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.
More on Watches
The Latest
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
ColumnistsSep 11, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
