“Mighty,” “opulent,” and “majestic”—these are the words that I think perfectly capture the soul and the sublimity of the Rolex King Midas Ref. 3580. When this stunning piece first arrived at the office, I was completely taken aback—not just by its substantial heft, but also by its striking appearance. It is truly unlike any watch I’ve encountered and handled before and the presence it commands when you put it on your wrist is simply unmatched. Plus, knowing that this design was released by a brand like Rolex—famous for making some of the most iconic tool watches of all time—and that the legendary Gérald Genta had a hand in its creation elevates it to a whole other level.
The story of the Rolex King Midas began in 1962, initially appearing as an independent limited release before becoming a cornerstone of the Cellini collection. At that time, the King Midas was not only the heaviest gold watch on the market but also the most expensive Rolex you could buy, even surpassing the flagship Day-Date by nearly 50% in price. Its distinctive design and premium price attracted a variety of eccentric and discerning collectors, as well as some notable figures, including celebrities—most famously Elvis Presley, whose first-series King Midas Ref. 9630 (with an engraved caseback that says “To Elvis Presley from the Houston Livestock Show Officers 1970”) is now on display at Graceland in Memphis, Tennessee.
For those who may not know, the Rolex King Midas has three distinct generations throughout its production span. The first series, Ref. 9630, was a limited release, with fewer than 800 pieces produced in total: 144 pieces were made in 18-carat white gold and the rest in 18-carat yellow gold (all from a single block of gold!), plus a very small number featuring diamond dials. The second series, to which our example Ref. 3580 belongs, is not limited but had a shorter production run than the first, making it much rarer. One way to distinguish between the first and second series is by looking at the production number on the underside of the integrated bracelet; the Ref. 3580 is believed to have started with numbers from 800 (ours is #1057), with around 500 pieces produced—mostly in yellow gold and a few in white gold. Additionally, our specific example here is fitted with a minimalist champagne dial which bears the MIDAS (“ΜΙΔAΣ”) marking in Greek at 6:00, signifying it as an early example of the second series, as Rolex gradually transitioned to using “Cellini” dials instead. This change occurred because the King Midas was initially launched as a standalone collection before becoming fully integrated into the Cellini line within the second series. The third series, Ref. 4315, was introduced in 1977 and was only produced until 1979, featuring minor design updates such as a more consistent “Cellini” branding on the dial, a newer movement that is the Cal. 651, a thinner bracelet, as well as a single-fold clasp. This reference marks the final series of the “asymmetrical” case Midas line before Rolex shifted to a more traditional square case design.
In the style and approach of the late legendary Gérald Genta—who famously drew inspiration from objects when it came to his watch designs, such as a diving helmet for the Audemars Piguet Royal Oak and a ship’s porthole for the Patek Nautilus—the concept of the King Midas features an unconventional and asymmetrical case design inspired by the silhouette of the Parthenon Temple of Athena in Greece, symbolizing the Temple of the Gods. When viewed from the side, the triangular tip of the pentagonal case resembles the temple's roof, while the grooves of the exquisite bracelet evoke its majestic columns. Continuing on the theme of Greek mythology, the watch is named "King Midas" as a tribute to the mythological legend where everything he touched with his proverbial left hand turned to gold. This is poetically reflected in the saw-toothed crown positioned on the left side of the case, symbolizing the sun's dominance over Mount Olympus, and is flanked by the engraving “KING MIDAS” on each side.
Given that this is an early example from the second series, it is powered by the ultra-thin, 17-jeweled, manual-winding Cal. 650, which was developed by Piaget. In contrast, some of the later models in this series were equipped with the newer and updated (at the time) Cal. 651, which also appeared in the subsequent third series of Ref. 4315s.
As someone who has spent years pursuing some of the world's most elusive and extraordinary watches, I must confess that this Rolex King Midas is one of the most unique pieces I’ve ever encountered. If you haven’t noticed, the King Midas has been quietly gaining popularity over the years, and it’s not hard to see why. Collectors are beginning to recognize the special allure of this elusive and epic watch, defined by its unorthodox design language that is rarely seen—especially from a brand like Rolex. The fact that they introduced a design so radically different from their usual offerings, such as the Day-Date, Daytona, and Submariner, speaks volumes about the innovative and experimental spirit of the brand during the 1960s and ‘70s. In my view, as far as Gérald Genta’s other famous designs are concerned, no full gold Royal Oak or Nautilus can even compare to this, even though they exist in entirely different tiers of watchmaking and price ranges.
With all that said, while the King Midas may not appeal to everyone, if you have the wrist and taste for it, I wholeheartedly recommend taking a closer look—and, if you can, experiencing it in person; this watch is a real showstopper.
