STYLE — Perpetually Yours

Rolex’s new Everose line makes a lasting impression



The regatta-worthy Oyster Perpetual YachtMaster.

LEEDS & SON FINE JEWELERS

Pulled from the frigid waters of the English Channel after swimming 10 hours, Mercedes Gleitze lay paralyzed with exhaustion. In contrast, the Rolex watch she wore around her neck suffered no ill effects from exposure or duration of the trip.

That was 1927, a year after Rolex founder Hans Wilsdorf patented a breakthrough watertight case and christened it “Oyster” based on his experience of trying to pry open stubborn mollusks at a dinner party.

Eighty-four years later, Leeds & Son Jewelers on El Paseo in Palm Desert handles new Rolex Everose timepieces with white gloves. Terry Weiner, CEO of the Swiss company’s only authorized dealer in the Coachella Valley, points out that you could “buy a Rolex watch in 1970, proudly wear it every day, and sell it now for six to 10 times the original price.”

More popular now than yellow gold in top-of-the-line watches, rose gold captures the hue of the skin for a lustrous effect. Rolex adds a platinum alloy so the color remains permanent — hence the name “Everose.”

In Across the River and Into the Trees, Ernest Hemingway compared the human heart to the Rolex Oyster Perpetual. (Perpetual refers to the self-winding mechanism.) “The trouble is that you cannot send [the human heart] to Rolex when it goes wrong,” he wrote.

But if 10 hours in the English Channel long before today’s technological wizardry proves anything, it’s rare for anything to go wrong with a Rolex. If that rarity does occur, no worries: Leeds & Son has Rolex-trained technicians on staff.

Comments to this website are moderated by staff. While all comments are welcome, we encourage all to be polite and please do use this system for advertising or business promotions. Any complaint towards a business or service should be directed directly to that business and not posted here. If anyone has a complaint that a comment is defamatory, please contact me at tmay@palmspringslife.com and I will take appropriate action promptly. Thank You

Add your comment:
Palm Springs Life

Related Articles

Hit Man: Singer-Songwriter Steve Poltz Plays by His Own Rules

From greeting Elvis at the Palm Springs Airport to taking Communion with Bob Hope to co-penning Jewel’s biggest hit single, Steve Poltz is a musician of many stories.

Judy Garland's Star is Reborn Through Joey Luft's Show

Judy Garland's star was reborn through her son Joey Luft's show, "A Judy Garland Concert With Joey Luft," using rare photos, clips, gowns, and an audience Q&A.

Carpool Mom Finds Her Inner 'Drive' at La Quinta Resort & Club

Michelle Roe is a carpool Mom. But thanks to the Waldorf Astoria Driving Experience at the La Quinta Resort & Spa, she was behind the wheel of a 2014 Ferrari 458 Italia Spider.

Explore Palm Springs: Jilly Rizzo

Jilly Rizzo, known as Frank Sinatra’s right hand man, opened his nightclub called Jilly’s in Palm Springs on Oct. 15, 1965.

Sublime Intervention

Geoffrey Jowett's communication with the spirit world, he recalls, started when he was still in the crib. After a career in academia, the Palm Springs medium now devotes himself full-time to readings and spiritual healing.

Promotions + Contests

Cartoon Caption Contest

Cartoon Caption Contest

Each month, we provide a vintage 1950’s cartoon illustrated by Alice Rovinsky. You are invited to submit a caption or vote for your favorite caption.
2014/15 Best of the Best

2014/15 Best of the Best

Palm Springs Life’s annual Best of the Best. Readers tell us who their choice is for the “Best of the Best” of the Coachella Valley in over 40 categories.
Enter to Win A Celebrate Dance Experience!

Enter to Win A Celebrate Dance Experience!

Enter just once for a chance to win tickets to one of the second annual Palm Desert International Dance Festival performances.