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 replica watches booth, and in the display case windows are many existing Rolex replica 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 replica watches sale opens up the case and pulls off the hoods-pretty much all at the same time-to reveal the new replica 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 replica watches are enough, or properly new, or interesting.