What happened to the "fun" of it all????

[Submarino]

Originally Posted by mike

I didn't see the thread-my fault. Most days when I sign on it's to wade through a bunch of reported posts.

I don't know the question has ever been properly addressed, but here's some thoughts based on what I seen and the direction Rolex has taken over the years.

Indeed early 1675s advertised "OYSTER PERPETUAL" only on the dial as an indication the watch was selfwinding and waterproof (as of course others).

In the 80s some feel (I among them) Rolex made the decision to move more toward the "Luxury" end of the spectrum. We see the first vestiges of this with the move to gloss dials with white gold surrounds circa the 83-85 timeframe depending on reference. Interestingly some 16750s came with dials marked "OYSTER PERPETUAL" only then switched to "OYSTER PERPETUAL DATE" we see today.

The reference 16760 also fell into this camp with early examples bearing OP only (some feel the 83 release year) and then movong to OPD for the rest of the run.

If history tells us anything it's that Rolex is indeed the master of marketing. Witness early GMTs bearing the legend "OFFICALLY CERTIFIED CHRONOMETER" which was later changed to "SUPERLATIVE OCC".

Why?--most feel simply marketing. The COSC test was the same, but usage of the word Superlative was an eye catcher.

It must work as there have been threads about this very thing with strong feelings by some they would not have a watch without the SCOC legend on the dial reguardless of the fact most any good movement can be brought to way inside COSC specs--if it needs it at all and not to mention the myraid of posts where "My watch is out spec" we see all the time.

My theroy is that usage of the word "DATE" beginning with the move to luxury is simply Rolex putting more on the dial and moving away from the tool watch concept in an effort to appeal to a wide marketing base.

Mike:

Thanks so much for taking the time and answering my old question.

I am still quite intrigued how all the other sports models (with the exception of the ND Sub) came with Oyster Perpetual Date (in the 60s and 70s) but the GMT Master didn't until the 80s.