Longtimer Insight

[brigadoonb]

I would love to hear everyones different insights throughout the decades (70s, 80s, 90s, 00s) of what you thought Rolex meant at the time, what people perceived Rolex to be, and how the experience was when purchasing.


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[Chester01]

I got the bulk of my Rolex in the 90’s. Walk in and many, many gmt, subs, explorers, DD. Daytona was still rare, but 2 tone were plenty. The SS professional models were under the radar then, and the DJ was king and two tone from the 80’s through most of the 90’s. My sub a 16610 u series was given to me in like holiday season 1998, and the best I can tell from the research I did is that the watch was made in late 1997 and so literally sat in the AD case for a while before it was sold, almost a year. Imagine that today.

Back then in the pre cell era, they were still worn as tools to tell the time, luxury items the. For sure but far more attainable as well. Back then the 16610 was $3250.00. People were not pampering them and my parents wore as I did doing everything any anything, and we never thought to service them. Mine went 17 years and my parents went like 25+ and were never serviced. My dad in construction wore his on site and my mother wearing digging in the garden. So I picked up on that and saw Rolex like a good pair of boots, meant to be worn. It’s been on my wrist more days than not over that span during my wedding, birthdays, funerals, graduations, and down the line. It was gifted to me by my parents and now that my moms gone, feels a bit like a connection so it’s meaning has changed.

Sadly the current hype has turned me off and I’m almost embarrassed to wear the watch these days. I miss the days when they truly went under the radar.

[OrangeSport]

I agree with a lot of the above post.

Bought all mine in the 2000s. Easily available. Some models took a day or 2 to arrive if not in stock. Discounts were readily available.

Rolex's image back then seemed better. The watches were (generally) less blingy than now and they weren't a "flex" item. The "good boots" analogy above is spot on.

I certainly didn't ever used to be embarrassed to wear one. Sometimes I am now. Still love the 5 digit ranges though, but so keen on much of the current range (particularly ceramic bezels).

[henrylee]

I remember the time in the 80-90s when Rolex watches were still tool watches esp the SS and TT models. Only the Day date was considered Luxury. Fast forward to now, the SS are consider “Luxury” and exclusive.

[BDII]

Love this thread. I got into it in 2016, so love hearing the perspective from the earlier days.

[Cigars&Watches]

For anyone who is embarrassed to wear their Rolex I would kindly take it off their hands

[shaunylw]

I would say i got into Rolex or watches around 1999 or so when i was 13. Obviously couldn’t afford one, i saw Rolex as a very aspirational brand and looked forward to finally being able to afford one when i got older.

Now that I’ve had a few, it’s become less aspirational. Now i try to limit buying to special events, promotions, 10 year wedding anniversary, 40th birthday in a few years. Things like that.

Patek has become the new brand i aspire to own. Love Rolex, love submariners, it was the watch i wanted from a really young age. I had a few over the years but finally bought a new sub 6 months ago, and i am very pleased. Vintage was great, but i finally bought the new modern version of what i always longed for.

[Avs Fan]

I wasn't buying back then, but I was reading National Geographic and learning about the adventurous people who used them.

[brigadoonb]

Comparing Rolex to a good pair of boots is great.

I started liking them in the 80s and wasn’t fortunate enough to get one until 00s. For me, my mentor gave me the chance to buy his at a discount and it means everything to me. I really enjoy the technical and artistic position of the brand but I do feel the “flex” part of the industry is getting too much publicity with the help of social media.


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[subprimero]

I grew up with Rolex, as both my father and godfather wore them. The Day-Date was THE status symbol and the Datejust was a nice solid watch. The professional models were working watches, no more no less.

[dba]

I got my first in 1984, a GMT II; because Thomas Magnum wore one. And I've never been embarrassed to wear any of the Rolexes I've owned.

[nyyankees]

I enjoyed Rolex and this forum much more in the early to mid 2000’s. Somewhere along the way it became less about cool watches, variety, and the details and more about values, and how to establish relationships with ADs. Not as much fun as it used to be and along with it the brand has in some ways lost its aura of adventure and has shifted more to it exclusivity. Only my opinion.


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[jamesbondOO7]

Originally Posted by Avs Fan

I wasn't buying back then, but I was reading National Geographic and learning about the adventurous people who used them.

That is why I bought my first Rolex (and JR…) aged 30.

[GrantD]

Why would you be embarrassed to wear a watch, I don’t know the circles you guys move in but only 2-3 of my friends and associates even know about different Rolex’s. I post pictures and posts here and Facebook (closed, private groups) because we are watch lovers and I suppose enjoy sharing. I’ve had SD’s, Subs and GMT’s since the 90’s and still wear one everyday, I also show my fellow enthusiasts every chance I get so here you go.

Old collection circa 2003 (pre divorce)



Post divorce



And present state of the collection.



All bar the rootbeer purchased from AD, wait and they will come.

[OrangeSport]

Originally Posted by GrantD

Why would you be embarrassed to wear a watch, I don’t know the circles you guys move in but only 2-3 of my friends and associates even know about different Rolex’s.

Because, particularly for the latest references, the image is currently more show than style and practicality

A bit rapper / footballer / drug dealer

Mainly due to the current hype on social media unfortunately

[GrantD]

Originally Posted by OrangeSport

Because, particularly for the latest references, the image is currently more show than style and practicality

A bit rapper / footballer / drug dealer

Mainly due to the current hype on social media unfortunately

Yep social media has a lot to be blamed for, back in the day the only advertising was magazines, newspapers and Wimbledon.

I’ve just never been on the situation where people have asked about my watch, if i was a bit further down the A12 then maybe.

[jimcameron]

July 1985 16800, (Sub-date)$1000. Serviced 2x in 37 yrs. Lume sucked after about 8yrs, still does. Date wheel started flaking off, replaced no charge. Hands changed to have some lume, lasted about 10 yrs. It's a decent watch that has had some annoying issues. In hind sight, I think they have always been over-priced for what you get. Primarily a status symbol.

[TswaneNguni]

Difference is cellphones and social media .

It was a joy and fun wearing and acquiring a Rolex .A privilege ,the result of saving money and yearning for one.

Now its ,phoning the AD on March 30th ,tactics,jockeying for position ,strategy ,jewellery ,flippers,grey dealers ...hysteria .

I have two Rolex very close to the heart :

1) 116660 Original Black .First big Rolex for my big wrist .2011 .Been with me to..the USA,UAE,Italy,Mauritius,Seychelles etc..This one will never be sold .

2) 116610LN .Sub/Date is THE Rolex .Took me long time to buy one .Much improved bracelet,black ceramic insert and the rugged,long lasting ,very accurate 3135 movement .
Its fit and forget and it serves you well.

I have Panerai,JLC and IWC that also get wrist time .Plenty.
You can wear and enjoy them ,without cringing at the though of a little scratch .

Many Rolex in the cupboard of very high value .
Do I really want to scratch the little precious ones ?? 50k for a white Daytona ...I rest my case.

From 2000 to now ? The fun factor went missing in Rolex world .

It really went south from 2018 ...

[OrangeSport]

Originally Posted by GrantD

Yep social media has a lot to be blamed for, back in the day the only advertising was magazines, newspapers and Wimbledon.

I’ve just never been on the situation where people have asked about my watch, if i was a bit further down the A12 then maybe.

This sums it up between than I put it. Compared to (say) Subs or GMTs, the design language flows through the same and they moved from new concepts, through the ultimate at what they do to being all a bit "Justin Bieber".

Partly the design and partly the "Instagram effect"

[Autoholic]

This is my first post and I love this thread! My experience with Rolex goes back to the 90s I was in high school and the person I always looked up was my uncle. Very highly successful person and a second father to me. always wearing his YG day date, golden pen and cuff links. I started saving when I was in first year college and one day in 1997 decided its the day to buy a Rolex. Went to the Boutique and there were 10s if not 100s of watches to choose from it was overwhelming. I did not know what I want I just wanted a Rolex! So I told them my budget and went with a date just all SS Salmon dial with Roman numbers. It was all my savings. Gorgeous watch.. I had it for a year or two and as you can imagine a college student living in the dorms with a Rolex!! Not a great idea! It was lost! I think was stolen! I saved for the next couple of years again and bought a submariner .. that was early 2000 and it was the same experience plenty of watches to choose from and at discount. Same with airports stores!

[brandrea]

My journey started in 1992 with the SeaDweller ref. 16600. I loved that watch. I always knew I would own a Rolex, and like many here, I saved hard until I could afford it. If I recall I paid about $3400 with a 25% discount.

I remember the cases were full at the time … Subs, GMTs, Daytona’s …. Etc etc and it was so great to be able to try on each reference and pick from which one best suited my sense of style and need.

I guess to sum it up, it was a more innocent time

[TuRo]

Originally Posted by OrangeSport

This sums it up between than I put it. Compared to (say) Subs or GMTs, the design language flows through the same and they moved from new concepts, through the ultimate at what they do to being all a bit "Justin Bieber".

Partly the design and partly the "Instagram effect"

Great pictorial analogy (I had a 70s Muira 20 yrs ago btw) - I would be embarrassed to wear a BLRO, BLNR or worse still a 116610LV in public - 6542/1675/6538/5510 much classier !

[Wee-Willie]

After buying Rolex in 3 decades: 1986, 1999 & 2022, I must say I liked the older experience better. Walk in, try on watch, get a discount, pay & out the door. Having purchased only these 3 times, I have loved all 3 watches!

[Lightsped]

I've enjoyed Rolex since the late 80s. I think Miami Vice got me into Rolex. My dad would occasionally point out and/or mention to me quietly when he would see a Rolex in person. We would also travel to Mexico occasionally and look at all the $15-$20 dollar fakes (even bought one or two - which would literally fall apart in your hands after being worn a little)....

Got my first Rolex in mid 90s as highschool graduation gift (36mm SS DJ with engine bezel) and still own it today. Wore the DJ, but pretty much forgot about the Rolex brand until 2016 when I bought my second (40mm Ceramic Sub) watch. Once I bought that one, I kind of forgot about the brand again until 2020 when I randomly noticed how expensive that Sub was worth....

Since 2020 have added a few more to the collection. Have never sold a watch.

[domi1]

Ever since I was a boy, i loved watches. The first contact with Rolex was in high school. I remember the 80's Submariner and Seadweller could be bought in any AD for 2-3000 usd. Daytona has always been harder to get.
Everything changed in 2016 when i was buying SDDS and the saleswoman told me that I was lucky to be able to get to the SS model and it was not clear to me what she was saying.

[Stew7]

I can't speak on the 70s/80s but I became very interested in watches in the 90s. At the time, the two-tone Datejusts were worn by people I knew who were lawyers or successful businessmen. I spent a lot of time by the ocean and around boats where I commonly saw guys wearing two-tone Subs (16613 in all flavors) and I associated those with that boating lifestyle which is also one of my interests.

I always loved looking at the watches in the stores but it was a while before I was in a position to buy a Rolex myself. When I finally could, I bought a 6-digit Sub (on vacation by the ocean!) which is around the time where they started to transition from tool watches to jewelry.

I later bought a 16600 Sea Dweller because I really like the older school 5-digits that I grew up admiring but didn't want to be too flashy by getting a 16613 (although I still really want one).

As far as I can recall, nobody bought the watches for their resale value and most didn't aspire to have a collection of several Rolex. One was all you needed.

[espanol]

Appreciate these perspectives.

Admittedly, I didn’t get into watches, specifically Rolex, until ~2010. At the time, it was great. Small blog sites with little traffic, passionate collectors, passionate community of one-watch Rolex owners with stories to-boot. Now, it’s flex, hype, investment, releases, mass-hoarding, and bargain shopping at ADs. I envy the stories from the 70’s, 80’s, 90’s, but even in 2010, it was a lot more enjoyable. Boy did things change fast.

[brigadoonb]

After reading these posts…seems as if the emotional attachment to the brand was much stronger back in the day.

My coworker this week (younger new hire) heard I liked watches and wanted to share his stories. I was eager (watch nerd in me) to talk and as soon as I got the answer to my first question (how did you get into watches) I was a bit gutted. He was introduced through Facebook and Snapchat and loves any rose gold with a “slamming” dial to match his skin color and clothes. After talking for awhile and giving him more “emotional” answers on why I was love my collection, I could tell that watches were more of a show off status game than anything else. I let him try it on, he took pictures and posted them online. After 15min…he already had over 50 shares and more likes…..and so goes todays market.


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[Apwillard1986]

When I was a young boy my dad used to take me downtown to his office quite a bit and from his window you could see a Rolex billboard with the Explorer 14270 on it. I had no concept of what Rolex was but I liked watches and that one really gave me the fizz.

A Rolex was already very much an aspirational item at that time (late 1980s) and had become tied up pretty well with the whole “greed is good” culture of the decade into which I was born. However, I quickly learned that the brand had a rich history of solving problems and building robustly fit for purpose tool watches and that really appealed to me.

I was finally ready to buy one for myself in 2011 but they had discontinued the 114270 in favor of a larger size which just didn’t work on my Lilliputian wrist. Figured I was off the hook but then they released the 124270 so I started the process with an AD and purchased one after a few months to commemorate our tenth wedding anniversary.

I have a very small collection but I am really a one watch guy. The Explorer takes over daily duty from an Omega SMP that I bought when I was 20 and started my career. I wore that watch hiking, biking, diving, hunting, fishing, remodeling, and working on cars and motorcycles. I expect to do the same with the Rolex and that it will be a great companion on the next leg of life’s journey.

While there is a sense of achievement for me in the purchase it is not tied to any perception of status. Some folks buy a watch because their heroes wear one similar and they feel it imbues them with some of the traits they admire. Rolex is certainly a popular choice with some of my heroes both private and famous. However, I prefer to think that the wearer makes the watch and that this watch connects with me because it reflects positive traits of character that I have already earned.


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[2loaded]

Prior to 2016, Rolex was a celebration.