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Whereas manually-wound Daytonas were featured in advertisements almost exclusively in stainless steel link after 1988, Rolex turns heel. According to Nick Federowicz of Ad Patina, a major print ad link showing only a link stainless steel "Zenith" Daytona is incredibly rare; he has only come across one instance. Steel Zeniths are advertised alongside two-tone or gold Daytona references. The push is clear, precious metals dominated advertisements in this period.

In anticipation of today's announcement Carl F. link Bucherer's team invited me to experience the Mastery Lab in September as if I was a client. Sadly and unsurprisingly I wasn't link able to walk away with a watch with a price tag that easily would have stretched into the mid-to-high six figures but I did leave with a better understanding of the brand's link heritage.