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 not 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:
Edit Module Edit ModuleShow Tags

Related Articles

Driven to Succeed

Laura Schwab, regional president for the Americas at Aston Martin Lagonda Limited, will speak at the Women in Business Awards Luncheon in Rancho Mirage.

Goldenvoice Confirms Fall Rock Festival in Coachella

Goldenvoice has announced that tickets will go on sale May 9 for Desert Trip, a three-day rock festival set for Oct. 7-9 at the Empire Polo grounds in Indio.

Naked Purse

Set against Painted Canyon’s natural wonders, these handbags cannot help but come alive.

You Wear 
It Well

Dressing for Coachella Valley Music and Arts Festival and Stagecoach Festival communicates your artistic appetite.

Dogs Walk the Walk to 1980s Tunes at Fashion Week El Paseo

Fashion Week El Paseo’s Le Chien show has become a family-friendly event that includes loyal canine pets in the audience who support the fellow canines on stage.
Edit ModuleShow Tags

Promotions + Contests

Palm Springs Life's Women in Business

Palm Springs Life's Women in Business

Celebrate the Coachella Valley’s most dynamic women in business at the May 12 luncheon featuring keynote speaker Laura Schwab, President, Aston Martin The Americas. The luncheon takes place at The Ritz-Carlton, Rancho Mirage.
Fashionista Friends

Fashionista Friends

Experience the glitz and glamour of Fashion Week El Paseo 2016.
Food + Wine Festival Grand Experience

Food + Wine Festival Grand Experience

Enter for a Chance to Win a Food + Wine Festival Palm Desert 2016 Grand Experience
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.