Modified Rolex watches often spark debate within horological circles, and the “Who Cares Edition” is no exception. If you’ve encountered a Rolex emblazoned with the phrase “Who cares I’m already late” and are intrigued by its story, you’ve come to the right place. This article delves into the origins, popularity, and everything you need to know about the distinctive “Who Cares Rolex”.
The Genesis of “Who Cares Rolex”: MAD Paris and Colette
The story of the “who cares rolex” begins in 2016 with a collaboration between Colette, a renowned Parisian concept boutique, and MAD Paris, a watch customization company. Together, they conceived a limited series of Rolex Milgauss watches featuring uniquely artistic dials. Marketed as an exclusive collection, only five individually numbered pieces were produced, each carrying a price tag of $18,200.
These original “Who Cares Edition” watches were characterized by a minimalist white dial upon which the phrase “Who cares I’m already late” was inscribed in a playful blue cursive font. Notably absent were traditional hour markers, replaced by a jumbled arrangement of the numbers 1 through 12 scattered across the lower half of the dial. Adding to the distinctive aesthetic, the Milgauss’s signature lightning bolt seconds hand and the lume on the hour and minute hands were also rendered in blue.
Initially, the MAD Paris x Colette “Who Cares Edition” Rolex Milgauss didn’t generate significant buzz. In a market saturated with watch customizations, it can be challenging for unique designs to gain traction. Furthermore, Colette, the concept store behind the collaboration, permanently closed its doors in 2017. However, MAD Paris continues to operate, specializing in the customization of high-end watches, placing them alongside other notable customizers like Artisans de Genève and Blaken.
Is the “Who Cares Rolex” an Official Rolex Release?
It’s crucial to clarify that Rolex did not authorize the “Who cares I’m already late” watches, nor any other customized iterations of their timepieces. Watch customization, in general, is a legally permissible practice. However, the application of trademarks in such modifications has been a subject of legal scrutiny, as highlighted in the Rolex v. Beckertime lawsuit. Therefore, the “who cares rolex” falls firmly into the category of aftermarket modifications, not an official Rolex design.
The Rise of “Who Cares Rolex” Copies and Datejust Adaptations
Interestingly, Google Trends data indicates that search interest for “Who cares I’m already late Rolex” remained relatively low until 2023. This suggests that the recent surge in popularity isn’t solely attributable to the original limited edition watches. Instead, it points towards the emergence of aftermarket custom dials that replicate – or are “inspired by” – the Colette x MAD Paris design.
While the original “Who Cares Edition” was based on the Rolex Milgauss, contemporary versions are most commonly found on 41mm Rolex Datejust models. This shift in base model likely reflects the Datejust’s wider availability and broader appeal as a canvas for customization.
Upon closer inspection, these newer “Who cares rolex” dials aren’t perfect replicas of the original Colette design. Subtle variations, particularly in the lettering, can be observed, likely to navigate legal grey areas surrounding direct copies. This indicates that multiple manufacturers are now producing these “Who cares I’m already late” dials, contributing to their increased visibility.
“Who Cares Rolex” Pricing and Market Presence
The newfound trendiness of the “who cares rolex” dials has likely impacted the value of the original five MAD Paris x Colette Milgauss watches. These pieces could now command prices exceeding their initial MSRP of $18,200 due to their rarity and historical significance.
However, for those seeking the “who cares” aesthetic without the exclusivity of the original Milgauss, Datejust II or Datejust 41 models fitted with modern custom “Who cares” dials are readily available for around $10,000. This price point reflects the cost of a pre-owned Rolex Datejust combined with the aftermarket dial customization.
For enthusiasts who appreciate the sentiment but prefer a more budget-friendly option, modified Seiko watches featuring “Who cares” dials can be found on platforms like eBay for approximately $200. Furthermore, Mr. Jones Watches introduced their “$275 Berry Late” watch in 2023, featuring a similar rebellious message: “Fuck it! Time is just a social construct,” further demonstrating the growing micro-trend of time-agnostic watch designs.
The “who cares rolex” phenomenon illustrates how a limited run of five watches from a niche Parisian boutique can unexpectedly spark a broader artistic movement within watch customization. While opinions on the “Who cares I’m already late” Rolex remain divided – with some finding them sacrilegious and others embracing their irreverent charm – their existence undeniably adds an intriguing layer to the world of luxury timepieces. For those willing to invest in a “who cares rolex”, the polarizing nature is likely part of the appeal.
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