Now I'm 100% Sure, I Turn To Panerai!!!

[Fred_Tan]

If only they came out w DSSD in 1997...

But, they never did.

They let Panerai came out with so many cult model in 44 & 47mm and from 30m to 2500m in PAM1, 2, 4, 9, 16, 22, 26, 28, 36, 56, 115, 117, 127, 187, 194, 201, 202, 203, 217, 232, 233, 239, 243, 249, 262, 270, 292, 317 & etc before they decided to plug the mart loss.

They let AP came out with EOD & T3.

They let Patek run away with Nauts 3800, 5711, 5712 & 5980.

Dun get me wrong cos I totally agree SD, DSSD, Sub, Sub-Date, Ex2, Daytona & etc from Rolex are very good watches with popularity good design, technology, history & marketing.

But with Patek Philippe Nautilus exploits in 1970s to introduce the 1st real high-end sports watch and later Audemars Piguet ROO advent in End-of-Days, T3 & Alinghi in 1990s, Rolex found themselves squeeze from both ends of the mart with the lower end pressure coming from Panerai, Breitling, Omega & TAG.

One cannot ignore PP Nautilus, AP RB & Alinghi & OP manual models still do not offer any discount today amidst the depression globally while Rolex are offering 5 - 15% discount on all models including DSSD, SD, Sub-Date, Ex2, GMT2c & Milgauss.

I walked into not less than 50 ADs in USA, Europe, Asia, Middle East & Africas and are shocked to see M series Milgauss GV, Sub-Date LV, Black, Ex 2, GMT2c, DSSD & etc still sitting on the display shelf with no buyer even after 15% discount offers since Jan-09.

On AP & PP, you do see price dropping in AD but still above MSRP or at MSRP during the same time.


I personally think the reasons Rolex are suffering lack-lustre popularity are simple :
- Too slow to introduce any new design; nothing to shout aside from changes in Blue parachrome mainspring that took >25 years to surface
- Nothing new to shout bout aside from going deeper with DSSD and new Yachtmaster
- No millesimation number to control production - too many being made
- No appeal to younger generation - even existing Rolex fans like me are sick & tired of Rolex
- Too many ads; for many people, individuality is very important; the more ads blitz u do, the more people who thinks exclusivity is very important will get turned off by the media blitz. Rolex is fast becoming another Omega....
- Lack of special edition. And, special edition like Sub-Date LV are not discontinued even after thousands are made....why called it LV when it's nothing special?
- Too many events tied to Rolex; PGA Golf, Regatta....why they still need to sponsor so many events when even a yak shephard in Bhutan knows the brand?
- Why not spend the ads & event sponsorship $ on perpetual calendar, annual calendar or make something new? Why stopped at perpetual oyster since 1940s? Why stop making new breakthru since then? Has the world stop the time for Rolex?
- Too many ambassadors....why is Rolex trying to out-gun Omega & TAG on the number of ambassadors they hire? Do we really need winners to show Rolex is good?

What I can say is, many Rolex fans here in this very forum are moving to other brands......
It wont be long before we see this brand offering 30-60% discount ala BRM, Breiling, Glassutte, Lange & etc.

All this is my personal take....