A new year is starting for the school that never advertises to students. Established by @Rolex in Lititz, Penn., this watchmaking school selects only 100 applications each year; about 40 of those candidates are invited to an eight-hour test and interview process. 14 are selected.

Arthur Smith, in his third season as head coach of the Atlanta Falcons, is wearing a ROLEX Yacht-Master 42 in white gold while plying his trade today. Last week, the Falcons won 24-10 in their season-opening game over the Carolina Carolina Panthers. #Falcons #ATLvGB

Rolex has recently trademarked "Settimo" with the Swiss Federal Institute of IP and the USPTO, an unusual name for ROLEX, as it usually trademarks similarly sounding watch names like "Land-Dweller" or "Date-Master" to protect the brand. "Settimo" is Italian for seventh.

Is it safe to wear a ROLEX in France? If you're Tom Holland, yes. Your friendly neighborhood Spider-Man was seen Saturday in Lyon, France, posing with fans while wearing a GMT-Master II in Everose Rolesor. Tom was also invited to sign the Hall of Fame at the Morfal restaurant.

During an appearance at the Toronto International Film Festival for his documentary "Sly," Sylvester Sylvester Stallone looked back at his career that has spanned half a century, walking the red carpet with wife Jennifer Flavin by his side and a ROLEX steel Daytona on the wrist.

As ROLEX announced it plans to buy Bucherer, Bucherer said it has partnered with one of the oldest auction houses, Sotheby's, to create the world’s first ultra-luxury boutique by an auction house. "Sotheby's Salon at Bucherer" will let customers buy (and sell) ultra-rare pieces.

The first ruling over last May's high-profile heist in Tokyo’s Ginza district — when three masked men stole 74 items worth about $2 million — was handed down Monday. While prosecutors had sought 7 years imprisonment for 18-year-old defendant Shoma Torii, he was sentenced to 4½.

Rolliefest, the New York exclusive event organized by Sotheby's Geoff Hess where this year's 175 attendees from 17 countries were reminded to not post pictures until its conclusion to protect the safety and security of all, took place last weekend for the first time since 2019.

Rolex is moving forward with plans to set up temporary production sites, in Romont and Villaz-Saint-Pierre, until 2029, when the new 2,000-employee Bulle facility is up and running. Renovations for the Tetra Pak halls, in Romont, began Friday and will top 33 million Swiss francs.

Marlon Brando's unpolished ROLEX GMT-Master 1675 manufactured in 1972 and seen in "Apocalypse Now" will be auctioned off, again, at Christie’s on Nov. 6. It was sold by Phillips for $1,952,000 to Mohammed Zaman in 2019. Christie's pre-sale estimate: $1 million to $2 million.

In a change of policy on ROLEX's website, the brand displays retail prices for its priciest watches, giving clients more transparency. Until now, pieces with price tags above a certain threshold — $60,000 in the U.S.; £40,000 in the U.K. — would display "price on request."

India has recently surpassed the U.K. to become the world’s fifth-largest economy. India is the home of only 25 @Rolex authorized dealers in the entire country. Britain has over 90 @Rolex boutiques with less than 5% India's population. rolexmagazine.com/2023/12/rolex-…

Discovered! The first dive movie featuring a @Rolex #Submariner. The Submariner made its movie debut in 1954, in “Hunters of the Deep,” a full two years before “The Silent World” by Jacques Cousteau. Full story: rolexmagazine.com/2024/01/hunter…

I sat down with #Rolex and discussed the new full-gold Deepsea. rolexmagazine.com/2024/04/new-ro…

Rolex boss Jean-Frédéric Dufour is seen double-wristing in a rare on-camera event during Watches and Wonders, as he chats with a 103-year-old watchmaker who worked for #Rolex in 1941. See the translation at rolexmagazine.com/2024/04/jean-f…

Seven-times Formula 1 World Champion Michael Schumacher is auctioning off his @Rolex #Daytona 6262. When the world's greatest driver sells the most iconic racing watch.

A mystery ROLEX featured in a famous photo of Rolex founder Hans Wilsdorf was finally identified thanks to a 1943 ad in the Revue Internationale de l'Horlogerie. The reference 4257 features a wavy bracelet that contains a small square dial concealed by a clasp.

What a weekend for ROLEX! Jamie Chadwick #INDYNXT, Scottie Scheffler the Memorial, Kent Farrington @ Grand Prix Ville de la Baule, Iga Świątek and Carlos Alcaraz at #RolandGarros

The 12th issue of Rolex Magazine is arriving at an authorized dealer near you. Like the previous edition, it contains 150 pages and is free.

The photos below are of a @Rolex #Submariner brochure from the early 1970s that refers to the Rolex Submariner as "Timepiece of inner space."