Should Rolex start making true Complications???

[gwalker]

In my search for my next watch(and I'm going with AP ROOC I think) I've wondered why Rolex doesn't make true complications. Im talking about perpetual calendars, tourbillons, minute repeaters, etc. Yes they have the Daytona and YMII. But IMHO that's not a complication. I mean the Daytona doesn't even have a date. I just find myself wondering why they don't venture into the market. I know Rolex is known for simple reliable watches but it seems like there is a peice of the pie to be had by them. Maybe I'm wrong. Just food for thought. looking forward to your thoughts.

[MoBe]

`because they can sell more of what they`re already making I suppose but I would like it if they made another moonphase watch.

[snaggle]

Originally Posted by MoBe

`because they can sell more of what they`re already making I suppose but I would like it if they made another moonphase watch.

Im sure they have their reasons for that, mainly to do with marketing. And since they obviously don't have any reputation for making quality complication watches, they would surely not sell as much as the other higher quality such as Patek, Vacheron, etc.. That is considering their prices would be as expensive as theirs..

[toph]

i think in all honesty it is the old adage : 'dont try to fix it, if it ain't broken'

[gwalker]

Originally Posted by MoBe

`because they can sell more of what they`re already making I suppose but I would like it if they made another moonphase watch.

I see your point. But Dodge went out on a limb in 92 and the viper has been pretty successful. Other companies have gone outside their comfort zone and done well. I mean a tire company (Bridgestone) has made a huge impact in golf of all things. I'm not saying change their business plan. Just Expand a little and try something new. Maybe small time only 5000-10000 pcs a year and see what happens. They have the resources and enough devout followers to sell the $250k'ish watches even if it's only the name that sells them at first.

[GradyPhilpott]

It should be noted that anything beyond an hour hand is a true complication.

Rolex decided about 50 years ago or more to steer clear of grand complications and they have done exceedingly well leaving that bag of tricks to others while focusing mainly on stylish and sporty tool watches.

I don't really see that changing, unless the "Sky-Something" is the watch that will break that mold. The name, however, whichever it may be does sound "toolish" to me.

[kilyung]

I think it's a simple math question. Take the total cost of designing and producing a complication like a moon phase. Identify the total market volume for that complication. If Rolex can make more money spending that investment in their existing operations, why risk it?

[gwalker]

Originally Posted by toph

i think in all honesty it is the old adage : 'dont try to fix it, if it ain't broken'

Very true but that can also be seen as not trying to improve and evolve. I guess complacency is the word.

[kilyung]

Originally Posted by gwalker

Very true but that can also be seen as not trying to improve and evolve. I guess complacency is the word.

In the corporate world, we call it results.

[toph]

Originally Posted by gwalker

Very true but that can also be seen as not trying to improve and evolve. I guess complacency is the word.

i agree to some extent, yet somehow rolex are churning out more than ever Might be too time consuming, to big (or competitive ) a market already.
If they thought there was money/ advantage to be made i think rolex would be in there

[nick c]

[odis84]

New movements have very high R&D costs. Yes Rolex can afford them, but if they bring a finished product to market how many will buy it? What's the % of YMII sold? Sell the movement in precious metal models only to most quickly recoup the costs.

Labour could be a factor. How long does it take to assemble a complication like you suggest? On the service side, complicated movements almost guarantee service back at the factory. I'm sure Rolex would love to service a perpetual calendar; every 10 years, until you roll the odometer then all bets are off.

New tooling for the mass production of entirely different spec parts. Can the process be efficiently automated to produce the needed quantity.

Waiting for Rolex to bring back a moon phase.

[liuk3]

Originally Posted by kilyung

I think it's a simple math question. Take the total cost of designing and producing a complication like a moon phase. Identify the total market volume for that complication. If Rolex can make more money spending that investment in their existing operations, why risk it?

Why take a risk with a small niche market? Better to focus on product models with much more profitable mass marketing appeal. I think of "Rolex" kind of like "Mercedes" in terms of brand names. To the laymen and general population, the brand names may represent the pinnacle of their product lines. However, true enthusiasts will know that there are much higher end product lines than these brands. It's just that both Rolex and Mercedes have done a fantastic job of luxury marketing and branding to the masses.

[gwalker]

Originally Posted by toph

i agree to some extent, yet somehow rolex are churning out more than ever Might be too time consuming, to big (or competitive ) a market already.
If they thought there was money/ advantage to be made i think rolex would be in there

I see this point. But developing has to be much easier than it was 50 years ago. With programs like autocad, etc have to really help the devolopment stages. They are doing better than anyone in their market. It's amazing. Even more of a reason to expand. Even the crappy car companies make "concepts" outside the box.

To the post above this one Mercedes makes outside the box all the time. SLR just a few years ago. If Rolex is Mercedes then PP is Ferrari. The SLR was to get in that market and the die hard MB fans purchased it.

I'm really not for one or the other just trying to make an interesting thread since I've read all the others.

[toph]

It is a good thread and there will be reasonable points for and against it and also as to why they have not done it yet and might not do so in the future either.
Rolex did have some of these complications years ago but clearly demand was not high enough as they stopped it.
Other point is the cost : rolex might sell say 100-200 a year at $50,000 of complications but will sell 500,000 at say circa $7,000 or more.
maybe one day they will but i dont see it for now

[gwozhog]

There is a reason why only 500,000 Pateks have been sold and Rolex sells more than that every year.

[gwalker]

Originally Posted by toph

It is a good thread and there will be reasonable points for and against it and also as to why they have not done it yet and might not do so in the future either.
Rolex did have some of these complications years ago but clearly demand was not high enough as they stopped it.
Other point is the cost : rolex might sell say 100-200 a year at $50,000 of complications but will sell 500,000 at say circa $7,000 or more.
maybe one day they will but i dont see it for now

I agree. I don't see it either. I saw some vintage Rolex complications tonight soot got me thinking. I think they make so much money even if the idea was a complete failure (which I don't see possible) it couldn't hurt them.

[gwalker]

Originally Posted by gwozhog

There is a reason why only 500,000 Pateks have been sold and Rolex sells more than that every year.

And that reason is there arent that many people that can spend $150k on a watch. I do think if Rolex made a $200k watch people would buy only for the name.

[wokafu]

i truely think they should.....and if it doesnt work..they can always stop making them..

[LightOnAHill]

In think the daytona is sexy without the date



who cares what date it is anyhow. . .







but, seriously,

i think they should have a daytona 2 date maybe 41 or 41.79mm

and why not? I think you're absolutely right. Why the whiskey-glass not!

[gwalker]

Originally Posted by LightOnAHill

In think the daytona is sexy without the date



who cares what date it is anyhow. . .







but, seriously,

i think they should have a daytona 2 date maybe 41 or 41.79mm

and why not? I think you're absolutely right. Why the whiskey-glass not!

[eddie_b]

I'm sure Rolex has thought about doing this. In my opinion people who can afford such a watch would probably not buy a Rolex.

Your Dodge Viper example is good except in this case it would cost more like $200,000 instead of $90,000 or whatever the MSRP is nowadays. I don't think that many people would spend that kind of money on it.

[GradyPhilpott]

Originally Posted by wokafu

i truely think they should.....and if it doesnt work..they can always stop making them..

This is a scenario that Rolex probably does everything in their power to avoid.

R&D and tooling up isn't cheap and then having to buy back a bunch of unsellable watches from ADs probably is a good recipe for a corporate migraine.

[gwalker]

Originally Posted by GradyPhilpott

This is a scenario that Rolex probably does everything in their power to avoid.

R&D and tooling up isn't cheap and then having to buy back a bunch of unsellable watches from ADs probably is a good recipe for a corporate migraine.

I agree. That would be the worst scenario. But can we as Rolex fans, lovers of the best known brand in the world, truly believe this is possible??? I don't think so.

[ersnyder]

Love to see a return of the moon phase.

[horseco]

Originally Posted by ersnyder

Love to see a return of the moon phase.

1000% agree

[zeuloa]

Originally Posted by gwalker

I see this point. But developing has to be much easier than it was 50 years ago. With programs like autocad, etc have to really help the devolopment stages. They are doing better than anyone in their market. It's amazing. Even more of a reason to expand. Even the crappy car companies make "concepts" outside the box.

To the post above this one Mercedes makes outside the box all the time. SLR just a few years ago. If Rolex is Mercedes then PP is Ferrari. The SLR was to get in that market and the die hard MB fans purchased it.

I'm really not for one or the other just trying to make an interesting thread since I've read all the others.

Let's not forget Maybach. In addition car manufacturers have very expensive concepts to show every year. Besides the technology used on these that will eventually trifle down to consumer models, it's a way of saying "we're here and kicking strong!"

[gwalker]

**

[gwalker]

Originally Posted by zeuloa

Let's not forget Maybach. In addition car manufacturers have very expensive concepts to show every year. Besides the technology used on these that will eventually trifle down to consumer models, it's a way of saying "we're here and kicking strong!"

Totally forgot about Maybach and I'm a huge car guy. Maybe Rolex should change the name.

[FremStar]

Great thread! Personally I would hope Rolex stays out of the complications business simply because that would mean trouble for my wallet! Some of these items pictured are on my looooooong list of unobtainable grails, as discussed with my mentor to find someone who will sell theirs outside of Christies would be like seeing a rose grow out of concrete!