Vintage Rolex

Swiss Horology vs The Apple Watch

Luxury vs Digital. Switzerland vs California.

When discussing The Apple Watch at Geneva Seal Fine Jewelry & Timepieces in Chicago, the conversation doesn't last long. After three centuries, the mechanics of Swiss watches are so advanced they don't need to bat an eye toward anyone. But here we are, discussing the so-called competition between the two watches because The Apple Watch just may change the watch game.. in a good way.

Robert Hackett, writer for Forbes, thinks The Apple Watch is a gateway drug for Swiss horology and we couldn't agree more. This isn't the first time the Swiss watch industry has been rivaled and it won't be the last. With cunning and a little bit of re-branding, they've survived upheaval before. And this time it will be even easier.

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A Swiss luxury timepiece won't tell you the weather, but they have something smart watches don't. Jean-Claude Biver, watch division president of LVMH and TAG Heuer CEO, says timelessness is essential to the appeal of timekeeping. A collector of watches himself, Biver recently bought his wife a century-old Patek Philippe that ticks like the day it was set, he says. Channeling his inner mystic, he tells Fortune: “A connected watch from Apple or any other brand will not compete with eternity.”

Might Apple erode Switzerland’s market share? Possibly—but smart money says the Apple Watch will actually grow the market. A trendy $17,000 Apple Edition may ultimately prove to be a gateway drug for, say, an elegant $170,000 Patek Philippe.

Swatch Group CEO Nick Hayek says he welcomes Silicon Valley to the scene: “We see smart watches as a big chance for the watch industry, not a threat,” he says. “Everything that makes millions of people more open to put something on their wrist will boost the opportunities to sell more watches.”

Which Victoria's Secret Angel Has a Husband Who's Addicted to Vintage Rolex Watches?

The Angels descended upon London Town and will be gracing the Victoria's Secret Fashion Show runway tonight, which will air on CBS on Dec 9. The annual fashion show is, where the wings are more angelic than one could imagine, the bras are jeweled to perfection, and the sky high gladiator boots are stairways to heaven.

The super human, or rather, super model beauty Behati Prinsloo will be opening the show for the first time this year. Not only is she one of the sexiest women alive, but she's married to People magazine's Sexiest Man Alive. Does it get sexier than that? Well, it does.

Behati's three time Grammy winning husband, Adam Levine, is a die-hard vintage Rolex fanatic. At Geneva Seal in Chicago, there isn't anything sexier than a man with exceptional taste when it comes to his watch game.

Adam is wearing a vintage Rolex GMT Master on a Jubilee Bracelet.

In the next photo Adam is wearing a vintage Rolex Submariner with a patina.

Adam performing for the Beach Boys 50th anniversary, wearing a stainless steel Paul Newman Rolex Daytona with a red, white and black exotic dial.

In the photo below Adam is rocking a reverse Paul Newman Daytona. If you look closely, you will notice the dial is identical to the one pictured above, but the colors are reversed.