Rolex Going Upmarket?

[Quamby]

Originally Posted by Fleetlord

Nah...

I think the thing to remember here is that the people who visit this forum are the vast minority of Rolex customers.

We are interested in high end caliber movements and the tool watch legacy of the brand.

The general public thinks Rolex runs off a battery and doesn't see watches as a "tool", but as a status symbol.

They think of Rolex as the best. So, if they own one, then THEY themselves become the best...far ahead of the plebians.

If one was to take 10 random people and show them a Rolex Sub or a Rolex DJ with fluted bezel and ask them which one they would like to have, I would say 80% would say the blingy DJ.

These randoms are the ones wandering into AD to obtain the best.

Rolex knows this, so they have plenty of the "best" on hand to get people their bling. Us tool guys can wait....or pay more off channel.

Sadly, I think you are right.