If you were the CEO of Rolex what would you change?

[Dhiren]

Originally Posted by superpop

I hardly think Rolex is perfect, far from it in fact. They have a quality product with stellar brand recognition and they are enjoying a spike in popularity of the brand. Don't forget though that this hype is in the realm of fashion, that can be very fickle at times. The fashion hype goes away and all of a sudden they are knocked down a few pegs, inventory goes up and availability and discounts follow. This is true with any fashion trend driven product. What is left are the enthusiast's and they represent a small percentage of the customer pool. Rolex has done a pathetic job of managing the customer experience overall. They have let a third party hijack their primary distribution model via flippers and resellers and this has in turn made the buying experience miserable for end user customers that just want to buy and own a nice watch. It is ironic that they force AD's to invest in all of this expensive floor space to basically show nothing and drive the true customers to some back alley reseller that is adding no value. I would let the AD's set street pricing and allow them to recoup some of their sunk costs rather than creating this whole separate and sketchy channel via a rule that says AD's can only charge MSRP. YMMV

+1


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[Santiago32]

Cut supply. Focus on quality and servicing.

[Devildog]

Originally Posted by tictoc1

- They have outstanding quality control

[Chester01]

I start by addressing its association with conspicuous consumption. The history and robustness of the watch itself has all but been obscured by the symbolic representation of conspicuous consumption, privilege, and hierarchy which has been magnified by social media and the hunger games like fake scarcity that the brand allows to continue. Rolex was a watch that was always expensive but we’re attainable at least the SS models for a while, and they put function first. Somewhere in the early 80’s they began outpacing inflation by a great margin and then with the digits, started making excessively bloated, shiny, blingy caricatures of great references for no other reason than wrist presence for the insta age. They slapped a bit of shine on them and basically doubled the MSRP over about 10- 15 years.

I would start by telling the AD that the allocations will be monitored and tracked and if they don’t stop, they lose their AD, period. 2) stop the excessive bloating and blingy styling and do what tudor is doing, (what Rolex used to do) and at least cease the cost increases for a while.

I mean I love Rolex and the history, but really can’t see myself buying one in this modern age. The baggage of it’s association with conspicuous consumption and run away capitalism makes me almost embarrassed to wear it these days.
It’s basically become the official watch of celebs and oligarchs. I recall being on vacation recently and looking around and seeing like 20-25 and almost thinking about it feeling embarrassed. I saw one fellow with a GS and I thought that’s a fellow that loves watches.

I don’t have an answer for exactly what Rolex can do, here. I mean it’s happening with PP too and they know it. The craftsmanship getting obscured by hype. Perhaps they are both victims of their own success and perhaps in a day and age where very few of us need these to tell time, perhaps the only direction they can go.

[Devildog]

Originally Posted by SS Oyster

I’d do three things:
1. Expand (remaining fully integrated) to double capacity.
2. Bring sales in house … buy out ADs with boutiques.
3. Adjust prices to close gap on market value.


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If production doubled the price gap to "market" value would most likely fall anyway I suspect...

Originally Posted by mfm22

Don't think I'd change a thing .... If they're producing at max capacity and are sold out[ for the most part] . Indicates Highly efficient , profitable business model .

All that being at max capacity and being sold out indicates is that demand exceeds supply. Its no indicator of efficiency or profitability.

[rmwill]

Glad this is hypothetical, as most of these ideas would ruin the brand.

[rmagoo57]

Originally Posted by rmwill

Glad this is hypothetical, as most of these ideas would ruin the brand.

How about a "Heritage" Submariner? Size/proportions = 14060/16610 with a ceramic bezel, glidelock clasp, 70 hr reserve. Black, green or blue bezel as options??

[Lu..]

Standardize the DJ and OP models to use one case...this would...
- clean & modernize the DJ41 by using the OP41 case (thinner-domed bezel)
- increase sportiness of DJs by eliminating polished center links and offering the same brushed case and bracelet as the OP.

Offer an option for all models to be available with either integrated leather bands or leather bands with SELs.
- offer this option at a lower price point...

Offer all bracelets with the glidelock micro adjust

Offer two tone GMT, Subs, etc.. models with 2 tone jubilee bracelets

Update the Cellini line with a reference that is comparable in thinness as the PP Calatrava with an exhibition caseback...

[Mendota]

Originally Posted by Lu..

... Update the Cellini line with a reference that is comparable in thinness as the PP Calatrava with an exhibition caseback...

Yes! For sure. First they would have to go back to the drawing board and redesign their movements used in those pieces because their finishing is subpar, at best, in appearance. There's no real remarkable difference between a $350 ETA 28xx movement and a $3,500 Rolex 31xx movement in appearance alone. Rolex would have to work on everything from screw heads and gears, to the rotor and literally anything that is visible. If they could do that with just this one line, I bet it would be worth it because they are definitely great movements and work horses and it's a perfect line to do it with. People buying the Cellini expect it. Even Omega movements with exhibition case backs are pretty to look at. It would be cool if Rolex could step up their movement finishing game to be in the league of JLC, ALS, PP, AP, and so many others.

[rmwill]

LMAO... Rolex is thankfully not Omega. They do franken watches like nobody else.

Originally Posted by rmagoo57

How about a "Heritage" Submariner? Size/proportions = 14060/16610 with a ceramic bezel, glidelock clasp, 70 hr reserve. Black, green or blue bezel as options??

[Beto737]

Nothing, Rolex is what it is because of its management of products.

[ctzn]

I'd create a museum (like Omega, PP have) and start curating/acknowledging their history a bit more formally.

[GONZO2LR]

i would think of the customers first and make available to everyone...

[Meyrin]

Originally posted by tictoc1:
If you were the CEO of Rolex what would you change?

Not so much what I´d change, but what I´d do: offer the studio and producers of the next James Bond film an obscene amount of money (we can afford it, right?) to have the next Bond wearing Rolex again, as it should be...enough of this Omega nonsense! And have "Q" make a point of it by demonstrably giving Bond his new Rolex, for all the world to see!

[rmwill]

Let Omega play stupid product placement games. It cheapens their brand. That NTTD watch is so ugly it can't be unseen.

Originally Posted by Meyrin

Not so much what I´d change, but what I´d do: offer the studio and producers of the next James Bond film an obscene amount of money (we can afford it, right?) to have the next Bond wearing Rolex again, as it should be...enough of this Omega nonsense! And have "Q" make a point of it by demonstrably giving Bond his new Rolex, for all the world to see!

[AlabamaLawyer1988]

RECALL ALL YACHT-MASTER II models, immediately discontinue same and commence with plan to wipe its previous existence/memory from earth.

Ceramic coke GMT on brushed oyster bracelet like yesterday.

Hire people smarter than me, like all you fine fellows!

DM


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[teck21]

Originally Posted by GONZO2LR

i would think of the customers first and make available to everyone...

That’s about the last thing most Rolex customers want.


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[Ensign]

I wouldn’t change a thing. Rolex is one of the most successful brands ever.

[Joearch]

Hard to argue with results. Emphasis on constant refinement of design, production and presentation. Never sit on success.

[Gab27]

I'd further increase the visibility of Rolex charity work as some of the projects they fund are pretty incredible.

[Solo118]

As they are already super successful, I would just find a way to give buyers a meaningful expectation when requesting a watch. Maybe some sort of online queue for sales as opposed to only working through AD. They can do "drops" of stock and instantly sell out.

I would also ask the R&D team to come up with some more complicated high end timepieces to go head to head with the big 3.

[Agamemnon]

I would make a new line of super complicated and precious just to prove to Patek Philippe, Audemars Piguet, Vacheron Constantin and A. Lange & Sohne that it is no less than them.

[Meyrin]

Originally Posted by rmwill

Let Omega play stupid product placement games. It cheapens their brand. That NTTD watch is so ugly it can't be unseen.

My "idea" was meant in jest! Yes, Rolex needs no product placement to boost its sales and brand. But there´s no denying that Omega got a huge boost after Pierce Brosnan started wearing a Seamaster back in the 1990s. I´ve read that Omega weren´t doing so well at the time, and it gave them the sort of world-wide publicity that many watch brands (not Rolex, who apparently weren´t interested) would have killed for! I wonder what they paid for the "privilege"? And yes, that NTTD watch is indeed pug-ugly!