Who Cares, I’m Already Late: The Story Behind the Irreverent Rolex Trend

Modified Rolex watches often spark debate among horology enthusiasts, and the “Who Cares Edition” is no exception. If you’ve encountered a Rolex emblazoned with the phrase “Who cares I’m already late” on its dial and found yourself intrigued, you’re not alone. Let’s delve into the origins and phenomenon of this unconventional timepiece.

The Genesis: MAD Paris and Colette’s “Who Cares I’m Already Late” Rolex Milgauss

The story begins in 2016 Paris, at the now-closed concept store Colette, a beacon of avant-garde fashion and design. Colette collaborated with MAD Paris, a known customizer of luxury watches, to create a limited series of Rolex Milgauss watches. This wasn’t your typical Rolex. These were art pieces designed to provoke conversation. Limited to just five individually numbered pieces, the “Who Cares I’m Already Late” Rolex Milgauss carried a price tag of $18,200. The dials featured a stark white background with no hour markers, replaced instead by the playful blue cursive text: “Who cares I’m already late”. Adding to the whimsical design, the numerals 1 through 12 were scattered haphazardly across the lower half of the dial. Even the Milgauss’s signature lightning bolt seconds hand and the lume on the hour and minute hands were rendered in blue, completing the unique aesthetic.

![The OG “Who cares I’m already late” Rolex. Image: MAD Paris{width=1024 height=683}

Interestingly, the initial release of these original “Who Cares Edition” Rolex Milgauss watches didn’t generate significant buzz within the watch community. The market for customized luxury watches was already becoming crowded, making it difficult for individual creations to stand out. Colette’s closure in 2017 might have further contributed to the initial obscurity of these pieces. However, MAD Paris continued its work, joining the ranks of other high-end watch customizers like Artisans de Genève and Blaken, pushing the boundaries of traditional watch design.

Unauthorized but Unmissable: The Rise of “Who Cares” Rolex Copies

While Rolex itself has never authorized customizations of their watches, including the “Who cares I’m already late” editions – a point underscored by cases like the Rolex v. Beckertime lawsuit regarding trademark application – the design has experienced a resurgence in popularity years after its initial release. Google Trends data indicates a surge in searches for “Who cares I’m already late Rolex” starting around 2023. This suggests that the recent viral trend isn’t driven by the original limited edition watches, but rather by a wave of custom dials inspired by (or directly copying) the Colette x MAD Paris design.

Although the originals were based on the Rolex Milgauss, these newer “Who cares” dials are most commonly found on 41mm Rolex Datejust models.

Close inspection reveals that these later versions are not perfect replicas of the original Colette dial. Subtle variations, like slight differences in the lettering (particularly the ‘d’ in “already”), suggest multiple manufacturers are now producing these “Who cares I’m already late” Rolex dials. This subtle deviation likely serves to navigate legal grey areas surrounding direct copies, while still capturing the essence of the original design.

Pricing and Finding Your Own “Who Cares” Timepiece

The newfound popularity has likely increased the value of the original five MAD Paris x Colette Milgauss watches, potentially exceeding their initial $18,200 MSRP. However, for those looking to embrace the “Who cares” aesthetic without pursuing a rare original, Datejust II or Datejust 41 models with these modern custom dials are readily available for around $10,000.

For those who appreciate the humor but are hesitant to invest Rolex-level funds, modified Seikos with “Who cares” dials can be found on platforms like eBay for around $200. Furthermore, brands like Mr. Jones Watches have explored similar sentiments with pieces like their $275 “Berry Late” watch, featuring the phrase “Fuck it! Time is just a social construct.” This demonstrates the broader appeal of irreverent time-telling within certain segments of the watch market.

The “Who cares I’m already late” Rolex, originating from a small Parisian boutique collaboration, has unexpectedly sparked a wider artistic trend. While these watches are definitely divisive – many purists may find them sacrilegious – their appeal lies precisely in their rebellious and humorous nature. For those willing to spend thousands on a “Who cares” Rolex, the playful provocation and rejection of horological seriousness are undoubtedly part of the charm.