■ About the Publication Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands. ■ About the Publisher JOH & Company is a creative company founded in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as “Google of Korea.” He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH & Company, a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, brand consultation, interior, food & beverage service, and product design, based on his own experience. The first fruit of such endeavor is magazine B. ■ About the Issue In this issue, we introduce Rolex, a Swiss watch brand that was established in 1905. It is such a well-known premium watch brand that even people who know nothing about watches would have heard the name. Behind the extravagant, premium image of Rolex lies a commitment to greater functionality that has brought about groundbreaking advances such as water-resistance and unparalleled sturdiness. The brand’s famous Oyster line was named in reference to the shell of an oyster that does not allow water to leak inside. This offers a hint of the brand’s priorities. Based on a pride in technological prowess, Rolex has retained simple, basic forms, establishing itself as a classic brand, but also one which never ceases to be dynamic and appealing. While examining Rolex for this month’s issue, I found a Rolex model that I would like to own. A Rolex might seem less interesting than the Apple I currently wear, but Apple watches are obsolete as soon as the next model is released. A Rolex might ultimately be the less expensive option, since it can be handed down from generation to generation. ■ Table of contents 02 Intro 12 Publisher’s Note 16 News Rolex news and rumors from press around the world 20 Pros and Cons Comments on Rolex made by watch specialists 22 Opinion Sungwon Jang, watch repair craftsman 26 Lineup Rolex watches categorized by symbolism and function 30 Signatures Some of the signature elements of Rolex watches that define modern watches 36 Versus Comparisons of Rolex models that set standards for functionality and the market 44 Opinion Shigeharu Aritake, antique watch dealer 48 Secondhand Selling vintage Rolex watches 52 Inspiration The sublime symbolism of a Rolex goes beyond that of a simple wristwatch 56 Critics Perspectives on the values that Rolex has established as a brand 70 B’s Cut Standard Images of Rolex watches as a timeless standard 82 Brand Story Rolex, the first brand to introduce modern watchmaking technology, has enjoyed worldwide recognition 90 Manufacturers Rolex’s four manufacturing facilities embody the essence of the brand’s technology 95 Word of Mouth Interesting rumors about the highly secretive brand 96 Films Rolexes in movies boast a classic image and a diversity of usage. 98 Communications Rolex advertising campaigns by category 100 Market Footsteps of the three big players leading the global high-end watch market 102 Facts The growth of the Swiss watch industry and Rolex’s brand power in numbers 104 Figures Rolex’s production and operations in numbers 106 From the Editor in Chief Rolex’s core values defined by the Editor in Chief 108 Outro