BRUMMELL X DMR ROLEX

‘A luxury watch can’t be compared to other purchases. If you buy a new washing machine, it is most likely a practical decision that you make based on what it will do. Buying a watch is a very personal thing. Most people who come and see us are celebrating an occasion – a birthday, an anniversary, or maybe getting a new job. Understanding the significance of this is key to how we get to know our clients.

When someone walks through the door for the first time we have no idea what to expect. They always come in with some idea of what they want, and it is our job to find out how we can help, and to be a guide for them on their watch-buying journey. This is exciting for us, because often it is the beginning of an ongoing relationship.

We have been doing this for a long time. I’ve been working here for a decade, and I’ve been in the industry for over 30 years. The company can trace its roots back to the late 1960s when David Robinson opened his first small shop in Liverpool. Within a few years he moved to bigger premises and never looked back. As well as Canary Wharf and Liverpool, we now have lovely showrooms in Manchester and Altrincham.

David made his name as a goldsmith – he won many awards, and he once designed a piece of jewellery that was presented to a Royal Ascot winner by the late Queen Elizabeth II. But beyond his skills as a jeweller, the real reason for his enduring success has been his understanding of service. David is still involved with the business, which is now run by his son John. We are at heart a family business, and we extend the same family welcome to anyone who comes to see us.

Of course we need to offer more than a friendly welcome – it is important that we know the technicalities too. With Rolex, this means understanding not just the watches, but also the deep history behind the brand and all the iconic models, as well as the other sides to the brand, like the wide range of Testimonees and all of its philanthropic work.

This means that everyone here, before they ever go face-to-face with a client, is sent to Rolex to undergo thorough in-house training that the brand puts on for all of its Authorised Retailers. We still need to keep up to date, of course, so there is regular refresher training and we study all the new models as they are released. Learning all the intricacies is easier now as there is a dedicated Rolex training app that we use to keep up to speed with all the latest developments.

One way in which we as a business totally chime with Rolex is that we see a sale as the start point, not the end. The quality of a Rolex is the envy of the industry, but you still need to take care of it. So a Rolex comes with a five-year international warranty, and it recommends a service interval of 10 years. It is looking at the long-term, just like we are, and our after-sales service is always part of the conversation.

We have many clients that have been coming to us for years, and I think the thing that they value most is that we build a relationship of trust here. Sometimes a particular model requires a wait, and they appreciate that we will always do whatever we can to help them get the watch of their dreams, but if it is going to take a while, it is always best to say so right from the start.

With the rise of online shopping, which accelerated during the pandemic, people feared for bricks-and-mortar shops. But as more and more people phase down working from home, we have seen more and more people in Canary Wharf as people appreciate that some things are better done in person.

Rolex doesn’t sell watches online, and to me that makes perfect sense. When you are buying something that means this much, you don’t want to do it with a few clicks. It’s better to come in, sit down and discover the collection. Some things can’t be rushed.’

davidmrobinson.co.uk; rolex.com

DATEJUST 31

‘A universally wearable piece for ladies that sparkles with the diamond bezel and dial.’ Alisha Foulkes, Liverpool showroom manager

The Datejust may be one of the oldest models in Rolex’s lineup, but it still continues to evolve today. The original watch, launched in 1945, had a 36mm case – back then quite large for a watch, but now on the smallish side. In later decades other sizes were introduced. The biggest is the 41mm, also pictured, the middle size is 36mm like the original, and the baby of the bunch is this 31mm watch. In its simplest form, the Datejust is available in Oystersteel. The pictured watch adds interest with a diamond-set dial and bezel, and a steel-and-gold Jubilee bracelet. It is powered by Rolex’s Calibre 2236 automatic movement with Syloxi hairspring in silicon and patented Paraflex shock absorbers. It has a bidirectional winding rotor and a power reserve of approximately 55 hours. The Datejust is waterproof to 100m. The Jubilee bracelet is fastened securely into place with Rolex’s signature folding Crownclasp. Like all Rolex watches, it is a certified Superlative Chronometer.

GMT-MASTER II

‘This new black dial and black-and-grey bezel combination really brings out the best in the GMT-Master II.’ Bale Sekulceska, London showrooms manager

The first GMT-Master came out in the 1950s and became the definitive aviator’s watch. As they travelled through time zones in the birth of the jet age, pilots needed to know the international time as well as local time. The watch got a major upgrade in the 1980s, when Rolex introduced a new function that allowed the hour hand to be set without disturbing the other hands. This was when it became the GMT-Master II. It has gone through more evolutions since then, but the arrow-tipped 24-hour GMT hand is still the characteristic feature. The watch has a 40mm stainless-steel case that is waterproof to 100m. The power comes from the in-house Calibre 3285 automatic movement with a 70-hour power reserve. Newly released is this model with a black dial paired to a ceramic bezel insert. The bi-directional rotating bezel graduates between grey and black. The ceramic bezel insert was introduced in 2023. The GMT-Master II comes on either a three-link Oyster or a five-link Jubilee bracelet.

WHITE GOLD DAYTONA COSMOGRAPH

‘The new combination of a diamond-set bezel with a mother-of-pearl dial highlights a lot of Rolex skills in one stunning watch.’ Alisha Foulkes, Liverpool showroom manager

The Daytona was launched in 1963 and the watch is indelibly linked with the late Hollywood legend Paul Newman. It was named after a famous racing circuit in the US, and Newman became an early – and unpaid – celebrity influencer. As Newman spent more and more time on racetracks instead of making movies, he perfectly fitted with the image of the racing chronograph, and the Daytona went from strength to strength. It is one of the most highly sought-after watches, and Rolex continues to develop the model, with the introduction this year of new stone and mother-of-pearl dialled Daytonas. Bezels can be diamond-set, like the watch pictured, or have bezels with high-tech ceramic inserts engraved with a tachymetric scale for measuring speed over a set distance. The Daytona can come either on an Oysterflex elastomer bracelet, or a three-link metal bracelet in steel, gold or a combination of the two. The watch is powered by an in-house automatic chronograph movement with a 72-hour power reserve.

EXPLORER 40

‘A classic tool watch with a great look and a fascinating history.’ Bale Sekulceska, London showrooms manager

To the uninitiated, the Explorer could pass for a dress watch – and in fact it goes perfectly with any outfit, no matter how smart. But as the name suggests, it has an altogether more rugged history. It was created in 1953 and an early prototype was given to Sir Edmund Hillary, who wore the watch for his successful summit of Everest with Sherpa Tenzing Norgay. This provided big exposure for Rolex and the watch became an enduring part of the roster. The original watch had a 36mm case, but the range has since been expanded to include a 40mm Explorer like the pictured model. It is powered by Rolex’s Calibre 3230 automatic movement with a 70-hour power reserve. The three-link steel Oyster bracelet has Rolex’s patented Oysterlock safety clasp with Easylink 5mm extension link to ensure an exact fit. The 40mm steel Oyster case is complemented by a screw-down crown and is waterproof up to 100m – helped by a Twinlock system. The Explorer also has Rolex’s patented Chromalight system – a luminous material revealed in 2008 that gives a blue glow in the dark for up to eight hours.

DATEJUST 41

‘A classic Datejust in a steel and gold combination that really highlights the five-link Jubilee bracelet.’ Lee Chadwick, group watch manager

The Datejust has been a cornerstone of the Rolex collection since it was launched to mark the occasion of Rolex’s 40th anniversary – the same year the Jubilee bracelet was introduced. The watch was fitted with that famous five-link bracelet, and Jubilee was first considered as a name for the watch. But Rolex settled on a name that made a feature of the fact that it was the first automatic winding watch to have a date window – it has since become commonplace, but Rolex’s retention of the name emphasises the watch’s history. The 1945 iteration had a 36mm gold case with instantly recognisable fluted bezel, but today there are Datejusts in a variety of sizes, finishes and levels of decoration. The pictured steel and gold model with a 41mm case is the largest in the Datejust range. It is powered by Rolex’s 3235 automatic movement with bidirectional winding rotor and 70-hour power reserve. The Datejust 41 is available on both a Jubilee and Oyster bracelet in a choice of metals.

SKY-DWELLER

‘A strong statement piece with a classical mix of black and gold that looks great on an Oysterflex bracelet.’ Hannah Williams, Manchester showroom manager

The Sky-Dweller was introduced in 2012 as a watch to suit the sophisticated world traveller. Although it doesn’t have the long history of other Rolex models, it has a timeless look and has already gained a strong following. The fluted bezel is used to select which function to set. Depending on the position of the bezel, you can set the month and date, reference time, and local time by rotating the winding crown. It has an annual calendar that only needs adjusting once a year, at the end of February. The 42mm case is available in a choice of 18k gold, or an Oystersteel and gold option. Combining Oystersteel and gold in the Sky-Dweller is new for this year. It is powered by an in-house automatic movement with blue Parachrom hairspring, high-performance Paraflex shock absorbers and a 72-hour power reserve. As well as the Oysterflex bracelet – which features flexible metal blades overmoulded with high-performance elastomer – it is also available on a five-link Jubilee bracelet in either gold or Oystersteel and gold.