A gap in the Rolex Portfolio.

[RoRoRo]

As a fan of the classic watches in the Rolex range. The Datejust 41 stops at TT and then forces you to look at the day date at 3 times the cost for all gold.

I can imagine this is the reason the skydweller was eventually released into SS and TT. But the clean dial of the DJ is much more aesthetically pleasing to me worn as a smart-casual watch.

Why isn’t there a watch to fill this void?

An all gold DJ41 on oyster or jubilee, or even a leather strap (I’m sure would steal sales from the Cellini line). Much like a Porsche Cayman GT4 is to the 911.

This gap and this price point has got me looking elsewhere, like the Santos Rose gold on leather. I think Rolex have missed a trick here.

Just my 2p worth.

[mykii]

They used to make an all gold date just in 36 on leather. Not sure about 41. The fact it’s discontinued says a lot I think.

[ziadsa]

Rolex market is changing a lot, and Brand name is being Hurt instead of corrected,
They reissue old watches in new version with slightly MOD, While AD are affiliated with grey dealers to sell online by shorting the store sales and saying to everyone no watch while grey market is full, Rolex are going in a wrong way from new releases to fuelling AD and Grey market, if Rolex sells to collectors the brand will be a lot higher in price and can Short the Market, collectors are Holders while AD and grey market are flippers, all flippers keep dumping watches.

Also i see Rolex move is based on Grey market and demand watches, so probably many unpopular models wanted by collectors wont be produced anymore, as collectors pay fair MSRP, and just focus on grey market to flip watches as they sell higher.

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[Krash]

Originally Posted by RoRoRo

As a fan of the classic watches in the Rolex range. The Datejust 41 stops at TT and then forces you to look at the day date at 3 times the cost for all gold.

I can imagine this is the reason the skydweller was eventually released into SS and TT. But the clean dial of the DJ is much more aesthetically pleasing to me worn as a smart-casual watch.

Why isn’t there a watch to fill this void?

An all gold DJ41 on oyster or jubilee, or even a leather strap (I’m sure would steal sales from the Cellini line). Much like a Porsche Cayman GT4 is to the 911.

This gap and this price point has got me looking elsewhere, like the Santos Rose gold on leather. I think Rolex have missed a trick here.

Just my 2p worth.

If they made an all gold DJ 41, wouldn't it basically be in the same tier as the DD40?

[RoRoRo]

Originally Posted by Krash

If they made an all gold DJ 41, wouldn't it basically be in the same tier as the DD40?

Not entirely as it doesn’t have the day complication.

They used to exist. Just think it would give more choice again. I guess Rolex are more interested in the sports market

[Sothy]

From what I can tell, the price difference on a 36mm Datejust in gold and a 36mm Day Date in gold was not very large at MSRP when they were both available (assuming one can say that a Sub and Sub Date cost a similar price). The 31mm Datejust models are still available in gold and the pink and yellow gold models (if I recall correctly), still let you choose a non-President bracket as well if you want. But they cost about what one would expect a 31mm Day Date to cost (if it were ever made). I believe that the day complication isn’t driving the cost in other words. Rather, I think that it’s the mark-up for “full” gold vs two-tone.

[Ichiran]

I on the other hand would prefer a SS daydate.

[Deepseadoug]

I had at one time a 116238 solid gold 36mm datejust. Up until a few years ago you could always even just playing around on the Rolex website spec a datejust in 18k with a strap or a 18k jubilee bracelet. Been discontinued for a bit now.

[Max 66]

Looking at the current Rolex production, I would agree that a DJ 36 / 41 in PM with alligator strap would be really welcome.

[Pw92676]

I am with you on the DJ over the DD aesthetic. I wish it came in full PM with full PM jubilee bracelet.

[Mr. Drunmond]

I don't understand how a full PM Datejust would fill a gap in the market, it would be $32k. Is that really filling a void?

[RoRoRo]

Originally Posted by Mr. Drunmond

I don't understand how a full PM Datejust would fill a gap in the market, it would be $32k. Is that really filling a void?

I'm sure Rolex could position it lower than a day date or perhaps only offer a leather strap alternative like the OF on the new gold skyD, would definitely open up to a different buyer.

[Krash]

Originally Posted by Mr. Drunmond

I don't understand how a full PM Datejust would fill a gap in the market, it would be $32k. Is that really filling a void?

I agree. Solid gold watches are going to be over $30k anyway. Only difference is Day complication.

They already have 36mm DDs on leather straps...

[RoRoRo]

Originally Posted by Krash

I agree. Solid gold watches are going to be over $30k anyway. Only difference is Day complication.

They already have 36mm DDs on leather straps...

Yeah, can't seem to find a DJ36 on leather, only previous versions.

If you understood my Porsche analogy above, it suggests that there may be a buyer like me who would still consider a model like a DJ41 on leather or all gold.

The argument may exists as to why, but also why not?

[Wcdhtwn]

Considering the OP’s message, I think this is where the Cellini line fits in. I like them but where they fit in the whole Rolex model hierarchy has never really been clear to me. But considering as a PM DJ on leather makes a lot sense.

So no, I don’t think there is a void. I think the watch you’re talking about exists, but is not called a DJ.

[RoRoRo]

Originally Posted by Wcdhtwn

Considering the OP’s message, I think this is where the Cellini line fits in. I like them but where they fit in the whole Rolex model hierarchy has never really been clear to me. But considering as a PM DJ on leather makes a lot sense.

So no, I don’t think there is a void. I think the watch you’re talking about exists, but is not called a DJ.

The look and appeal of the Cellini is different to the DJ/DD, elegant vs relaxed elegance. The previous leather on DD36 may not have been a good seller or for whatever reason they discontinued it, however at 41mm you have a different beast compared to the 39mm Cellini, also that flute and gold case would look bang on

[georgekart]

DJ41 in SS: 6300 GBP Sub Date in SS: 7300 GBP.
DD40 in WG: 31450 GBP Sub Date in WG: 31850 GBP.

Price increase factor for Sub going WG: 31850/7300=4.36
DJ41 in WG (extrapolated from 6300 and 4.36, and we don't take into account it would require a fluted bezel as well): ~27450GBP

DD40-DJ41 in WG: 4000GBP. Do you think that'd be a big enough gap for them to make two models? DD is gold DJ in their opinion. They give you an upgrade in a form of day complication as well.

[brandrea]

Originally Posted by Ichiran

I on the other hand would prefer a SS daydate.

That would certainly be more of a gap filler

[RoRoRo]

Originally Posted by georgekart

DJ41 in SS: 6300 GBP Sub Date in SS: 7300 GBP.
DD40 in WG: 31450 GBP Sub Date in WG: 31850 GBP.

Price increase factor for Sub going WG: 31850/7300=4.36
DJ41 in WG (extrapolated from 6300 and 4.36, and we don't take into account it would require a fluted bezel as well): ~27450GBP

DD40-DJ41 in WG: 4000GBP. Do you think that'd be a big enough gap for them to make two models? DD is gold DJ in their opinion. They give you an upgrade in a form of day complication as well.

Understand the maths but again, I reckon there’d be a market. Cayman GT4 2 seats and a tinkered 911 engine? Compared to a 911 with 2 + 2 and basically a 911. Similar case for a DJ VS DD imho. But just the leather strap alone would give it a competitive price point

[Oxfordian]

It does seem that there is a gap in the market for a PM DJ after all most other models have a PM variant, only Explorers, Milgauss, Air King, Sea Dweller (TT only) and Oyster Perpetual are missing a PM model.

But;

If Rolex made a PM DJ on a bracelet it should be cheaper than the equivalent DD as it is a simpler complication, but the price difference would be minimal, this could affect sales of the DD so maybe a route that Rolex don't want to go down?

If Rolex made a PM DJ but on a strap then would this not be similar in price to the Cellini or would Rolex price a PM strap version of the DJ close to the YM on an OF?

A PM DJ on a strap would be of interest to me, whether Rolex will produce one in this decade appears unlikely, maybe I should just look at vintage or buy a Cellini.

[turkeysub93]

Rolex wants there to be a clear divide between the DJ and the DD. The reason an all gold DJ no longer exists is the same reason that there are no longer any full black bezel GMTs. If Rolex offered too many iterations of similar watches, there'd be too much crossover.

[Alan111]

Good observation. In order not to cannibalize sales of the DateJust, Sky Dweller or DD, it would make the most sense to just release an all gold DateJust 41 on strap... like model 126318 (YG) or 126315 (RG) or similar.

[904VT]

I think the market wanted something a little more unique in full PM, which is why the full PM DJ didn't sell well and were discontinued. DJs are already made in every possible color, so if you want something different than the standard DJ the Day Date is more fitting. It has a unique look, movement and function at its price point. The DD and DJ usually have endless variations, so I think it is smart to limit metal choices of each to further differentiate.

[RoRoRo]

Originally Posted by 904VT

I think the market wanted something a little more unique in full PM, which is why the full PM DJ didn't sell well and were discontinued. DJs are already made in every possible color, so if you want something different than the standard DJ the Day Date is more fitting. It has a unique look, movement and function at its price point. The DD and DJ usually have endless variations, so I think it is smart to limit metal choices of each to further differentiate.

Conversely a leather on DD40. Cartier do it with their Santos. Full bracelet or leather only. Brings the price down and appeals to different price points

[904VT]

Originally Posted by RoRoRo

Conversely a leather on DD40. Cartier do it with their Santos. Full bracelet or leather only. Brings the price down and appeals to different price points

Rolex used to offer the Day Date on leather. Very nice, but didn't seem too popular with buyers at the time at least

[77T]

Wait for FHH’s W&W - April, 2021...
...or if Covid-19 cancelled, then a Rolex Summer release.

Maybe be gap-filled and gobsmacked if a platinum DJ 36, very thin 6mm, manual wind, dress model with no cyclops is released?

Outside of that 0.00000001% chance, the DJ sells very well as is so I’m not sure a PM DJ is coming.


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[904VT]

Originally Posted by 77T

Wait for FHH’s W&W - April, 2021...
...or if Covid-19 cancelled, then a Rolex Summer release.

Maybe be gap-filled and gobsmacked if a platinum DJ 36, very thin 6mm, manual wind, dress model with no cyclops is released?

Outside of that 0.00000001% chance, the DJ sells very well as is so I’m not sure a PM DJ is coming.


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That would be interesting Paul and nice way to differentiate

[Wcdhtwn]

Originally Posted by Ichiran

I on the other hand would prefer a SS daydate.

Tudor has this.

[jrs146]

This is exactly what Rolex wants. You have an small transition from steel to two tone. Then a huge jump to full gold/platinum. And it works. Very very well.


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