Its name is a byword for sophistication, luxury, history and precision. The Watch Book: Rolex traces how the reputation originated, by running through notable models released and technical advances made since the company's founding in 1905.
But the 220-page tomb shares more than mere technical know-how. It also features stunningly detailed images of legendary Rolex models, serving up some major watch porn. Here are but a few examples:
Newer and storied models exist side-by-side.
teNeues Publishing, which is releasing the photo book, promises it is a "a must-have for watch collectors, enthusiasts, and anyone wishing to become one."
And so you know these are the genuine article, Complex previously released a video that helpfully detailed three ways to spot a fake Rolex, so you don't get taken like a chump.
But don't just stop at the new Watch Book. Instagram accounts like @rolexaholics exist solely so users can bask in the glory of pure, unadulterated Rolex. Watch and yearn.
The Watch Book: Rolex will be available in July for just $75.