Guys this is an April fools joke. Rolex already released all the new models.
Teddy has numerous examples in hand. If Rolex developed an entirely new model in multiple variants and sizes and precious metals along with a completely new movement and escapement, that would go down as the most involved April Fools joke in history. Perhaps they'll even start selling it to make some of the money back on the joke.
😜
On a serious note, my initial reaction was yuck but having watched the video on it, my opinion has softened. I immediately liked the case and bracelet. I even like the bezel - this is a good Rolex styled take on an integrated model, with a number of callbacks to vintage models without literally just re-releasing a vintage case. I like the hour markers with the modernised Explorer 6 and 9 and their old indices design making a comeback, but with that cool open ended lume going on. Mark my words everyone hates this right now but in five years everyone will be raving about it.
The movement seems awesome. Sub 10 mm case, hi-beat, long power reserve, new escapement technology, lots of modern materials, looks great, superlative accuracy... Omega should be taking note. They need to sort out their thickness issue and get Spirate out en masse. Obviously this movement is unproven and their 32xx reliability has been poor, but if it proves to be reliable I'd have a much harder time arguing Omega are doing a better job on movement technology now.
The only part I don't like other than the fact it's probably unobtainium is the dial. I don't hate it, but it is a bit messy looking. They're going for a sharp, modern design but I dunno - the boxy writing areas and cluttered shapes just look a bit average. Plus I hate the cyclops, but I hate all cyclops and that hasn't stopped Rolex before.
Finally the name... Land-Dweller is such a lame name. They could have done much better. But then a lot of people think Railmaster is a shit name too so horses for courses.