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Rolex to reveal new watches in 2020

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Rolex was widely reported to have kicked its entire 2020 launch programme into next year, but has now given the watch world an early Christmas present by revealing the week commencing September 1 for the unveiling of this year’s collections.

Retailers and journalists have been asked to keep September 1 to 4 available for meetings in London for what will be a coordinated global launch.

Once the Covid-19 pandemic saw off Baselworld, Rolex had to find a new way to launch its 2020 watches, and was rumoured to have called off unveiling anything fresh until 2021.

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The company initially hoped to show watches at local events, including a London showcase at the end of April, but on April 6, a statement from Rolex postponed the entire programme indefinitely.

“Following the cancellation of Baselworld 2020 in March due to the Covid-19 situation, we had announced that we would unveil our new products at the end of April and scheduled a number of press briefings to showcase them. In view of the continuing extremely difficult context impacting the entire world, and in order to protect people by avoiding gatherings and one-to-one meetings, we have decided to postpone the announcements to a later date. We have presently not defined a new timing for our release; we will get back to you in due time with further information,” a Rolex spokesperson said.

The new timing of the first week of September remains a risk for significant gatherings, although it is a week after executives are expected to converge on Switzerland for the Geneva Watch Days gathering.

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Sam Lewis

The author Sam Lewis