Originally Posted by Megalobyte
Of course Panerai is another brand where serial number and thus age play a role, and are a known quantity. And, all else being equal, with Panerai, a current M series, is a little more valuable than an older L or K, just as a V series DeepSea is always a little more than an M. Mostly because when people spend a boatload of cash on something they hope to last a lifetime, they want to make sure it's newer and thus less chance of there being some sort of damage, ageing or unseemly story behind it, right or wrong.
Take cars for example. If you are paying $50,000 for a new car, you'd like to know it's a current production vehicle, wouldn't you? You could in theory have 2 of the same model car, one made in 2009, that has 10 miles on it, sitting at a dealership for 2 years, and one made last week, with the same 10 miles, I know which one I'd want. Sure, the 2 year old one that was sitting at the dealer is probably just fine, but I'd rather KNOW it is, knowing it's new and fresh, not something that was sitting around, expsosed to the elements, careless prospective buyers (like for example non watch people trying to turn the bezel on a Sub sitting in an AD's case the wrong direction) and some slight ageing. But that's just me...
The fact that a watch shop can take a used, beat up Rolex and make it look virtually BNIB makes it even more important for watches to be dated than cars.
I understand Rolex's desire to do it, one, this helps dealers sell watches that have been sitting around for a while, but, it also will affect the secondary market. It's no secret Rolex seems to prefer people to buy new from ADs, at pretty much full list, by adding an element of uncertainty about age, some people will decide to pay more and buy from an AD, as opposed to a forum or similar secondary market venue, thinking that at least a watch from an AD should be newer than one that has changed hands a few times, and ended up in the secondary market. It's a smart move for Rolex, except for the watch enthusiasts it'll turn off.
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