In my opinion, the most eye-catching new Rolex Cellini watch launched by the Swiss brand at the Baselworld in 2017 is the Rolex Cellphase. This is not just a new interpretation of the existing design, it is not only a brand new watch, but also a new movement and a series of complex features that have not been part of the Rolex watch for at least a few decades. . To help build the “purpose and balance” of Cellini Moonphase, in the words of Rolex, this watch is (interpretation) “The Rolex designer has difficulty in expressing his own artistic opportunities.”
Rolex redesigned and relaunched the Cellini collection in 2014. Since then, the brand has launched an almost unprecedented range of four different movements for the official watch collection. These include the time-only Rolex Cellini, a Rolex Dual Time with a date dial, and the 2017 Rolex Moonphase. For the longest time, Rolex is passionate about producing high quality simple watch movements. The reason is that they want to reduce problems that may arise in the consumer movement while increasing productivity.
To some extent, as a luxury watch manufacturer for the mass market, Rolex learned that mechanical motor complications (except time or date) are rarely relied on by the wearer. This means they want to focus on the needs of modern customers – and let more niche watch manufacturers focus on producing more sophisticated watches for enthusiasts who can produce in small quantities.
For this reason, it is very rare for Rolex to introduce a new complex feature, and more commonly they are just to introduce a new watch personality. Their last event, like Rolex Cellini Moonphase, worked with Rolex Sky-Dweller to launch a new, more affordable version in 2017. Sky-Dweller combines the GMT (second time zone) complex with the annual calendar (taking into account the calendar of dates and months). The annual calendar complex feature is new to Rolex, but it still has arguable practicality and a very smooth implementation on the dial.
However, moon phase complications – especially on dress watches – are a significant emotional complication and do not have much contemporary utility. The moon phase indicator is designed to track the approximately 29-day period of the moon between its rising and falling phases. With smartphones and other more useful weather and environmental status indication technologies, there are people who rely on mechanical timepieces to understand the various stages of the moon, not to mention any reason to know this information. .
With this statement, the Moon Phase Indicator is a beautiful feature integrated into many beautiful timepieces, so we see a lot in the more niche luxury timepiece world, they sell themselves in emotionally driven aesthetics. I must say that I will not guess that this complex function is very interesting to Rolex, the goal of Rolex is to create high-quality watches that can be sold in relatively high quantities. I mean, in my opinion, the Rolex Cellini Moonphase is the first apparently small Rolex dress watch I have ever seen in my life. In addition, it seems that Rolex is particularly trying to attract the attention of other brands, many people think that Rolex has not paid attention to it for a long time.