Like to own a unique masterpiece?
Here is your one-of-a-kind timemachine..
ROLEX
"Who cares I`am already late"
1990s/2010s
For your collection of incredibly special vintage collectibles, there is this ROLEX | "Who Cares.." Colette Datejust prototyp from the 1990s / 2010s.
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“Colette, mon amour”
Between 1997 and 2017, the Colette concept store on Paris' Rue Saint-Honoré was the center of a galaxy of artists and fashionistas. This store is the product of a time that members of Generation Z have never known. When Colette opened in Paris in 1997, the idea of a “concept store” was still relatively unknown.
Colette, once the trendiest store in the world, was a mix of gallery, fashion boutique, and design shop. Le Monde even raved about the “trendiest store in the solar system.” An overseas star, Pharrell Williams, was hardly less definitive in his assessment: “In Paris, there is the Louvre – and Colette.” The ground floor of the 700-square-meter boutique sold streetwear, books, CDs, and technical gadgets. Upstairs, there was a weekly changing selection of designer clothes, a cosmetics corner, and a small, exquisite gallery. Finally, in the basement, there was a restaurant with a daily changing menu and a “water bar” with over ninety mineral waters from around the world.
The range did not combine the most expensive items, but rather the most amazing ones. The price range extended from virtually nothing to almost infinite, and the selection ranged from fish-shaped kitchen sponges to diamond-encrusted smartphones. The top selection criterion was what the French call “pointu” and the Anglo-Saxons call “edgy” – and for which there is no real equivalent in German: a mixture of avantgarde design, forward-looking technology, and indefinable cult quality. At Colette, you could find black mineral water and jewelry attachments for shoelaces, but above all exclusive special editions in tiny quantities: sneakers and smart cars, a Frakta bag from Ikea, and a carré from Hermès. When a Californian technology giant with an apple logo unveiled its first wristwatch in 2014, it choose Paris as the venue – specifically, 213 Rue Saint-Honoré.
So that was Colette: a dream realm of commerce whose cash registers never stopped ringing. During the day, between one thousand and four thousand visitors strolled or sprinted through the boutique, and at night, sales continued online. But then, out of the blue, the closure was announced for the end of 2017. A bolt from the blue in the microcosm. To say that many people were attached to the concept store would be a gross understatement. One customer once parked in front of the entrance for four days and nights to secure a pair of the legendary “Stan Smith for Colette” sneakers. Another named his daughter “Colette” – officially in honor of the writer who died in 1954, but unofficially out of love for the boutique. Karl Lagerfeld stopped by every week.
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In year 2016 the traditional Parisian boutique followed up its Colette Datejust with Snoopy design from the Bamford Watch Department with another Rolex collaboration, this time turning to Mad Paris to create a funky interpretation of the Rolex Milgauss. This offbeat timemachine, which became famous as the “Who Cares” edition, combines a stainless steel case and bracelet with a custom dial featuring the text “Who cares, I'm already late” and a random jumble of numbers – all in Colette's signature blue tone, including the Rolex crown logo. The “Who Cares” version of the Milgauss features a co-branded case back and is limited to just five individually numbered pieces.
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This example of a “Who Cares” time machine, which we have here, is an early prototype (one-off) based on a Rolex Datejust Reference 16234 from the 1990s with an 18-karat white gold bezel, a “Who Cares” dial with a Colette signature blue Rolex crown, jet black hands & a red date. In this one-of-a-kind timepiece, the case back was not custom-made, but the clasp was given a unique, handcrafted finish. In addition, this masterpiece also features the equally unique, handcrafted dot box by Colette Paris.
We overhauled this Rolex "Who Cares.." in year 2025 and deliver this watch fully protected for you by our 1-year guarantee & with maximum timekeeping accuracy.
"Who cares I`am already late"
Automatic movement caliber 3135
Diameter 36 mm without crown
Technical indications | Keeping time +3 sec/day
Serviced 2025
Differential taxation according to § 25a UStG. No taxes included. | Differenzbesteuerung nach § 25a UStG. Kunstgegenstände und Sammlungsstücke, Sonderregelung.
