The see-through case back will be welcomed by watch lovers who can now appreciate their inner beauty ROLEX IS REGARDED by many as the king of watchmakers. Its name was registered as a trademark in 1908, but today it is so much more than a trademark. It has even been described as social phenomenon and as a 'status symbol of the 20th century'. Over the years Rolex has developed watches and movements that are so popular that they rarely change dramatically. Changes tend to be small, subtle and infrequent. It was a great surprise, therefore, that when the doors opened at BaselWorld a few weeks ago the company revealed some great new models. In 1928, Rolex gave birth to one of its most successful families of watches, the Prince. It was a rectangular design with two dials one above the other. The top dial shows hours and minutes and the lower dial displays seconds. It became a huge success and earned a place in horological history. Rolex continued to produce the Prince until 1953. At this year's BaselWorld, Rolex revealed a new generation of Princes which are now part of the Cellini range. The new collection has pioneered the novel concept of using technical know-how to enhance design and ensure total balance between the aesthetics of the watch - the movement, the case, the dial and even the strap. Everything about this Rolex Prince is new. The new movement is rectangular, which means it can make use of all the available space inside the case to ensure performance and reliability. Each movement has been awarded a chronometer certificate confirming that it has passed a series of demanding precision tests undertaken by the Controle Officiel Suisse des Chronometres. The movement has been designed in harmony with the case and strap: equal importance was attached to aesthetics and technical performance. These are the first Rolex watches ever to have a transparent case back. It reveals the guilloche decoration on the movement which echoes that on the dial of each model. Other manufacturers have used transparent case backs for many years, but until now Rolex has resisted the temptation. The see-through back is sure to be welcomed by watch lovers who can now appreciate the beauty and high quality finish of the movement. Rolex watches are certainly faked more than any other watch brand in the world. Could the transparent back make it more difficult to conceal cheap fake movements? On the dial of the new Prince, hours and minutes are still displayed separately above the seconds. The guilloche or engine-turned decoration on each dial requires technical ingenuity, and with these new models Rolex has redefined the art of watch decoration. The different patterns that have been used are Clou de Paris (a 'hobnail' pattern), Godron and Rayon Flamme de la Gloire. Each model has its own distinctive look. The four new models are known just by their model numbers. The model with a dial in silver godron, a French term for concentric circles, and an 18-carat white gold case, is 5441/9. It has Roman numerals and simple seconds markings. The design with Clou de Paris decoration on the dial is 5440/8. Its case is in 18-carat yellow gold; Roman numerals are used for the numerals on the upper dial and Arabic figures on the seconds dial. Two models feature the style of decoration known as Rayon Flamme de la Gloire. One is the 5442/5, in 18-carat pink gold with a black and pink dial. The hour and minutes display and the seconds display join in the centre, and both have Arabic numerals. The other model is 5443/9, in 18-carat white gold with a black and silver Rayon Flamme de la Gloire dial.