The release of a new Rolex watch typically wouldn’t attract attention in the context of mobile technology unless the brand suddenly made a push into smartwatches. However, despite the Rolex Land Dweller not being a connected watch, the way it was announced and presented to the public afterward closely follows Apple and Samsung’s playbook, which makes this launch particularly interesting as it merges the worlds of luxury watches and mobile tech. Let’s dive into how these two worlds are crossing in such an unusual way.
The World of Leaks
Leaks about new products before their official announcement are a normal part оf the mobile tech landscape. Whether it’s Apple оr Samsung, information about benchmarks, dummy devices, and even the devices themselves being spotted ahead оf the official release іs common. These leaks often come through well-connected individuals, sources within the supply chain, оr more unconventional methods, such as hidden photos.
Over the past few weeks, the new Rolex Land Dweller was gradually “leaked” before its official announcement. These leaks followed a typical pattern: starting with blurry photos that barely revealed anything, and ending with “accidental” leaks оn the official Rolex website and social channels, including spy shots оf Rolex ambassador and tennis superstar Roger Federer being photographed wearing the unreleased watch. Like Apple, Rolex іs known for being secretive and rarely shares much official information about its future products, which added tо the intrigue surrounding the leaks.
These unofficial images and videos excited watch enthusiasts, especially since they showed a new design and a new name. The leaks set the stage for official teasers, which helped confirm what had been unofficially revealed earlier. However, at first, the leaks raised more suspicion than we’re used tо seeing іn the mobile industry, where leaks have become sо common that it’s easy tо assume they’re true.
A Series of Strategic Leaks
Rolex’s April 1 release date for the Land Dweller didn’t help build confidence. For example, industry commenter Adrian Barker made videos titled “I call BS” and “Rolex Leak or April Fools?” reacting to the rumors, explaining why they were unusual. However, as the quality of the leaks improved, so did people’s trust in them. On Reddit, the most upvoted comment on a post sharing Rolex’s final accidental Instagram leak said, “I’m just going to assume that the leaks about the Land Dweller are true.”
What’s also interesting is that nearly all of these “leaks” seemed to fall into the rare but most intriguing “strategic leak” category. This means it was likely Rolex itself sharing the details through trusted channels, rather than them being discovered through less official means or accidentally stumbled upon by a lucky fan. These types of leaks are not unheard of in the mobile and tech industry.
This makes sense as well. The Land Dweller is a brand new Rolex, which doesn’t happen very often, and both its name and design are unusual. Rolex likely used the leaks to soften the blow and gauge public reaction in advance. They wanted the model to be the star of the Watches and Wonders 2025 event, held in Geneva (similar to CES for luxury watches), starting on April 1. But Rolex didn’t want “knee-jerk” reactions clouding the coverage, so it was best to get all that out of the way early using “leaks.”
In the Hands of Influencers
Leaks are nothing new in the luxury watch industry, but what makes this launch particularly interesting is how Rolex used influencers. Just as Apple uses influencers for its tech launches, Rolex also leveraged this approach for their announcement. Due to the brand’s high recognition, even people who don’t follow the watch industry may have heard about the “new Rolex watch” over the past few weeks. Only a few brands are capable of generating that level of hype with blurry photos and short video clips, and Rolex used this potential perfectly.
Once the Land Dweller was officially announced, the comparison to mobile tech releases became even clearer. All major watch publications covered the watch, along with mainstream media like Bloomberg and The Financial Times. However, what’s fascinating is what’s happening on YouTube. As of writing, the most-watched video about the Land Dweller, aside from Rolex’s own, is a “hands-on” from industry expert Teddy Baldassarre, who has 1.22 million subscribers. In the video, he mentions that it’s an exclusive, sharing stunning footage of the watch and its mechanics. Interestingly, Nico Leonard, a polarizing figure in the watch community on YouTube with 1.86 million subscribers, has not posted a video about the Land Dweller, presumably due to an embargo until April 1, highlighting the significance of Baldassarre’s exclusive scoop.
Clearly, Rolex recognized Baldassarre’s influence and saw him as a good fit for its strategy and brand, rewarding him with exclusive access. This is similar to how Apple worked with Marques Brownlee after the Worldwide Developer Conference (WWDC) in 2024, where Apple CEO Tim Cook gave an informal interview to one of the best-known tech influencers. In the same way, Rolex understood the value of presenting their ambitious new model through one of the most respected and knowledgeable industry influencers. In this context, Baldassarre has become the MKBHD of luxury watches.
Talking Watches in a Tech-Forward Way
As for the Land Dweller itself, we won’t go into too many details since it’s not our area of expertise. However, even as a casual observer, you can see that the Land Dweller’s sporty integrated bracelet represents Rolex entering an established trend in watchmaking for the first time. But just like Apple with its iPhone, Rolex has adopted the trend in its own way, setting a new standard while ignoring the competition.
Rolex is also making a big deal of the 7135 caliber movement inside, detailing how it’s different and why it matters, even using an Apple-like name — Dynapulse for the escapement — claiming it’s 30% more efficient than the old way of doing things. This is the same way Qualcomm and MediaTek talk about advancements between processor generations, using percentages that sound impressive even if the actual performance jump isn’t huge.
Whether you love it or hate it, the iPhone is an aspirational piece of mobile tech, and Rolex is arguably the most aspirational luxury watch brand out there. It makes sense that the two brands should present, hype, and market their products in similar ways. From start to finish, Rolex’s approach to the Land Dweller’s launch felt far more familiar than most others.
However, the Rolex Land Dweller will undoubtedly be harder to buy than either of these phones, with a recommended retail price starting at $14,900.
