The watch that money can not buy
Rolex lovers around the world will be dying to get their hands on the Rolex Oyster Perpetual Cosmograph Daytona. The iconic timepiece, which retails for around £12,400, is sold in very limited numbers, and dealers expect demand to far outstrip supply. “We’ll never have enough to satisfy demand”, said Ira Melnitsky, Chief Executive of watch retailer Tourneau. The Daytona range from Rolex have always been coveted timepieces, with celebrity endorsements from Paul Newman and Daniel Craig. Insiders expect the Rolex Oyster Perpetual Cosmograph Daytona to be available in the summer.

Imagine if Apple released a new iPhone, but no one could buy one, no matter how early you lined up. Imagine if Tesla answered the 400,000-plus pre-orders for the new Model 3 by making a few hundred. Imagine if Gordon Ramsay opened a power-lunch restaurant with only two tables.

Now you know what watch lovers are up against trying to get their hands on the new Rolex Oyster Perpetual Cosmograph Daytona, scheduled to be released this year.

This sleekly contemporary update of one of the most collectible watches of the last 50 years drew audible oohs when it debuted at the Baselworld watch fair in March.

Reviewers declared this next-generation Daytona, with its techie Cerachrom bezel, a triumph, “the watch Rolex lovers have been waiting for,” in the words of Gear Patrol.