ESV - 12 His eyes are like a flame of fire, and on his head are many diadems, and he has a name written that no one knows but himself.
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In my opinion, the idea being expressed in the cited verse is similar to a concept previously spoken of in Revelation 2:17, in which each believer is given a white stone with a new name written on it that only the believer knows. Just as that new name is known only to the believer, the name of the rider on the white horse is known only to Him. It represents (as it does for each believer) the unique, personal relationship between that individual and God.
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