This tautological expression a syntactic repetition that defines an object and underlines its recognized value. In summary, it implies the qualities that make this watch what it is,by unanimous judgment. However, the diffusion of success that transforms an object into a myth also takes place through other “iconic”figures:great sportsmen, champions, statesmen, famous actors, successful global films. The myths of today do not have the long life of the ancient ones, they are soon overcome by nascent myths, the object, in this case the clock, must always be qualitatively up to its legend. Rolex is proof of this. Auction sales still record dizzying figures for the specimens of the time, surrounded by their mythical halo. For example, among the collector’s watches, the Rolex Daytona, collectors’ dream. It is a chronograph of great precision and versatility. It was born in 1961, with Oyster case, characterized by screw- down case back and crown and pump buttons, model 6238, called pre Daytona. At that time, the Rolex sponsored the 24Ore race of the motor racing circuit in Florida,on which one of the most famous car races in the world takes place. Daytona means speed, audacity, spectacle ,victory over time and space. The Rolex Cosmograph was worn by Paul Newman - the most beloved actor of American cinema- in the 1969 film “Winning”, in Italy “Indianapolis infernal track”, where he impersonated a driver engaged in a very risky race. Since then the watch became the legendary Cosmograph Daytona and the actor entered the legend, as well as in the world of competitions.

Recently, a 1962 PreDaytona ref. 6238 was auctioned by Montecurial arcurial for 20/30,000 Euro Daytona Sigma Dial 1971, it was presented with an estimate of 40 60,000 Euros. A 1950 Rolex”Padellone” for 200/300,000 Euro. The Rolex Submariner, waterproof watch, was tested in 1960 by the famous oceanographer Jacques Piccard, when he  dropped it together with his bathyscaphe Trieste in the Fossa delle Arianne, at 11,000 meters of depth. Chuck Yeager carried it over his wrist over the sound barrier. However, the Submariner owes its fame to more famous actors and films than to science. Sean Connery, the timeless 007, wore it in a military version, in the legendary James Bond character, in the films he interpreted. A 1978 Rolex Submariner Comex 883, in the aforemen tioned auction,was sold for 110,500 Euros in January 2020.