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Entrepreneur Nerio Alessandri spotted wearing Rolex

Nerio Alessandri, the entrepreneur behind Technogym — the Cesena-based company that has equipped the Olympics and redefined the global fitness industry — was recently photographed wearing a Rolex Oyster Perpetual 41 in yellow dial, reference 124300. It is a deceptively quiet choice that carries considerable weight among watch collectors.

Introduced in 2020 as part of Rolex's sweeping refresh of the Oyster Perpetual family, the ref. 124300 is powered by the in-house Calibre 3230, a movement that marked a significant step forward for the brand. The cal. 3230 features Rolex's Chronergy escapement — a patented design delivering roughly 15 percent greater energy efficiency than its predecessor — along with a Parachrom hairspring and a 70-hour power reserve. The case measures 41mm in Oystersteel, water-resistant to 100 metres, with a domed dial and applied hour markers that give the coloured versions an almost candy-like, Pop Art quality.

The yellow dial, along with coral red, proved to be the most fleeting of the 2020 colour palette. Both were discontinued after little more than a year of production, a fact that transformed them almost overnight from accessible entry-level Rolexes into genuinely scarce collector pieces. The remaining colourways — turquoise, green, and blue among them — stayed in production, but the yellow and coral red acquired a different biographical narrative: they were the ones Rolex let go.

Alessandri built Technogym from a garage in Romagna into a publicly listed global brand synonymous with wellness and design. His aesthetic sensibility is well documented — Technogym equipment is as much industrial design as exercise machinery. Wearing a ref. 124300 in yellow dial speaks to that same instinct: something functional, beautifully resolved, and just rare enough to reward attention.

On the grey market, the yellow dial 124300 commands a substantial premium over its original retail price of around $6,150. Secondary market values have settled in the $15,000–$20,000 range depending on condition and provenance, a remarkable multiple for a steel sports watch with no precious metals or complications. The Rolex Oyster Perpetual 41 yellow dial ref. 124300 is a reminder that scarcity, even unintentional scarcity, is its own complication.