A surprise meld of Silicon Valley tech giant Apple with Swiss watchmaker Rolex has ripples running through the luxury watch and tech industries. The new category of luxury smartwatches joined by Rolex’s legendary craftsmanship and Apple’s cutting edge technology will now come to life with the cooperation of the two partners announced today at a joint press conference in Geneva.

It is a big surprise to the industry observers because Rolex has been very dedicated to the traditional mechanical watchmaking. This unexpected smart pub focus is a major switch of strategy for this time honoured brand, which eschews digital innovation in favour of its inimitable unmechanical expertise.

‘For more than a century, Rolex has spearheaded innovation in watchmaking,’ said Jean-Frédéric Dufour, CEO of Rolex. We’re moving boldly into the future today, with new technologies while continuing our tradition of excellence and precision.” For over three years it has been in secret development and the collaboration seeks to create a smooth integration of luxury aesthetics with smart functionality.

Tentatively dubbed the ‘Rolex SmartCrown,’ the first product of the partnership is expected to reach stores beginning in early 2025. Both companies have let on about the watch’s specifications, which are still being written but are, apparently, distinctly different from existing smartwatches. Said to feature materials found on a Rolex – 18-karat gold and sapphire crystal – while combining Apple’s leading health monitoring and communication technologies, the device is pointed towards being arguably one of the most luxury smart devices.

‘We look forward to bringing together Rolex’s unparalleled reputation in luxury watchmaking with Apple’s expertise in technology and user experience to provide a unique new proposition for consumers,’ Tim Cook, CEO of Apple, added. “We think this partnership is going to be a new definition for a luxury smartwatch.”

For years now, the luxury watch industry has been trying to fight off the rise of smartwatches, with many classic brands at a stalemate with trying to keep young, tech loving consumers engaged. Rolex’s move, while unlikely to delurk big name luxury labels from embracing new tech, reflects a potential turning point for brand handbags and fashion to embrace the marry of tech.

Industry analysts have mixed reactions to the news. ‘It could be a game changer for the luxury watch sector, said Thomas Müller, luxury goods analyst at Deutsche Bank. If Rolex can facilitate the marriage of its brand prestige and real smartness, then the marriage of smartness and affordability is possible on a whole new market segment.  Yet, there are those purists that are worried that the move would lessen Rolex’s brand identity. Elizabeth Chen, horological expert said If Rolex unintentionally alienates its core customer base of people who value the brand for its mechanical heritage and timeless designs, it is a risk.

It also has raised doubts over the future of the Swiss watch industry. As Rolex often recognised as the standard-bearer of traditional watchmaking leaps into the smart technology arena, other luxury watch brands might feel pressure to jump on the bandwagon. It could even change the industry from top to bottom, including how things are manufactured and marketed.

The Rolex Smart Crown hasn’t been priced yet, though industry insiders are guessing that it will be situated in the higher reaches of the luxury watch and luxury smartwatch markets. The pricing strategy intends to ensure the unique brand position of Rolex while using the highly advanced technology used in the device.

The collaboration also prompts questions that we leave to you to ponder regarding data privacy and the life of a luxury product. Rolex has long branded itself the company that creates products that will be used for generations as opposed to the average smart device lifespan that tends to be relatively short given how quickly technology shifts. Both will address these concerns, everyone says, with the plans for their watches to be laid in a modular design that would allow for technology changes while maintaining the exterior of the watch.

With its watershed moment for carbon emission reductions and environmental considerations, both Rolex and Apple have also highlighted their commitment to executive the new device without compromising environmental considerations in the production and lifecycle management of the new device. Alongside a trend of younger sets of consumers that are demanding sustainable luxury, it caters to this focus towards sustainability.

As word whips through the watch and tech circles, people are pondering what this means for the next chapter for luxury and wearable tech. Rolex and Apple, on the other hand, could help bring the gap between the traditional luxury and modern technology, and develop a new product category that will cater to the watch lovers and the tech geeks.

This fearless stride of the bristly Rolex is not just a custom to the shifting consumer tastes, but may also smuggle the luxury watch industry into a new millennium. All eyes will be on Geneva and Cupertino when this unlikely duo will rise to meet in 2025 to see how this unlikely partnership shall be shaped by its coming, and how it will change the luxury era in a blooming world.