Did Rolex reach the beginning of end

[blada4life]

i actually think they are just getting started and have been slowly preparing for a long term multi decade plan of releases, themes, variations, etc. They have entered a new realm of demand

[alphadweller]

2021 sales figures show they're making the right decisions.

[telesquire]

Originally Posted by blada4life

i actually think they are just getting started and have been slowly preparing for a long term multi decade plan of releases, themes, variations, etc. They have entered a new realm of demand

Yep, they've realised there are a lot of people with money that are atrracted soley to bright pretty colours and not much else.

[eonflux]

Originally Posted by koko105

With the continues failure from Rolex year after year to provide something interesting for watch enthusiast & to their brand lover compared to other brands like Audemars Piguet , Patek Phillip , JLC or even Omega (especially after the last release)

and the continues hesitation in taking decisions, lack of imagination and creativity and I will write down some of the points why I am saying that (and I believe fellows in the forum can add more)

1 - one year they release Datjust II and after a while they change it to Datejust 41
2 - change of Deepsea 3 times with no obvious reason
3 - changing the hands of of yachmaster II
4 - Changing the size of the Iconic Submariner from 40 to 41
5 - discontinuing the batman then bring it back again
6 - ambiguous changes they made to Airking and the Explorer

I don't understand what is really happening with the design & creativity team and also with the management & how they approve such weird decisions that at the end will jeopardize the image of the brand

I don't know how long it will take before people stop looking at Rolex as the flagship for the world of horology but it will not be long

From a frustrated Rolex lover

Actually, probably for most of the rest of our lives

[longimanus88]

What I don't understand is the need to have "new releases" every year.

Can someone tell me if this has always been the case or if it's only a recent thing?

A change every few years doesn't sound bad to me when a product is completed.

Change for the sake of change doesn't make sense.

[Vesper Lynd]

To say failure I believe is not in line with reality.

[Token74]

Originally Posted by Eric-London

I stopped reading after the thread title

Yep, one of the most deluded threads in the history of this forum.


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[PhilippeD]

They're just watches..

[BLNR Nairobi]

Originally Posted by 904VT

I think Rolex screwed up by not leveraging the Cellini line more. This is where they could've built up their complications line. Double Split chronograph, minute repeater, traditional style perpetual calendar, all would be amazing and able to be offered at higher prices. Would've perfectly offset the over-demanded/under-supplied Oyster line while adding brand prestige. Opportunity lost.

There is always next year, and the year after that.

I think Rolex is working on something spectacular for the Cellini line. Someone special that will have an impact on that line similar to when they came out with the SkyDweller reference.

Because, to be honest, it’s not because they cannot do it. They easily could.

It is just that they are fortunate enough to be independent, which means they don’t have to rush things because they have to meet quarterly stock market expectations (or shareholders that would force them to collaborate with, say, Casio to release a CasioTona or SubmariSio).

That flexibility is one of Rolex’s key strengths - same for Patek and Audemars. It enables them to be long-term strategic.

Someday Rolex will come up with some highly complicated references - probably within the decade, and when they do it will be amazing.

Fortunately for Rolex they don’t have to rush things.