Baselworld Flop - did Rolex take one for the team (and save Swiss watch industry)?

[superstarmar]

Originally Posted by Etschell

as someone who appears to own 2 tt rolex this carries some weight imo. thanks for the opinion

The TT Bluesy is about the only TT I would have/own including
the Champagne Serti dial TT Sub.
Beside that I appreciate TT models and they are classy in general
just not for my personal taste or collection.
Although the TT Black dial sub would be a close second.

[Andrejb]

Rolex is having a hard enough time providing its current line for the people that want it. Creating newly designed pieces would just make this situation worse, and it goes far beyond that


Customer experience would decline, relationships with ADs will slowly become non existent.

Rolex announcement was a disaster but it was a strategic move, come out with something “newish” without making the market crazier than it already is.


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[scurfa]

Granted they didn’t do what we wanted but they have updated the DJ 36 and 31, Day Date 36 with the new movement and dial options so I can imagine a lot of work went into that, a different colour bezel on the GMT and a two tone sea dweller does not take much imagination but the star is the Yacht-Master 42 it’s a far better looking watch than an Aquanaut and I know what I would rather have, it’s going to be a big hit.

[abozz]

Rolex knows better than us that the GMT cocke will be a success, but does not want that success today, because it already has huge successful waiting lists for Pepsi and Batman, so what creating another product if it could not deliver, did the right thing imho.

When the thing starts to cool, Rolex take out the Cocke or the Sub, and so, if it brings out everything we want at once , then tomorrow? Rolex does not have the capacity to produce all the desirable models today...piano piano.

[texasmade]

Originally Posted by GradyPhilpott

I would think that you would also understand that Rolex is not a non-profit organization, so your whole premise is shot right there.

I never understood why everyone thinks that Rolex doesn't care about making money because they're a non-profit organization. They still need to pay employees, fund R&D, pay vendors, pay endorsers, etc. I'm vendors and employees aren't going to accept a DJ or Sub as payment in lieu of cash. Rolex doesn't have the pressure to maximize profit but they still need to make money and lots of it to cover costs.

[904VT]

Originally Posted by texasmade

I never understood why everyone thinks that Rolex doesn't care about making money because they're a non-profit organization. They still need to pay employees, fund R&D, pay vendors, pay endorsers, etc. I'm vendors and employees aren't going to accept a DJ or Sub as payment in lieu of cash. Rolex doesn't have the pressure to maximize profit but they still need to make money and lots of it to cover costs.

Imo it's pretty obvious Rolex is just putting forth a strategy to recoup R&D on the 32xx movements and forcing all to look to these exact moments in DJs, while the global economy cools down.

Probably has been planned for a good 3 or so years now...


Production capacity is just relative. Rolex could easily have slowed the 3235 implementation as well as 3285 into new models....how so? By placing in PM models first as they did in the past. This current strategy is just to replicate the Daytona craziness imo while recouping R&D elsewhere. To be quite honest most of these 31xx series movements are probably already fully constructed and awaiting to be put to life in watches that haven't been finished yet.

[AK797]

Obviously not, if they really wanted to make a more level playing field they would switch production massively over to the hot models, and then once that impacted on grey prices, they would raise prices 20%.

[AK797]

Originally Posted by abozz

When the thing starts to cool, Rolex take out the Cocke or the Sub, and so, if it brings out everything we want at once , then tomorrow? Rolex does not have the capacity to produce all the desirable models today...piano piano.

Come on, this is a family forum, close your other window.

[904VT]

Originally Posted by AK797

Obviously not, if they really wanted to make a more level playing field they would switch production massively over to the hot models, and then once that impacted on grey prices, they would raise prices 20%.

100% agree


Something we have all discussed less is if Rolex is having production issues with these new generation calibres. I have a strong feeling they are taking much longer (at least for the time being) to produce from start to finished than the 31xx series movements. I'd be really surprised if the mass majority of 31xx movements aren't already completed production and sitting on shelves now that the DJ36 is getting the 32xx.

So with that said, Rolex could easily be producing a lower number of movements than in the past at this moment in time and potential for that to continue indefinitely (though I'd expect manufacture line streamlining). So all of the talk about Rolex producing the same watches as always very well may be true, but what if the new norm is less. And what if once the shelf run of 31xx movements are done, finished watch production will dramatically reduce. All of our wishes for updated movements, perhaps we don't want as much as we think.

Who knows, but food for thought

[mk2jag]

Originally Posted by mlb356

They’re already having such success with models from prior years, I think they’re holding out longer to release another round of hot models. This year they just went with the approach of modest improvements to already good watches. I would think that given how much demand there still is for prior releases, coupled with a frustrated dealer base and lack of enough supply, they’re going to ride this one out a bit longer before releasing another hot model.

I would agree with this viewpoint.

[HappyFish]

Rolex stays for continuity! Better check out the Swatch collection! Well done Rolex! Dont hear the folk and go your way!

[Cru Jones]

Not at all and far from a flop.

The watches may not be to your taste and no icons like steel Daytona or steel BLRO, but several nice watches (new DJ, new BLNR, TT SD50....).

[RLX_NY]

Yeah, interesting theory and makes for good conversation but I'm not sure I agree with everyone saying Basel '19 was a flop for Rolex.

Do I personally like any of the watches released, no not really but we forget that this forum and community is a small percentage of the total Rolex sales. So although our community overall consensus is that it's a flop, I'm pretty sure in the overall big picture it's a success and they'll make their sales.

[abozz]

Originally Posted by AK797

Come on, this is a family forum, close your other window.

Jajajja sorry mean Coke.

[capote]

I gotta say Patek released the weirdest watch this year. Steel Calatrava with week indicator and what looks like a seriously bad redial. Still it will sell like crazy.

[strafer_kid]

Originally Posted by smym18

I don’t get why it was such a flop? I’m not interested in any of the new ones but I’m sure a lot of people are. You can’t please everyone.

Would agree - I suspect that only a very small minority of potential customers worldwide would deem it so. Rolex know what they are doing…………..

[superstarmar]

Originally Posted by scurfa

Granted they didn’t do what we wanted but they have updated the DJ 36 and 31, Day Date 36 with the new movement and dial options so I can imagine a lot of work went into that, a different colour bezel on the GMT and a two tone sea dweller does not take much imagination but the star is the Yacht-Master 42 it’s a far better looking watch than an Aquanaut and I know what I would rather have, it’s going to be a big hit.

I have to agree .

[MTdweller]

Originally Posted by SS Oyster

Just some helpful guidelines from “the rest of the industry” since you are a non-profit and don’t want to slaughter us all:
1. Please remove all those cool oyster bracelets from all SS GMT models
2. Please do not release a Coke GMT
3. Please get rid of those pesky black SS and YG GMT models
4. If you are going to do anything with your divers, please make it negative, like a TT (YG/SS) Sea-Dweller.
4.a. Please please do not improve the sub in any way, including do not put the 3235 with 70hr power reserve inside.
5. Please wait for 2021 to update the Explorer 2 (50th anniversary). We may come back to delay that later too.
6. Please release most of your changes to small no-one-cares watches like DJ and YM, and for the YM, only do in an ugly highly polished WG.

I think that’s it. Thanks a bunch! You are saving us and our jobs.

Signed,
Swiss Watch Industry


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This!

[UnicoJG]

Nothing exciting from Rolex or Tudor this year.

[mr_gray]

thank you OP for this the hottest of takes. 100% spot on.

also i'm not of the opinion they have to do great every basel. sure every now and then you'll have a slow release year. but i saw the pre release "leak" from whoever and thought it was like an Onion article but for watches type satirical thing. i mean i didn't believe it. its not possible that we are seeing a TT SD in particular i thought.

then i found out it was real.

rolex with this razor sharp design aesthetic.

the simple red line on the SD 43.

the self-awareness re: Pepsi and then their extraordinary success. a mass manufactured item that sells for twice retail here in australia.

i thought they couldn't put a foot wrong and then this.

i thought someone else's comment about the product cycle was interesting, i.e. that these watches just released have likely been in progress for 2 years at least. imagine sustaining the idea that a TT SD was an award winning idea for 2 years! the good thing is that the unexpectedness of the TT SD implies a higher probability for the ultimate sub. A new platinum sub with the 3235 movement and non-brushed CL. i am sure rolex will get the dial / bezel combo right but i must admit i have no idea what it might be (unimaginatively all i can think of is ice blue for dial).

i think rolex does better re: TT when they do a champagne dial fluted DJ on TT jubilee for example. to my personal taste TT on oyster on this SD looks a tad garish.

[Robbyman]

The Batgirl looks ok though.

[HogwldFLTR]

IMHO, Rolex does nothing for anyone but Rolex. Even their arts involvement (or any other of their philanthropic works) is likely to meet requirements as a non-profit. Not for a second would I believe Rolex took a hit for others in the industry. Their Basel show was a matter of convenience towards their corporate goals.

[Mainewatchman]

This year is like every other year for me with Rolex, nothing that exciting and just a little change to a decent piece that has a big following.

[VegasMilgauss]

This Basel was a big two fingers up to the grey market in my opinion - I could and probably am way off with that assumption though!