Rolex's Emoji watch continues to slowly infiltrate the celebrity buyer market as Brady now spotted second to John Mayer last week.

From Seiko 5 to Rolex Daytona and Patek Nautilus.

Behind the scenes at one of the world's most unique and comprehensive archives of horology.

The '70s gave way to experimental design across the board. Was Patek Philippe the clear victor of ingenuity?

Taking the form of the Aquis diver, this follow-up features a shimmering green dial inspired by the waters of the salt marshes along the Wadden Sea.

And why I think we're still just getting started.

It's for those of us who thought we could never wear one.

For the first time, Longines' modern dive watch gets a GMT.

The industry vet joins a growing watch department at Sotheby's New York.

An earth-toned limited edition field watch.

The brand dresses up their iconic pilot's chronograph with a cool grey dial for this US exclusive.

Plus a Patek Philippe with a Geneva Seal and the other TAG Heuer named after a Formula 1 track.

The thin line between inspiration and imitation.

The very first use of forged carbon fiber by UNIMATIC – at an unprecedented price point.

You asked, we delivered – at home with the Maroon 5 frontman and serious Rolex collector.

It’s been a bit of an IWC-filled week on Hodinkee, so it felt right to throw back to this launch.

But at a higher price point, who is this watch for?

Because stone dials are just "so hot right now."