Who cares I‘m already late

Philipp Mayrhofer, last updated on 03/15/2024

The Rolex Milgauss collection is one of the Swiss manufacturer's more inconspicuous series and is certainly less interesting for most collectors than an Explorer, Submariner or GMT-Master II. Nevertheless, the Milgauss also has its fans, all of whom are likely to be licking their fingers for a particular model: "Who cares I'm already late". We have compiled the most important information about this very special Milgauss watch and explain who is behind this unusual creation.

Rolex Milgauss: Precise, chic and durable

First, let's take a moment to talk about the classic Rolex Milgauss models. The watch was first launched in 1954, initially taken out of production from 1988 and finally relaunched in 2008. In 2023, Rolex announced that production would be halted again.

The Rolex Milgauss is primarily known for its high resistance to magnetic fields: As reflected in the name of the collection, it can withstand up to 1,000 gauss. It is also water-resistant to 100 meters. The 48-hour power reserve of the extremely precise 3135 caliber is also worth mentioning.

Made from the highest quality, corrosion-resistant stainless steel, the Milgauss impresses with a timelessly elegant exterior, the centerpiece of which is adorned with a white, blue, green or black dial, depending on the version.

"Who cares I'm already late" - Colette x MAD Paris x Rolex

The Rolex "Who cares I'm already late" is a watch that emerged from a collaboration between the former Parisian cult boutique Colette and MAD Paris. It is a Milgauss with a very special look that is very different from the well-known Milgauss watches. Only five examples were produced in total, making the Rolex in the "Who Cares" edition an extremely rare timepiece. Anyone who had the chance to get their hands on one of the rare watches had to spend 18,200 US dollars to do so.

Design of the Rolex "Who cares I'm already late": The watch for lovers of the extraordinary

Connoisseurs of the Colette boutique will recognize the origin of this special Milgauss at first glance. The words "Who cares I'm already late" appear on the upper third of the dial in Colette's typical font and royal blue or red color. The Rolex crown is enthroned above it, also in blue or red.

Instead of the usual distribution of numbers along the edge of the dial, the numbers on the "Who Cares" Rolex are gathered in the lower half of the dial. Not in an orderly fashion, mind you, but in a wild jumble - it could hardly be more unusual! Another visual highlight: the lightning-shaped hand, which has already attracted attention on previous Milgauss watches.

"Who cares I'm already late" - Rolex Milgauss meets Colette and MAD Paris

The Rolex Milgauss "Who cares I'm already late" is the result of a collaboration between the Colette boutique and MAD Paris and is incomparably unusual. The design - in addition to the catchy name - makes it absolutely clear: the "Who cares I'm already late" is not about telling the time precisely. The watch is a statement, a creative departure from the norm and a rare collector's item that will certainly not appeal to all tastes.

About the author

Philipp Mayrhofer

Hello my name is Philipp. I actually had my first points of contact with luxury watches through YouTube and the many watch reviews that can be seen there. As a result, I was able to acquire extensive watch knowledge.