New From Perrelet: Air, Sound, and Eternity
For 2009, Perrelet introduces two new watches and a limited edition set with two timepieces in a special case. The first new model, known as the Turbine, takes Perrelet's double rotor design to a new level. The dial-side rotor is transformed into a 12 bladed titanium turbine that covers the whole of the dial. The turbine-inspired rotor spins beneath an outer ring bearing the luminous numbers. Luminous markers on the under dial accentuate the multi-dimensional effect. Turbine models measure 44mm in diameter and are powered by Perrelet's P-181 double-rotor movement. Turn this timepiece over to view angled and polished black lacquered bridges through the sapphire case back. The Turbine collection is available in plain titanium, DLC-treated titanium, and 18K pink gold. Look for Turbines to reach retailers in October.The Maestro Edition by Perrelet is a limited edition set that includes two timepieces in a very special case. The first watch is an automatic 5-minute repeater with hours, minu

The World's Most Expensive Watches Book Party Photos
Overlooking Los Angeles at the historic Chateau Marmont Hotel, guests celebrated The World's Most Expensive Watches book launch in an event that I was honored to host in collaboration with party sponsor Hublot watches. I'd like to reiterate my words from the event, and say thank you to the many wonderful people who not only attended the launch, but who helped make the event a success.The World's Most Expensive Watches book first became available for sale in late September, and people have been buying it on Amazonwatches-dealer and local book stores in both English and French. Being my first book, I was really curious to see what would happen and how people would react. My goal was to create something that had appeal not only to existing watch lovers, but to "regular people," who were not yet familiar with the world of fascinating horological items. It has been truly humbling to watch people who don't know about watches flip through the pages of the book and peruse the 102 included time

The Power Of Rolex: Meaning Of The Billion Dollar Brand
When you hear the Rolex name, several things probably come to mind. Expensive and prestigious are probably among them. In America, the idea that if you become successful you need to buy a Rolex is common place and readily accepted. When I meet people, I always take notice of the watches that they wear. Among such people are doctors for example. Not that I meet so many doctors, but I have recognized that almost all of them wear a Rolex. The funny thing however, is that the age of the Rolex seems to be commensurate with their age. Meaning, it looks like each of them bought the watch sometime after finishing medical school.This must mean, that some unspoken force communicated to new doctors that they had to buy a Rolex when they finished medical school. Why? In order to show their success of course. Out of all the watch brands sold, Rolex spends the most amount of money on advertising. Much more. Since the 1980s, Rolex has worked hard to engender the idea that you have to buy a Rolex, not

leather straps for AP Diver
Hi guys,Just wondering if it's possible to change the rubber straps on my AP Diver to leather. Any and all advice would be much appreciated!

A Little Late to the 5131R Party!
I have waited for this one for it seems like a long time. I owe Danny Govberg and George Mayer my sincere thanks for the quality of my collection!! We have been together for many years and I hope for many more. Last fall the Patek Philippe trip was the highlight of my watch collecting journey!! When Govberg does a trip, they do it right. It's now time to set this one free!