Zeus in Greek mythology, Jupiter in Roman mythology, Indra in Indian mythology, and Thor in Norse mythology are lightning gods. There was also the Milgauss in Rolex mythology, which is no more.

On March 27, 2023, on the day of the Watches & Wonders Fair in Geneva, Switzerland, during the promotion of the new timepieces of the Rolex, it was announced that the production of Milgauss was terminated, unequivocally and clearly from the mouth of the most authorized person, upon a question. It was stating the known facts, because the information that Milgauss would not be produced had leaked beforehand and had already been spoken since the last months of 2022.

The questions of whether it was good or bad can bring about a deep discussion. Putting this issue aside and asking, “What happened next?”, it makes more sense to ask. After March 27, 2023, interest in Milgauss reached insane levels. Bob’s Watches CEO Paul Altieri told Insider (businessinsider.com) that he is delaying sales until prices find new stability. In Chrono 24, prices started to skyrocket.

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“lightnings and glances”

The removal of Milgauss from Rolex mythology brought to my mind the poem “The Last Wish” by the “strange philosopher” Friedrich Nietzsche from the Dionysos Dithyrambos*. Nietzsche, in Ahmet Cemal’s translation, says:

“To die like that / as I once saw him die –, / that friend, whose lightning and gaze / rained down on my dark youth like a holy light. / Brave and deep, / as if he danced in battles –, // he was the most cheerful of warriors, / the most formidable among the victors, / it was as if a fate had placed him on it, / strict, thoughtful, prudent (
)”

Milgauss is a watch that deserves special mention. The fact that Rolex removes Milgauss from its website or removes it from the catalogs does not diminish its value at all. Milgauss has features and charm that no other watch has. Indeed, “feature” and “attraction” mean Rolex at the same time.

Andrew Harrison inWhat Makes Rolex So Special?, published in Esquire The Big Watch Book 6th issue (2021), says: “Rolex is like a religion. But as it is known, there are more expensive watches than Rolex on the market. There are also rarer watches. There are even watches with more subtle complications, more complex mechanisms, and more esoteric brand positioning. However, none of them succeeded in combining human privilege with global recognition, like the company founded in London in 1905 as ‘Wilsdorf and Davis’ by Hans Wilsdorf and Alfred Davis and renamed Rolex in 1908.