Behind the new Rolex Oyster Perpetual Land-Dweller is 5 years of designing and engineering
Rolex has unveiled its Oyster Perpetual Land-Dweller, a watch years in the making, and revealed some of the steps a new design goes through

It takes Rolex five to seven years to create a new watch model, I just learned.
It is March 24, and I am sitting in the Geneva headquarters of the watchmaker with the platinum version of its brand-new, not-yet-announced Rolex Oyster Perpetual Land-Dweller in my hands.
I was summoned to this top-secret meeting to discover the wonders of this new timepiece. A week later, the Land-Dweller will be introduced during the Watches and Wonders trade fair across town in the Swiss city, and within minutes of its debut, collectors and fans around the world will be dissecting it.

A totally new collection from Rolex is a rare thing.