Should Rolex hire Jonathan Ives?

[psv]

I guess the topic about Rolex's design direction has been up before but I'm concerned enough to keep discussing it. I do understand that a brand and design needs to evolve but I am increasingly alarmed by the new models and make-overs that Rolex offers to the market.

It started with the maxi-cases on the GMTs which then continued on the Submariners, which makes the visual appearance boxy, dare I say a bit crude. The proportions went out the window on the Explorer redesign, both on the Explorer I and the latest Explorer II. The Deepsea Sea-Dweller is a monster achievement and a technical engineering masterpiece but perhaps a bit too much focus on monster with the steroid-injected case, ringlock system and NASCAR style text. Don't get me started on the new Sky-Dweller...

I wonder what would happened if the design genius Jony Ives (from Apple) would get the opportunity to redesign a Rolex? A less is more approach while focusing on the essentials in the design language and history, keeping functionality as a center piece. I dream about a Rolex Submariner no-date with a matte dial (from the DSSD), maxi dial and hands, Rolex crown and brand name at the top of the dial; only "Submariner" on the bottom part - no unnecessary text. I can live with ceramic bezel but I envisioned it a bit less glossy and tighter turning mechanism so it doesn't move all the time. Naturally it would have the older style case but with the updated bracelet with glide-lock clasp. Lug holes! :-)

How hard can that be to create? How much more bling, oversized and overdesign Rolex watches can the brand take?

Rolex, please bring in Jony Ives!

[Tuesday rant off]