Rolex and Rockefeller Centre have partnered to install the clock at the Rockefeller Centre Rink and to designate Rolex as the site's exclusive timepiece partner. The collaboration aligns with the upcoming opening of Rolex's North American headquarters at 665 Fifth Avenue in New York City. It will also feature annual events and cultural installations at Rockefeller Centre.
The clock is positioned above a new information centre on 50th Street between Fifth and Sixth Avenues. Inspired by the building's 1930s Art Deco style, it features clean lines, balanced proportions and a legible dial with precise markers and hands. EB Kelly, head of Rockefeller Centre, emphasised the Centre's nearly century-long legacy of creating lasting memories.
"We are honoured to partner with a brand of Rolex's stature, and we look forward to seeing the clock become a new emblem for New York," he said.
"Rolex is one of the most respected and influential luxury brands in the world, with timepieces crafted to last for generations."
The clock also features Rolex's signature fluted bezel, introduced with the Oyster in 1926. The raised fluting meets at the centre to represent the four cardinal points: north, south, east and west. The information centre beneath the clock provides tickets for Rockefeller Centre attractions.
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