The Rolex 11.59 collection, launched in 2019, represents a bold, and arguably risky, departure for the traditionally conservative brand. While Rolex is known for its iconic designs, steadfast reliability, and unwavering commitment to its established models like the Submariner, Daytona, and Datejust, the 11.59 line introduced a radical aesthetic shift that divided opinions within the watch community. This article will delve into the complexities of the Rolex 11.59, examining its design, its reception, its place within Rolex's broader strategy, and its lasting impact on the brand’s image and the luxury watch market as a whole. We will also touch upon the unrelated but intriguing mention of Audemars Piguet's forward-looking approach at SIHH 2019, highlighting the contrasting strategies of two leading brands in the luxury watch industry.
The 11.59 collection isn't simply a new watch; it's a statement. It's a declaration of Rolex's willingness to experiment, to push boundaries, and to challenge its own established identity. The design itself is highly unconventional for Rolex. Gone are the instantly recognizable features of its classic models. Instead, the 11.59 presents a more complex and multifaceted design language. The case, a key element of the collection's divisive aesthetic, features a complex geometry with multiple facets and angles, creating an intricate play of light and shadow. This is a far cry from the smooth, unfussy cases that characterize many of Rolex’s most iconic timepieces.
The integrated bracelet, another defining feature, further contributes to the 11.59's distinct personality. While integrated bracelets are not uncommon in the luxury watch world, their implementation in the 11.59 is particularly noteworthy. The bracelet seamlessly integrates with the case, creating a cohesive and visually striking design. However, the bracelet's design, while elegant in its own right, has been criticized for its relative inflexibility and its somewhat unusual clasp mechanism, points of contention for some wearers.
The dials of the 11.59 watches are equally complex and detailed. Many feature intricate guilloché patterns, adding texture and visual interest. The hands, while maintaining a degree of Rolex's classic design language, still possess a more contemporary, almost Art Deco-inspired feel. The overall effect is one of sophistication and refinement, but it's a sophistication that's distinctly different from the understated elegance of Rolex’s established lines.
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