As an avid lover of this sport and of course a devoted watch collector and enthusiast, writing about golf and its relationship with watches as the closing piece for our “In Play” miniseries – A sports and horology retrospective – is extremely satisfying.

Golf has become something of a therapeutic escape for me as of late. And while escaping, I always make sure to bring along my favorite companion: A watch. 

Something that many watch people, like myself, would consider a bad idea. The aggressive nature of this rather slow and poised sport is not one that is suitable for a fine timepiece. 

However, when done right, and by the right people, it’s a match made in heaven. 

On any day at the club, you might notice something beyond the manicured greens: a glow on a golfer’s wrist. Beyond the cool style choice, golf and watches have long clicked. There were times when pro shops (the stores in golf clubs that sell equipment) used to stock used Rolexes. And in typical gentlemanly fashion, players swap stories often while checking the time – and/or the instrument that displays it – and therefore, the clubhouse becomes “a space where worlds of golf and timekeeping blend seamlessly”. Or to put it simply, somewhere with people with good enough taste (and fat enough bank accounts) with whom watches could be a conversation starter.

On A Bigger Scale ? 

Rolex caught on early. In 1967 Arnold Palmer signed as the brand’s first golf “Testimonee,” sparking an era where Rolex became official timekeeper for the Masters, The Open and many tour events. The sponsor list grew to include the entire “Big Three” – Palmer, Jack Nicklaus and Gary Player – each famously wearing the gold Rolex Day-Date. Hodinkee even calls that model “the pro tour’s horological benchmark”. These days, Rolex logos majestically watch over every green and fairway, making it known that the crown sits on top.

On the topic of OG legendary golfers and their watches,

Mr. Jack Nicklaus and his trusty Day-Date deserve a chapter of their own. Phillips auctioneers noted that Jack wore the yellow-gold Day-Date “nearly every day” he won a major, and Nicklaus himself said it was “the first watch I ever owned, and the only watch I wore for every tournament I’ve won”. It was basically his lucky charm on the presidential links. When he finally parted with it in 2019, the watch’s storied history – 18 major titles and counting – made it a multimillion-dollar sale to benefit his children’s charities.

Other legends made statements in steel and gold too. Seve Ballesteros joined the squad by the early ’80s, choosing a yellow-gold Day-Date to match his flamboyant game. Payne Stewart, on the other hand, played the contrast card: he won the 1991 U.S. Open wearing knickerbockers and a Ben Hogan flat cap, with a slim yellow-gold Ebel chronograph on his wrist. Hodinkee wryly notes that Stewart’s Ebel “was really understated compared to the rest of his outfit” – a polite way of saying he let the pastel sweater do the talking.

The Newer/Younger Guys ?

Rory McIlroy (The man who made me cry this year on the Masters) by contrast,

has been an Omega man since 2013. So when he finally clinched the Masters in April 2025, he celebrated by strapping on an Omega Speedmaster “Silver Snoopy Award” 50th Anniversary. A playful twist on the classic green-and-gold celebration. (His wife Erica joined the party too, matching her rose-gold 35mm Patek Nautilus with the occasion.)

“Chef” Min Woo Lee – the most interesting person you’ll read about in this article – plays fast, dresses sharp, and doesn’t miss a moment to post a mid-round fit check.

But look closer and you’ll catch something unexpected on his wrist: a De Bethune. That’s right — while most of the tour’s elite are playing it safe with Rolex or Omega, Min Woo’s out there strapping on a DB28xs “Starry Seas,” a wildly avant-garde piece of independent watchmaking that looks more Blade Runner than country club.

It’s not just for photos, either. He actually wears it while playing — bombing drives with a six-figure micro-mechanical sculpture clinging to his wrist. The DB28xs is light, shock-resistant, and stunningly weird in the best way: blue titanium case, floating lugs, and a dial that mimics rippling starlight. It’s the kind of watch that collectors obsess over and casual fans mistake for a gadget.

Keith Mitchell might be the most stylish golfer of our generation.

He made headlines with a sudden-death playoff win and of course his sartorial flair. Hodinkee’s Ben Clymer sat down with him and noted Mitchell is “known not only for his success on the pro tour but also for his sense of style and his deep love of watches”. Mitchell proved the point by showing up one day wearing a classic Cartier Tank on the course. A freaking Cartier Tank guys… I want to do that with mine but since I don’t even trust its water resistance, I’d be reaching if I put it under so much shock. Some guys are just too cool…

It’s all about the Media if we’re being honest.

Watches and golf mingle in the public sphere. Golf media and watch journalists thrive on the intersection of their fields. Spotting a killed piece on a champion’s wrist is now almost as newsworthy as the score itself.

On the marketing side, watchmakers court the golf market directly. Tag Heuer and Garmin advertise golf-specific smartwatch features; Omega sponsors international tournaments and even the Olympics (where golf returned in 2016); and connected golf watch ads run during Majors for the “tech-savvy player” AKA tech bros. Even retailers get involved – for instance, Bob’s Watches (a pre-owned Rolex dealer) sponsors PGA Tour events. 

The message is clear: golf is about precision and lifestyle, so a finely crafted watch fits right in the clubhouse.

The Ladies ?

They are in on the act too. Rolex’s female ambassadors read like a dream team: Lydia Ko, Brooke Henderson, Nelly Korda, Maria Fassi and others on tour, plus Hall-of-Famers like Lorena Ochoa and Annika Sörenstam. 

Omega’s roster includes Danielle Kang, Celine Boutier and Michelle Wie. Beyond sponsorship, many women golfers simply love their watches. LPGA star Alison Lee said she used to have a superstition that she had to wear a watch during tournaments – “otherwise I’d know I’d mess up my swing”. Her first Rolex, a gift after her rookie year, meant so much she ultimately gave it to her mother. It’s a lovely reminder that for players, a watch can be both a talisman and a family heirloom – more than bling basically, it’s part of the game and their story.

At the end of the day, golf and watches share a single mindset: a love of precision and tradition. Every approach shot must land just right, and every gear must click just so. Whether on a 19 hole course or in a manufacture, in golf as in horology, it’s all about perfection. The sweet spot of all of this is being both a collector and a golfer. For collectors, a golfer proudly showing off a vintage GMT on a Sunday morning is almost as thrilling as spotting a hole-in-one. 

Let’s be real for a second. When I say equestrian sports and haute horlogerie, what’s the first thing that crosses your mind? If your answer was rich people, apart from YOU LITERALLY READING MY MIND, you’re not wrong at all; because it’s the exact public both of these worlds cater to.

However, aside from their elitist-leaning tendencies, the worlds of horses and watches share similar values like precision, tradition, ritual, and excellence. Which are the real reasons why their orbits so often converge.

Before we get into the luxury branding and watch tie-ins, let me briefly walk you through the different disciplines, arenas, and landmark events of the equine sphere.

There are five main disciplines you’ll come across on the international circuit. 

Show jumping is fast-paced and high-stakes, with riders navigating timed courses of fences and obstacles. It’s the most widely televised. 

Dressage, often called “horse ballet”, is all about technical precision and grace, performed in a rectangular arena with choreographed movements. 

Eventing combines dressage, cross-country, and show jumping into one three-phase competition that tests both control and endurance. 

Polo brings speed and aggression into the mix, with two teams on horseback swinging mallets at a small ball across a massive grass field. It’s long associated with aristocratic circles. 

And finally, horse racing is the most commercially visible, involving flat-out sprints on turf or dirt tracks, especially dominant in the UK, France, the US, and the Gulf.

Now that we’ve mapped out the main disciplines, let’s talk hallmark events: the grand slams, royal enclosures, and champagne-fueled weekends that put equestrian sports on the global calendar (and on your Instagram feed if you’re on the posher side). 

Think of these as the Met Gala, Cannes, and Fashion Week all rolled into one

Royal Ascot (UK)
Racing meets royalty meets runway. This is the British monarchy’s annual flex , where flat racing shares the spotlight with hat drama, social prestige, and unapologetically old-money aesthetics (think the Prince and Princess of Wales and the late Queen Elizabeth II as she had an acute interest in horses). Watches here? Present (often vintage) but it’s an “iykyk” situation.

Longines Global Champions Tour
An elite show jumping series hopping from Paris to Doha, Miami Beach to Monaco and Rabat too last year. It’s urban, it’s polished, and it’s dripping in luxury. Longines doesn’t just sponsor it—they co-curate the vibe. If there’s a “F1 of show jumping,” this is it.

Rolex Grand Slam of Show Jumping
Think tennis Grand Slam, but with horses clearing 1.60m fences at breakneck speed. This triple crown spans Aachen (Germany), Geneva( Switzerland),  and Spruce Meadows (Canada). Rolex uses it to fuse sport, spectacle, and precision—exactly what their timepieces promise.

FEI World Equestrian Games
Held every four years, this is basically the Olympics for horses. Eight disciplines. One city (different each edition, or scattered across multiple locations). Hundreds of athletes. Thousands of grooms, vets, owners, and fans. From vaulting to dressage, it’s a celebration of equestrian mastery on an international stage

Prix de Diane Longines (France)
Held in the dreamy town of Chantilly, this isn’t just a horse race—it’s a high-society garden party where elegance takes the reins. Longines is the official title sponsor, giving the event its full name: Prix de Diane Longines. Beyond sponsoring the race, the brand curates the day’s identity around grace, femininity, and heritage. One of the highlights? The annual “Mademoiselle Diane par Longines” award, a fashion prize given to the most elegantly dressed woman, turning the grandstand into a catwalk of haute millinery and timeless silhouettes. It’s not just about the finish line—it’s about style, storytelling, and serious soft power.

Dubai World Cup (UAE)
One of the richest races on Earth (we’re talking $12 million+ purses), and a clear flex of Gulf wealth and ambition. Held at the jaw-dropping Meydan Racecourse, this is where haute horlogerie meets hawks, horsepower, and hospitality suites the size of small kingdoms.

Now that we’ve set the tone, let’s zoom in on the role watches actually play in all this pageantry. You’ve probably clocked some familiar names already—Rolex, Longines—their presence not just visible but interwoven into the fabric of equestrian sport. And if you’ve been tuning into Walid’s podcast (obviously), reading polo should’ve triggered a reflex: the Reverso. Jaeger-LeCoultre’s Art Deco icon, originally engineered in the 1930s to withstand the brutal swings of polo matches in British India. So it tracks that the Reverso still carries real cultural weight in polo circles—even if JLC’s modern role in equestrian sport is more symbolic than strategic.

Let’s analyse further. Even in equestrian sport, Rolex remains king, with its name crowning the Rolex Grand Slam of Show Jumping—arguably the discipline’s most prestigious challenge. It’s a textbook case of legacy positioning, where the brand dominates by embedding itself in spaces where tradition holds weight. This strategy is built on alignment: anchoring Rolex to a world that values consistency, history, and quiet authority. In this context, visibility comes from proximity to prestige—and over time, that familiarity cultivates trust and deep-rooted appreciation.

Longines takes a similarly deliberate approach—just at its own frequency. Its long-standing investment in the Global Champions Tour and the Prix de Diane; as long as its partnership with the International Federation for Equestrian Sports (FEI) as its official timekeeper and watch brand has cemented its role as a fixture across both equestrian and elite cultural circuits. But beyond strategy, there’s something intrinsic at play: Longines, in its essence, aligns more naturally with the world of equestrian sports. Its design language—graceful, elegant, often understated—mirrors the aesthetics of the sport itself.

If Rolex is a muscular mustang, all power and presence, then Longines is a refined Akhal-Teke—sleek, precise, and built for poise. That’s why its presence here doesn’t feel opportunistic; it feels organic, almost inevitable. Longines may not dominate every conversation like Rolex, but it speaks fluently in the rooms that matter—and that’s exactly how you play and win the long game, or in this case, the market-Royal Ascot.

Now that we’ve broken down the major players, let’s name names. In this market, the holy trinity remains Rolex, Longines, and Jaeger-LeCoultre—each with its own rhythm and relationship to equestrian sport. 

The dynamics play out as such: Rolex and Longines move with legacy. While Jaeger-LeCoultre stays mostly symbolic, with the Reverso forever linked to polo.

Beyond the established trinity, other brands orbit this space in their own way. Cartier and Hublot, though stylistically opposite, are playing the same game—using polo sponsorships like the Queen’s Cup and the Polo Gold Cup Gstaad to position themselves in the luxury spotlight, not through deep sporting ties, but as calculated exercises in brand visibility and cultural alignment.

Then there’s Hermès—less a sponsor, more a native. With equestrian roots dating back to 1837, it doesn’t just host the Saut Hermès in Paris; it embeds those values into timepieces like the Arceau, designed in 1978 and inspired by stirrup shapes. As for them, equestrian style isn’t brand play—it’s DNA. 

These aren’t Big 3 contenders—they’re adjacent forces. Unlike Rolex, Longines, or Jaeger-LeCoultre, which build long-term legitimacy through deep integration with the sport’s governing bodies, timekeeping infrastructure, or heritage design, brands like Cartier, Hublot, and Hermès approach equestrian sport as a vitrine—a curated stage for image-building, selective visibility, and cultural storytelling. 

It’s hard not to see how equestrian sport doubles as both stage and strategy—where some brands are embedded in legacy positioning and literally “timing the sport,” while others treat it as narrative real estate. Both approaches are sharp. And honestly, as someone studying sports marketing, it hits different to recognize these moves in real time and decode the strategy behind them.

Turns out, the real link between horology and equestrian sports is how both sell—indirectly, aspirationally, and through the room itself. The watches aren’t on athletes; they’re on spectators. It’s not about sponsorship logos—it’s about signaling who belongs, who watches, and who wears what. A peer-coded ad dressed as tradition.

*We do not own the rights to any of these photos. please note that all images and copyrights belong to their original owners. no copyright infringement intended.*

The Swiss watch industry is now ticking to a more anxious rhythm.

President Donald Trump’s 3rd of April’s decision to slap a hefty 31% tariff on Swiss imports has sent shockwaves through the horology world. This move not only threatens to inflate the price tags of coveted timepieces but also casts a shadow over the industry’s future in the U.S. market. Sounds intense right ? Well, it is, and it’s definitely not an April Fool’s joke.

Imagine eyeing that sleek Rolex Submariner, previously priced at $10,000. With the new tariff, you’re looking at an additional $3,100, pushing the pre-tax price to $13,100. Add state sales tax, and your dream watch now demands over $14,000 from your wallet. As Business Insider succinctly puts it, “Buying a Rolex is about to get more expensive.” 

Rolex is obviously just an example to simplify the urgency of the matter to the newcomers. But the reality is actually worse when you look at it from other smaller brands’ perspectives. More on that later.

The United States isn’t just another market for Swiss watches; it’s the crown jewel, accounting for 16.8% of exports, translating to a substantial 4.4 billion Swiss francs. A 31% tariff could dampen American enthusiasm, leading to decreased sales and a potential reshuffling of global market dynamics.

To the Swiss, the mood among watchmakers is a blend of concern and contemplation. At the recent Watches and Wonders show in Geneva, the atmosphere was palpably tense. Many brands chose silence over speculation, underscoring the uncertainty ahead. Hodinkee wrote a good article about CEOs’ potential reactions, check it out here.

Speaking of CEOs, luxury conglomerates are bracing for impact. Richemont (Vacheron Constantin, JLC…) and Swatch Group (Breguet, Omega…), both heavily invested in the U.S. market, anticipate financial strains. Analyst Luca Solca from Bernstein Research predicts a 2% contraction in luxury growth for 2025, citing tariff pressures. 

The politics of it ?

The tariff tiff isn’t confined to Switzerland. President Trump has also targeted the European Union with a 20% tariff and the U.K. with 10%. In retaliation, French President Emmanuel Macron is rallying European companies to reconsider U.S. investments, emphasizing the need for a united front. In smaller, much clearer words: Separations. A cold tariff war.

While luxury brands have historically wielded pricing power, the current scenario tests their limits. The resilience of the Swiss watch industry will hinge on strategic pricing, market diversification, and perhaps a dash of diplomatic finesse. As the hands of time move forward, the industry watches and waits, hoping that this tariff tempest will soon pass.

But on the other hand, big watch brands will certainly be forced to rethink their pricing. A positive scenario would be decreasing marketing budgets, which as we know is everything some of these companies care about, in order to stop inflating prices. Tariffs impact the buyer not the seller. But they start damaging the seller the moment there’s no buyer. I’m obviously trying to simplify this as much as possible without any BBC lingo.

What does this mean to Horology enthusiasts and smaller watchmakers ?

Not to catastrophize, but while we are already struggling with creativity, freedom of expression and lack of personality in the releases from major watch brands, the only place we could still look to for a drizzle of artistry is with the small independents. Emphasis on Independent. 

My point is, it is actually VERY fair to say that these little sparks of light will be dimmed in no time. In other words, if they stick to their small production quantities and experimental designs, they will either: 

1- Die. Or 2- Get acquired by luxury groups or private investment companies who will undoubtedly limit whatever creativity they were known for. 

I was very moved by this news as you can tell, but I took my time before publishing this piece in order to have a much more realistic, unemotional view of the situation.

Did anything change ? Nop. 

Do I still think that this is very sad ? Yes. 

What’s the solution ? 

Exploring other markets. The Asian, Middle Eastern and African markets are in my opinion very overlooked. I seriously believe that these companies should take the chance to at least raise awareness of their products’ greatness and heritage. Why ? to get fresh, unbiased and potentially better clients than the ones they’ve been desperately trying to please in the U.S.

Image Credits:

https://www.theguardian.com/us-news/2025/apr/02/trump-new-tariffs-liberation-day

https://www.en-vols.com/en/inspirations-en/switzerland-places-watchmaking

https://english.news.cn/europe/20250402/e706aac8b62b4c44ab6420647cbd3b6e/c.html

Presented as a quiet revolution, the new Rolex Land-Dweller doesn’t lack technical firepower. Its caliber 7135, beating at 5 Hz, shows a clear ambition for precision. The Dynapulse escapement, made of silicon, embodies modernity without sacrificing power reserve (66 hours) or mechanical robustness. On paper, the Land-Dweller ticks all the boxes of a 21st-century Rolex: high-performing, elegant, immaculately finished.

The 40 mm case, with a slim 9.7 mm profile, pairs with an integrated Flat Jubilee bracelet, giving the watch a contemporary, fluid, almost architectural silhouette. That alone is enough for some to see it as a deliberate nod to the Oysterquartz—Rolex’s oddball child born out of the quartz revolution of the 1970s. Technically and aesthetically, the Land-Dweller appears to strike a balance: a clever tribute to the past and a controlled step into the future.

But by trying so hard to strike that balance, the Land-Dweller ends up resembling something Rolex has never been: a follower of trends.

Yes, the integrated bracelet is superbly crafted. Yes, the case is sculpted with the surgical precision we’ve come to expect from the brand with the crown. But come on… are we witnessing the Royal Oak-ification of Rolex? It’s starting to look like the global obsession with integrated sport-chic silhouettes has reached all the way to Geneva. And if we’re being honest, doesn’t this Land-Dweller look suspiciously like the secret lovechild of an Oysterquartz who came back from the plastic surgeon with a photo of a Royal Oak in hand?

And let’s be blunt: the launch price isn’t exactly hiding. It climbs—rockets, even—into the upper stratosphere, bordering on indecent when it comes to precious metal versions (€106,250 for the Everose gold diamond-set edition). So yes, Rolex is setting a new benchmark… but mostly a new psychological price point to drag up the starting prices of future models, even in steel. The Land-Dweller isn’t a watch—it’s a strategic marker.

Honestly?

At that price, I’d rather pick up twenty PRXs from Tissot (automatic ones, even) than give in to this neo-minimalist Rolex with an integrated bracelet.
And if I actually had €106,250 to blow on a gold Land-Dweller, I think I’d rather overhaul my entire watch collection… and buy an apartment in Tangier with a sea view. At least that would come with a real power reserve.

And then there’s the dial. Ah yes, the famous “honeycomb” dial—subtly textured, presumably designed to evoke nature’s ingenuity, the geometric precision of a hive, or maybe just to charm texture-lovers. Let’s be clear: it’s well done. But if you’re going to evoke a beehive, I wish the price didn’t only attract the gilded bees of the financial world.

At this point, we’re no longer talking haute horlogerie. We’re talking high-altitude beekeeping: and the only honey we’re getting here is the one Rolex is using to sugarcoat the pill of its pricing strategy.

Aiman Hammoud.

The most beautiful watches this year are the ones on gold bracelets. Period. 

I wanted to start by making that strong statement, to set the tone for this article and the ones to come. Because my dear friends, this year’s W&W was actually really good, and we intend to highlight the beauty and technical genius behind some of the most notable releases (From both big and smaller brands, more to come in the upcoming hours)

And The Most Beautiful Bracelet Award Goes To… 

For those of you who don’t keep up with the watch world drama, a big chunk of the criticism directed towards watch brands and their novelties has been about their bracelets. AKA the most important part since it’s what actually makes them wearable and not pocket watches.

The links, the clasp, the adjustment technology… And the overall aesthetics of the whole thing.

Let me cut to the chase and go through 3 of the watches with (in my humble personal opinion) the most mesmerizing bracelets from this year’s Watches & Wonders.

(In Order)

Reverso Tribute Monoface Small Seconds

Design wise, this sits at the top spot for me. 

Jaeger-LeCoultre is back with another stunning take on the Reverso Tribute Monoface Small Seconds, this time in a refined pink gold execution (ref. Q713216J). If you’re familiar with the Tribute lineup, you’ll know JLC has been offering similar models in both steel and pink gold for some time. But this one comes with a fresh twist: a grained-texture pink gold dial that plays beautifully with light, adding an extra layer of sophistication to the already iconic Art Deco design.

The biggest talking point, though? That bracelet. JLC has paired this Reverso with a pink gold Milanese mesh-style bracelet, a rare sight in the collection and one that brings a distinctly vintage charm while maintaining a luxurious presence. It’s flexible, comfortable, and secured with a sliding clasp for a precise fit—perfect for those who want an elegant, dressy Reverso with a bit of extra flair.

Of course, inside the sleek 27.4mm x 45.6mm x 7.56mm case, you’ll find the in-house, hand-wound caliber 822. This ultra-thin movement keeps things traditional with hours, minutes, and a small seconds display, all while delivering a respectable 42-hour power reserve. It’s a nod to the Reverso’s long heritage of manually wound movements—just like the ones that powered the earliest models in the 1930s.

I can’t not come back and say this again but, that pink gold-on-pink gold combo !! God… I can’t wait to visit my Jaeger friends.

The Rolex Perpetual 1908 On The Settimo Bracelet

At Watches & Wonders 2025, Rolex has given a refined glow up to its Perpetual 1908 collection by introducing the Settimo bracelet, a fully polished seven-link design crafted in 18-carat yellow gold. This new bracelet enhances the watch’s dressy appeal, transforming it into a piece that seamlessly blends horological precision with jewelry-like sophistication.

The Settimo bracelet comprises seven small, highly articulated links polished to a mirror finish, offering mainly flexibility. It features a concealed Crownclasp, keeping the watch’s clean and uninterrupted aesthetic. Additionally, Rolex has developed a special attachment system for connecting the bracelet to the middle case, for which a patent has been filed. Notably, the Settimo bracelet is exclusively reserved for the 1908 model, underscoring its unique status within Rolex’s catalogue.

While the bracelet introduces a fresh dimension to the 1908, the watch itself retains its distinguished features. A 39mm diameter, 9.5mm thickness with an in-house calibre 7140. It comes in both black and white dial options, maintaining the distinctive handset that combines a Breguet-style hour hand with a sword-style minute hand.

On our Time-Telling Watch Club Facebook group, one of the members asked “Why would someone buy this €35k Rolex over a Calatrava?” 

And I replied:

“Although I have been guilty of comparing the 1908 to the Calatrava multiple times, I don’t think it’s fair to do so.

The 1908 has Cellini roots that nobody is ever allowed to underestimate or undermine. That’s not me being biased, and you guys knooooowwww how much I dislike modern Rolex.

To keep it short and to let you guys enjoy the upcoming article, the answer to the question would be that this watch is Rolex dipping its finger into the design well. Meaning, all we’re seen are generic and predictable pieces that show 0 creative instinct from their design team.

But this one is actually genuinely very pretty. A time only gold dress watch. Everything but a tool watch (Rolexes are typically tool watches).

Notice how the bracelet is NOT integrated on this one while it is in the 2526 Pateks…”

Let me also add, the geezer watch effect is in full action here. What I mean by that is, a Calatrava will not give you the same smooth and spotless effect the Settimo’s hidden clasp will do. The closest Calatrava equivalent as I mentioned before would be the 2526 or even the 2586 and NONE of them will hug your wrist like the Rolex will. They also don’t have an open caseback for their automatic in house movements.

This obviously is very subjective and to be fair, not enough to justify the absurd price tag to your life partners or financial managers.

A. Lange & Söhne ODYSSEUS in 750 HONEY GOLD

They COOKED with this one. 

At Watches and Wonders 2025, A. Lange & Söhne introduced the Odysseus Honeygold, a refined iteration of their sport-luxury timepiece. This model showcases the brand’s exclusive Honeygold alloy, a proprietary 18-carat gold known for its warm hue and exceptional hardness, surpassing that of traditional gold alloys. The use of Honeygold not only enhances the watch’s aesthetic appeal but also contributes to its durability. I mean it’s still a sports watch.

The Odysseus Honeygold features a 40.5mm case with a thickness of 11.1mm, maintaining the dimensions of its predecessors. What we’re here for  is the integrated Honeygold bracelet, marking the first time this material has been used for the bracelet in the Odysseus line. The bracelet’s five-row design integrates seamlessly into the case, ensuring both aesthetic harmony and supreme comfort. It includes a micro-adjustment mechanism, allowing wearers to fine-tune the fit without removing the watch.

The Odysseus collection, introduced in 2019, marked A. Lange & Söhne’s entry into the luxury sports watch segment. Initially released in stainless steel with an integrated bracelet, the line expanded to include white gold variants paired with rubber or leather straps. The introduction of the Honeygold model with a matching bracelet represents a fusion of the brand’s proprietary material with the sport-luxury design ethos of the Odysseus. 

People have been loving this one. And although it’s limited to 100 units, enthusiasts and critics have praised the Odysseus Honeygold for its harmonious blend of luxury and sportiness. The warm tones of the Honeygold alloy, combined with the brown dial, have been highlighted as particularly appealing, offering a distinctive alternative to traditional steel sports watches. 

3 watches. 3 beautiful gold bracelets. No Cubitus propaganda, that’s for Hodinkee

Do you agree with this ? Did I miss something ? Tell me in the comments.

Stick around for the W&W 25 articles spam !