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Rolex

I'm admittedly a little baffled too.

 

I don't see the etymology of the name in the Press Release neither. Although I will admit, I skimmed straight to the technical details - which are impressive. This is likely the most advanced watch in the world. Definitely the most advanced watch that is being produced by the tens of thousands per year.
Looking at the advanced watch companies with experimental technology; the Ulysses Nardin Freak had the double wheel escapement, but none of the other attributes; no Patek Philippe Advanced Research piece has something like this; perhaps the 10 Hz Breguet comes close, but no Breguet has incorporated so many of these technologies in one watch (the Breguet 10 Hz has silicon hair springs, magnetic pivots, and high beat, but not a double wheel escapement). Some independents like Leberer, Frodsham, Journe's Optimum, have double wheel escapements but don't have other things. And none of these are produced in scale by the thousands and tens of thousands per annum.

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