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How Rolex Makes a New Watch: The Story Behind the Land-Dweller

How Rolex Makes a New Watch: The Story Behind the Land-Dweller

Bloomberg31-03-2025

It takes Rolex five to seven years to create a new watch model, I just learned.
It's March 24 and I'm sitting in the Geneva headquarters of the most important watchmaker in the world, with the platinum version of its brand-new, not-yet-announced Rolex Oyster Perpetual Land-Dweller in my hands. It's a fresh entry in a lineage that includes such legends as the Datejust, the GMT-Master II, the Submariner and the Cosmograph Daytona. The Land-Dweller, which also comes in steel and rose gold, looks a bit like a Datejust—with a glittering fluted bezel, a cyclops bubble over the date window and a metal bracelet with a mix of link sizes and textures. Of course, on second glance, any aficionado will see there's a world of difference. More on that later.

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70 rhinos reared at controversial captive breeding farm set free in Rwanda
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70 rhinos reared at controversial captive breeding farm set free in Rwanda

Editor's Note: Call to Earth is a CNN editorial series committed to reporting on the environmental challenges facing our planet, together with the solutions. Rolex's Perpetual Planet Initiative has partnered with CNN to drive awareness and education around key sustainability issues and to inspire positive action. Transporting the world's second largest land mammal halfway across the second largest continent isn't exactly easy. But in a 3,400-kilometer (2,100-mile) journey that involved crates, cranes, trucks, and a Boeing 747, 70 captive bred southern white rhinos were moved from South Africa to Rwanda's Akagera National Park in early June as part of an initiative to 'rewild' them. 'Moving 70 rhinos across the continent is high-risk stuff,' Martin Rickelton, the head of translocations for African Parks, told CNN. So far, the animals appear to be doing well in their new home. 'All reports are good,' Rickelton adds. 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Although the international trade of rhino horn has been banned under the Convention on International Trade in Endangered Species (CITES) since 1977, demand from consumers in Asia who see it as a status symbol, or falsely believe it can cure ailments ranging from hangovers to cancer, is still driving poaching. Poachers sometimes kill a rhino outright, or tranquilize it before cutting off its horn, sometimes hacking off a large portion of the animal's face, leaving it bleeding to death. In South Africa, where the majority of the population lives, 420 rhinos were poached in 2024. More than 100 were killed in the first three months of this year. Tench says that rhino poaching was rampant in the continent from 2012 to 2015, and a 'lot has been accomplished since then.' He added that Kenya lost no rhinos last year and that poaching has dropped significantly in Zimbabwe. Today, poaching is mostly concentrated in South Africa and Namibia, he says. 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