"Rolex Unveils 2024 Watch Collection: A Return to Normalcy After 'Crazy' Debuts"

Rolex's 2024 watch debuts at the Watches and Wonders trade show in Geneva signal a return to normalcy after the hype of 2023, with refreshed looks and precious metals. Key releases include a new GMT-Master II in stainless steel, a bold 18K gold Deepsea, and upscale versions of the Cosmograph Daytona. While the new models may not match the hype of last year, they are still expected to be sales hits and investments, despite a weakening secondary market. Rolex is addressing supply issues by introducing a certified pre-owned program and expanding production, but CEO Jean-Frédéric Dufour warns of challenges ahead due to a strong Swiss franc, material costs, and higher interest rates.