The "Who cares? I'm already late" watch, explained

The "Who cares? I'm already late" watch began in 2016 as a collaboration between the Paris store Colette and customizer MAD Paris: a Rolex Milgauss with a custom dial of scattered numbers, limited to five pieces at about $18,200. Rolex never made it. Today's versions are aftermarket dials fitted to Rolex watches, or inexpensive homages.

Created	2016, Colette x MAD Paris
Base watch	Rolex Milgauss
Edition	5 numbered pieces
Original price	about $18,200
Made by Rolex?	No, it's a custom dial
Went viral	Around 2023

Where the "Who cares? I'm already late" watch came from

The original was a 2016 collaboration between Colette, the famous Paris concept store, and MAD Paris, a company that customizes luxury watches. They took a Rolex Milgauss and gave it a white dial with blue lettering. Instead of hour markers in order, the numbers were scattered around the dial, with the words "Who cares? I'm already late". Only five were made, numbered, at about $18,200 each.

It was a joke on the whole idea of a precision watch: an expensive chronometer that tells you not to worry about the time.

Is it a real Rolex?

The watch underneath is a real Rolex, but the dial is not. Rolex has never made a "Who cares I'm already late" model, and it does not approve of customized watches. A Rolex with an aftermarket dial typically loses Rolex warranty service and is valued as a modified watch.

The viral trend

From around 2023 the design went viral on social media. Several dial makers now sell "inspired by" dials, often fitted to 41 mm Datejusts, in red, blue, black and other colors. Inexpensive homage watches with Japanese automatic movements copy the look for a fraction of the price.

Before you buy one

Ask whether the watch has a genuine Rolex movement and case, and get papers for both.
Expect to pay for the base Rolex plus the custom work, and expect lower resale value than an unmodified watch.
If you just love the joke, an homage costs a tiny fraction.

Running late for real? Try our timer or alarm clock. See also: what a plain jane watch is.

Questions people ask

Is the 'Who cares I'm already late' watch a real Rolex?

The case and movement can be a real Rolex, but the dial is aftermarket. Rolex has never made this model.

Who made the original?

MAD Paris, a watch customizer, with the Paris concept store Colette, in 2016. Only five were made.

How much does it cost?

The originals were about $18,200. Custom Rolex versions today cost the price of the Rolex plus the dial work; homage watches cost far less.

Does a custom dial void the Rolex warranty?

Rolex generally will not service watches with non-original parts, and modified watches usually resell for less.

Sources

Last updated October 18, 2026. Prices are auction hammer-plus-premium results or published list prices as reported by the sources below; retail prices change, so check an authorized dealer before buying. Brand and model names belong to their owners and are used here only to identify the watches; onlineclock.app is not affiliated with any watch brand. Found an error? Tell us.