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Over the weekend, Roger Federer was spotted wearing a Rolex. Normally, this wouldn’t be breaking news. Federer is one of Rolex’s longest-serving ambassadors and arguably the celebrity most closely associated with the brand—a perfect marriage of Swiss precision and, well, Swiss precision. But on this occasion, while enjoying what looked like a fine pot of fondue, Fed was seen with something highly unusual on his wrist. It was a Rolex, of course, but not one from the current Crown catalog. Now, with the massive industry event Watches & Wonders underway, we have an answer: Fed’s mysterious watch is Rolex’s major new model, the Land-Dweller.
While the debut of the Land-Dweller is Rolex’s splashiest W&W release, it’s just one among a large crop of new watches from the Crown. Let’s run through all of them below.
Finally, a watch for the earthbound
It’s not often that Rolex introduces an entirely new line to its catalog. While the Crown debuted the dressy 1908 in 2023, that was more or less a direct replacement for the Cellini, which left the catalog simultaneously. To find the first truly new collection before that you have to go back more than a decade to 2012, when the brand launched the Sky-Dweller. That means Rolex hasn’t put out a new sport model, the category the Crown melts its fondue with, in over a decade. The Land-Dweller gives us the most newness from Rolex, a typically conservative brand, in decades.
