Ubiquitous Nature of Rolex--A Theory

[watchf]

Originally Posted by mfer

I had a guy say my Sub was a 10k waste of money. Had no idea the watch was worth half that. Even worse, he compared it to my WIS friend's watch saying I should get something nice and simple and reasonable like my friend. My friend was wearing an IWC 7-Day Portuguese.


I wish Rolex was less known. I'd probable own more.

That just shows how little the guy was. People who talk out of their depth are not worth listening to or bothering about. Wear your watch with pride

[Sarajevo]

I cannot comment re the position in the US, neither being from there nor ever having visited. However, the OP indicates his belief that Rolex's marketing is disproportionately focussed towards the USA. I live in the UK, and can assure you that Rolex is the number one advertiser for luxury watches, primarily through tennis and golf sponsorship, but also through placing large spreads in magazines with high ABC1 readership (not sure if you use the same terminology in the USA - ABC1 basically means better-off people). Other brands are popular, especially Omega, but Rolex is the number one advertiser and watch. When I wear my Rolex, people tend to know what it is, but when I wear an IWC, nobody ever had a clue what it is (other than that it looks nice).

Therefore, I do not think it is correct to say that Rolex's marketing or brand is focussed more on the USA.

[tifosi]

I still find it odd that everyone knows Rolex wether they know watches or not. When I was young I thought of Rolex as the best, most expensive watch you could ever hope to buy. Well I grew up, starting looking into buying one and saw the price of an SS Sub and said "thats it??". I don't know where this notion came from, but everyone seems to have the same one. I remember when I started becoming friendly with a co-worker and I told her my interest in watches...I was wearing my Omega Speedmaster. She said "I've never heard of Omega, but its a nice watch". The next week I happened to be wearing an old TAG...she said "now this one I've heard of". Then she said "you would never wear a Rolex would you?" My response was "of course, I have one". Her thought was that anyone that was into watches would never wear a Rolex because it would be like selling out. Basically that Rolex was nothing but marketing hype on a crap watch.
I was amazed when I really started getting into watches at how many brands were out there that were more expensive/exclusive than Rolex. The average non-WIS would never know of these brands, hence why most people I come across think my SS Sub cost me $20,000 or something along those lines.

[Ricco]

Originally Posted by Watch Professor

To the average non-wis, TAG would have greater recognition.

Just curious. Whats WIS? Hehe..

[rolexertion]

Originally Posted by Grumpy Badger

Possibly, I do see a fair number of Tanks on women.

'Tanks for the mammaries.'

[Route 66]

Originally Posted by Ricco

Just curious. Whats WIS? Hehe..

Watch Idiot Savant

[BenDiem]

Originally Posted by warrior

At the suggestion of a fellow member, I'm starting this based on what I read on the "Rolex is a Dime a Dozen on Cruise" thread. Here's what I wrote:


Rolex is, without a doubt, the biggest name mainstream luxury brand in the world overall. So, as such, you're going to see alot of them.

But, here's my theory. My sense, judging from the fact that most here are from the North America/U.S, is that there's sort of a combination dynamic here:

1. Generally speaking, Americans aren't that knowledgeable about other luxury brands even some WIS. (note some) That's probably a function of advertising. Rolex is the only luxury watch brand that dominates in terms of advertising in the U.S.

2. Generally speaking, Americans would rather spend $ on big cars and houses. So, if they're going to buy a luxury watch, they'll just get a Rolex by default because it's the only "luxury" watch they've heard of.

The combination of those two things, I think, make for the seeming ubiquitous nature of Rolex watch spotting here.

My sense is that in other areas of the world....Europe, Asia, South America--you'll certainly see a ton of Rolexes in certain "high rent " areas ( even a majority) but you'll see more of other brands.

Thoughts? No flames please. I'm just observing...and that's my perception from what I've seen on forums and everyday life.

My take on all of this:

It could be argued that there are perhaps(operative word here) finer [(not necessarily better, but finer (ie., not as sporty as Rolex)] watches than Rolex watches. Only a few come to my mind however, Vacheron Constantin, Breuger & Patek Phillipe. Would you all agree? BTW, my next watch will be a Breuger (great history/craftsmanship)...

As such, several (most?) watch wearing connoisseurs would rather purchase a Rolex because their design is readily apparent/recognized throughout the world. The immediate recognition of Rolex symbolizes perceived wealth. Who does not want to be recognized as having acquired some wealth? Who would want to spend a lot of money on a Breuger, VC, or PP, when no one would take notice of these fine watches, unless you were a true watch connoisseur?

If I may, an analogy can be made with homes and automobiles, our two greatest assets and liabilities. Consumers purchase large luxury homes and automobiles to display their wealth ("I've made it/I've succeeded/Look at me").

Would you rather be seen driving a Benz/Bimmer (add your luxo car here) over a Toyota? Of course you would. Same goes w/a home. Do several consumers over-extend, in order to purchase the bigger home? Of course consumers do... Its the American way, and its the reason why we are in the financial mess/position that we are in as a nation...
Thankfully not me, but I see it every day. Its a damn shame...

My point; consumers purchase Rolex watches b/c a Rolex watch is a status symbol that is immediately recognized by millions of people, to include those consumers who know very little about fine watches. Yet, everyone can identify a Rolex watch. You have to give it to Rolex advertising. Brilliant work. Their advertising over the years made me realise the importance of career objectives that would allow me to acquire/purchase a fine watch... Remember the old ads in magazines that showed Martina Navatralova (sp?), Jack Nicholson, the opera singer, several race car drivers, explorers all wearing Rolex watches? May the aforementioned observations explain the ubiquity of the Rolex watch? I drank the cool aide. It worked on me ;-)

This does not take away from the fact that Rolex makes a damn fine time piece... I just ask that we as people/watch connoisseurs/consumers, every now and then, look into the mirror and ask ourselves, "Am I wearing a Rolex because I appreciate the fine craftsmanship, or am I wearing it because of the status symbol?"

Stay grounded my friends

Just a thought...

Cheers all

[BenDiem]

^^^
My bad... should read Breguet.... This is what happens when you are busy at work and sending out a personal e-mail.

Beautiful watches!

Cheers,

B

[tifosi]

Originally Posted by BenDiem

As such, several (most?) watch wearing connoisseurs would rather purchase a Rolex because their design is readily apparent/recognized throughout the world. The immediate recognition of Rolex symbolizes perceived wealth. Who does not want to be recognized as having acquired some wealth? Who would want to spend a lot of money on a Breuger, VC, or PP, when no one would take notice of these fine watches, unless you were a true watch connoisseur?

Finally...someone said it. Rolex is a damn fine watch, but I believe people buy them for the recognition, too. I truely believe that my $2500 Seiko Marinemaster will give me just as long and trouble free life as a Submariner. Why isn't it enough for me??? Because it is not a Rolex. A Rolex is a Rolex. That is all there is to it. Everyone likes to get recognized for having something that they spent a lot of money on wether they admit it or not. I do buy my watches for me, but it is nice to get a compliment once in a while. Admit it.

[pyxis]

Great products back by even greater marketing! From my personal observation, no other watch brand even comes close in recognition in the market. Everybody I know knows what is "a Rolex". The closest luxury brand I would compare it to would be Mercedes Benz, especially before this last decade when BMW have almost match them. Just my 2 cents.

[BenDiem]

Originally Posted by tifosi

Finally...someone said it. Rolex is a damn fine watch, but I believe people buy them for the recognition, too. I truely believe that my $2500 Seiko Marinemaster will give me just as long and trouble free life as a Submariner. Why isn't it enough for me??? Because it is not a Rolex. A Rolex is a Rolex. That is all there is to it. Everyone likes to get recognized for having something that they spent a lot of money on wether they admit it or not. I do buy my watches for me, but it is nice to get a compliment once in a while. Admit it.

^^^ Bingo! Exactly! F1 fan here too!

[ghinghi]

yesterday in a business meeting I attended to 6 out 8 people wear Rolex (the others were AP RO and Cartier) and all of them were aware (and own) other brands. Why then? IMHO because Rolex is the best on a daily basis, you don't have to care too much (unlike PP and similars). Talking about cars Rolex is like BMW, a good compromise between style performance and everyday usability and if it gets scratched no big deal. Not the same with Aston Martin (PP)

[ghinghi]

well I said BMW but I should have said Audi instead since lately here in Italy they are seen in bigger numbers

[slcbbrown]

Originally Posted by chicfarmer1

Generally agree, but I think Cartier has a higher profile as the default luxury watch brand than Rolex globally. Don't have sales data on this at my fingertips, just my impression from various online discussions I've read.

I'd have to see some data to support this. I don't doubt that Cartier has name recognition as a jewelry company, but I don't think there is any way that they sell luxury watches is Rolex quantities.

[Sarajevo]

Originally Posted by ghinghi

yesterday in a business meeting I attended to 6 out 8 people wear Rolex (the others were AP RO and Cartier) and all of them were aware (and own) other brands. Why then? IMHO because Rolex is the best on a daily basis, you don't have to care too much (unlike PP and similars). Talking about cars Rolex is like BMW, a good compromise between style performance and everyday usability and if it gets scratched no big deal. Not the same with Aston Martin (PP)

That is a good way of describing it - functional luxury. It must have been quite a meeting with all that hardware on show!

[Omega 1120]

I agree with the OP.

[gofore59]

Cartier is more of a fashion brand (European) and Rolex is more simple and rugged (American). Americans choose Rolex because Rolex goes with tee shirts and suits alike whereas Cartier is dressier in general. Also, Rolex is the stongest mass market luxury watch brand in the world and Americans buy brands. I personally wear a Cartier Roadster XL every day and use my Submariner when I travel or go to the beach - it is more low key and durable.

As an aside - Rolex compares with Mercedes Benz more than Cadillac / I would say BMW is closer to Cartier with their flame surface designs of late...