The brand’s biggest news of the year was unannounced and unnoticed.

Rolex’s new watches this year were expectedly reserved. But it’s what Rolex didn’t announce that’s potentially one of the biggest moves from the brand in years, and it’s been right under our noses for months: Quietly, the brand has placed a prototype of its first titanium watch ever on Olympic sailing champion Ben Ainslie, and even hawk-eyed Rolex fanatics only just noticed.
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