What's Up With The "Supersize Me" Mentality of Rolex These Days?

[DCGuy1965]

Lets see we have the 40mm Milgauss, 41mm DJ coming out, 41mm DD II, the DSSD that needs no introduction, etc. It seems as if Rolex is going all out with an "in your face" type of product line. I've personally tried the DSSD and DD II. Although beautiful pieces in their own right, they screamed "Look at Me!!" I even saw a gentleman wearing a DSSD with a nice suit the other day. Interesting to say the least.

I personally am 6'6, 240 and stay away from those "Supersize Combo Meals" for obvious reasons. I truly believe Rolex is trying to fish in a different pond and I sincerely hope it does not come back to haunt them. We've all seen those "Oh no, not this again" threads that clearly establish the fact AP, PP, Lange, etc. all have their own niche. Someday I hope to be a part of that select group. Breitling has their own base as does other fine watch brands. Rolex seems to cover a much larger base and their following as we see here is VERY faithful. However it seems as of late the competition is growing and their faithful flock seems to be showing signs of discontent (i.e. Basel 2009).

We all know Rolex is very tight lipped when it comes to their affairs but as for what is mentioned here what are your thoughts in ref to the trend in which Rolex's products seemed to be focused?

[JIM-]

Simple really, they caught onto the fact that everyone is buying huge watches and thier not a company to lose sales so bigger they went. Personally I like the original size of the DJ 36mm and the Subs 40mm but because the world has gone large size crazy they had to do it. I do like the DSSD but I would really perfer it in a normal size, the giant size and extra thickness is crazy.

[lm21]

Originally Posted by JIM

Simple really, they caught onto the fact that everyone is buying huge watches and thier not a company to lose sales so bigger they went. Personally I like the original size of the DJ 36mm and the Subs 40mm but because the world has gone large size crazy they had to do it. I do like the DSSD but I would really perfer it in a normal size, the giant size and extra thickness is crazy.

Ditto. They're just trying to stay relevant. The trend is larger with more women wearing men's watches now. More choices is a good thing - not bad...

[scottschoe]

To sell more watches. A company wouldn't retool it's cases if there wasn't a huge market for the change. I like the new sizes, but there are quirks for most of the new models which turn me off.

[Art 1]

Originally Posted by scottschoe

To sell more watches. A company wouldn't retool it's cases if there wasn't a huge market for the change. I like the new sizes, but there are quirks for most of the new models which turn me off.

That's it, very simple.

[Dalton]

Originally Posted by scottschoe

To sell more watches. A company wouldn't retool it's cases if there wasn't a huge market for the change. I like the new sizes, but there are quirks for most of the new models which turn me off.

Dude, you always know how to put things in the simplest of ways!

[smallcandle]

I moved away from Rolex for years because I was liking the larger sizes of other brands. Now that they've decided to pay attention to current customer preferences I've come back and strapped a DSSD to my wrist.

[STEELINOX]

Originally Posted by DCGuy1965

I Breitling has their own base as does other fine watch brands. Rolex seems to cover a much larger base and their following as we see here is VERY faithful. However it seems as of late the competition is growing and their faithful flock seems to be showing signs of discontent (i.e. Basel 2009).

ROLEX following here on this forum and others represent a measly few percent of their entire market, dont kid yerself, there's no real competition from other brands that would substantiate any decline in ROLEX popularity here or any where else; nor an effect to sales vols.

Thanks,
Randy

[PalmSpringsCaVault]

36mm are becoming trendy for women .. so what is a man to do but go 41mm

[JJ Irani]

I don't see anything wrong with the "supersize mentality" of Rolex.

Let's have both - 36 mm as well as 40 mm.

Every customer deserves a choice - wear whichever one suits your wrist - end of story.

JJ

[lorsban]

Originally Posted by PalmSpringsCaVault

36mm are becoming trendy for women .. so what is a man to do but go 41mm

Haha! Any size watch will look like a ladies watch as long as ladies wear them.

[RollieKid]

An inconvenient truth: we're all getting fatter.....So need larger watches to match........but seriously the trend in obesity is not a laughing matter.

[watchnut]

Originally Posted by RollieKid

An inconvenient truth: we're all getting fatter.....So need larger watches to match........but seriously the trend in obesity is not a laughing matter.

True! Maybe we're headed for the day when they charge more for an airplane seat if you're wearing an alarm clock on your wrist.

[SirLoki]

the deep sea and milgauss though have a purpose for being larger, milgauss housing the anti-magnetic case and the deep sea able to go deep without the presence of any liquid filling in the piece. it would be difficult to achieve the depth rating of the deep sea with a standard sized case.

The bigger datejust and ddii are a different story and i believe that those were grown to compete in the market against fashionable timepieces.

[Yume-sama]

Trend, plain and simple. They are out to make money, they wouldn't do it if it wasn't the trendy thing to do at the moment.

Obviously there are people out there buying them, I just haven't met anybody who likes the look of them, including those who work at my AD.

[DCGuy1965]

Let's have both - 36 mm as well as 40 mm.

Agreed to that. I really hope they do not discontinue the 36mm.

[peppermannen]

Rolex, however big and famous, cannot force people into buying their smaller watches, if a bigger one is what they want. To keep up, they have to listen to their customers.

[JIM-]

Nothing like Super Size at McDonalds, those giant sized fries are great, but I don't need a 78mm watch.

[mfer]

It is simple really...

they are losing market share...

[STEELINOX]

Originally Posted by mfer

It is simple really...

they are losing market share...

[ayecarumba]

Good question and enjoy reading the responses.

We are all watch enthusiasts/WIS/crazy etc...about horology and watches.

But at the end of the day Rolex S.A. (though arranged as a private foundation) is part of a competitive business. For decades Rolex set the bar and made the trends.

Though still by far the crown of the swiss watch industry, they are not immune to recent trends and wish to remain competitive in their field. That is a good thing.

It's also a bit ironic that we're having this discussion. There was a time when Rolex were the ones who were considered to be the "monsters" of the watch world...

The Oyster/Sea Dweller used to stand alone. It is how Hans Wilsdorf and Rolex first made a name. For a time, they were the only water-resistant watches you could buy. The Sea Dweller used to be the undisputed king with the highest depth rating of any commercially available watch. In recent years, that crown has been wrested and shared by several other brands like Breitling, Bell&Ross, CX, etc....The DSSD is a logical evolution if Rolex wishes to remain competitive in the field they pioneered. It's large case size is, as has been mentioned, required to have that depth rating without being liquid filled. You can google a video of some WIS taking one apart, the crystal thickness alone is amazing. But you can still the see the original pedigree in it's design! Bravo!

The rest also represent an evolutionary change that respects Rolex's unique history and heritage while keeping their offerings in line with a very competitive and increasingly crowded field of players. And there are still many of their offerings that have not grown in size nor have they announced any plans to change them. The Air King series comes to mind. In it's day, it was "the" pilot watch to have, now almost lilliputian for a "pilot" watch. But they still make it and have it. Heritage and tradition are alive and well!

Thanks for the post, great topic to discuss! Plenty for each of us to choose from, love and enjoy! --Paul

[mike]

Originally Posted by ayecarumba

Good question and enjoy reading the responses.

We are all watch enthusiasts/WIS/crazy etc...about horology and watches.

But at the end of the day Rolex S.A. (though arranged as a private foundation) is part of a competitive business. For decades Rolex set the bar and made the trends.

Though still by far the crown of the swiss watch industry, they are not immune to recent trends and wish to remain competitive in their field. That is a good thing.

It's also a bit ironic that we're having this discussion. There was a time when Rolex were the ones who were considered to be the "monsters" of the watch world...

The Oyster/Sea Dweller used to stand alone. It is how Hans Wilsdorf and Rolex first made a name. For a time, they were the only water-resistant watches you could buy. The Sea Dweller used to be the undisputed king with the highest depth rating of any commercially available watch. In recent years, that crown has been wrested and shared by several other brands like Breitling, Bell&Ross, CX, etc....The DSSD is a logical evolution if Rolex wishes to remain competitive in the field they pioneered. It's large case size is, as has been mentioned, required to have that depth rating without being liquid filled. You can google a video of some WIS taking one apart, the crystal thickness alone is amazing. But you can still the see the original pedigree in it's design! Bravo!

The rest also represent an evolutionary change that respects Rolex's unique history and heritage while keeping their offerings in line with a very competitive and increasingly crowded field of players. And there are still many of their offerings that have not grown in size nor have they announced any plans to change them. The Air King series comes to mind. In it's day, it was "the" pilot watch to have, now almost lilliputian for a "pilot" watch. But they still make it and have it. Heritage and tradition are alive and well!

Thanks for the post, great topic to discuss! Plenty for each of us to choose from, love and enjoy! --Paul

Nice post.

It's good to realise that over the years references have become larger/thicker.

[Yume-sama]

Originally Posted by mike

Nice post.

It's good to realise that over the years references have become larger/thicker.

Guess they have to match the expansion of the average waistline, over the years.

[moby33]

Originally Posted by DCGuy1965

I even saw a gentleman wearing a DSSD with a nice suit the other day. Interesting to say the least.

While I agree to a certain degree that the 'standard' watch for suit is a smaller/thinner timepiece, I believe the mindset that small/thin is the ONLY way to go w/ a suit is a somewhat dated fashion concept that is becoming more and more a thing of the past. Fashion is an always evolving/fluid beast and I believe the development and mass appeal of numerous larger high end 'dress watches' has proven that larger watches can & will go with a suit.

As long as the watch can still fit under the cuff of a shirt & doesn't bunch up the sleeve of said shirt/suit jacket, I see no reason not to sport a larger watch if it compliments the suit being worn. If we didn't embrace fashion evolution with regard to watches, I guess we would all be sporting a pocket watch hanging from a chain when walking around town in our business suits.

[Ozzie]

I've got no problem with larger watch sizes but the trick is to get the proportions correct. In my opinion Rolex has failed. They've created larger watches that are clumsy looking. The proportions of the old sports range was perfect, they choose to only increase the case size, retaining the same dial size and created a bulkier look. I think it lacks style and errs on slightly vulgar. It's such a pity they've discontinued the old style GMT!

If I was in the market for a larger watch it wouldn't be a Rolex.

[Guz]

Market forces I dare say....

I think their research and development wouldn't make too many hasty decisions and they have probably acted to cater for customer demand....

And I suppose if you don't like the Supersized versions you won't buy them ...

[landroverking]

For me 42MM is about as large as I like. That is the size of the Omega SMP(moon watch) So the new 41MM's would be just fine, no larger. Don't see myself ever picking up the SDDS. I have been wearing a new Sea-Dweller going on about six weeks and do feel the extra weight, but it is still lighter than the 18Kt Sub. And the Sub was always getting banged into something.

[bmackinlay]

All I can say is I absolutly love my YG DDII Arabic Ivory Dial!! "When in sight it must be right" Bill

[GEZ7ch]

With being honest, can't really get it myself, though the logic says different people prefer different sized watches, increasing the veriaty of sizes on their collection will earn them more buyers. personally, not such a big fan of the "monsteres" watches, as they are to "shouty" for me

[Starwalker]

talking about "supersize," Rolex is trying to keep up with the rate of global obesity, thereofore need to produce bigger watches that fit on bigger people with bigger wrist.....i'm not talking about individuals in particular....but the world population has a whole, the year 200?-something was the first time in the history of this planet we have seen more people suffer from obesity (1.somthing Billion) than famine (900something million)........its a sad fact.....its an interesting theory....or COMPARISON.....but i don;t know full-grown man thats gonna go out and buy a BNIB 31mm TT datejust.....sure maybe 10/20/30 years ago....but not today......

another theory.......: they're just keeping up with fashion trends....