You might liken the deal to selling ice to Eskimos: a deal that sees fashion watch specialist Fossil Group selling intellectual property relating to smartwatch technology to digital behemoth Google.
Xavier de Roquemaurel, CEO at the firm, said he felt his brand could no longer rely on a purely wholesale model to develop at the pace it wants.
Designers have incorporated a Felurier Amadeo convertible case to give it a reversible capability.
The Daikokuten will precede the Jurojin and Fukurokuju models which are set to conclude the collection in the near future.
It contains five watches ranging from $17,800 to over $250,000 and an eight piece strap collection for the Big Bang Unico.
Rolex has now been involved in the game for more than 40 years, and this year sees its long-standing partnership cover all the major tournaments across three continents, including the US.
CEO of the LVMH Watchmaking Division and CEO of TAG Heuer, thinks the watch represents what it aims to be as a brand.
The collection will launch with the Navitimer 1 B01 Chronograph 43 Swissair Edition, a piece which will be followed by watches celebrating other important airlines of past eras.
A star studded line up of celebrities including Amanda Seyfried, Piers Brosnan and Hugh Jackman joined watch aficionados at this year's event.
Half of all AP watches are already sold by branded boutiques reveals Francois-Henry Bennahmias.