Rolex: Class Encased in Time

The Rolex Way

It is not merely a timepiece but a spectral of all that time contains.  Existent in spirit, since the beginning of time, for like all things, its journey begins with water.  It is an embodiment of knowledge, accumulated over time and space.  Paper flying free of the binding of a book and yet caught up in a whirlwind of upward flight.  The intellect reigning free of cognitive confinement and yet an intellect structurally sound in its ascendancy.  For there is great power in, greater deference for, strength that is propelled with sound instruction, in sound direction.

And yet ascendancy demands a deep, deep descent.  For the rising tree requires strong roots.  And a forever churning creative engine must gain momentum, an opportunity which only ample time provides.  But time also erodes.  The power derived from age fades with age.  Even so.  Some traditions are ancient yet enduring.  Fiery yet fluid.  Going far back, moving ever forward.  Like lava that does not age unto obscurity.

Lava let alone is cataclysmic.  But lava enclosed, guided and gilded through the mathematical miracle of engineering is profound in its power.  Similarly, a watch is nothing more than a conglomeration of materials, fit for telling time.  But a Rolex is far more.  It is lava enclosed.  Embodying a spirit unlike any other.  Bold.  But refined.  Succinct.  Yet expressive.  Strong.  But with an elegance, sublime.

Limitless is too limiting.  Because even as industrialization, with its sleek, smooth machinery, propels the engine of progress forward, its’ cold calculating precision strips it of all beauty, creativity, fluidity.  But the Rolex, even though configured within the heart of such precision, retains an inborn effortless flowing nature, like water–with its unending adaptability of form, but eternal resilience in molecular stability.  The depth of the sea contained in a timepiece.  A glorious elegance that never deigns to be glamourous.  Does not demand decadence.  Class encased in time.

But do not mistake beauty for frailty.  Endurance is not enduring enough.  For endurance is not merely the physical strength required to sustain the physical body, is not all that is required to maintain the structural and mechanical integrity of an intricate piece of time telling magic.  True endurance is to endure the whiplash winds of time and to attain more than simple survival.  True endurance is to thrive.  It is to quietly, composedly, congenially retain a soul of elegance and eloquence, throughout.  To embody an exploration of sophistication.

Innovation can only begin to describe it.  For innovation reformulates what is existent, reconfigures what is old, re-defines what it means to soar.  But innovation cannot contain the reimagining and reclaiming conducted herein.  For it is here, that the cogs of the clock come together, painters, sculptors and explorers that make up its whole.  And they have indeed reformulated the value of time.  For it is no longer something to be feared, but something to be enclosed, in a daring yet demure display of beauty.  They have reconfigured the old, so that it is not something to be spurned but something to be adulated.  They have redefined what it means to soar, for it is no longer simply freedom.  It is freedom borne on the aerodynamics of specific but supple currents of wind.   For explorers, sculptors, painters we are not.  And yet, painting, sculpting, exploring is what we do.

Containing the movements of history in a timepiece.  Adorning it with the merits of a life lived in exploration, of a life sculpted into perfection, of a life painted, adorned to bestow upon it a depth that defies the nature of its simplicity.  For telling time is not, truly a grand pursuit.  Yet it is a precise purpose that defies the erosion of time itself.  A realization of all that time provides.  Expertise.  Dedication.  Devotion.  Passion and Perfection.

Rolex.  Time Embodied.  Time Defied.

It is: The Rolex Way.

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