Ubiquitous Nature of Rolex--A Theory

[warrior]

At the suggestion of a fellow member, I'm starting this based on what I read on the "Rolex is a Dime a Dozen on Cruise" thread. Here's what I wrote:


Rolex is, without a doubt, the biggest name mainstream luxury brand in the world overall. So, as such, you're going to see alot of them.

But, here's my theory. My sense, judging from the fact that most here are from the North America/U.S, is that there's sort of a combination dynamic here:

1. Generally speaking, Americans aren't that knowledgeable about other luxury brands even some WIS. (note some) That's probably a function of advertising. Rolex is the only luxury watch brand that dominates in terms of advertising in the U.S.

2. Generally speaking, Americans would rather spend $ on big cars and houses. So, if they're going to buy a luxury watch, they'll just get a Rolex by default because it's the only "luxury" watch they've heard of.

The combination of those two things, I think, make for the seeming ubiquitous nature of Rolex watch spotting here.

My sense is that in other areas of the world....Europe, Asia, South America--you'll certainly see a ton of Rolexes in certain "high rent " areas ( even a majority) but you'll see more of other brands.

Thoughts? No flames please. I'm just observing...and that's my perception from what I've seen on forums and everyday life.

[kareemthedream33]

I think you nailed it. It's two-fold though:
A. Most people know only Rolex for top luxury brands.
Or
B. They know that others will only know Rolex and thus, if they're going to buy an expensive watch, they want others to know it's expensive and Rolex is the only way to do that with most folks.

[MY-WATCH]

I think i agree with what is said

[spuds]

Originally Posted by kareemthedream33

I think you nailed it. It's two-fold though:
A. Most people know only Rolex for top luxury brands.
Or
B. They know that others will only know Rolex and thus, if they're going to buy an expensive watch, they want others to know it's expensive and Rolex is the only way to do that with most folks.

Nail. On. Head.

[chicfarmer1]

Generally agree, but I think Cartier has a higher profile as the default luxury watch brand than Rolex globally. Don't have sales data on this at my fingertips, just my impression from various online discussions I've read.

[Grumpy Badger]

Originally Posted by chicfarmer1

Generally agree, but I think Cartier has a higher profile than Rolex globally. Don't have sales data on this at my fingertips, just my impression from various online discussions I've read.

Certainly not the impression I get in the UK.

[chicfarmer1]

^Perhaps it's more likely true for women than men, the demand for Cartier internationally. That's still a lot of buying.

[Numismatist]

Originally Posted by kareemthedream33

<edited> B. They know that others will only know Rolex and thus, if they're going to buy an expensive watch, they want others to know it's expensive and Rolex is the only way to do that with most folks.

Exactly.

[Grumpy Badger]

Originally Posted by chicfarmer1

Maybe I should amend the statement by gender: maybe more for women than men.

Possibly, I do see a fair number of Tanks on women.

But I would say Rolex is more the brand "the average Joe/Jo" knows best.

[BarkMaster]

Agreed.

I'd add that it is the most heavily advertised and thus best known.

Mass produced to satisfy the aspirations of the biggest sales target: the "middle class".

[cedargrove]

Makes sense to me, except the Cartier bit.

[applebook]

Originally Posted by chicfarmer1

Generally agree, but I think Cartier has a higher profile as the default luxury watch brand than Rolex globally. Don't have sales data on this at my fingertips, just my impression from various online discussions I've read.

Not even close to being true. How many non Western people know "Cartier"? There are probably more Chinese people who are aware of Rolex than the entire world's population's knowledge of Cartier. Strange that you would bring up this name when plenty of other luxury brands are better known.

The OP forgot to mention that Rolex manufactures 800,000 watches annually. Even if everyone in the world were cognizant of Patek, the supply simply would never meet demand. You're also incorrect that only "high rent" areas of the world have Rolex wearers. Just have a look at many working class people in Hong Kong and metropolitan Japan.

[chicfarmer1]

Big sales of Cartier in Asia, and a huge jump in that percentage recently. I don't know raw number differences with Rolex. I see that the idea isn't well received here. I'm not wedded to it, and not a Cartier consumer myself, but women's luxury item buyers do see this differently, at least in forums.

http://sachaorloff.wordpress.com/201...hina-slowdown/

[horseco]

agree...

[warrior]

I think you're missing the spirit of the post.

Why so aggressive about the Cartier thing? It was her perception. Cartier's a well known brand, especially for its jewelry. That would carry over into the watches.

As for the Hong Kong and Japan Rolex wearers, you're probably right. I'll defer to you, okay? : ) But I'll refer you to the first sentence of this post.

Originally Posted by applebook

Not even close to being true. How many non Western people know "Cartier"? There are probably more Chinese people who are aware of Rolex than the entire world's population's knowledge of Cartier. Strange that you would bring up this name when plenty of other luxury brands are better known.

The OP forgot to mention that Rolex manufactures 800,000 watches annually. Even if everyone in the world were cognizant of Patek, the supply simply would never meet demand. You're also incorrect that only "high rent" areas of the world have Rolex wearers. Just have a look at many working class people in Hong Kong and metropolitan Japan.

[klayface]

To the guy who created this thread ;

Let's say you going to go to car shopping would you be the guy who would choose high end Cadillac (rolex ) or would you get a Lotus Evora ( othe luxury brand ) ?

We both know which brand has better craftsman ship but which one would you want to have in your driveway?

[applebook]

Yes, I do know personally. Cartier has just recently emerged in China and many parts of Asia, whereas Rolex is a culturally ingrained brand that resonates with Chinese villagers in their 50s and 60s. You can go into many rural Chinese areas and encounter Rolex owners, or at least citizens who know the brand.

Aren't we comparing watches to watches? How is it fair to compare Rolex watches to Cartier jewelry? I bet some of these Cartier jewelry shoppers don't even blink an eye at their watches (which are actually very nicely finished).

[warrior]

I have zero interest in cars. But, I'd go for the high end cadillac. More practical.

Originally Posted by klayface

To the guy who created this thread ;

Let's say you going to go to car shopping would you be the guy who would choose high end Cadillac (rolex ) or would you get a Lotus Evora ( othe luxury brand ) ?

We both know which brand has better craftsman ship but which one would you want to have in your driveway?

[mfer]

Plain and simple...it is marketing....

The biggest problem I have with Rolex is people's perception of Rolex. They think it is more expensive than any other watch and it draws unwanted attention for me.

I had a guy say my Sub was a 10k waste of money. Had no idea the watch was worth half that. Even worse, he compared it to my WIS friend's watch saying I should get something nice and simple and reasonable like my friend. My friend was wearing an IWC 7-Day Portuguese.


I wish Rolex was less known. I'd probable own more.

[warrior]

Good for you that you know personally.

The point is that Cartier as a jewelry brand makes Cartier the watch brand more conspicuous and well known. For many, a watch is a piece of jewelry. How well known a watch brand is and what people choose to buy as a result of that...gets to the spirit of the thread.

Originally Posted by applebook

Yes, I do know personally. Cartier has just recently emerged in China and many parts of Asia, whereas Rolex is a culturally ingrained brand that resonates with Chinese villagers in their 50s and 60s. You can go into many rural Chinese areas and encounter Rolex owners, or at least citizens who know the brand.

Aren't we comparing watches to watches? How is it fair to compare Rolex watches to Cartier jewelry? I bet some of these Cartier jewelry shoppers don't even blink an eye at their watches (which are actually very nicely finished).

[chicfarmer1]

Thanks. Tiny, insignificant Cartier, which no one has ever patronized, is part of the Richemont group, one of the top three luxury brand groups in the world--unlike Rolex.

(But to be honest, I was speaking of Cartier watches, not its jewelry, which do remain a major choice for women [at least] internationally.)

Carry on. I am totally dropping the unpleasant bone I dragged in here.

[warrior]

No need to apologize or get on the defensive about your post. Cartier makes watches. As such, your opinion was relevant. Cheers...

Originally Posted by chicfarmer1

Thanks. Tiny, insignificant Cartier, which no one has ever patronized, is part of the Richemont group, one of the top three luxury brand groups in the world--unlike Rolex.

(But to be honest, I was speaking of Cartier watches, not its jewelry, which do remain a major choice for women [at least] internationally.)

Carry on. I am totally dropping the unpleasant bone I dragged in here.

[Abid]

Originally Posted by klayface

To the guy who created this thread ;

Let's say you going to go to car shopping would you be the guy who would choose high end Cadillac (rolex ) or would you get a Lotus Evora ( othe luxury brand ) ?

We both know which brand has better craftsman ship but which one would you want to have in your driveway?

Lotus Evora! Why would I ever have an ugly looking cadddyyyyyyy in my drive way?

[Megalobyte]

To the uninformed, a Rolex isn't even a good watch, rather a status symbol only. And overpriced. They see a Rolex owner as an idiot with more money than sense, and there's a persistent myth that Rolexes are actually not really a good watch.

Of course we know the history, quality and technology, and we know that while Rolexes have indeed become status symbols, they also happen to be extremely well made watches rich in history with inspired, timeless design.

It's a shame that what a Rolex watch really offers gets lost, in favor of the overpriced status symbol idea.

[klayface]

I have never heard of a company being faulted because they have made their brand name well known.

Stupid Rolex marketers why are they so successful.

[/sarcasm]

[Watch Professor]

To the average non-wis, TAG would have greater recognition.

[NiceRide]

Originally Posted by klayface

To the guy who created this thread ;

Let's say you going to go to car shopping would you be the guy who would choose high end Cadillac (rolex ) or would you get a Lotus Evora ( othe luxury brand ) ?

We both know which brand has better craftsman ship but which one would you want to have in your driveway?

You completely lost me. Lotus has never been synonymous with luxury, and the Evora won't change that.

Also with regard to name recognition for the non-WIS like myself, Rolex >>> Tag.

Completely agree with OP: see Rolex advertised everywhere...billboards, full-page magazine back covers. It's like being drunk at a social function, that Rolex look better each time and eventually you say GOTTA HAVE IT! Oh the remorse after sobering up...OP's second point is spot on: bought a nice big house, splurged on a few cars, and then all of a sudden two Rolexes at once. Never heard of PP or Panerai until I discovered TRF and sure am glad I did!

[LI Matt]

Originally Posted by NiceRide

Lotus has never been synonymous with luxury, ....

The only association I have for Lotus is the early years of F1, Jim Clark and such. Here in America, Lotus has zero identity as a passenger-car maker.

[Cru Jones]

advertising

+

LONG history in the U.S. as status symbol (for better or worse, you be the judge....yes, a WIS may buy a watch out of appreciation for the watch, but, i don't think that's the average consumer's mentality)

+

mass-produced (just talking numbers, not making statement on quality (which is good))

+

accessible luxury (relatively speaking, compared to other luxury high-end watch brands.....and, who else occupies rolex's accessible niche in terms of the bread and butter DJ and Submariner?)

[watchf]

Originally Posted by warrior

Cartier's a well known brand, especially for its jewelry. That would carry over into the watches.

I agree Cartier just like Rolex but build up their brand based on previous metal jewelery so the brand is quite well known globally.