Rolex Corporate Direction (A Friendly Discussion)

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The past couple of years have been eye-opening at Basel and elsewhere.. Rolex seems to be on a course that I'm just not sure I can get on board with..

I do think that they have released some spectacular watches.. The new Explorer II is an example - but they almost didn't release it and have not done much to market it..

Other watches that I think could be winners for Rolex, like the Sky Dweller, the new ceramic Daytonas, the new bracelets; they are making only in precious metals and attach stratospheric price-tags on or will not sell modern bracelets and clasps for upgrading early models.. Not a way to keep the faithful who line their corporate coffers..

But this year... the colors the choices (or lack of).. What the heck !!!!

They're trotting out 70's Beach Daytona colors (we know how well those sold) with green, salmon (when did a fish become a color) hot pinks, and all manner of gold inlaid gem encrusted dials.

There is no innovation in simply proclaiming "Seven new colored dials for the Day-Date" !!! Hardly earth-shaking or even interesting at a major Watch Fair like Basel. Even proclaiming a "new anniversary" Daytona that is nothing more than last years model in platinum wrapping.. Oh, and the ever increasing base prices.. They're now more than double what they were only a short decade ago..

Who is their target customer.. I will have to say that I just don't know any more.. It isn't me and I've been wearing Rolex for more than 30 years..