Book excerpt: 'A gorgeously indulgent new coffee-table heavyweight.' - Esquire magazine 'An ode, a love letter, and a paean to family tradition while also being a celebration of the longevity of the Rolex brand, this tome is encyclopedic and monumental in its scope.' - New York Journal of Books For more than a century, Rolex has stood apart as the most legendary brand of watch in the world. Ever the record setter--the Daytona, belonging to actor Paul Newman, was auctioned by Phillips in New York in October 2017 for $17.8 million--it comes as no surprise that Rolex is the most collected watch label in the world. Published to celebrate The Vintage Watch Company's 25th anniversary in 2020, the book contains a unique pictorial collection of vintage Rolex watches that have passed through the shop during the past 25 years. From early Rolex pocket watches to the world's first wristwatches, elegant in their simplicity yet revolutionary in their impact, to the very first Submariners, iconic Daytonas, and jewel-encrusted Crown collections, the mesmerizing archive of vintage timepieces charts the extraordinary rise of an extraordinary brand.