Rolex debuts Land-Dweller, China reacts

What happened Coinciding with Watches and Wonders Geneva 2025, which runs from April 1 to 7, Rolex has introduced its first entirely new model in over a decade: the Land-Dweller. The sleek sports watch made its public debut on the wrist of Swiss tennis icon Roger Federer, who shared a sunlit wrist shot on Instagram in late March. With its fluted bezel, beveled case edges, flat-link integrated bracelet, and honeycomb-patterned, laser-etched dial, the Land-Dweller channels classic Rolex DNA while offering a contemporary silhouette. Measuring just 9.7 mm in thickness, it comes in Oystersteel and white gold, platinum, and a diamond-set Everose gold version, in both 36 mm and 40 mm sizes. Prices range from $14,900 to $88,300. The Jing Take New releases from Rolex are rare, and full-fledged new collections even more so. While the Land-Dweller marks a significant milestone for the brand, its reception in China has been lukewarm at best. On Chinese social media platform Xiaohongshu (RedNote), users were quick to weigh in. “Every time Rolex releases new models, it attracts so much attention,” wrote one user. Others raised questions about the design direction. “It looks more and more like a Tudor,” said another user, drawing comparisons to Rolex’s more accessibly priced sister brand. The watch’s mixed reception comes as Rolex deepens its commitment to the mainland market. In late 2024, the brand opened its first directly operated boutique in China, located at Shanghai’s HKRI Taikoo Hui. Operated by the Bucherer Group, which Rolex acquired in 2023, the store features a certified pre-owned section and sustainability-focused services like recycling — moves that reflect shifting consumer values and the growing appeal of luxury resale. Rolex’s foray into direct retail signals a broader trend across the luxury watch industry in China. As mid-tier Swiss watch sales soften, brands are increasingly targeting the ultra-high-end segment, where demand remains strong. By controlling the retail experience and aligning with Chinese consumers’ evolving expectations around sustainability, authenticity, and exclusivity, Rolex is repositioning itself for long-term growth in the market — even if not everyone is sold on its latest launch. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Rolex debuts Land-Dweller, China reacts