All of that extra text..

[KFP55]

Anyone else wish Rolex would do away with the pointless, cluttering “Oyster Perpetual” and “Superlative Chronometer Officially Certified” text? What point does it makes that simply “Rolex” would not? Not that they have a problem with demand as it is, but I’d think this would be a big winner. Anyway, rant over..

[watchmaker]

Rolex spent a very long time and a lot of effort to make all of the words on their dials part of their brand identity. Can't see them ditching the 'extra text' now that they are reaping what they started to sow over multiple decades ago.

From the Classic and Professional collection today, every model is an 'Oyster Perpetual' first and foremost, and I'd wager those two words mean more to Rolex than the last part of the model name (datejust/submariner/sky-dweller etc).

[Marcjvr]

I think “batteries not required” would be more useful to the average person than “superlative chronometer officially certified”

[Notepad12]

Originally Posted by Marcjvr

I think “batteries not required” would be more useful to the average person than “superlative chronometer officially certified”

My solar powered G-shock doesn't need batteries!

Sent from my SM-G920F using Tapatalk

[ian.thomas]

Agree - that's one reason I love the Jubilee dial. My wife has this on Oyster bracelet >>>

[ltmgeller]

Those words have meaning. Although Rolex seems to be a fad right now, the hard work and certifications they have achieved made the watch the timepiece it is today. I personally like the tradition and wouldn't change it.

[AJMarcus]

Originally Posted by ltmgeller

Those words have meaning. Although Rolex seems to be a fad right now, the hard work and certifications they have achieved made the watch the timepiece it is today. I personally like the tradition and wouldn't change it.

Very well said. Rolex is all about tradition and excellence. That’s their brand. If you don’t understand that maybe you’ve got the wrong brand my friend

[Zakalwe]

It’s perfectly possible to accept that the text serves branding/marketing/anti-counterfeiting purposes and reflects some of the achievements of the company over the years and at the same time wonder if the watches would look better without resembling a page from a novel.

No watch is perfect.

[KFP55]

Originally Posted by Zakalwe

It’s perfectly possible to accept that the text serves branding/marketing/anti-counterfeiting purposes and reflects some of the achievements of the company over the years and at the same time wonder if the watches would look better without resembling a page from a novel.

No watch is perfect.

Well said

[Old Expat Beast]

Superlative Chronometer Officially Certified has been on Rolex dials since the late 1950s, and longer than that without the Superlative. It's here to stay as long as chronometer certification still exists.

[inadeje]

I wouldn’t want change. They’ve gradually added text over the decades as their watches become more performant. Its a legacy we all love and appreciate.

[Old Expat Beast]

Originally Posted by inadeje

I wouldn’t want change. They’ve gradually added text over the decades as their watches become more performant. Its a legacy we all love and appreciate.

Not gradually. SCOC has been there, unchanged, for more than 60 years, and Oyster Perpetual since the early 1930s.

[Steerpike999]

i like the watches the way they are. I say leave the extra text where it is, especially in the Sports models

[thesharkfactor]

I like it.

[othertbone]

Originally Posted by KFP55

Anyone else wish Rolex would do away with the pointless, cluttering “Oyster Perpetual” and “Superlative Chronometer Officially Certified” text? What point does it makes that simply “Rolex” would not? Not that they have a problem with demand as it is, but I’d think this would be a big winner. Anyway, rant over..

The clean text is all we have left to tell a fake from real lol

[kieselguhr]

As long as it is strategically positioned and looks aesthetically pleasing, I am okay with text. Otherwise a dial that is too empty looks boring


AOW

[abozz]

Oyster = A Rolex invention
Perpetual = 360° rotor, a Rolex Invention
Date = An automatic date window, a Rolex invention.
Superlative Chronometer Officialy Certified = Rolex is the first wriswatch with a chonometer certification.
Submariner: First 100m diver and the archetype of the diver design.
GMT= First GMT watch.


Each word of your dial is earned, is not a copy or a clone of other brand. Enjoy it!

Enviado desde mi SM-G975F mediante Tapatalk

[214270Explorer]

I have posted a few times here and at WUS about how annoying it is to often seem what is half the 'spec sheet' printed on dials (many brands, not just Rolex.)

[Michaeli Paulo]

Originally Posted by Old Expat Beast

Superlative Chronometer Officially Certified has been on Rolex dials since the late 1950s, and longer than that without the Superlative. It's here to stay as long as chronometer certification still exists.

Well said. I'm very new to the Rolex game, but have always loved the Submariner as a "rough and ready" action watch.

From the Hodinkee story of the History of the Submariner, here are a couple of early models without the text lines.





Less text seems more like a dress watch to me, and even more so if these were also missing the "Oyster Perpetual" lines.

And when I was researching the 14060M, I kept reading how some members felt the two-liners were more classic, but then I learned that the 4 liners were being made way back then, as well. This one is from 1956-1959.



To my eye, (aside from the fact that all of the text lines have a strong history to the Submariner,) the text and it's placement gives the watch a very tool-like, practical, utilitarian look. It looks like something that a diver would have among his other gear.

55 years later, (mine is a 2011) it still looks cool and ready for action!



Michael

[Muxi]

I also like it the way it is.

[Michaeli Paulo]

Later, it dawned on me what "utilitarian look" the text gave the dial of the Submariner...

...it has the look of a "gauge dial."

Naturally!



Michael

[Phooi]

Interesting points above. I’m speculating but it appears that the additional text was added as each new innovation/accolade took place. I can only surmise that it was a way to differentiate their watches from their competition. You can think of it as direct marketing.

With the passage of time, it just became a part of their branding and heritage — a proud testament to what they’ve achieved.

Honestly, can you imagine a modern Rolex without all the text with a minimalist dial? Maybe just the crown and markers? To me, it would cease to be a Rolex.

[TswaneNguni]

Just RLX on the dial will do like a text message so that kiddies understand it too ??

[nuts070]

Maybe Rolex can do away with "officially certified" which is sort of redundant.

[tyler1980]

i don't mind it. i really think its odd there is nothing on the case back though. Seems more strange to me that it doesnt say oystersteel, everose, rolesium.

they couldn't resist adding original gas escape valve so that is strange

[037]

Originally Posted by Notepad12

My solar powered G-shock doesn't need batteries!

Yes it does. It runs on a CTL1616 battery that is recharged by the solar cells.

[77T]

Well...all the verbose posts aside, you know the ones about how they’ve Always Done It This Way...

This from back in the ‘70’s...minimalist text and a classic.



And before ya yell it’s not an Oyster...



So, Rolex has done it, could do it, and for those who want a Rolex under the radar just slap a blank dial on your watch.


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[TreiseKL]

Without all those texts it would feel cheap

[watchmework]

I wouldn’t want them to change the way they do the text on the Sub or GMT. I do think though that the text on the DSSD might be a little too much, but it’s become a part of the watches identity.

[Chester01]

I just never think about the text. I look at a watch and either like the gestalt and buy or I don’t. It’s just not something my eyes gravitate toward. What I am more bothered by are the massive lugs with no purpose. I think some people see the parts and then the whole, I see the whole first, and then the details second.