No time like this present

12/16/2012 12:31 AM

12/16/2012 12:33 AM

What: Men’s Rolex Day-Date watch

Where: Randy Cooper’s Fine Jewelry, 2132 N. Rock

How much: $34,850

Randy Cooper said she recently sold a $48,000 Rolex, but she still has the 18-karat gold men’s Rolex Day-Date watch for last-minute gift giving.

The 41-milimeter case size watch is solid gold – case and bracelet. All that gold is a big part of the reason that you’ll pay north of 34 grand for this watch.

There are other reasons, too. For example, Geneva, Switzerland-based Rolex has its own foundry from which it creates the cases, bracelets and other parts for its watches. And the automatic watch movement inside the Day-Date is made in-house. Cooper said the men’s Day-Date has 280 moving parts. With a Rolex, customers are also paying for the quality and durability of the watch. “It’s a lifetime watch,” she said. “It’s a watch that will last for 20, 30, 40, 50 years.”

And then there’s the status thing.

“Everybody knows if you have a Rolex on, it signifies you are a success, have been a success or are going to be a success.”

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