New Rolex quartz models - value proposition?

[ArtieFufkinPolymer]

The recent Swamega drama has got me thinking…

Would it be a wise business decision if Rolex were to release quartz powered versions of its popular SS models? Using the same case and bracelet etc, if they could just swap out the innards could they manufacture a larger quantity and sell them for half the cost of their regular models?

If the use of suitable 3rd party quartz movements could guarantee a plentiful supply, would this be the way to go for the company?

How would Rolex collectors / fanciers feel about this? Would these watches sell like hotcakes to those who just want the look and don’t care too much about the engineering underneath?

Would we see crazy line’s forming outside ADs on the day of release?

[huncho]

i think it would be the worst thing they could do now and it would immediately damage the brand's image. i don't think rolex needs to change anything right now with how much money they're making, and they definitely should not follow anything omega is doing

[Incroyable12]

They do make quartz models for the Cellini range.

[Old Expat Beast]

Why not? Both Patek and AP offer a full range of quartz sport watches. The thing is that Grand Seiko and even Citizen are so far ahead in the game, offering nicely decorated quartz movements that are accurate to within ten seconds and one second a year, with case finishing, dial and hands widely considered superior to Rolex, it's unlikely Rolex would bother.

https://www.patek.com/en/collection/movements/quartz

https://www.audemarspiguet.com/com/e...1261ST.01.html

[eanzenberg]

No.

[huncho]

Originally Posted by Old Expat Beast

Why not? Both Patek and AP offer a full range of quartz sport watches. The thing is that Grand Seiko and even Citizen are so far ahead in the game, offering nicely decorated quartz movements that are accurate to within ten seconds and one second a year, with case finishing, dial and hands widely considered superior to Rolex, it's unlikely Rolex would bother.

https://www.patek.com/en/collection/movements/quartz

https://www.audemarspiguet.com/com/e...1261ST.01.html

yeah but the quartz models AP/patek offer are generally ladies pieces, it's different than offering your popular 40mm models in quartz

[Old Expat Beast]

Originally Posted by huncho

yeah but the quartz models AP/patek offer are generally ladies pieces, it's different than offering your popular 40mm models in quartz

That's true, but I mean they don't sneer at quartz as not being worthy of their brand.

[Oystersteel92]

Originally Posted by ArtieFufkinPolymer

The recent Swamega drama has got me thinking…

Would it be a wise business decision if Rolex were to release quartz powered versions of its popular SS models? Using the same case and bracelet etc, if they could just swap out the innards could they manufacture a larger quantity and sell them for half the cost of their regular models?

If the use of suitable 3rd party quartz movements could guarantee a plentiful supply, would this be the way to go for the company?

How would Rolex collectors / fanciers feel about this? Would these watches sell like hotcakes to those who just want the look and don’t care too much about the engineering underneath?

Would we see crazy line’s forming outside ADs on the day of release?

According to this website, which I ran across some years ago, Rolex DID develop a successor to the Oysterquartz. I would totally be interested in this if it was actually released:

http://www.oysterquartz.net/the_oysterquartz_pc.htm

In terms of design philosophy it seems evocative of the Seiko 9f. I still intend to pick up a 9f powered watch, someday.

[huncho]

Originally Posted by Old Expat Beast

That's true, but I mean they don't sneer at quartz as not being worthy of their brand.

i guess i was a bit harsh because i don't have anything against quartz. i just think that if they offered a sub or datejust in quartz there would be chaos lol, and i don't even want to imagine what would happen with the more popular models

[Old Expat Beast]

Originally Posted by huncho

i guess i was a bit harsh and i don't have anything against quartz. i just think that if they offered a sub or datejust in quartz there would be chaos lol, and i don't even want to imagine what would happen with the more popular models

Probably these days, yeah. The Oysterquartzes were Datejusts and Day-Dates, though, and those references were among Rolex's longest lasting (about 25 years).

[GGGMT]

Burger King doesn’t sell tacos (do they?)


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[FloridaBill]

Originally Posted by Old Expat Beast

Why not? Both Patek and AP offer a full range of quartz sport watches.

The "full range" for Patek "only" applies to ladies watches

[Old Expat Beast]

Originally Posted by FloridaBill

The "full range" for Patek "only" applies to ladies watches

Yep, see posts #6 + 7.

[Alfredo.]

I've always been intrigued by the Oyster Quartz and have never quite convinced myself to pull the trigger. If they brought back this watch I would definitely be interested.

There's certainly a market for high end quartz as well. Take a look at F.P. Journe for example.

[Gab27]

IMO, it could potentially harm their brand because they would be deviating, to some extent, from their core capabilities that they are presently associated with (and it may be mean putting a Rolex logo on a watch that was manufactured in part or in whole by a third party). I'm not saying it will harm the brand, but that is definitely a potential risk.

Even when looking beyond that potential risk (and let's say we determine that it will not harm the brand image), I am not sure what the beneficial end result of this would be for Rolex. It's not like Rolex needs more customers or needs to devise a way to sell more watches, as least not in the short term.

The business situations that Rolex and Omega are in are such drastically different animals. The decision on the Omega-Swatch end to do this may work out really well, and so far it seems like it has generated a lot of excitement. But Rolex doesn't really seem to need more excitement or media buzz, likely because they are Rolex.

[huncho]

Originally Posted by Alfredo.

I've always been intrigued by the Oyster Quartz and have never quite convinced myself to pull the trigger. If they brought back this watch I would definitely be interested.

There's certainly a market for high end quartz as well. Take a look at F.P. Journe for example.

there's a market for quartz but op said versions of their steel models with the same case and bracelet but different movement inside, totally different from what the oyster quartz were. so essentially devaluing the brand instantly because they'll look the same but be a fraction of the price. hard to think of a worse thing they could do imo. rolex owners don't even want a day date in steel lol

[ArtieFufkinPolymer]

Similar to seeing Sony processors in other brand digital cameras, could we perhaps envisage Rolex and Seiko getting into bed to perhaps to offer Spring Drive movements in popular Rolex SS Models? Although not sure if that approach would work to make the models cheaper and more available…

[burnthesehills]

I think that would be a terrible idea.

[jets]

No no no no no. No.


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[dlrolex]

Spring drive

[S52]

Originally Posted by GGGMT

Burger King doesn’t sell tacos (do they?)


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[GGGMT]

Originally Posted by S52

Great find!! Well, that solves it – – Rolex should definitely start serving more quartz!


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[Old Expat Beast]

Originally Posted by ArtieFufkinPolymer

Similar to seeing Sony processors in other brand digital cameras, could we perhaps envisage Rolex and Seiko getting into bed to perhaps to offer Spring Drive movements in popular Rolex SS Models? Although not sure if that approach would work to make the models cheaper and more available…

Well first up, neither company would go for that. Also, Spring Drive movements are as expensive and probably more time consuming to produce than mechanicals. Seiko grows and ages its own crystals and uses the best for the SD movements (and 9F quartz), so they can't just churn them out by the hundreds of thousands. If anything I think they would be more expensive than Rolex mechanicals, especially if Rolex was buying them from Seiko or licensing the tech (which, to repeat, would never be allowed by either company).

[10klakes]

If they did what OP is suggesting, it would be lowering their brand image at the expense of exclusivity, and prestige. I think going UP market is where the brand is headed.

[Alfredo.]

Originally Posted by huncho

there's a market for quartz but op said versions of their steel models with the same case and bracelet but different movement inside, totally different from what the oyster quartz were. so essentially devaluing the brand instantly because they'll look the same but be a fraction of the price. hard to think of a worse thing they could do imo. rolex owners don't even want a day date in steel lol

Totally agree with you. I think it would only work if there was a specific model offering with said quartz movement. Should have specified on my previous post.

[Robf52]

Originally Posted by huncho

i think it would be the worst thing they could do now and it would immediately damage the brand's image. i don't think rolex needs to change anything right now with how much money they're making, and they definitely should not follow anything omega is doing

Totally agree. Why should number 1 chase number 3 in cheapening their precious brand.

[ArtieFufkinPolymer]

Originally Posted by 10klakes

If they did what OP is suggesting, it would be lowering their brand image at the expense of exclusivity, and prestige. I think going UP market is where the brand is headed.

That is an interesting observation. Would going upmarket simply involve raising prices or using more precious metals and complications etc …?

Or perhaps the way forward may be to keep the current Rolex offerings as is and allow Tudor to take on a wider range of movements etc ?

Just speculation…

[hlash99]

the motivation for such a move needs to be considered. Swatch is a publicly traded company with an obligation to it's investors to increase profits and market share. rolex being private doesn't have the same fiduciary duty. that said, I think a quartz rolex would be sweet

[Chewbacca]

Originally Posted by ArtieFufkinPolymer

The recent Swamega drama has got me thinking…

Would it be a wise business decision if Rolex were to release quartz powered versions of its popular SS models? Using the same case and bracelet etc, if they could just swap out the innards could they manufacture a larger quantity and sell them for half the cost of their regular models?

If the use of suitable 3rd party quartz movements could guarantee a plentiful supply, would this be the way to go for the company?

How would Rolex collectors / fanciers feel about this? Would these watches sell like hotcakes to those who just want the look and don’t care too much about the engineering underneath?

Would we see crazy line’s forming outside ADs on the day of release?

We’ve had threads like this and per usual, the unfortunate ignorance of the ‘quartz is cheap’ crowd is alive and well.

Anyway, I doubt there’d be lineups but I would love to see Rolex simply make their 5035 and 5055 quartz calibres again and drop them in DDs DJs and OPs. They’re not obsolete and they are well finished. The fact is many models are now considered unisex and the appeal for a no fuss Rolex would be a good compromise for those going from smart watch to no watch to Rolex again without the need for a winder.

[10klakes]

Originally Posted by ArtieFufkinPolymer

That is an interesting observation. Would going upmarket simply involve raising prices or using more precious metals and complications etc …?

Or perhaps the way forward may be to keep the current Rolex offerings as is and allow Tudor to take on a wider range of movements etc ?

Just speculation…

Increase the production of PM pieces and decrease SS. Less ADs, higher prices-