Does Rolex intentionally make the odd unpopular piece?

[Nav01L]

Was just watching a segment of Tim Mosso’s show on the TT 43mm SD. He essentially went through the question for whom this watch may be and came up with no answer.

Which led me to think: Does Rolex deliberately make watches today that will not become popular immediately after launch in order to maintain a certain scarcity in view of future collectibility?

I mean, they do have the precedents, like for instance the PN Daytonas. Totally unpopular for the longest time and totally hyped now.

What do you think?

[Mystro]

Rolex is the master of what they do. There is no right or wrong but just what model Rolex feels they need to create that they see works in their catalog. Social media commentary is inconsequential to the Rolex machine.

[sj24k]

Rolex is an incredibly successful and time-tested brand that has historically made all of the right decisions from a sales and marketing standpoint. Sure, they've had a few misses here and there.

I'm sure they make their design decisions based on a multitude of factors, including: heritage, current trends, fit with overall catalog, competition, changing customer demographics and psychographics, and a host of other data-driven analytics, of which sales potential would be paramount.

I highly doubt they set out to intentionally design unpopular pieces, but they certainly have the flexibility and luxury to take some risks and make some "out of the box" design decisions. And I think they are acutely aware that some market dynamics are out of their control, so they stay focused on what they are good at, and exert their power when and where they can to maximize their brand potential in both the short and long term.

[904VT]

I wouldn't want a SS or TT SD43. At that size, I'm going DSSD all day. That said, I can definitely see why Rolex makes the TT SD43. It drives more margin most importantly. But also fits the need for those that one a big flashy dive watch. One that is more flashy than SS, but also bigger than the YG Sub.

[ks58]

Yea a TT SD 43 seems completely odd given the sea dweller’s history.

[Oxfordian]

I’d take a TT Sea Dweller, if the CHNR I am waiting for isn’t right then next up to try is the TT SD43.

[DC116710LN]

I don't think they intentionally make unpopular pieces but they certainly do experiment

[Avs Fan]

Originally Posted by sj24k

Rolex is an incredibly successful and time-tested brand that has historically made all of the right decisions from a sales and marketing standpoint. Sure, they've had a few misses here and there.

I'm sure they make their design decisions based on a multitude of factors, including: heritage, current trends, fit with overall catalog, competition, changing customer demographics and psychographics, and a host of other data-driven analytics, of which sales potential would be paramount.

I highly doubt they set out to intentionally design unpopular pieces, but they certainly have the flexibility and luxury to take some risks and make some "out of the box" design decisions. And I think they are acutely aware that some market dynamics are out of their control, so they stay focused on what they are good at, and exert their power when and where they can to maximize their brand potential in both the short and long term.

Very well said

[Vodka7]

I don't know about watches, but in the auto industry, sometimes there are synergies where it just doesn't cost that much more to produce a model that's never going to be a best-seller, but it's still worth doing. You keep the minivan in your lineup so that you don't lose customers who want one to your competitors. You just need to make the right number of them so that you're not putting money on the hood to get rid of them.

I don't think Rolex would speculatively make ugly watches in order to benefit future resellers. I think it's more likely they've got a very good idea of how many people want a giant TT dive watch every year and are making a few less than that to ensure that they don't linger in display cases.

[Sailor Jack]

For every product, there is a buyer. Watches aren't always about the utility for everyone, often times an aesthetic most find displeasing is filling a niche for someone who does like it but can't find it anywhere else.

[whited3]

116600 sd4k. No?

[interestedinwatches]

A lot of people like two tone. A lot of people find the Submariner too small. Thus the two tone SD is perfect for them. How is this intentionally odd?

[bob sims]

Originally Posted by Nav01L

Was just watching a segment of Tim Mosso’s show on the TT 43mm SD. He essentially went through the question for whom this watch may be and came up with no answer.

Which led me to think: Does Rolex deliberately make watches today that will not become popular immediately after launch in order to maintain a certain scarcity in view of future collectibility?




What do you think?

If they were to be honest they would put out the Rolex Bundle, a cheap digital watch made in China for 10 bucks in different colors and selling for $100, $500, $1000, $5000 and $10,000 depending on color. 13k in cash, 2 $10,000 Bundles and a $5000 Bundle buys you a Pander.

[bob sims]

Originally Posted by Nav01L

Was just watching a segment of Tim Mosso’s show on the TT 43mm SD. He essentially went through the question for whom this watch may be and came up with no answer.



What do you think?

They may not be the fastest sellers but they WILL sell out.

[Pw92676]

I don’t think any company intends to intentionally produce something undesirable.

[Robf52]

Rolex has an incredible crystal ball, but it's not perfect. No one has a perfect record, however, Rolex has a pretty darn good take on the market and their place in it.

[T-Steve]

Interesting question! I was just thinking the same thing.

I recall when the palm dial Datejust was introduced recently, it seemed like 90% of people disliked it. I really like it. For every product there is a customer.

I recall seeing an Edsel car club awhile back.

[t65tampa]

The so called unpopular watches among the typical members of forums like this are not necessarily unpopular with the general Rolex buying public. Every Rolex dealer in my metro area has empty cases with every watch that gets shipped in being essentially sold before it hits the store. Nothing unpopular there.

I am a typical Rolex collector, with watches primarily in the sport or processional lines of either stainless steel or yellow gold construction. I only have one watch that is 18K/SS and that watch is the 126603 Sea Dweller. It’s a great watch and I love it. I buy a watch because I like it, independent of its popularity. I even have a couple of Oysterquartz models! Those babies were never really popular, but I thought they were cool. Maybe I’m not a typical collector, but I get and wear what I like (which everybody should do).


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[Boopie]

Originally Posted by Vodka7

I don't know about watches, but in the auto industry, sometimes there are synergies where it just doesn't cost that much more to produce a model that's never going to be a best-seller, but it's still worth doing. You keep the minivan in your lineup so that you don't lose customers who want one to your competitors. You just need to make the right number of them so that you're not putting money on the hood to get rid of them.

I don't think Rolex would speculatively make ugly watches in order to benefit future resellers. I think it's more likely they've got a very good idea of how many people want a giant TT dive watch every year and are making a few less than that to ensure that they don't linger in display cases.

That’s why yellow Porsche 911s exist! (No offense to anyone who has one; my neighbor has one.)

[Rado63]

Every odd ball watch Rolex makes doesn't necessarily become popular even after several years. In todays world real collectors are looking for the unique. Something unique and produced in low numbers is very collectible. A TT 43mm Sea Dweller isn't unique it is just different, and it will be produced in large numbers. I didn't see the video, but if Tim Mosso doesn't know who the watch is for, then they must have paid a very low price to the seller. So the watch is really for secondary market dealers who are willing to buy low, and wait around for a buyer who is willing to pay over retail. Although there is a commission paid to C24 when selling a watch which will increase the cost of doing business, I don't see any 126603 selling for less than MSRP?

[Fredrik]

To put a little perspective into things you don't have to go back many years to find that _anything_ TT was unpopular. The situation at the moment is crazy where Rolex can literally sell anything as long as it says Rolex anywhere on it.

[padi56]

Originally Posted by Nav01L

Was just watching a segment of Tim Mosso’s show on the TT 43mm SD. He essentially went through the question for whom this watch may be and came up with no answer.

Which led me to think: Does Rolex deliberately make watches today that will not become popular immediately after launch in order to maintain a certain scarcity in view of future collectibility?

I mean, they do have the precedents, like for instance the PN Daytonas. Totally unpopular for the longest time and totally hyped now.

What do you think?

Plain simple fact its mainly todays internet hype that makes certain models like you state popular. Mainly because many today have lost the use of there on brains ti think for themselves, and rely on the net and so called social media to make there minds up for them to what's popular. Rolex watches to many now are little more than ££$$€€ objects, and if internet hype declares whatever model must have to buy. Many will just buy the hype just to wear the hype its that simple, thinking they have something special instead of a watch made in the many many thousands each year.

[dannyp]

Not every Rolex is designed with collectors, or even enthusiasts, in mind. Some are designed because there are enough people out there who want a TT sports watch >40mm and Rolex believes it can capture at least some of that market by convincing them to buy a Rolex SD43.

It also seems as though this watch has very few parts exclusive to it, so shifting production levels, theoretically, shouldn't be too hard. As far as I can tell, only the bezel couldn't otherwise be used elsewhere as the crown and gold center links appear to be identical to a YG/TT Sub (not sure if clasp is wider, though).