There’s A Brand New Rolex Even Rich Guys Can’t Buy

The geniuses at Rolex aren’t strangers to crafting and selling some of the most coveted watches on the market year after year. They’re probably less familiar with the overwhelming, backchannel-dealing demand that currently surrounds their latest release. Earlier this year, the brand debuted an update to its iconic Oyster Perpetual Cosmograph Daytona timepiece. The original racing watch, introduced in the 1960s to help drivers time their laps, was given a modern overhaul that garnered reactions that started at thumbs up and ended with epic proclamations (our friends at Hodinkee called it “the most talked about watch of 2016” when it was unveiled at Baselworld). The bezel on the newer model features Cerachrom, a proprietary material that’s scratch-resistant and whose deep black color won’t fade—making it easy to read when you’re pushing a few hundred miles per hour. Naturally, orders immediately went into overdrive. Read more at GQ.