New York’s Museum of Modern Art is showcasing a collection of the 111 items of clothing and accessories that impacted the 20th and 21st centuries entitled Items: Is Fashion Modern? Timeless garments such as Levi’s 501s and the Little Black Dress, and two watches — Rolex and Swatch. But which is more iconic? The battle for the most enduring watch of the 20th century is on … If we measured success in this exhibition on numbers alone, then Swatch is the clear winner. Its tally includes a 1985 Mille Pattes model, designed by Keith Haring, 1983’s GB100 and GK100 Jelly Fish; plus two ’90s models, while a solitary ’70s Rolex Datejust keeps a cool distance. Before you get red-faced, the Rolex Datejust is a bestseller today and there’s no dishonouring Rolex. As a matter of substance, the sturdy, man-of-the-world Rolex, born in 1905, has understated classicism and brand prestige cornered. The Items specimen, a Rolex Datejust Ref. 1601 with a stainless steel Jubilee bracelet and white gold fluted bezel (loaned by Hodinkee, by the way), a successor to the original 1945 Datejust; the first wristwatch with an automatically changing date window. It was a revolution that redefined the relationship to a watch; an innovation that synchronised…
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