Last year, Rolex released a host of interesting watches that nobody could buy. Now, Rolex produces boring watches, nobody can buy. They are still king. The only question is, 'King of what?'

I actually don't mind a boring release. I rather take a year or two and step back, chill out, and appreciate what I have. By the time most dealers start getting allocations for certain models, we're already halfway there to the next Watches and Wonders.

2024 was the year Rolex went full Liberace, throwing a dull looking steel GMT out the back of the gilded horse drawn coach. I'd expect the axe to fall on all of their steel watches in future. Steel will be for Tudors. Rolex want a piece of the gem encrusted precious metals action. It's time to think outside the box. The Zenith diver looks kick ass. The crown just wants to go all in regarding the Liberace scene.

Before watching this video, I feel that what people like myself said before these models were announced this week is exactly right, where are they going? More gold diamonds platinum, I feel they are saying “ we don’t really want to sell any watches that cost less than about $8000” because we now think we are patek. I have to wonder what the future will be for the oyster perpetual and the Explorer because when it comes to the datejust it’s clear that they don’t want to sell that watch in the way it was sold throughout the 60s 70s 80s 90s 00s which inspired generations of people, they only want to sell it made of gold or where they can find a way to massively bump up the . the message coming across to people like me is “we don’t need you anymore and if you don’t want to spend at least £8000 on a watch, go and buy something from Tudor.

The YM2 was certainly an acquired taste, but I do love the complication and find it much more useful than a chronograph which you tell yourself you’ll use to time your dinner cooking but then forget about until you smell it burning…

For me mike in my opinion the new GMT is best GMT so far. Settled, sexy and elegant. Not in colored watches.

Agree - for all the hoops Rolex makes us jump through - the very least they could do is have great product releases .... this was just lousy

Love the Bruce Wayne! I can't wait to see that Black/grey GMT in person.

As always a great video. You provide a thoughtful presentation that is rare.

This is by far my favourite watch channel. Thanks a lot for your highly competent analyses, which are on another level.

Excellent content as is the norm with you Mike. I hope to see you at Watches and Wonders this weekend.

The marketing juggernaut that is Rolex is more interesting than their watches. Glad I bought my Rolex assortment before the crazy times!😎

On the one hand, they added an entry-level GMT; on the other, they only added precious metal models besides the GMT.

Interesting insights. However cannot agree with the main assumption that “only the rich has options” Majority of options are in fact available for Datejust line (around 70% of all rolex catalog variations.) So they may target more rich this year but all in all steel and rolesor is majority of Rolex catalog. Some Datejust references have over 28 variations based on dials and bracelet alone.

The best Rolex overview. Excellent viewing and listening Thank you

Interesting video. I never really considered the added variety when moving into the precious metal cases.

Strange, I always thought the YM2 was one of the best looking modern Rolex models. To each their own I suppose.

At this stage Rolex feels like white paint drying on a rainy afternoon. I think they are mixing it up without shaking the table too much and that's probably fine for the target market of which I am not. I dont understand the Deep Sea in gold either haha! The 1908 is rather pretty as far as dress watches go! Hope you have a kick ass weekend Mike!

You bring such clarity to the dazed and confused ⌚️💪🏼

Great analysis. Thanks for sharing.

The dial on the 1908 reminds me of AtelierWen Perception Piao, out of all watches out there. Crazy.

I am a big fan of the black/grey GMT with the green hand and lettering (I've heard it referred to as the Dark Knight?). I liked the all black but the slight variation in the bezel coloring makes it a bit easier to discern day or night at a glance. I also appreciate the platinum 1908 with the guilloche´ (even if it is machine done) dial, it elevates it enough to be at least considered against some other very fine dress watches.

Notification Gang, view #2. Keep up the great work and insightful takes

I am not sure we should have been surprised by Rolex this year. I read somewhere a couple of years ago (maybe WatchPro?) that the new facility was going to be largely dedicated to manufacturing precious metal watches. If true, Rolex would need to add many more precious metal variants to make that move profitable. In terms of manufacturing, it makes sense to dedicate lines for precious metal because moving back and forth between materials creates down time and a machine that is down and idle isn't making money. There is a discussion on ABlogToWatch Weekly with the lead designer from Breitling on manufacturing precious metal watches that is worth a listen.

I always found the deep sea Sea Dweller to be obscenely big. I must admit though, if I had the money, the Gold DSSD would be tempting.

Great analysis, I really enjoy your content.

Great show. Love it.

Optimus prime LETSSSS GOOOOOOO

I think that for the watch enthusiasts it is a good thing that the hype calms down a bit. I think that the new GMT is a step to a future banger in the Tudor line.

Reasonable. The GMT could have been so cool with a GMT hand that popped. Or maybe… they had more watches ready but held some back because the economy of most big markets are in the tank?

if the 1908 goes sub retail, I will pick one up. I was debating a dress watch and thinking Patek or Chopard. 1908 sub retail gets me one and i'll have to shell out 10K less

They should’ve done a navy and gray GMT in white gold

I love your input and style of video's, if i ever start a youtube for my rolex journey! Please tell me and do your thought's on the sky dweller, blue dial specific but just the revolutionary work and craft man ship, great all around to me the best watch rolex put together all in one and look great, but you have a different way of explaining the models and why and which ones are more desirable but they all have some place within the market!

So you think if I walk into an AD in Switzerland in June, I cannot get the new GMT and there will be waitlists again?

I struggle to understand the new GMT release. If it was about taking pressure off the Batman, Sprite or Pepsi then why not just manufacturer more of those in order to satisfy those on the waiting list? Maybe they will mass produce this new grey release, Make the other GMT harder to obtain. I believe they are making the Pepsi almost as hard to obtain as the Daytona. Rolex need another grail model for people to strive towards.

Omega is now the poor man’s Rolex, the watch people buy as a constellation prize when they can’t get a Rolex. Many Rolex AD’s haven’t served the brand well because of the games they’ve played. The corporate consolidation of the AD’s has made the brand both more exclusive and also less desirable. Its scarcity is making it lose its mass appeal. Profit per unit is what Rolex is looking at, they can only make so many watches per year so they might as well maximize the profit. Protecting the brand or making money explains it all.Well said!

Rolex buyers are so fickle.. I struggled to sell my 2018 all- black bezel for under RRP a few yrs ago.

Nailed it as always, Mike. 😊

Makes sense, be somewhat adventurous (by Rolex standards) one year, conservative the next.

Excellent review and analysis, as always.

Hi Mike, what do you think of the Bremont redesign / relaunch? In my view the new ceo sealed Bremont's fate. But i'd love to hear your take in what might be the final moments towards the end of what was a gem of a watch brand

I’m really confused why he’s comparing omega and rolex when in his “every watch I’ve sold” video he stated he only bought omega as a compromise for the rolex alternative. Wouldn’t that mean they’re not comparable?

A statement of intent: less steel (shore up steel residuals); more gold (help AD margins). ADs are worried though - those full gold/bi metal Sky Dwellers, GMTs, Subs and 'Dwellers are going to be a nightmare to shift in a flat market - cue a return to bundling.

“Disinterested” = unbiased. “Uninterested” = not interested. So, for example: “The judge at the trial was disinterested, as was proper. The accused couldn’t really care, he was so uninterested in what was going on.”

Very very insightful analysis. Makes me wish that I was a Rolex customer. And by that I mean I wish I could afford a Rolex

No need to change things if people are buying the way they are. And the discontinuation of the Milgauss was a clear strategic choice. No nerds! Message received.

Nailed it!

We're riding with ya.

Question is, Rolex are selling the best, biggest market share by far etc etc etc, says the numbers. Fine. My question is, where do these watches get sold to? Doesn’t it seem weird that grey dealers have all this inventory and higher prices on watches. While both grey dealers and AD that normally buy inventory didn’t want to buy any of my watches, they’re not Rolex but they were omega and Tudor. They also rejected Rolex. Is there something to it? Have the watches gone back door or is there to many selling their to or through grey dealers?

"Rolex Watches & Wonders: Uninspiring & still ahead of the pack" - like McIntosh stereos and Mercedes cars; aspirational lifestyle products through clever marketing.

I thought for sure they were gonna add the black/grey bezel to a rose gold GMT. With that said, I absolutely love that they added it to a SS GMT, and I will be putting in my request for one.. also, this is the first time I actually thought, I’m getting a Tudor this time and have no interest in a Rolex, cause let’s be honest, Tudor won this year.

From what I can see Rolex going with more steel models is more than just going more up market. When you compare Rolex to brands in the holy Trinity and higher end independent brands they fall short in a major category (high end movements). To contend with these brands they will make complicated gem set and gold models to go after the same buyer who wants a higher complication. This is a weakness in my opinion because even a brand like Omega has higher complication movements and is fighting harder to impress and retain it's buyers. Rolex can only rest on cool dials and diamond studded pieces for so long.

Tudor is Rolex’s steel sports collection, Rolex only cares about up market now

"Uninspiring", "blingy", "vulgar", "lumpy", "waiting lists" ... the fact is that Rolex can do whatever they want because branding is King, and nobody does branding like Rolex. Irony is that a number of watch connoisseurs bashing them probably sit on a Rolex or two in their own collection...

Nothing new from rolex ! Also the dial of the "new" 1908 seems a copy of the Atelier Wen brand. Time for rolex to hire creative designers.

Man, if Rolex is smart, when you visit them, they should give you an interview and review of the line.

Parts bin watch lol

Wait isnt that Optimus in your background?

I baptize the new GMT Master II the "Black Bolt" as the character appearing in American comic books published by Marvel Comics 😍😍😍🔥🔥🔥🔥

In my experience, people who are driven to accumulate wealth also tend to like to show it off. Nothing wrong with that and a brilliant and lucrative move on the part of Rolex to capitalise on that. It is a mistake however, and quite arrogant, to assume that everybody fits or aspires to fit that particular profile. Something I think Rolex fans in particular, have difficulty in understanding.

The new 1908 was the only vaguely interesting release but I am dead fed up of turquoise dials. Tudor also went for the hibernation route cause obviously you might as well just sleep through all their releases this year. Oh and the gold wannabe Invicta? for the love of god toss them all into the bottom of the Mariana trench.

Why is everyone jizzing over the 1908 when nobody cared for the Cellini. Rolex does it's first Guilloche dial, that everyone's been doing for years, and all of a sudden it's the best watch at the show. I don't get it

I just saw the low-res images of off-catalog models. There were so many like stone dial Day-Dates and other Daytonas.

Thanks TWTW! If you are right in what you say, and you probably are, then it's a sad cynical world. The worry is the similarity that now exists from their SS toolish watches, to their precious metal models. The finishes are so fussy, that all models can no longer be really worn for their supposed task? The Exporer 2 stands alone here. And I believe absolutely that being real is vital to support the need and wants for that watch, and it's subsequent purchase. You can move too far away from your actual purpose.

Explorer has 3 options

Now that Rolex owns Bucherer, they will increase production of precious metal watches. They now keep 100% of the sales price when sold through Bucherer so why not make more of the most profitable models. Soon you will have to buy a precious metal watch to get the privelege og buying a stainless steel model

I respect u a lot but I have disagree with ur views about rolex and the grey gmt . It is losing its sight and its reputation, at least in the short term. Prove me wrong but I am pretty certain their sales will be down this year

The solid gold Sea Dweller is the ultimate FU watch. Don’t like it but I will be intimidated by anyone wearing it 😂

Money doesn't, talk it swears.

They didn't introduce a coke. because Tudor introduced a coke.

Boring indeed. But worse, the ubiquitousness is nauseating. And with boring, ubiquitous stands out even more. What makes people sheep with rolexes bleat? Insecurity and low self-respect. And what a price to pay for that! Rolex is typically worn by sheep.

All part of its incremental luxurification ratcheting the SRP (average SRPs) ever higher. Indeed Rolex can sell everything it makes, so it’s all about the brand itself and where it plans to position it in the future. As I see it Rolex’s clear aim is to be *the* top machine-made watches brand - at its production volumes it can’t became high horology - the robots do all the work, and 99% of its customers, prospective and actual, don’t care. In an overall watch market that’s suffering Rolex doesn’t need to sweat it to increase market share. It’s looking longer term, and based on this year’s releases it’s looking to the second coming of Liberace! 😂😂

Watches are not smart phones, you don’t need a new model every year.

I’m sorry but Rolex being the face of the luxury watch market has a responsibility to release watches that excite the fans. Instead they release a bunch of expensive and uninspiring watches. No wonder the luxury watch market is dead with excitement and secondary market value. This is the same as gluttonous KING who doesn’t have to do much to continue to rule at the embarrassment of the ruled. The luxury watch market has become too full of themselves

The only one who can dethrone Rolex, is Rolex. They shut off small market ADs and discontinued slow selling models, to reallocate inventory and production. This gives the appearance of having more inventory, of their popular models. It’s a smart move and buys them time. Tudor ups its game in the steel sports watch, value market. This will help take some of the pressure off Rolex’s steel entry models. Again this buys time. Rolex will ultimately have to increase production or they will force the steel and or entry buyer to others brands. Tudor will fill this gap as it moves up market. This also puts pressure on Omega with spec based value offerings. Ultimately this allows Rolex to use production for their more profitable upper end models. -jm2c

I don’t buy Rolex anymore. It is a good machine made watch. There are many watches as good. I find them more interesting.

The thing about rolex is, during the hype era everyone and their pet plant got one. Now that is a huge status problem for the real yacht masters of the world. They had to create a tier above the humble folks like me. Knock yourself out oligarchs!

First😊

Can you do a video like this for nomos

1908 it’s beautiful watch but not ever if I want super fancy expensive dress watch absolutely never buy this watch! Yes it looks beautiful but no thanks Tudor is starting to be like “Rolex” the one I like it’s the “black bay 41” monochrome even that .. rather keep my watch’s then sell it no way because few mm !!! Ahhh Master Certified chronometer bla bla Go buy a cheap Sinn 104 it does the trick plus can buy 2 watches for price of a Tudor “homage submariner” rather bought the underrated Sterling silver Taoupé or Tupé version much nicer that an Tudor Sub homage…

I'm just bored by talk of Rolex. I can afford one, and I never buy one, and I never will. But if you like machine finishing and closed case backs, Rolex is for you.

Boring is right. Won’t phase the Rolex fans

The only interesting Rolex in my opinion is the Milgaus. For the rest I couldn’t care less about their current models.

Officially- the king of boring

Rolex gets away with boring releases because of their prestige. No other brand can get away with this laziness. What a boring brand.

I could bet my eur 1 Rolex world will collapse sooner than later ....Not next year but maybe after 7-10-15y. I do not see they could succeed to get into higher echelon even it sounds impossible today, their lineup is basic and mostly vulgar. With new factory and higher volume....believe they will not succeed to execute same artifical shortage for decades .... there will be a day in future that all the public wake up and realise they do not want exactly same watch as half a globe have. Junghans were No1 100y ago. They are niche today, nice though. Market is cyclical..... annoyingly shiny divers will not keep the hipe forever 👊🙈

Bored Bored Bored of this bolshy, unholistic outfit Rolex with their overhyped, overrated & eye-wateringly expensive watches... Bored of their ridiculous waiting lists... 😴😴😴😴😴😴😴... 2 things Rolex could do to make us watch lovers happy..... STOP DELIBERATELY HOLDING BACK SUPPLIES TO CREATE A DEMAND.... REISSUE THE BEAUTIFUL PRE DAYTONA CHRONOGRAPHS TO THE CATALOGUE...

Well...to the Rolex nay sayers; consider yourselves lucky at all to have a topic to discuss ! ROLEX can and will do exactly what they deem right in the business sense...Rolex is nit OMEGA, if you don't like it, buy the fake moonlanding! The crown remains successful...because they understand the longevity of business, not what watch fans think they can dictate!