WatchesApr 09, 2024
Chrono24 Debuts Pre-Owned Watch Authentication ProgramWatchesApr 24, 2024
These Are Rolex’s New Watches for 2024
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Rolex debuted the first 18-karat gold version of its deep-sea divers’ watch, the Oyster Perpetual Deepsea, at Watches & Wonders Geneva. It was one of 12 introductions from the brand. (©Rolex/JVA Studios)
Editor’s note: This story was updated post-publication to include pricing.
Geneva—Watches & Wonders Geneva 2024 kicked off Tuesday with a dozen new timepieces from what is arguably the world’s most popular watch brand, Rolex.
Among the brand’s introductions, the new Oyster Perpetual Rolex Deepsea is “easily the most noteworthy,” said Bob’s Watches CEO Paul Altieri.
Crafted in 18-karat yellow gold and, weighing more than half a pound, the 2024 Oyster Deepsea is a luxurious update to a model first introduced in 2008.
It is also the heaviest watch in the Rolex catalog, the brand confirmed.
The 44 mm deep-sea divers’ watch is water-resistant to 3,900 meters (12,800 feet) and, as noted on the dial, features the pressure-relieving Ringlock system and helium escape value, which Rolex patented in 1967.
It is outfitted with the caliber 3235 movement, which has a power reserve of about 70 hours.
Altieri noted, “Given that the Deepsea is Rolex’s most capable professional dive watch, everyone assumed that we would see a gold Sea-Dweller long before Rolex would make a precious metal version of the Deepsea … this massive chunk of solid 18-karat yellow gold with its bright blue lacquer dial and matching blue Cerachrom bezel immediately claims the top spot as Rolex’s most luxurious dive watch.”
Related stories will be right here …
Geneva—Watches & Wonders Geneva 2024 kicked off Tuesday with a dozen new timepieces from what is arguably the world’s most popular watch brand, Rolex.
Among the brand’s introductions, the new Oyster Perpetual Rolex Deepsea is “easily the most noteworthy,” said Bob’s Watches CEO Paul Altieri.
Crafted in 18-karat yellow gold and, weighing more than half a pound, the 2024 Oyster Deepsea is a luxurious update to a model first introduced in 2008.
It is also the heaviest watch in the Rolex catalog, the brand confirmed.
The 44 mm deep-sea divers’ watch is water-resistant to 3,900 meters (12,800 feet) and, as noted on the dial, features the pressure-relieving Ringlock system and helium escape value, which Rolex patented in 1967.
The 18-karat yellow gold Oyster Perpetual Deepsea, priced at $52,100 (©Rolex)
It is outfitted with the caliber 3235 movement, which has a power reserve of about 70 hours.
Altieri noted, “Given that the Deepsea is Rolex’s most capable professional dive watch, everyone assumed that we would see a gold Sea-Dweller long before Rolex would make a precious metal version of the Deepsea … this massive chunk of solid 18-karat yellow gold with its bright blue lacquer dial and matching blue Cerachrom bezel immediately claims the top spot as Rolex’s most luxurious dive watch.”
Ahead of Watches & Wonders 2024, Altieri said it was rumored Rolex was going to discontinue the red and blue “Pepsi” GMT-Master II and replace it with a new colorway, assumed to be the red and black “Coke.”
Rumors of a Coca-Cola takeover fizzled on Tuesday, however, when neither turned out to be true, though Rolex did introduce a new colorway for the model.
The new GMT-Master II features a black and gray split-color bezel, with a bit of green on the dial.
The new Rolex GMT-Master II with a black and gray bezel is powered by the caliber 3285 movement, which has a power reserve of approximately 70 hours. Priced at $10,900, it is available with an Oyster or a Jubilee bracelet, as seen here. (©Rolex)
He said the new watch, “offers the most understated appearance among all of the current-production stainless steel GMT-Master II watches.”
It is available on an Oyster bracelet or a Jubilee bracelet.
In addition to the solid gold Deepsea and the new GMT-Master II, Rolex introduced a platinum watch to “Perpetual 1908,” the line of dress watches it introduced last year, and two new diamond-set Daytonas.
“The appearance of the platinum Ref. 52506 takes the ‘1908’ collection to the next level of exclusivity,” Altieri said.
“Fitted with an ice-blue dial that showcases a radial guilloché pattern across its surface, the new platinum Rolex 1908 offers a classical elegance that we seldom see in Rolex’s modern catalog.”
See: More New Watches from Rolex
Priced at $30,900, the platinum “Perpetual 1908” is powered by the caliber 7140, a movement Rolex introduced last year, and features a small seconds counter at 6 o’clock. The line’s name is a nod to the year Hans Wilsdorf came up with the name “Rolex” for his watches and registered the name in Switzerland. (©Rolex)
One of the new versions of the Day-Date 36, this watch is 18-karat Everose gold (a mixture of gold, copper, and platinum) with a diamond-set bezel and blue-green dial. Like all Day-Date 36 and Day-Date 40 models, it is powered by the caliber 3255 movement, which has a power reserve of about 70 hours. It is priced at $80,000. (©Rolex)
This new Day-Date 40 is 18-karat white gold with a pearlized mother-of-pearl dial and 10 baguette-cut diamonds as the hour markers. It retails for $47,050. (©Rolex)
This new Cosmograph Daytona ($61,400) has a white mother-of-pearl dial, black mother-of-pearl counters, a bezel set with 36 brilliant-cut diamonds, and an Oysterflex bracelet. The caliber 4231 movement powers the watch, with a reserve of 72 hours. (©Rolex)
Rolex presented two new 18-karat gold versions of the Sky-Dweller in Geneva, one in Everose and one in yellow gold, pictured here and priced at $49,000. A caliber 9002 movement powers the watch, with a reserve of 72 hours. (©Rolex)
It also debuted two Sky-Dwellers with 18-karat gold Jubilee bracelets—a first for the model—and gave the Day-Date 36 and Day-Date 40 facelifts.
Watches & Wonders Geneva continues through next Monday, April 15.
Editors' Picks
Sponsored by
More on Watches
The Latest
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
