For those of you who know me know that I am a watch guy. I love them. It’s an addiction.  This past week at Baselworld in Switzerland, Rolex unveiled an extension to their iconic Datejust line.

Now I love the Datejust line and I actually love..love the look of the watch above, but I have just one beef with it.  What’s that you ask, well the case (face) is 41mm in diameter.  Now this might not sound like that big of a deal but for Rolex it is.  You see to me Rolex is the ultimate brand when it comes to watches, each watch design has a heritage that ties back to the early days of the brand.  For example, if you look at the evolution of the Submariner very little has changed since it was launched in 1954 at the Swiss Watch Fair and the same is true for the Daytona and the GMT.

Now there is no doubt in my mind that Rolex is a mainstream watch brand but for them to make such a change shows that they are playing to the current trend or fad of big watches that is sweeping the marketplace.  To be that is not what Rolex is about…trends…fads…to me Rolex is never changing always sought after and always classic always iconic.