Rolex - Datejust 126334 41mm Oys Flt SS/SS Who Cares M+F A2836

M+F Factory DateJust 41mm 126334 "Who Cares I'm Already Late" Dial, MAD Paris x Colette Customized Edition.

The “Who Cares I’m Already Late” Rolex: What's the Story Behind It?

Modified Rolex watches are often polarizing, and the custom “Who Cares I’m Already Late” editions are no different. If you've come across one of these Rolexes with "Who cares I’m already late" written on the dial and are wondering what it's all about, here’s the full story.

MAD Paris x Colette: The Original “Who Cares I’m Already Late” Rolex

Back in 2016, Colette, a famous Paris-based concept boutique, collaborated with luxury watch customizer MAD Paris to create a unique series of Rolex Milgauss watches. Dubbed the “Who Cares Edition,” only five pieces were made, making them extremely limited. Priced at $18,200, these custom watches featured a playful dial design with blue cursive text that reads “Who cares I’m already late” on a minimalist white background. Instead of the usual hour and minute markers, the numbers 1-12 are scattered chaotically across the bottom half of the dial. Adding to the unique look, the lightning-shaped second hand is painted blue, as is the lume on the hour and minute hands.

Though undeniably creative, the original “Who Cares Edition” Milgauss didn't make much of a splash upon release. With so many custom watches out there, distinguishing these pieces from other "limited editions" was a challenge. However, Colette’s permanent closure in 2017 added a layer of nostalgia and intrigue around the collaboration. Meanwhile, MAD Paris continued its reputation as a high-end watch customizer, often compared to the likes of Artisans de Genève and Blaken.

Was Rolex Involved in These Customizations?

No, Rolex had no hand in authorizing the “Who Cares I’m Already Late” watches—or any customized Rolexes, for that matter. While modifying Rolex watches is entirely legal, Rolex is very protective of its trademarks, as seen in the famous Rolex v. Beckertime lawsuit. Despite this, customizers like MAD Paris continue to transform high-end timepieces, albeit without Rolex’s endorsement.

The Rise of “Who Cares I’m Already Late” Copies

Interest in the “Who Cares I’m Already Late” Rolex didn’t gain significant momentum until 2023, when Google Trends registered a noticeable uptick in search volume. It appears that the original five Colette x MAD Paris Milgauss watches weren’t what went viral—rather, a newer wave of custom dials inspired by the original design started popping up.

Interestingly, while the originals were based on Milgauss models, many of the more recent versions are built on 41mm Datejust models. These newer iterations aren’t exact replicas of the original Colette design, which helps them navigate around potential legal issues. If you compare details like the “d” in “already,” you'll notice subtle variations, signaling that multiple manufacturers are now producing these "Who Cares" dials.

Pricing and Availability

Given the increased attention around the design, the original five MAD Paris x Colette Milgauss watches would likely sell for significantly more than their original price of $18,200 if they were to appear on the market. However, if you're interested in a modern custom Rolex with a “Who Cares” dial, you can find a Datejust II or Datejust 41 with this design for around $10,000.

For those who appreciate the aesthetic but aren’t willing to spend Rolex-level money, there are alternatives. On platforms like eBay, modified Seikos with “Who Cares” dials can be found for about $200. Additionally, in 2023, Mr. Jones released the “Berry Late” watch for $275, which features a similar tongue-in-cheek sentiment: “Fuck it! Time is just a social construct.”

The Growing Appeal of "Who Cares" Watches

What started as a quirky limited-edition collaboration has seemingly inspired an entire artistic aesthetic. Variations on the “Who Cares I’m Already Late” theme continue to emerge, appealing to those who enjoy the rebellious nature of these designs. It’s clear that not everyone loves these unconventional timepieces, but for those who do, part of the appeal lies in their playful defiance of traditional watch norms.