The “Bao Dai” Rolex is to be auctioned by Phillips in Geneva come May.
As smartwatches settle into the market, jewelry timepieces are finding new fanfare as dressier, persona-driven alternatives.
Watchmakers and jewelers continue to face significant challenges, but most brands remain upbeat about 2017.
Customers will be able to “compose” their personal Serpenti using a dedicated app installed on a tablet, with a total of 312 options on tap.
The brand is aiming for 200 to 300 stores worldwide by the end of 2018.