It takes Rolex five to seven years to create a new watch model, I just learned.

It’s March 24 and I’m sitting in the Geneva headquarters of the most important watchmaker in the world, with the platinum version of its brand-new, not-yet-announced Rolex Oyster Perpetual Land-Dweller in my hands. It’s a fresh entry in a lineage that includes such legends as the Datejust, the GMT-Master II, the Submariner and the Cosmograph Daytona. The Land-Dweller, which also comes in steel and rose gold, looks a bit like a Datejust—with a glittering fluted bezel, a cyclops bubble over the date window and a metal bracelet with a mix of link sizes and textures. Of course, on second glance, any aficionado will see there’s a world of difference. More on that later.