Watchlords

In watchmaking circles, people tend to mock Rolex fans who buzz with excitement on social media because the brand with the crown logo has made some minute change – the shape of a hand, a touch of colour – to one of its iconic models. But they’ve got it all wrong. Because that is precisely the essence of innovation as practised by Rolex.

https://www.europastar.com/the-watch-fi ... rolex.html

The 800 pound gorilla doesn't have to move very much in order to be noticed.

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The essence of innovation at Rolex is technological advancements as evidenced by the bazillion watchmaking and materials patents they hold. The rest is just marketing.