It ain’t much, but Rolex has produced a teaser video to get people excited about its new watch releases for 2014. Rolex is a bit special in how they debut their new watches and experiencing it is a sort of annual Baselworld rite of passage.

Many of you know this, but for those who don’t know Rolex’s little ritual we will explain. First of all, as far as we know, Rolex is the only brand to debut their new watches in this way. Rolex literally unveils the new watches. There are windows around the entire Rolex booth, and in the display case windows are many existing Rolex watches as well as the new ones. The new ones have a little “new” label next to them and are covered with a little cloth hood.

When the time is right (usually in the early afternoon on the press-only day of Basel) Rolex opens up the case and pulls off the hoods–pretty much all at the same time–to reveal the new watches.

After that it is a de facto point of conversation to discuss “the new Rolex watches” and everyone asks each other whether the new Rolex watches are enough, or properly new, or interesting. There is usually a consensus that the watches will sell but that Rolex hopefully will “go further more next year.” Nevertheless, we continue to be eager and esteemed about what Rolex has up its sleeves. In a few more days we will participate in the unveiling ceremony once again!

What do we know about the 2014 Rolex watches? The video doesn’t share much, but there is a teaser of the side of one watch. It is clearly an Oyster style case and it has a fluted bezel. The flutes however are rather shallow so it might indicate a brand new model– versus a revision on an existing model. My guess is that it is a new version of a Datejust of a Day/Date, or something similar. We shall see soon! rolex.com