Rolex

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Rolex Perception & Why Some PuristS Will Never Buy One

Rolex Perception & Why Some PuristS Will Never Buy One

If you pull any person off the street or start up a conversation with the fellow passenger sitting next to you on the plane, and ask him what he thinks the best watch is, more than likely, the answer will be Rolex. On another note, if you ask instead, which watch he’d like to have, there’s a good chance that the answer would be, you guessed it, Rolex again.

Photo: Jocke

It’s not a coincidence that the majority of the public would choose the brand Rolex. When it comes to wristwatches there could be no other brand more emblematic of luxury, status and exclusivity - in the eyes of the masses. With such a strong prominent place and image forged into history as much as it is into the mass public sub-conscious, it remains a branded force to contend with and seems unlikely to be shaken from the spot on the pedestal anytime soon.

Rolex in the world of watches may be synonymous in many ways to Mercedes Benz in the automotive industry. These brands are often driven by a positive reputation, consumer trust in quality manufacturing and the permanent stronghold they have as symbols of luxury and status. No other watch brand can reflect success in the eyes of more people than Rolex.

Photo: Amanico

Often the impression partially gives a brand its status. Of course there are other factors, equally if not more important like history, quality of product, price point, marketing etc. However perception can be a powerful thing and can sometimes be perpetuated long after other factors in the equation begin to slip.

Photo: Baron

One example that comes to mind is the case of Opus One wine. The name gained huge recognition during the early years with the release of some of their best vintages in the late 90s. In recent years it has declined in quality but later vintages still command upwards of two, three and four hundred dollars a bottle. Whether it’s the best wine you can get for $200 is questionable. Chances are if you look, you can find another Napa red wine that you’ll like much more with more character for half the price.

Photo: Bill

Opus One is still an excellent wine but the name has elevated itself to a level where public perception and status make up for whatever may be lacking in product. All that a dining host, party-goer or gift-giver need do is pull out a bottle of Opus One wine and everyone’s eyes open wide with excitement before they’ve even taken a single sip of it. Of course the few in the crowd who will not be as impressed are the real wine connoisseurs who may be mildly pleased but would be much more excited to see a smaller production wine from a more obscure boutique winery producing incredible vintages that you don’t find on your store shelf or even in restaurants.

Photo: maxbliss888

It’s a comparable case with watches. Perception counts for a lot where the mass public is concerned and some of the best watches are the ones that not everyone knows about.

Rolex may not necessarily be “the best” when all points are considered but in some cases it doesn’t even matter because it is the best in the eyes and minds of “A LOT” of people and that’s a powerful asset for a brand to have. Because  If you are not buying a Rolex for reliability and quality or vintage appeal and collectability, then you are probably buying one for status. Its a self-elective means to an elite group and egocentric mentality that many are happy to buy into.

Photo: Amanico

So who are the ones who don’t follow the mass crowd of Rolex-followers? Just as there are better automobiles than Mercedes Benz and better wines than Opus One, certainly there are better watches than Rolex. Why do some collectors still desire a Daytona and others would never come close to spending the money for one?

We asked three veteran watch enthusiasts why they would never buy a Rolex. Here’s what they said.

When you hear the name "Rolex" mentioned what is the first word or words that come to your mind?

- Big black fortress near Geneva where no one ever gets in

- Golf. I guess the first Rolex ads I saw as a child had golfers as their brand ambassador.  I also think that golf and Rolex fit very well together.  I have had the chance to play golf a couple of times and can assure you that there is only one thing more boring than playing golf.  That is watching golf on TV. (The US pharma industry is missing out on a big chance to increase their sales, find a way to ban golf on TV.  The sales of medications to combat sleeping problems will increase dramatically.  Have you ever seen a TV showing golf where the person supposedly watching was not asleep?  I haven't.)

- Status symbol

Do you see a difference between vintage and modern Rolex? To you - what is the difference and which is better?

- I prefer vintage. I can't say it's better; I just like them.

- They all look the same.  For some the strong point of Rolex, for others their weak point.

- Vintage Rolexes were more "tool watch" than status symbol/luxury watches.  Modern rolexes are the converse. Of course with high prices and collectability values of vintage rolexes now, vintage Rolexes have also started having a "status symbol" image albeit among watch connoisseurs who know their stuff. Which is better?  I think vintage Rolexes are more charming and more true to the spirit of watchmaking (less commercial). Having said that, I am impressed by modern Rolexes in terms of innovation,  build quality and their highly automated and robust manufacturing, QC and servicing processes.

Would you ever buy a Rolex watch at market value? If yes, under what circumstances. If no, then why?

- I have done it. Market is not necessarily list price. I have never bought a Rolex from a Rolex dealer and probably never will. It's like buying a new car. I prefer (in most cases) not to deal with the sales process.

- Buy a Rolex? Unknown concept.

- Probably yes but haven't found one I like yet. I'm mainly looking at modern Rolexes and I like those with the ceramic bezel but I am not sure about the new maxi case which makes the case at the lugs area look "fat".

Fill in the blank, "Don't buy a Rolex. Buy _____ instead."

- Grand Seiko, of course

- The list is too long.

- A JLC

One thing I do like about Rolexes is _______.

- Quality of the movements.

- At BaselWorld trying to figure out what the people see in the Rolex stand windows that make them look so long and discuss so much.  I have no explanation for their behavior.  The watches look the same now for the last 60 or more years.  My best guess is that what they are really discussing is the relative merits of the hostesses that they see mirrored in the display windows.

- Constantly high build quality and robustness

Why do you think so many people like and buy Rolex?

- Rolexes are a safe buy, like purchasing a Lexus. But to me it's a hohum buy.

- Rolex is a wonder of successful marketing.  Their marketing has been constant and unchanging at least since the 1960s.  They are extremely well known worldwide and their watches are completely generic. They have nothing that makes them stand out.  If you close your eyes and say "watch", what you see in your mind looks more or less like a Rolex.  If you are looking to buy a "watch" and want the one with the best known name and have no other demands on the piece, you buy a Rolex.  The Rolex after-sales support also has a good reputation.

- To be honest, a majority of people in my region buy a Rolex as a status symbol.

What do you like about Rolex watches if you are a fan? If you aren’t a fan and would never buy one then why not?

Thank you to members of the community who shared their answers for this article and for the photo usage. Cover photo credit: Jocke

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