Entrepreneur Guglielmo Miani spotted wearing a Rolex

Spotted on the wrist of Guglielmo Miani — the man behind one of Milan's most storied luxury addresses and the institutional voice of the Via Montenapoleone luxury corridor — is a Rolex Submariner Date reference 16613 wearing what is arguably the most prestigious dial ever fitted to a production Submariner: the Sultan Serti.

The Rolex Submariner Date ref. 16613 is the two-tone successor to the all-steel 16610, introduced in the mid-1980s and produced until 2010. It pairs a stainless steel case and bracelet with yellow gold crown guards, bezel, and select Oyster bracelet center links. Measuring 40mm and water-resistant to 300 meters, the 16613 is powered by the Rolex caliber 3135 — a self-winding movement with a Parachrom hairspring, Paraflex shock absorbers, and a roughly 48-hour power reserve, long considered one of the most reliable Swiss movements ever manufactured.

The dial fitted to Miani's example elevates the reference into a different collecting category entirely. Rolex uses the term "Serti" — French for "set" — to designate any dial adorned with gemstones. On the Submariner, the Serti configuration typically features eight diamond hour markers combined with three sapphire indices, usually at 12, 6, and 9 o'clock. The "Sultan" designation refers to a specific, particularly lavish variant produced for select Middle Eastern clients, featuring an even denser gem-setting arrangement. These dials were never standard catalog items and appear today almost exclusively at major auction houses or in the hands of dedicated vintage Rolex specialists.

Miani's choice is entirely coherent with his professional universe. As CEO of La Rue Miani, a Milanese furrier and luxury goods house with roots stretching back to 1929, and as President of the Montenapoleone District association — the body that governs and promotes the world's highest-revenue luxury shopping street per square meter — his eye for exceptional craft and provenance is professional as much as personal.

On the secondary market, a standard ref. 16613 in excellent condition trades in the $8,000–$12,000 range. A verified Serti dial example commands a significant premium, with Sultan Serti configurations having achieved north of $30,000–$50,000 at specialist auction, depending on condition and documentation. No official retail price exists for this configuration today, as Rolex no longer produces it.