"Mr. Chai, 38, has been wearing a vintage Rolex, loosely dangling around his wrist, “not as a timepiece, but as a piece of jewelry,” he said" This is exactly w

"Mr. Chai, 38, has been wearing a vintage Rolex, loosely dangling around his wrist, “not as a timepiece, but as a piece of jewelry,” he said" This is exactly what Rolex is. There is a fantastic book on the history of Rolex, the name I forget, but the opening quote is from a Rolex designer and it is along the lines of "do not ask me about the watch industry, Rolex is not in the time keeping industry, Rolexes are fashion accessories." I believe the reason why watches "are back" is because the mobile phone industry is far more contained than it was even five years ago. Five years ago, having a flash mobile phone was impressive - but now - everyone just has iPhones or Blackberries. A Rolex is timelessly classic, it is subtle yet if you happen to notice it, you know the guy has good taste - or money, and those two are regularly conflated in fashion. Timex are the guys that are really capitalising on this trend, if you got into a slightly up market fashion retailer like J Crew, you are bombarded with classic Timex watches and then you can tailor them with multi coloured nato straps. http://www.jcrew.com/mens_category/accessories/necessaryluxuries/PRDOVR~27460/27460.jsp http://www.jcrew.com/mens_category/accessories/necessaryluxu...