Rolex's New Wrist Measurement Machine is ... Interesting

We have a video of Rolex’s new wrist measurement machine in action thanks to @thewatchwhisperer on Instagram. The ring-shaped machine emits a circle of light onto the user’s wrist, visualizing the footprint of a watch caseback. The user positions the circle on their wrist before the machine records a hyper-accurate measurement.

Rolex has not released any information about this machine at the of publishing. I've seen two sources use the term “advanced sensors", but that's the extent of technical specifications out there. It likely uses laser-based 3D scanners.

This machine ostensibly will be used to size clients’ bracelets before they take delivery of a watch, saving time for both the customer and the sales associate. Rolex will likely introduce this tech to Authorized Dealers worldwide. But what's the thought behind it?

Why Would Rolex Make A Wrist Measurement Machine?

Time & Tide titled their coverage of this machine Rolex might have over-engineered the tape measure, and I can't disagree. At a high level, this machine addresses a problem that doesn't really exist. In fact, Rolex already produced wrist-specific tape measures in the past (see below), so why would they devote resources to making a digital alternative?

There are two main reasons why Rolex would do this. The first reason is somewhat obvious: this machine should be more accurate and consistent than hand measurement, even if just slightly. Rolex famously refrains from making changes until those changes can be considered categorical improvements. Unlike a human with a tape measure, this machine should eliminate 99% of errors in determining how many links should be removed from the bracelet, from which side, etc.

The second reason I can think of has to do with standardization. Once an AD has your wrist data (a phrase I can't believe I just typed), perhaps they can keep it on file for future purchases. This might be too much to ask for/expect from this concept, and I certainly don’t expect standardization or communication across ADs, but a boy can dream.

Time & Tide's Zach Blass also brought up the appeal of this machine being contactless: an nice bonus in a post-pandemic world.

Final Thoughts + A Question

Of course, the mere existence of this machine was met with vitriol on social media. Enthusiasts are frustrated that Rolex would produce such a thing when they can’t produce enough watches to meet demand. I understand this frustration but ultimately it has nothing to do with the machine; people just want steel Rolexes.

Personally, I quite like this wrist measurement concept. To me, it aligns with the over-engineering and attention to detail that I love about mechanical watches in the first place.

What do you think of Rolex's new wrist measurement machine? What nicknames have you heard for it? Let us know in the comments below, and if you're looking to personalize your Rolex, check out our selection of curved end straps for all models.