Are Rolex Professional Watches Just Jewelry Now? An Analysis

Рет қаралды 933

2 ай бұрын

On this video I examine the Rolex watch Professional line (research conducted on April 18, 2024) to break down the available options for base metal, two-tone, and precious metal versions. This is used to analyze how many watch options exist in the jewelry configurations versus the more practical "tool" metals.
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Пікірлер: 21

@Nefville 2 ай бұрын

We know what percentage of their offerings are two-tone and precious metals but I wonder what percentage of production is. Very interesting analysis, I didn't realize how many PM and TT models they really have. That configurator is also quite ironic, I just picture some guy retiring after 35 years and going on Rolex's website to configure his perfect Rolex only to find its not available.

@WatcheswithDennis 2 ай бұрын

I actually snorted reading your last line. Given most of the demand is for steel I imagine a strong majority of watches are Oystersteel. But that is key anyway to that sense of special the precious buyer seeks.

@VBJoeMo 2 ай бұрын

As you say and other do too, watch brands do precious metal because of a higher profit margin but couldn't Rolex raise the steel prices and make that same margin, there is a waitlist. I know Rolex can do whatever it likes to keep brand integrity for generations but I don't think that hurts its value or hurt their prior customers. I've never owned a precious metal watch but if I did it would be a dress watch

@WatcheswithDennis 2 ай бұрын

They could but I think the problem is the value proposition. From two sides. First, those that are aware of the old pricing are going to ask why are these so expensive now with no improvements. Second, the comparison to other steel watches. People already like to point to the better specs for lower cost out of Omega. Imagine the spread higher. Imagine the Submariner more than the Fifty Fathoms, a watch with clear superior finishing. It might work short-term but if the value proposition gets too far out of whack people will recognize Rolex as a rip-off. Their precious pricing is in line with other brands. Rolex seems keenly aware of value proposition concerns. If they want to grow the prestige of the brand I don't think they can just overprice steel. They need to try and drive people into superior models. Which they define on precious metal. Another option would be more complications in steel but Rolex seems pretty gunshy about doing a lot of complications.

@scottgoldberg2398 2 ай бұрын

unlike many luxury brands you can actually tell the time on a Rolex so i would say not jewelry

@WatcheswithDennis 2 ай бұрын

My pie chart would have been far less interesting if I used that threshold. Are there any unreadable Rolex watches? Maybe the new 1908 platinum in full sunlight (the dial pattern may reflect too much light to make out the hands).

@dunderhay9169 2 ай бұрын

Good analysis, I look at it slightly differently. How many Rolex watches are now bought for a specific rough handling use? Probably less than 1%, even assuming a person has infinite money, if they really need a tool watch, they can't wait years for it, and if it gets destroyed they need to be able to source another quickly and Rolex can't do this. There are so many other brands now offering the sort of watch Rolex invented, Sinn for example, but also solar quartz provides better accuracy and shock resistance without concerns on battery life and these models make much more sense to actually use diving or exploring. The Rolex desirability also make the wearer a target in many countries, loads of people advise on the internet that if travelling, leave your Rolex at home and wear a G-Shock. I know the steel Rolex models are still made to survive abuse and it is possible some owners still use them this way, but having waited months and invested thousands how many do? I bought a Datejust in 1996, £1400 a choice of ten to choose, walked in, walked out and went swimming in the sea. Great watch, but now with the cost of servicing 50% the purchase price I swim in a G-Shock or Vostok.

@WatcheswithDennis 2 ай бұрын

I think Rolex recognizes long-term they have a serious perception problem with how hard it is to buy a watch at the AD and the risk of permanently losing clients to other brands. Normally I would find it absurd for a luxury brand to in short order raise their build output by 30%. But I feel they clearly are trying to increase supply (why keep heavy advertising just to disappoint folks?).

@denbo74 2 ай бұрын

The Explorrs are their only tool watch left

@danschlacks5740 2 ай бұрын

Great analysis - if only I could get a steel sub with a date! I'd be fine feeling like everyone else.

@WatcheswithDennis 2 ай бұрын

I think a lot of people would! I've been on the local AD list for 11 months now for a no-date Sub, with its glorious one configuration option.

@obesetuna3164 2 ай бұрын

I am wearing a dress watch to do the laundry. Most Land Rovers or something similar are used for school runs. Anything from Rolex has long since ceased to be looked upon as tool like. All style over substance. It could be argued that both the Explorer and Airman remain true to the cause, but these are upsidedown times my friend.

@WatcheswithDennis 2 ай бұрын

Ah but could they still hold up to the original purpose? Looks like 60% not so much (I mean a solid-gold Deepsea likely can dive but I think a shark would see it and eat your wrist and then you have no wrist and back on the wait-list so it is like a double-loss).

@obesetuna3164 2 ай бұрын

@@WatcheswithDennis Lol. That is it Dennis. Wearing a solid gold Rolex in the Amazon jungle or a mile deep in the Pacific. Well, your friends would laugh at you.

@johngentile6814 2 ай бұрын

I guess you had nothing to do one day and this seemed like a good idea 😊

@WatcheswithDennis 2 ай бұрын

I thought there would be far less to count. When I had to start logging the math on the Daytona line I may have thought "mistakes were made in deciding to do this" but once started I figured I should finish. Hopefully no one asks for me to do it in the Classic line though!

@Cloud_Ken 2 ай бұрын

Even SS anything that's a jubilee or PCL leans towards jewelry, so GMTs, Daytonas, YMs are all out.