"Steel" SkyDweller, is this a sign of desperation?

[TheVTCGuy]

To be one of the first of 5,294 threads about the TT SkyDweller, and specifically the steel and WG Bezel (for around $14K), I am wondering... is this release in actuality a sign of desperation from Rolex?

First, I absolutely love it and expect a lot of TRFers will be picking one up. More power to you and congrats in advance I actually would consider it myself.... but moving on - was Rolex FORCED to do this because of slumping Swiss Watch sales? WOULD they have taken a model we all expected to be PM only, (like the Day-Date) and turn it in to a SS if sales were steady?

My personal opinion, is no, that the SD was originated to be an all and only PM model that Rolex re thought after three years of steadily falling numbers. I believe they will sell a lot, and it is a fantastic watch, I am just wondering what caused this (pretty drastic) release? Or, am I wrong, and the plan all along was to release it in TT and SS?

What say you TRF?

[MrGMT]

I know a lot will disagree but I think Rolex are devaluing there brand by make a ss version on the sky dweller $14k for a watch like that shocked it's actually happened really am

[speedmaster73]

Originally Posted by MrGMT

I know a lot will disagree but I think Rolex are devaluing there brand by make a ss version on the sky dweller $14k for a watch like that shocked it's actually happened really am

Lets not overthink. The sub and daytona are offered in PM and SS.

[tomchicago]

It's a physically huge, honking watch. You'd have to have all new dress shirts made to wear it therewith.

[Wllnv19]

I always felt they would release a SS version...

[Boothroyd]

I think SS is a reaction to the overall soft watch market. Why not try to grab some share? It's a great model and now might be perceived as an obtainable "upgrade" to the GMT IIc. It tells me the GMT function sells well and they are trying to capitalize. (And when I say "upgrade", I should probably say an "upmarket option").

No idea if I am on target, but it makes sense to me, as the Skydweller was out of most people's reach.

And happy your SS DJ41 has arrived, Paul!

[Jocke]

The marked is slow so they have to do something that sell watches. The currency adjustment a few years ago have
hurt the Swiss market substantially.

[cop414]

SS Daydate for next year,,,

[MrGMT]

Originally Posted by speedmaster73

Lets not overthink. The sub and daytona are offered in PM and SS.

The sub and Daytona are very basic movements not a grand complication like the sky dweller, really does look like a desperate move by Rolex IMO

[TheVTCGuy]

Originally Posted by cop414

SS Daydate for next year,,,

I don't want to offend anyone that would want to buy one, but I am hoping not; never. It is the flagship, you don't skimp when it comes to your flagship. IMHO, that would be a VERY bad sign for Rolex.

[wytrader]

I think it is a sign of conscious marketing and branding. I think the balance has gone between the SS models and the models the AD's can't get rid of. Which only make the cheaper hard to get models even harder to get as the grey dealers get so many as part of their "deals". Finding a model they can sell like hotcakes at their AD's is imo not a sign of desperation rather a sign of strength and trust in their AD network.

[Chewbacca]

imop,

the sunk costs in developing these one-off-model movements require fair ROI. even though rolex is no doubt profitable for a NFP organization, it still needs to justify R&D and overhead -- among other things.

just like the AK got the Millie movement and some bits and the SkyD now going to ss; it makes sense.

there's only so many Platinum daytonas, pepsi's and DD's they can sell and quite frankly, peoples tastes are changing in general. (the second hand market also tells the story where PM watches can be had for 50% of msrp in many cases where as SS hold better).

they're setting up for the next 50years, not the last. millennials and market realities will drive the models.

[Boothroyd]

The Datejust likely sells so well, I don't think they would cannibalize that market by moving the DD downmarket. As said, it would also irritate a very influential market. SkyDweller I don't see as having that reach.

[rc51matt]

My thoughts were the same this morning when I looked on Rolex site. The 2 tone blue WG sky dweller is fantastic looking & much more obtainable for most at $14.5k. When I saw the PM Daytona's on rubber I thought the same yes they aren't cheap but cheaper than versions with bracelets!!
I wasn't a fan of the Oysterflex rose Yahtmaster from the pictures last year until my father picked one up last month, after seeing it & playing with it the other day its beautiful. I'm sure the rose Daytona on Oysterflex is stunning in person just like the YM

[bondtoys]

Imo 2 reasons:
The innovative setting and calendar mechanism caused massive r&d expenses and the pm sales where not enough in Rolex books for that

In the past years, Rolex tried the approach to push pm instead of steel to push their sales/unit. Not sure how successful that all was, but now they seem to take direction of selling more expensive SS watches with "complications" (YM II, the fast Daytona SS and now the SkyD) to gain some additional growth

[AK797]

No, just slow SkyD sales. If they were in trouble we would have the SS CokeC now, if serious trouble the SS PepC too.

[Fjweld]

Originally Posted by speedmaster73

Lets not overthink. The sub and daytona are offered in PM and SS.

Agreed! Glad they came out with an affordable SD

[AK797]

Originally Posted by MrGMT

The sub and Daytona are very basic movements not a grand complication like the sky dweller, really does look like a desperate move by Rolex IMO

An AC is not really a grand comp so it is acceptable for a predominantly sports brand to have this also in SS without it meaning too much. If the flagship DD or a Perpetual Calendar was switched to SS then alarm bells would be sounding.

[GerardoG]

To me, economics. On the latest editorials from industry analysts, sales from watch companies are hurting. Bad. Rolex has always pushed for PM as the profit is higher; but with declining sales in their top territories, bringing a complication such as the SkyD to the 10-15k range (which is still serious money) will very likely have more people jump in.

[johneh]

Originally Posted by MrGMT

The sub and Daytona are very basic movements not a grand complication like the sky dweller, really does look like a desperate move by Rolex IMO

I don't think you know what a grand complication is.

As for desperation, I don't think so. People that want PM watches buy PM watches. Why not open this one up to someone that has $15k to spend on a watch, and not the $40k for a PM version.

[jon_jon]

PM watches are a small percentage of overall Rolex sales. Introducing a SS version of the Skydweller will help overall sales.

[OgSnowflake]

Was having a convo this morning with a friend and came to the conclusion Rolex kinda slam dunked the skyd in the dumpster n took a flagship annual calendar and turned it into a datejust 3

[MrGMT]

Originally Posted by johneh

I don't think you know what a grand complication is.

As for desperation, I don't think so. People that want PM watches buy PM watches. Why not open this one up to someone that has $15k to spend on a watch, and not the $40k for a PM version.

Well it's the most complicated modern Rolex movement and a lot do consider it a grand complication

[henry333]

Only DD is only PM only... so no problem

YM2 came out only with PM then got to SS

[superdog]

Great post. And yes.

[superdog]

Originally Posted by johneh

I don't think you know what a grand complication is.

As for desperation, I don't think so. People that want PM watches buy PM watches. Why not open this one up to someone that has $15k to spend on a watch, and not the $40k for a PM version.

Because they look exactly the same? (In the WG scenarios).

I debated this in WG. If I bought it and then saw this...

Well...let's just say I'm very happy I didn't go down that path.

[Los]

I'm happy this watch is now more accessible personally

[GreenLantern]

It's just good business.

Even though Rolex claims to be a non-profit, they're in the business of making money... If they weren't their prices would be much lower.

[Vaxe]

Well said

Looks great on steel too, really looking forward to it in the flesh

Originally Posted by GerardoG

To me, economics. On the latest editorials from industry analysts, sales from watch companies are hurting. Bad. Rolex has always pushed for PM as the profit is higher; but with declining sales in their top territories, bringing a complication such as the SkyD to the 10-15k range (which is still serious money) will very likely have more people jump in.

[WS9D]

Could this be a plan to limit the release (like the DaytonaC) to drive customers towards the more available (and expensive) PM models?