Rolex has long been the biggest watchmaker in the world — status symbol for the aspiring and established rich alike — but never were they more successful than during the 2020-2021 stock and crypto boom, where their Daytonas consistently sold for multiples over retail, and everything was out of stock. In the years since, the first name in timekeeping has tried to go in different directions, appealing to new clients, but it’s all been a mixed bag — a few hits amid many duds — and their 2024 line, unveiled at the Watches & Wonders trade show in Geneva, shows no change.