Rolex debuts new ‘emoji’ watch

Yahoo Finance’s Pras Subramanian details Rolex's latest emoji watch displaying a new "timestamp with emotion" feature.

Video transcript

SEANA SMITH: Pras, another big story that you are following. Your big story does that caught our attention is in the watch world, and that's with the Rolox-- Rolex really surprising people, I think, with an emoji watch debut. What can you tell us?

PRAS SUBRAMANIAN: Yes, so of the emoji watch is here. A little bit of a mixed reaction, but a lot of hype, right? So in Geneva, at the Watches and Wonders Trade Show, Rolex debuted a new oyster perpetual day-date model that some have called the Presidential watch. Now this one has-- is Rolex saying it can call timestamped with emotion. What that means is that there's instead of the date window-- I'm sorry, the day window-- they'll say words like "happy," "eternity," "gratitude," "peace," "faith," "love," and "hope." And instead of the date number will be 31 separate emojis that Rolex is using.

So I guess the watch world kind of reaction is mixed. Some fans love the whimsy of it all. It's a fun thing to do. Others think it's totally out of left field. Like, who is Rolex catering to exactly? Is it just for the hype market, the hype watches, the TikTok and the IG views? We'll see, but bottom line, it's going to cost a lot of money and probably be very rare.

DAVE BRIGGS: Dude, I looked down at my calendar thinking it was April 1st because that looked like an April Fools joke. We'll tweet out some pictures of it. It just don't make sense, but hey, we're talking about it, so they win. Pras, thank you.