEO of Zenith watches, was announced as the next CEO of Rolex. That was a significant move for the otherwise conservative brand, because Dufour’s style of management, is so much more outgoing that previous Rolex CEOs. Not to mention, he was brought in to turnaround Zenith.

Rolex does not need a turnaround, and so, many have speculated how much or how little impact he will have at a brand such as Rolex, that has historically made changes very slowly. And while this new product that will presumably launch on Monday, was already in the works long before Dufour took over, it will be interesting to see what it is. Releasing a product mid-year, in August of all months, is something I cannot remember Rolex doing, ever.

More at Rolex.

Posted by:Jason Pitsch

Jason is the founder of Professional Watches and specializes in writing, product photography, and digital marketing.