From universal appeal to a lifetime choice: The classic legend of Rolex.

　　I remember my first trip to Hong Kong. As soon as I got off the plane, I eagerly rushed to Yung Kee to try what was said to be the best roast goose in the world. The shift supervisor looked to be in her thirties, dressed in a clean and simple outfit with a kind and calm expression. Between serving dishes and setting the table, the green Submariner on her wrist was extremely eye-catching. The roast goose lived up to its reputation, but that green Submariner left an even deeper impression on me—Hong Kong people truly love Rolex.

　　About twenty years ago, Young and Dangerous swept through the Chinese-speaking world. Many passionate youths, watching pirated videotapes and swearing oaths of brotherhood in groups of three or five, thus embarked on a life of rivers and lakes fraught with danger. If my grades hadn't been so good and I hadn't been so frail, perhaps I might have become one of them back then, following them into the underworld. And my earliest introduction to Rolex was also because of this film series, in which Rolex carried multiple missions.

　　When Chicken-Tai fled to Taiwan, Chan Ho-nam gave his own gold Rolex to Chicken as travel funds. In Cantonese, making money has the connotation of striving and struggling, so a gold Rolex also gained an extra layer of fraternal loyalty. When Chicken and Ho-nam carved out their territory in Causeway Bay, Ho-nam bought a matching black and white pair of Daytonas, giving the black dial to Chicken and keeping the white dial for himself. This is a symbol of deep brotherly affection and the best reward for their hard work.

　　Hong Kong people are famously fond of watches, and even more so of Rolex. The local recognition of Rolex allowed the brand to become one of the few luxury goods recognised on the mainland during the early days of the reform and opening-up. Those who grew rich first rewarded their success with a gold Rolex, though perhaps some truly used it as a tool to flaunt their wealth. Therefore, those who had not yet grown rich, seeing their once impoverished childhood friends now decked out in gold watches and chains and looking dazzling, inevitably felt a bit sour inside. Consequently, the mistaken perception that Rolex is synonymous with nouveau riche became common knowledge and remains deeply rooted to this day. Whether those people were nouveau riche no longer matters; what matters is that they stumbled into choosing a genuinely good watch.

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　　Compared with Chinese people, sporty foreigners love Rolex even more. A few years ago, when visiting Phuket and taking a boat for snorkelling, two Europeans in our group both wore Rolexes. Upon reaching the destination, while I was still hesitating on the boat, they had already plunged in with their watches on, moving with ease. At that moment, I could only sigh in admiration at how good foreigners' athletic genes are and how incredibly robust Rolexes are.

　　Compared to over-marketed and overly sentimental handcrafted appeals, I sometimes prefer industrialised machinery perfected to the extreme. The reason Rolex can rank at the top of Swiss watch brand value is, I think, partly because it is hard to find another brand that can appeal to both refined and popular tastes alike; on the other hand, its exquisite appearance, precise timing, wear resistance, robust durability, and conscientious after-sales service truly achieve a once-and-for-all choice.

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　　Since founding Rolex in 1905, Hans Wilsdorf infused his traditional German rigor into every detail, refusing to follow the crowd and treating every manufactured Rolex with strict precision. The helm taken by Jean-Frédéric Dufour in 2014 initiated a brand new chapter for the brand.

　　Dufour was previously the President of Zenith under the LVMH Group. He joined Zenith in 2009 and subsequently set out to restore Zenith's image as a leader in mechanical watch movements. Within five years, Zenith's movement production increased from eight thousand units in 2009 to forty thousand units in 2013. In 2013, sales reached 10 hundred million RMB, with the sales scale increasing nearly 10 times over the five years.

　　During Dufour's first two years at the helm of Rolex, we saw the brand new 3255 movement and 3235 movement. The new movements feature 14 patents, an optimised escapement system, a revolutionary mainspring barrel, and other technological breakthroughs that push precision and durability to the utmost, adopting a new testing standard with twice the precision of the Official Swiss Chronometer Testing Institute. We also saw the return of the Daytona, becoming the biggest highlight among this year's new releases. Meanwhile, the Noob factory'sreplica Rolex watchalso inherits these fine traditions, boasting not only superior quality but also even more outstanding performance.