The Rolex Land-Dweller Alternative That Costs A Fraction Of The Price

• Rolex’s Land-Dweller looks more like a pricey PRX than a true icon.
• Tissot’s PRX Powermatic 80 still dominates the value game.
• Rolex’s big 2025 launch felt more trend-following than trailblazing.

Watches & Wonders may be over for another year, but that doesn’t necessarily mean we’ve been able to move on from all the novelties released in Geneva. From world-first tourbillons to birthday celebrations, the world’s biggest watch brands weren’t afraid to flex their proverbial muscles on the biggest stage, pushing the boundaries of contemporary watchmaking with confident aplomb.

But one brand, typically revered for its innate ability to stand out from the horological crowd with unique and sought-after pieces, garnered some unwanted attention for one of its big 2025 novelties. Rolex, a company known for its obsessive evolution rather than revolution, did something genuinely unexpected: it announced an entirely new collection. But the reception from watch fans was less than its usual unwavering worship. In fact, it left many scratching their heads.

On paper, the Rolex Land-Dweller reads like a love letter to integrated sports watches… but on the wrist looks more like an overpriced Tissot PRX.

Let me be clear here: the Land-Dweller isn’t a bad watch. It’s impeccably made. It’s undeniably Rolex. But when your brand-new model is unveiled on the floor in Geneva with a 40mm case, honeycomb dial and a stainless steel integrated bracelet, people are naturally going to draw comparisons with your Swiss competition. Although in this case, the venerable comparison isn’t to an AP Royal Oak or a new Vacheron Constantin. It’s an entry-level Tissot.

Originally launched as a quartz model in 2021, the PRX took its inspiration from the 1970s Tissot Seastar. But it was only when the Swiss brand introduced the mechanical Powermatic 80 version, which adds an ETA-based automatic movement and a textured patterned dial, that this unique piece truly entered the horological zeitgeist.

The blue dial model is the most popular and often draws comparisons to the AP Royal Oak (and now the new Rolex Land-Dweller), with its angular case, Tapisserie-style dial, and integrated bracelet.

The build quality is impressive and ultimately benefits from Tissot’s position within the Swatch Group, which gives it access to high-quality components at scale, particularly the reliable ETA movement. On the wrist, it has presence, weight, and retro charm with a hint of ‘80s nostalgia – especially with the blue dial that evokes vintage aesthetics. But at just $1,150 AUD, it delivers serious luxury vibes without the luxury price tag.

The Land-Dweller is the Swiss luxury watch brand’s first new collection in years. Bold name. Mild execution. Yes, it’s powered by the all-new calibre 7135, an ultra-thin, high-frequency movement that ticks to Rolex’s technical finesse. But even that breakthrough feels oddly subdued when wrapped in what many see as an aesthetic copy of the Tissot playbook.

The hype hit fever pitch when Federer teased it on Instagram. But what looked like a year-defining achievement for the crown ended up feeling flat, especially with rival brands outshining Rolex across the board in Geneva.

Instead of leading the charge, it feels like they’ve turned up late to the party with a luxury sports watch made for algorithm-friendly wrists and Instagram-ready flatlays. It’s not a bad watch at all. But it’s certainly not Rolex’s crowning moment. Is it strange to say I’ll stick with the Tissot?