Rolex

Rolex is synonymous with precision Swiss watchmaking, but the crown has flirted with fragrance. Its first documented foray came in the 1970s with the tongue-in-cheek cologne set “Perpetually Yours by Rolex.” Bottled in glossy green-lacquer flacons that echoed Oyster dial hues, these scents are now museum pieces: a trio fetched USD 10,000 at a 2019 Christie’s watch auction, and vintage-watch outlet Hodinkee once spotlighted two still-filled bottles as “incredibly kitschy” collectibles. After decades of silence, Rolex quietly revived the idea of a house scent as an experience rather than a produ