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Rolex and Stella McCartney live Ralph Lauren's ideology "I don't design clothes, I design dreams" to the tee. Both Rolex and Stella take their natural ingenuity to the heights of fashion. Rolex designs are inspired by life, and the values of truth and commitment. Stella brings the same amount of passion that goes into constructing a Rolex watch into designing her clothing line. Rolex has been able to carve a niche for itself today only because it has embraced change. Rolex understands that nothing is forever and neither are its designs. Keeping in mind the preferences of our old customers and the designs they have made their own for years Rolex has introduced new designs to cater to changing customer taste. McCartney's designs are renowned for the way she has translated traditional into modern and done it with such flair that the difference never strikes the eye. Stella started interning with Christian Lacroix and the house of Savile Row and cast her famous model friends to model for her line on graduating from fashion college. Stella is a strict advocate of the PETA cause like her father Sir Paul McCartney. After resigning from the house of Chloe, Stella went on to contribute to the house of Gucci, she lent her name and her talent to stores in Mayfair, Los Angeles, Hong Kong and has plans of opening one in Paris this year. Stella was the recipient of the VH1/Vogue Designer of the Year award in 2000. In 2007, Stella launched a skincare line called CARE, an entirely organic line of cosmetics. Stella also designed Madonna's wedding dress and Gwyneth Paltrow and Jude Law's costumes for Sky Captain and the World of Tomorrow. Stella also has signed a long term contract with Adidas, she is to design a sports performance collection for women. Stella also has a tie up with LeSportsac, for which collection she will design 30 to 40 styles. Stella is a versatile designer and doesn't limit her creativity to clothes. This year Stella has announced a children's wear collection in association with brand retailer GAP. McCartney besides having her own collection has also collaborated with Reem Alasadi, Gary Hume, Jeff Koons, David Remfry, and Ed Ruscha. McCartney has shown to the world that her fame is well earned and has nothing to do with her lineage. She is as self made as any other designer and is also known as "Unstoppable Stella". The exquisitely brilliant Day Date is from the Oyster Perpetual collection and lives up to the Rolex collection's name in delivering only brilliance. Not only is the watch a striking beauty but its design has been done keeping in mind that the watch while it dazzles must also be functional. Nothing takes the heart and the soul of the wearer the way the platinum and diamond finish of this watch does. The Day Date like the name suggests displays not only the date of the month but also the day of the week in a variety of 26 differing languages. The watch has a chronometer certification and the 36 mm radial of the Day Date adds to its charm. It is the ice blue dial of the watch that captures your sight the most. It is in the use of this shade that is uncommon to watches that Rolex exhibits their trademark distinction. A president featuring Crownclasp along with a sapphirized in crystal feature just makes the Day Date "the' watch you would like to buy. The self wound watch is also waterproof to 100 metres. Stella McCartney and the Rolex Day Date's designs are dreams that do not awe but inspire.

Longines unveiled the 1960's inspired Column-Wheel Chronograph Record at Baselworld 2011. It features a Swiss automatic in-house movement that was exclusively designed by ETA for Longines (both owned by the Swatch Group). The caliber L688.2 has 27 jewels, runs at 28,800 vph and has a power reserve of 54 hours. The chronograph function is controlled by a column-wheel, so starting, stopping and resetting it is smooth and effortless. The chronograph center seconds hand is equipped with a vernier scale at its tip, that allows the wearer to record times with one eighth of a second precision. The classic 41 mm stainless steel case is fully polished, along with a fully polished crown and push-pieces. The strap is black alligator with a classic pin and buckle. Water-resistance is 30 meters. The dial has a great sporty vintage look and is available in either cream or black. Longines Press ReleaseLongines has passed a new milestone in its exploration of timepieces fitted with authentic technical features by creating, The Longines Column-Wheel Chronograph Record, which has a direct-drive second hand with a vernier scale. Back in 2008 the company used a chronograph movement with a column wheel in the design of a contemporary embodiment of its expertise in mechanical chronographs this new model showcases the horological development and elegant appeal in the same vein.The Longines Column-Wheel Chronograph Record combines various elements that make this brand-new watch a modern descendant of the timing instruments created by Longines in the past. Thanks to its exclusive column-wheel movement, it joins the lineage of equipment developed by the brand since 1878, when Longines produced its first chronograph. Moreover, The Longines Column-Wheel Chronograph Record has a centre direct-drive second hand with a vernier scale - echoing a mechanical chronograph counter designed by the company in 1966. This system allows the user to read off the time measured easily and precisely using the position of the centre seconds hand with its vernier scale relative to the fixed scale on the dial. The centre direct-drive seconds hand with its vernier scale brings it into line with the most up-to-date mechanical timing equipment available today.The Longines Column-Wheel Chronograph Record has a sporty design which complements its chronograph functions. The self-winding movement is housed in a stainless steel case with a diameter of 41 mm. The cream or black dial has a 30-minute counter at 3 o'clock, a 12-hour counter at 6 o'clock, a small seconds at 9 o'clock and a date aperture between 4 and 5 o'clock. The hands are coated with Super-LumiNova while the red centre dragging seconds hand with its vernier scale is complemented by a fixed scale on the dial which enables the user to read off eighths of a second. Echoing the timing equipment produced by Longines in the 1960s, The Longines Column-Wheel Chronograph Record is fitted on an elegant black alligator strap.Fitted with 27 jewels, the L688.2 movement is a self-winding calibre with a diameter of 30 mm and a height of 7.90 mm. The column wheel which is part of the movement serves to steer the chronograph functions (start, stop, return to zero). This system, and in particular the column wheel that was designed by engineers at ETA on Longines' request, makes this mechanical chronograph exceptionally easy to use, requiring only a light pressure to start and stop the timing function and to return the hands to zero. The blued steel column wheel is a work of art and the whole movement is a stylised revamping of a traditional technical system. Apart from its sophisticated design, the construction of the L688.2 calibre has been especially created to meet the requirements of timing.With its combination of timing functions and a beauty that is characteristic of timing equipment dating from the 1960s, The Longines Column-Wheel Chronograph Record is a contemporary timepiece steeped in the great tradition of mechanical timing.Based in St. Imier in Switzerland since 1832, the watchmaker Longines can look back on more than 175 years of non-stop craftsmanship, as well as a solid heritage as timekeeper for world championships in various sports and collaborator with different international sports federations. Known for the elegance of its timepieces, Longines is a member of the Swatch Group Ltd, the World's leading manufacturer of horological products. With the winged hourglass as its emblem, the brand has outlets in over 130 countries.Retail TBDSource: Longines