OK, so of course it’s not really Rolex. It’s still damned funny though.
It’s actually a conceptual art installation by Viennese artist Michael Marcovici. His description of the display is very brief, and not being well versed in things arty I might be off the mark, but I’ll hazard a few guesses toward its meaning. Perhaps the use of the iconic “Rolex” imagery is meant to help quantify the the sum of time across a lifetime, to give it more direct relevance when it’s something often easily overlooked otherwise and remind us not to squander it.
Or perhaps it’s a spoof of the entire notion of using an expensive watch to quantify the passing of ones life, a parody made by highlighting an even more obsolete technology than mechanical watches.
Or maybe it’s even a stab at modern luxury consumerism when much less costly means can be used to track time, especially when the grander scale of a lifetime puts their resolution into perspective: what’s +6/-4 seconds a day over the entire course of a life? Does it really matter even slightly?
In any case, I thought it was a good bit of fun. And thankfully for the artist at least, art and parody are usually seen as protected speech in most jurisdictions, so hopefully he needn’t fear getting a nastygram letter from Rolex’s famously and prolifically litigious attorneys.