Why did Rolex randomize serials?

[sennheiserz]

I've been thinking a bit about this lately, and just made up the following two reasons, anyone know the real reasons?

1. They can make more watches at once and then sell them over time. With successive serial numbers there was a production timeline associated. With random numbers we don't really know if the 2015 Submariner isn't just something made in 2013. The only reason I doubt this is the case is because Rolex being Rolex wouldn't just let a bunch of watches age for no reason. They would have more issues and have to do another round of testing before sale.

2. Mess with collectors. In the future, it will be very hard to date a particular watch or feature from the post-randomized era. This makes the market less stable and encourages new purchases, which they obviously need. This is the reason I feel is the most likely.

Am I totally off base here?

[Jake B]

Originally Posted by sennheiserz

I've been thinking a bit about this lately, and just made up the following two reasons, anyone know the real reasons?

1. They can make more watches at once and then sell them over time. With successive serial numbers there was a production timeline associated. With random numbers we don't really know if the 2015 Submariner isn't just something made in 2013. The only reason I doubt this is the case is because Rolex being Rolex wouldn't just let a bunch of watches age for no reason. They would have more issues and have to do another round of testing before sale.

2. Mess with collectors. In the future, it will be very hard to date a particular watch or feature from the post-randomized era. This makes the market less stable and encourages new purchases, which they obviously need. This is the reason I feel is the most likely.

Am I totally off base here?

Well, it could be number one but replace the word "watches" with "cases". That makes the rest of your statement re: watches sitting & needing testing moot. I strongly doubt that they're trying to "mess with collectors".

[T. Ferguson]

I doubt Rolex was trying to screw with collectors. But going to 8 digits a letters simply gives them decades before they have to worry about it again. And making them random (if that's what it really is) if anything helps AD's out because they don't have to deal with being stuck with a G serial on their shelf because some doofus read on the internet that the "G" serial is old and only wants a random.

In the future, the serial number obviously won't be useful for approximating the age of a piece. But that simply means the papers or warranty card will be needed to document the age of the watch. But these days most people save that stuff so it shouldn't be that much of a problem. Plus, there will always be those little changes Rolex makes on a occasion to dial fonts, or like the lume switch from green to blue, that will help date a watch that doesn't have any documents.

[Speed]

Nicely said.

[Rolextraderflorida]

Good question and answer.

[gerrya]

I stopped by RSC Dallas one day and asked them if they could tell me when my random Explorer II was manufactured. I thought it would be neat to know the born on date. I just figured they would put the S/N in the computer and it would spit out month and year. Well no such luck. Basically told me it must be current year and now there is no easy way to tell due to random serials.

[rolepam312]

All it ensures is that the watch you buy " new " today is really not that new... Yet they can sell it as new...who knows how old or when it was made?? And resale? Let's not even go there, regardless of age of the watch, it ensures retention of value, which I suppose can be good?? It's so " random " ......

[Urosfan]

They are the CIA of watches. You will never know their reasons lol

[GradyPhilpott]

The reason is simple. Given the former numeric and alpha-numeric systems, they were simply running out of numbers with a manageable number of places.

With eight places and a random assignment of letters and numbers, the number of possible combinations becomes very large.

A side benefit for Rolex might be to make it harder for people to guess a date of manufacture, but the system that collectors and enthusiasts have used for years has always been flawed and approximate at best.

[locutus49]

CT: Conspiracy Theory. Rolex has mounted a global effort to mess with watch collectors, for reasons unknown to all but the elite few.

[HogwldFLTR]

Originally Posted by locutus49

CT: Conspiracy Theory. Rolex has mounted a global effort to mess with watch collectors, for reasons unknown to all but the elite few.

And those that know are all Free Masons.

[msdaytona]

you can call Rolex Canada (or the head office of your country) and ask them when they received the watch. This will at least give you an idea of the "age" of the watch in case you are particular (like me).

[joe100]

Probably so they didn't have to reset the serials again like what happened in the 1950s

[AndyK]

Originally Posted by T. Ferguson

I doubt Rolex was trying to screw with collectors. But going to 8 digits a letters simply gives them decades before they have to worry about it again. And making them random (if that's what it really is) if anything helps AD's out because they don't have to deal with being stuck with a G serial on their shelf because some doofus read on the internet that the "G" serial is old and only wants a random.

^This would be my guess as well.


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[Tseg]

Originally Posted by T. Ferguson

I doubt Rolex was trying to screw with collectors. But going to 8 digits a letters simply gives them decades before they have to worry about it again. And making them random (if that's what it really is) if anything helps AD's out because they don't have to deal with being stuck with a G serial on their shelf because some doofus read on the internet that the "G" serial is old and only wants a random.

In the future, the serial number obviously won't be useful for approximating the age of a piece. But that simply means the papers or warranty card will be needed to document the age of the watch. But these days most people save that stuff so it shouldn't be that much of a problem. Plus, there will always be those little changes Rolex makes on a occasion to dial fonts, or like the lume switch from green to blue, that will help date a watch that doesn't have any documents.

Agreed here about internal "issues" liquidating old merchandise through the sales channel. Over the years I'm sure Rolex found themselves saying "if only we did not have serial numbers..." many, many times, so finally pulled the trigger on the solution. I am trying to think through how it could also help them in the parallel import market or counterfeit market but have not come to any answers there.

[cpl]

Originally Posted by GradyPhilpott

The reason is simple. Given the former numeric and alpha-numeric systems, they were simply running out of numbers with a manageable number of places.

With eight places and a random assignment of letters and numbers, the number of possible combinations becomes very large.

A side benefit for Rolex might be to make it harder for people to guess a date of manufacture, but the system that collectors and enthusiasts have used for years has always been flawed and approximate at best.

Easy solution would've been to move to double and triple letters when you run out of alphabet ( ever notice excel rolls over to col AA when you reach Z). Methinks it's more to do with making it harder to date a watch.


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[DJJon]

Rolex did this to help protect their AD network. Idea is to take away the 'negotiation edge' some buyers try to use when they walk in, see a YG DD with an "old serial number" and use that to shave a few points the final price.

ADs have so much old stock of the pricey models that once this system has been in place for a number of years all the stock will be random so a watch sitting in their safe for 5 years will not be distinguishable from one that came in yesterday. Rolex crams purchase volumes down ADs throats. I can only imagine the retail value of all these AD in-safe inventories, must be huge beyond comprehension in the retail channel unsold inventory.

[14060m]

Why not

[padi56]

Originally Posted by sennheiserz

I've been thinking a bit about this lately, and just made up the following two reasons, anyone know the real reasons?

1. They can make more watches at once and then sell them over time. With successive serial numbers there was a production timeline associated. With random numbers we don't really know if the 2015 Submariner isn't just something made in 2013. The only reason I doubt this is the case is because Rolex being Rolex wouldn't just let a bunch of watches age for no reason. They would have more issues and have to do another round of testing before sale.

2. Mess with collectors. In the future, it will be very hard to date a particular watch or feature from the post-randomized era. This makes the market less stable and encourages new purchases, which they obviously need. This is the reason I feel is the most likely.

Am I totally off base here?

Simply this when the single letter serials started way back in 1987 Rolex made that many watches from 1987-2010 they just ran out of single letter number combinations.Hence the new so called random serials which should see Rolex OK for 50 plus years.And even the single letter serials all you could surmise was the case/clasp was stamped between X&Y years.And all the oyster range no matter the case stamp if serviced correctly will in many cases outlast there owners.

[Furbo]

3. Because people are becoming more and more silly about serial numbers, demanding 'fresher' watches at ADs and so on.

[gougy]

I think Furbo is right (as well as people that do not like to buy watches sitting 5-10 years on a shelf in the shop - 50 years, well that would be another story :D )

[padi56]

Originally Posted by gougy

I think Furbo is right (as well as people that do not like to buy watches sitting 5-10 years on a shelf in the shop - 50 years, well that would be another story :D )

Come on how many Rolex watches would be sitting on the shelves for 5 -10 years.Most all the SS line especially the sports line up its doubtful if they are in stock a month before sold.Yes some watches like the precious metal,diamond type watches and the slow sellers could be at the ADs longer.But serials with these types of watches cannot give a accurate time of making.

[Racerdj]

The dealers can sell scrambled serial numbered new old stock without revealing the true age.

[gougy]

padi56
rarely the steel sports models but plenty of bicolors, ladies watches, Celini, you name it ;)

[padi56]

Originally Posted by gougy

padi56
rarely the steel sports models but plenty of bicolors, ladies watches, Celini, you name it ;)

Well I did state the slow selling watches like precious metal and there is no way that any business would want any watch hanging around like you said 5-10 years that would not make any business sense..

[Keith1]

Originally Posted by Racerdj

The dealers can sell scrambled serial numbered new old stock without revealing the true age.

Bingo, We have a winner!

[sierra11b]

Handled a V serial milgauss at an AD the other week.

It'll be a real shame if Rolex never divulges watches age only for those that have purchased a watch. I'd love to be able to ask for a letter much like Colt issues letter of provenance based on serials dating back to their first production runs in the twentieth century. Would be interesting to know if the couple random serial watches I own were rolled off the factory floor the same year as my kids were born.

It may not be information available to an RSC but Rolex random serial generator must know when it stamped a particular serial.

[bmwsubmariner]

I do not like the random serials as much. Although as long as a watch has box and papers it is easy enough to tell the date of the watch.

[Danex]

The warranty card, with the date sold (put into the wild) will become more important when the watch reaches the resale market. Still, the condition of the watch is more important to me rather than when the case was made.

There are still NOS V's and G's out there that are great buys, due to perceived devaluation. I think we are about four years into random s/n now? I believe the resale and non-AD market is heading into a new age where production date will be more uncertain and watches with better provenance, will be even more valuable.

[Furbo]

Originally Posted by padi56

Well I did state the slow selling watches like precious metal and there is no way that any business would want any watch hanging around like you said 5-10 years that would not make any business sense..

But Rolex won't sell you just popular subs, gmts and so on, you also have to buy other watches from them that are not so popular and they can hang around for years...