2022: The year of PM

[afmars]

Market prices of popular SS references are now approaching (and in some cases exceeding) the retail price of their PM siblings. It would be wise for rolex to capture some of this value, but how? Increasing supply and/or retail prices to match the demand for specific models would be short sighted. It seems like a good time to focus on building out the PM catalogue, making it a higher percentage of their overall offering, and limit the expanding of SS configurations.

Let’s look at the GMT line for example. Why release a SS Coke when they can release a YG rootbeer or Concorde GMT? We saw gold work it’s way into the explorer line last year. Will we see a full gold explorer or TT explorer II this year? How about a rose gold submariner?

I believe this year’s Rolex releases will be dominated by PM variants.