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There aren’t many watches that get people more excited than the Rolex Chronographs. Their Daytona is an icon of luxury sportswear, and has been worn by countless celebrities, athletes and explorers (most notably by Paul Newman). While the Daytona has enjoyed a 40-plus year run as Rolex’s only chronograph model, it isn’t the only chrono Rolex in existence. Today’s Wednesday watch pick is a very rare Rolex -- a square chronograph from the 1930s, model 3529. We challenge you to find anything half as cool as this. 99 Uniqueness While some of your neighbors may own a Rolex, we can all but guarantee they don’t own this one. There is nothing quite like owning an extremely rare model from the best-known brand in the world; it renders you completely immune to any form of horological snobbery. Even those people with more expensive and more complicated watches will have to give credit where credit is due. The Rolex Chronograph 3529 is a great watch no matter how you look at it. Read more 80 Durability While square is not a case-shape that Rolex is known for, it is used by many other high-mark brands. Considering that this Chronograph is approaching 80 years, you have to realize that this is by no means a daily wear watch. Also, because it is so old, it is sized very small relative to today’s models. To give you an idea, a modern Rolex Daytona is around 40mm, while this '30s Square Rolex is sized at 25mm. That said, it does have the legendary Rolex craftsmanship behind it, so don’t be afraid to wear it out on the town. Reference 3529 is a unique and interesting watch from Rolex, one definitely worth checking out if you are looking for something to set you apart. The one we’ve found on www.WatchCommander.com is a great, all-original example. Ben Clymer is the Executive Editor of Hodinkee.com, a daily blog of the most interesting watches in the world.

Like their boomer parents, no luxury brand is more coveted than Rolex among U.S. millennials (ages 18-27). According to a recent survey published in "Time Style & Design" (Spring 2008) magazine, 45 percent of millennials want to own a Rolex followed by Gucci (40%), Tiffany & Co. (39%), Giorgio Armani (38%), and Prada (38%). No other Swiss watch made the list of most desired luxury brands.