Five stories from the watch world today, covering everything from a beloved Rolex reference that may be on its way out to the structural shift in how watches reach buyers.
Rolex Pepsi GMT: Disappearing from Dealer Shelves
Authorized dealers have quietly pulled listings for the red-and-blue GMT-Master II, and secondary market demand has surged more than 500%. Rolex has not confirmed anything, but the evidence is mounting ahead of Watches and Wonders later this month. Read more
Swiss Watch Exports Post Strongest Month in Over a Year
February 2026 saw Swiss watch exports climb 9.2% year-over-year to CHF 2.2 billion, driven by a 26.8% rebound in US demand following the tariff reduction to 15%. High-end timepieces led the growth, with precious metal watches surging 38.4%. Read more
The Newcomers at Watches and Wonders
Beyond the headlines about Audemars Piguet's return, eleven new brands are joining the Geneva fair this year. Sinn Spezialuhren, Credor, Corum, and BEHRENS each bring something distinct, expanding the event to 66 exhibitors and broadening its scope well beyond the traditional Swiss establishment. Read more
Phillips Breaks US Watch Auction Record
The New York Watch Auction XIII achieved $43.5 million with a 100% sell-through rate. Francis Ford Coppola's one-of-a-kind F.P. Journe prototype led at $10.8 million, setting records for both the brand and independent watchmaking at auction. Read more
The Monobrand Boutique Boom
Major brands are investing heavily in their own retail footprints, with Rolex, Patek Philippe, and Audemars Piguet all planning flagship stores on Fifth Avenue. Meanwhile, traditional multi-brand retailers are consolidating. The shift raises questions about access for buyers outside major cities. Read more
Published by Aikakone. 5 stories, sourced and summarized. No fluff.
