What’s Going On With Rolex?! Secrets Behind Their Success

[@watchfinder]

We know you want more watches…. click here: linktr.ee/watchfinder

[@piyathatt]

The secret is that they produced about 1 million watches a year but still unable to meet the buyers demand, yet somehow the grey dealer are able to source bnib one right away?

[@champstation143]

Rolexe produces 1 million watches a year and around 1-5% (my estimate) go to the grey market so hundreds or even thousands of watches are available to find if you need one. And if you know somebody who has a sought after model and approach him with the right offer he might rethink if he should keep it.

[@Guenounovitch]

@@champstation143 estimate better

[@Captn_Slow]

@@champstation143 Good idea. So the right offer I guess is like triple the dealer’s price to get a stainless steel Daytona?

[@celestialtoystore]

@@champstation143 You're effectively saying 'go to the grey market' and buy one at grey market prices.

[@UserKR13]

@@champstation143 1~5%?? Try 20%

[@entubator01]

When I asked my grandfather (he was Swiss mind you) back in the 70ies why he didn’t have a Rolex, he was dismissive of the brand. He was favoring Universal, IWC and Omega on the basis of reputation and style (dress vs sports). Times have changed.

[@phmwu7368]

Both makes were interesting... 40 to 50 years ago

[@ktruong4873]

@@phmwu7368 Omega making it to the moon is very interesting. At least it didn't melt during phase 2 of testing trials (hahaha Rolex XD)

[@rc9266]

@@ktruong4873 Nope, did not happen! but low earth orbit is a probability

[@roycedot]

Omega and Longines were the kings until the 70s

[@xpusostomos]

For me, as a child seeing Rolex on the back of every Photography magazine and National Geographic made me think, wow this is a watch for important grown ups. Decades of marketing caused eventual saturation in the minds of everyone.

[@cos-9113]

Agree, though for me it was also seeing lots of my Dad’s military colleagues wearing them that made me desire one since before I could drive, and buy one after I was commissioned. Got one back then for $500 from the military exchange, but if you think that was cheap, that was a half months pay for a lieutenant, and more than the rent.

[@2bitmarketanarchist337]

That was always my perception of rolex growing up as well

[@daddymuggle]

@@cos-9113 that was cheap. Can you buy a Rolex for half a month's pay now?

[@FroschBube]

@@daddymuggle If you own a bank, sure

[@cos-9113]

@@daddymuggle Retired now, so no pay :) But you definitely cannot on the current 2LT pay any longer!

[@neilmartin7776]

Rolex are class-leading when it comes to marketing and hype. But frankly, the palaver it takes to get one at RRP, or the obscene prices pre-owned or grey market, just suck the joy out of purchasing one. I'd rather have something else than play those games.

[@drchung474]

Rolex is definitely very good at marketing and hype. Rolex's popularity bothers me in the sense that the technology and complications are not very impressive, yet so many crypto bros are coming into this scene and overinflating the price. A Rolex distributor near me had such a pompous employee working there too, I feel that's the culture behind the brand ultimately. I refuse to buy a Rolex simply based on that principle, and could buy way finer watches with the same price. Omega, JLC, and Glasshutte Original are three far superior alternatives in my opinion.

[@neilmartin7776]

@@drchung474 I'm definitely with you on that - as far as Rolex ADs are concerned, the watches will sell themselves and they see no reason to bother with customer service. Personally, I feel Omega are (quality wise) on a par with Rolex now, and aeons ahead in terms of technology and the ability to make complications like tourbillons (although their rather scattergun approach to an overall design language does hurt, I feel). Glashutte Original and JLC are excellent alternatives, as are IWC. I also appreciate left field choices like Dornbluth, Chronoswiss, Armin Strom, and Arnold and Son - for the same prices as pre-owned or grey market Rolexes, you get much more exclusivity and quality.

[@clambake3771]

@@drchung474 Omega do not make a “finer watch” than Rolex. You really don’t know what you’re talking about mate. Aegler movements are stronger, more robust, more reliable and generally more accurate than their Co-Axial counterparts. Do your research.

[@thorodinson376]

@@clambake3771 someone sounds like a Rolex fan boy. Show us where any Rolex movement is better than a, let's say caliber 8800 for instance? Just curious maybe you are right I haven't compared each and every rolex and omega movement. But Omega innovates, in my opinion has better looking watches, is better to work with, nicer ADs, finish of the case and dial are just as good, and I enjoy the brand. I also am a no nonsense individual who had to work very hard to get where I am and will not waste my time with arrogant shit bag dealers or spend my money on a watch selling for 4x what it's honestly worth. I don't buy watches for resale.

[@thnkpd1]

@@clambake3771 Where did you get your information? Because you couldn't be more wrong. I have sold both brands over 20 years years, and let me tell you, I saw a lot less Omega watches come back for repair than Rolex watches. As a matter of fact,, Cartier wake a better dive watch than any Rolex. Omega watches will hold their own against any watch.

[@Eric_Nielsen]

I don't believe Wilsdorf & Co *meant* to become a worldwide network of cash-laundering AD shops, but they've discovered they *like* being that, so expect more of the same.

[@quinnsearle9977]

The line about watches turning into invictas when you flush them killed me. This is the best guys, keep it up

[@thabanimsiza]

enjoyed the conversation. would love to hear you guys chat about the story of ascension of some of the older brands in the same style as this in these more long-form videos. the likes of breguet, cartier and jlc. would love to hear the stories of watchmaking in france and england before "swiss made" was a thing.

[@rosschops9509]

Great idea!😃

[@francisrobindaine-duchesne6095]

I still wear mechanical watches while going on adventures like what they show here as product placement for Rolex. I may not have climbed the Everest or walked on the Moon, but for hiking in Canada, in winter, on mountains, that it snows or shines, from blizzards to -30 Celsius and below not counting the wind, well it's an Omega Speedmaster or a Yema Pearldiver on my wrist. And you know what? It doesn't die. My phone dies. My digital camera dies. Batteries don't last more than a minute in the cold. That's what they don't tell you about these expeditions, they probably keep their batteries up their asses until they need to take a shot and then right back up where it's warm. Mechanical watches don't die, don't fail, they follow as companions with whom I share an adventure. Just like my Minolta film camera from the 70's. There's no pride, no status symbols, just me an nature, the watches I like, period. I don't seek to achieve the most spectacular of feats, yet to some living in warmer climates it may sound like extreme, here it's the norm for 4 months of the year at least.

[@bernd8580]

So what's your point? This is about ROLEX not Omega

[@francisrobindaine-duchesne6095]

@@bernd8580 ??? I'm sorry if you didn't find a point in my comment. The point was that watches are still used, at least some watches, that despite their luxury aurora they're still what they are, like the Comex Rolex and the likes, that I think people wear Rolex watches all along their expeditions, not just for a photo op. Maybe they also have a GShock, but as it brings other complications like alarms, tide schedule, etc. Yes the video is about Rolex, but not just Rolex, and you can see the confrontation between tool watches and dress watches in the 60's and as some tool watches came to be luxury watches. Watches aren't all jewelry or all tool, they're both. Yes Rolex represents something today, like my grandfather's Datejust, but he swims with it, he bikes with it, he walks with it, because it's not just a jewel, but a tool also, a companion even. Don't just wear a Rolex to the office, unless it's a Cellini...

[@zgfvavw3037]

@@bernd8580 how rude! A Rolex fanboy?

[@bernd8580]

@@zgfvavw3037 How rude??? really? Do you know what an idiot is?

[@TMNT_Maniac_87]

The issue with Rolex is that the perceived scarcity is fake, they actually produce more watches per year than many other brands combined (this coming from an AD at Goldsmiths) yet they control the supply creating this issue and making the secondary market explode with no real benefit to them... I would love to get my hands on a couple pieces but the whole idea of waitlists and stuff takes the pleasure out of the whole experience

[@mrg1911]

A ridiculously inflated secondary market, assures consistency of getting MSRP at the retail/wholesale level. Shoring up the brands profits.

[@celestialtoystore]

Goldsmiths never seem to have a problem getting hold of a Daytona or Batman if a VIP walked in. I know for a fact that their safes are stuffed with Daytonas, Subs and GMTs but they only sell to certain people or those willing to jump through their hoops and spend money on other stuff they may not want to buy ordinarily. It's frustrating and off putting and, as you say, takes the pleasure out of the entire experience.

[@pizza.doctor]

partly true. they do make around 1 mil watches a year, but most of them are undesirablep; there is a scarcity of the really coveted models though. can't be all perceived because if everyone who wanted let's say a Daytona, could get one, there would be no reason for dealers and scalpers to sell them at 3-4x prices

[@axobreil]

@@celestialtoystore just buy a high class fake. Even Watchfinder will tell you. They “are accurate to the finest detail. At least within the realms of any normal persons expectations”.

[@celestialtoystore]

@@axobreil Us watch nerds aren't 'normal people'

[@TheWolfenMole]

Absolutely love the editing in these videos, they get better and better! Would also love a different thumbnail to differentiate them from the regular videos. Thanks for the great content!

[@ToTheMaxGaming1]

The editing and quality of these casual talking videos just gets better and better, keep these style of videos coming they’re great

[@garethmunden]

Great episode. You’re spot on Rolex is about distillation of an idea. Simplicity. Which is the same for brands like Apple or BMW. An Apple product is always an obvious Apple product and the same with Rolex.

[@kiwi_commander]

IMO, Rolex is popular because of several factors especially their marketing and branding strategy. Being a sponsor of Formula 1, Golf, and other high end sports has turned Rolex into the "go to luxury" brand. and also made into a "trophy" watch, something you give yourself or someone special to commemorate a special occasion. Almost feels like they have taken a page out of the DeBeers diamond marketing structure and turned it up to 11.

[@celestialtoystore]

I don't think advertising and sponsorships are as potent as you think. It's more of a case of people wanting what they can't have. If something is so exclusive that you cannot walk into an AD and buy one, effectively being told 'you're not good enough' then it makes you want it more and the scarcity drives up prices which creates demand amongst investors, speculators and scalpers and before you know it, you're where we are now.

[@JJ-zr6fu]

I think a whole lot less people wouldn't care about a boring Rolex if they didn't think they could flip it.

[@petemorbius3936]

all major brands has good adverts eg omega: james bond, olympics, hublot: ferrari, athletics, tag heuer: f1, motor sports, tissot: moto gp, .. are they greatly successful?

[@gabrielvazquez7147]

It really is sad to see adults walking into a boutique and trying to convince some employee behind the counter to please, please, sell them a watch. Go to any other brand. They will sell you a watch.

[@rl7487]

Exactly. I was at the Rolex boutique a few years back and they had nothing to sell to me. I walked over to the Omega boutique and was able to buy an Omega Seamaster. Half the price and as good if not better than a Rolex submariner. And variations of different sizes unlike Rolex

[@samuelburton5576]

Wha wha wha

[@samuelburton5576]

@@rl7487 you will never be satisfied. Trade that what and get a Rolex

[@thnkpd1]

@@samuelburton5576 Why? There's millions of those boring watches all over the internet and pawn shops. The watch of choice of used car salesmen everywhere.

[@troman5000]

It's a luxury experience!!!

[@Futokuko]

Rolex was a already popular 30-40 years ago, Saudi kings and princes were handing them out like candy as thank you gifts. Rolex is now even more popular now because Asia’s new rich

[@r.p.3192]

Look, Rolex is not a watchmaker but a bank. Half of Geneva belongs to them and there’s much more real estate in their portfolio…. In Biel for instance… yep, next door to the Swatch Group headquarters… ouch! The biggest aircraft hangar at Geneva airport belongs to them… and so on. They use watchmaking as a smoke screen to hide behind… why? Well, Switzerland is known to be a perfect hide-out for greyish financial transactions, right? I let you do the chain of reasoning… Heck, buy an Omega. There’s much more watchmaking involved in an Omega than in a Rolex…. My words not yours, of course! Not so long ago people wearing a Rolex were essentially pimps… that’s my fathers words… and yes, I am Swiss.

[@rl7487]

I agree 100 percent. And yes an Omega is more of a real watch company and they are available. Also you can get comparable to Rolex or better for half less

[@JustMeNotYou]

Indeed, pimps we're the early Rolex fanboy's and anybody in their right mind would not be seen with a Rolex. It was vulgar to wear one.

[@Alwayslate-gv9vw]

As an American, I take 0 offense to being seen as a lowly pimp. The amount of gate keeping in the watch industry is disgusting. I’ll happily be a pimp one day and a watch lover the next. But then again my favorite watch brand is H mosier because the constantly call out the snobbery in the watch world

[@r.p.3192]

@@Alwayslate-gv9vw Hahahahaha great comment, thanks🤙 Yep, H.Moser is a good choice. You are a man of good taste 👍

[@Omega30t2RG]

One of the main successes for Rolex was their waterproof cases and screwdown crowns,which I understand,they bought the patent from gruen watch company,who were at one point business partners,who were also being supplied movements by Aegler.

[@georgewright9914]

When I was a kid Rolex was a watch for the wealthy, elite & successful people of the world, i didn't think too much of the movement & attention to detail of the watch. As an adult I view Rolex differently. Rolex now is still a symbol of wealth & Success. I put more appreciation on the high quality materials such as the gold & steel used in production along with the innovative/classic dials & movements. The Sky-Dweller will always be an iconic & stand out model for me with the most complicated movement created, the fluted bezel, multi time zone function & annual calendar above the hour markers.

[@underachievingwatchcollect1878]

My theory is the Stone Cutter’s made Rolex popular-heck, they made Steve Gutenberg a star 🌟!

[@peachlandtaxi919]

Or Sonny Crockett ✌️

[@HandbrakeBiscuit]

Who made the Rolex badge a Crown? Who made Will Smith slap that clown?

[@chesterwsmith]

Lost it at Tom's Invicta punchline

[@Madmanmarque]

When I was 8 I saw Thunderball and the 6538 on Connery's wrist, I was hooked. Also watching Flipper, Sea Hunt, I spy, cemented my lust for a Rolex. It wasn't until 1994 that I purchased my 16610. It was a grail watch for me and while I have moved on to other brands, I will never sell this watch. It's been diving all over the world. I might not be James Bond but I can have his watch.

[@edotedy]

I actually know an older gentleman living humble life in Indo that was low-key saving for a Submariner since the 60s/70s.... ended up buying a Black Bay 58 last year

[@superwonderfullness]

Really enjoyed this overview of the brand. Would love to see more episodes featuring other watch brands!

[@TheJohnnyViewer]

Talking about brand dna: cartier is quite iconic with their designs: tank, santos, pasha, ballon bleu and their vartiations. Pure class and timeless designs.

[@vincent67239]

And you can notice a Panerai from like a mile away

[@AJ-bi6ns]

@@vincent67239 Largely due to the absurdity of the size vs the true design

[@mikesomerset6338]

Dear Watchfinder, I really, really enjoyed watching this thanks for a great vid' !

[@donaldduck7628]

The trick was that they didn't just advertise to their customer base. They advertised such that everyone became aware of them and made damn sure everyone knew they were a premium brand. They made sure their customers knew everyone else knew as well. It was ego marketing. They also made sure their watches were recognized across a room.

[@charlesflint9048]

I remember as a child walking down King St. in Manchester in the ‘60s and looking at the Rolex Oyster in an aquarium in the window of one of the shops. My dad had a Rolex, and I always had a sense of pride at seeing this. I still wear Rolex now.

[@707FUNZO]

Rolex: "what do our customers want?" Customers: "To be able to buy a Rolex at retail prices.” Rolex: "Yeah, we're not going to let that happen again." Customers: "I love Rolex even more now knowing that I have to pay grey market dealers 3x retail price."

[@jmbaug1229]

Pathetic

[@renatomarques264]

This was cool! Do Omega next

[@facetiousmonkey5322]

IMO, the turning point came when the Swiss watch market jumped deep into quartz technology, except for Rolex which only dipped its toe with the Oysterquartz Date and Day-Date

[@bullnose01]

"They turn into Invictuses." LOL!!!!

[@TedKeyboardify]

Animation and editing at an unbelievable level today guys, wow

[@branchclan6112]

I own a 2010 Tag Heuer Carrera, 2019 Omega SMP 300, and a Rolex Sub 124060. I’m not a “fanboy” of any one brand. I can say through experience that the Rolex movement, materials, design, and aesthetic is superior to my other two watches.

[@deliciouslycreative902]

I agree, I have a 39mm Explorer 214270, Omega 2021 Speedmaster, navy Tudor Black Bay 58 and a 2009 Tag Heuer Aquaracer. I find the build quality of the Explorer far superior than the others, and that includes the bracelet.

[@michaelh.1627]

“They turn into Invicta’s…especially in Florida.” Lol 😂😂

[@zhicaofang2354]

I used to comment elsewhere (and maybe also here in this channel) that Rolex used to be “a well-respected brand that is not so revered as to scare off ordinary buyers, expensive but still attainable, classic and familiar designs, solid quality, a must-have for all the adult watch lovers, and a good piece to pass on to the next generation as a family keepsake”. For me Rolex’s success hinged upon grasping this very fine balance between luxury and availability as well as between sporty vibe and everyday appeal, that is, until this ridiculous hoarding and AD manipulation of waitlisting came into play. One other thing that I hope to mention is Rolex’s awareness of local financial culture and its acquiescence toward being heralded as something more than it is, at lease in where I grew up. In countries and regions in East Asia and Southeast Asia, Rolex has acquired this occult status of being a symbol of success, a keeper of family wealth, and a semi-currency in bartering. I learned from a very young age that Rolex was a trustworthy brand, a recognizable symbol, and a last resort for emergency cash. The Rolex brand image and education appeared not just on TV, billboard and printed ads, but also through family heritage, through peer comparison and pressure, and through local dealers’ curation and narration to customers. People who reached certain level of wealthiness almost MUST have at least one Rolex to show that they had made it. Parents passed down their Rolex watches to children as family keepsakes. TV shows and movies had scenes where characters bartered Rolex watches for necessities or pawned them for cash, and local pawn did welcome Rolex watches because they packed value and could be easily sold. And, like many other luxurious goods, Rolex watches could be hoarded not only as investment, but also as tools for shady money laundering. Not sure if this is what Rolex had intended, but it seemed to have worked out for them, and their status was not enjoyed even by PP, VC or AP.

[@sardendibs]

I totally disagree with this. How is a Daytona, Tiffany and Yachmaster II easily recognized as being from the same, classic design family? They’re not. Omega has more consistency across their range. Rolex is a marketing brand for the mainstream aspirational class. Put there by well positioned advertising and sponsorships.

[@robertopasqualini9399]

They are just as cohesive as any other brand. But when you've got your head a mile up Rolex's ass, everything they do is ✨MAGIC✨

[@JJ-zr6fu]

Daytona and Yatchmaster 2 are just Subs with complications.

[@sardendibs]

@@JJ-zr6fu Except, of course, for almost everything. The case profile, the indices, the materials, the colours, the typography, the "level of vulgarity" (-: And where does the Day-date, Air King , Oyster Perpetual, Milgauss, Cellini, Sky Dweller, Datejust fit into this picture?

[@Veradun66]

I am SO GLAD that you made the comparison with Apple. I've been thinking this for a while. I appreciate and respect both companies and whilst I like their products, I value others much more. Their ideas, invention and value for money ultimately draws me away from both Rolex and Apple. Plus I'm a stubborn, cyncial git who doesn't like to follow the crowd, I'm difficult like that. Great, interesting convo again gents I look forward to the next.

[@johnseeger9083]

Gents, A fantastic discussion. I think it is reasonable to argue Seiko has followed and is still following this same model except for the common man rather than the La Dee Dah market that Swiss brands seem to target today.

[@wingracer1614]

Florida man here and I can confirm that our sewers are indeed full of Invictas.

[@celestialtoystore]

It's not known as a 'shitter' for nothing

[@pammoore8963]

Amazing episode!!! Love the editing. So much fun! Great storytelling for this Rolex ho! 👏🏼👏🏼👏🏼

[@SuperWhofan1]

Can you create a discussion about the movie propmaster who made the decision to use a Omega for the new Bond Pierce Brosnan films? Funny how that decision wasn’t strategic at all. It just made sense to her since Omega was a British royal naval watch worn by members of her family. BTW-Amazing nobody has interviewed her before.

[@larslysdahl4586]

Great video thank you. Could you please ask Omega to see this and listen to you? Their core watches are great but their marketing and numerous variants of models are terrible. And then came the Moonswatch

[@MrThehardway]

The easiest way I can put it is Rolex made more good decisions and less bad decisions then its competitors over the longest period of time...

[@EVS2585]

I love Tom's insightful takes on the industry... "they'd all moved on to bungee jumping"

[@rejnormandin4658]

I got off the band wagon … just to many watches that goes to the gray market or flippers … dont know why but it must be a thing that Rolex know and should control …

[@-chris-n-lucy]

You're not supposed to flush them because they grow really big down there...they turn into invictas...hahahahaha. you guys are the best.

[@celestialtoystore]

It's a chicken and egg situation. Is Rolex popular due to their scarcity or is their scarcity due to their popularity? My opinion is that they are artificially creating scarcity by feeding the grey market and choking the genuine customers who aspire to buy a Rolex for years yet can't even if they have the money. Someone remarked recently that Rolex are no longer a retail company and that's pretty much true. The AD retail model needs to be scrapped as it rewards favoritism and corrupt practices.

[@noneofus007]

Rolex and Patek do not like to see their watches on the internet especially at inflated prices. They are cracking down on AD's that sell to flippers. They want their AD's to know their customers well. My AD prefers selling to people like me because I don't resell my watches.

[@celestialtoystore]

@@noneofus007 The may not like it but it happens otherwise the grey market would not exist. They have the power to stop it yet don't. That makes them complicit at worst or just lazy at best.

[@JJ-zr6fu]

@@noneofus007 That just drives the prices higher when the Rolex isn't put into the market by a flipper. This "noble" move only increases the demand.

[@noneofus007]

@@JJ-zr6fu A 'flipper' buys multiple watches only to put them back in the market at higher prices... usually in 'unworn' condition. A collector/user buys for his own consumption.

[@piccalillipit9211]

*I BELEIVE ROLEX WERE THE FIRST* watch company to realise how much product placement, celebrity endorsement, and sponsorship MATTERED in the "modern" world. They relentlessly advertised on the back of National Geographic, Photography mags, etc. Every explorer had a [free] Rolex, every diplomat, every cool movie star. I bought my first Rolex at 20 in 1990 - a Submariner - why? It was my definition of what successful people had, why? cos every successful person in a magazine had one >>> The thing is - it was NOT a great watch at all - it had the old tinkly bracelet with hollow links and the bezel scratched the first month and it kept pretty crappy time. I bought the IMAGE in my head, not the watch in my hand and it was marketing and product placement that put that there. Rolex didn't make the best watches in the world, they did the best marketing in the world.

[@fohhee]

Daniel Wellington X Rolex Submariner/Daytona

[@ewoo]

Great discussion! You could argue Porsche has a similar brand strategy. Continuous refinement of an icon and really selling the lifestyle around it.

[@JCDofNYC]

Excellent analogy.

[@itsallgonemad]

Really interesting thanks… I’m still on the waiting list!!! 😩

[@marcusrawlinson5024]

Many years ago in the mid to late 60s my Father had a bachelor friend who seemed to me to be the perfect gentleman, he played wonderful music on amazing equipment, he bought coffee beans from a little shop in the city, he drove a Volvo Amazon, he drank McCallum, he wore a Rolex, Rolex no longer has that aura of informed good taste and those that live in that esoteric world have moved on long since.

[@midas1929]

The former late boss of Swatch Group, then SMH, never cared much about Rolex. The company he really wanted to get was PP.

[@afsebhdim-ou3fu]

Very not true. He couldnt have Rolex. That’s why he went for Omega and he is still longing for Rolex.

[@midas1929]

@@afsebhdim-ou3fu I guess you worked for him like me and should know. You have also no clue about the Swiss watch history.

[@slim1871]

Love this episode! Do you guys think the flipping of the date window to the 9 o clock position on the latest LHD GMT is one of those simple “innovations” (reinterpretation of what already exists), and that we’ll be seeing more brands start to follow in future?

[@spazz27]

Marketing, marketing, marketing… not watchmaking… nailed it again! Of course for marketing to work people need to fall for it, and there are plenty of those kinds of people 🤷🏻‍♂️

[@BrettinLux]

It’s the name.I turn 50 this year and grew up with the Rolex name all over the place.On TV in magazines and huge newspaper adverts..It is an item that that people have grown up dreaming of owning.Those people are now big earners and are buying that dream item.It’s the same with Porsche and Ferrari.

[@magstheonlyone]

That Invicta bit lol

[@laurencefahey3132]

Brilliant video 👏👏👏👏👏👏👏😂😂🤣🤣😅😅👍🏻👍🏻👍🏻👍🏻👍🏻🎉🎉🎉🎉🎉

[@davidhunternyc1]

@25:59 It has to be recognizable from 10 meters away. Can you say the same for any other brand? Yes, I can think of two, Movado and Ming.

[@ygrbooks]

I am repeating myself here: in the 1980s and 90s Rolexes were usually worn by pimps, members of the mafia and other low life characters. When my father bought one in the 90, our whole family frowned upon him as he did not belong into the three categories mentioned above. However, he came to regret his purchase very much, as his Rolex was not as "rugged" as it has always been claimed, which means that he had to service the watch several times at exorbitant costs.

[@MrRoyck10]

I am suffering from acute Rolex fatigue syndrome.

[@jon-seattle]

Would you interview someone from Rolex? It would be interesting to get their perspective.

[@truebluemiata]

Brilliant analysis yet again lads. Made me want to dash down to my local high end luxury mall and buy one. Err, no, well, can't do that, now can I. I must say you've done a successful bit of the Wilsdorf/Jobs repackaging yourselves with the wit and wisdom duo of these videos. (Dare I say better than TGV?)

[@namelessrace9803]

It's because Rolex has lower price points then some of the other higher end brands and coupled with it's superb brand marketing...it's a household name with a price tag most folks will be able to aspire to and thus, it occupies 25% market share of luxury timepieces that are sold in any given year imo...

[@JoaoGomes-ce4th]

“They turn into invictas if you flush your watch down the toilet” 💥🤣

[@Sergeant_Fury]

Another thing is the way the Submariner dial is imitated by just about everyone; three rectangles, eight dots and an upside-down triangle.

[@rc9266]

navy blazer, white button down shirt, kaki pants and a Rolex on the wrist what is the occasion...? LIFE! live it!

[@DerpEye]

Back in 2016 i had the opportunity to buy a second hand 114270 Explorer for about 3k€. I passed, and subsequently got an Air King, of which i liked more the newer bracelet. Today, if you want the same Explorer, it's 7k. Mind you, a brand new Explorer, the newest reference, retails for 6,8k . The situation is simply absurd.

[@bongkem2723]

Exactly, Rolex and Apple just make the minimal change while increase the price steadily year after year ;))

[@imaginarybravedave]

The thing about the Apple watches though is that every year (to a point) the technology is usually updated with better or faster or new features. Watch making technology (for the most part) is as good as it’s going to be. However, overall I do agree with you

[@brandonday9001]

They're definitely both not the companies they once were...

[@999NINE99]

Rolex is definitely better at marketing than the other companies in their class. It sets them apart even though the product isn't dollar for dollar better than their counterparts. In some cases Rolex's models are lower quality and higher priced in their class. Relax Rolex die hards, I am not saying they don't make great watches because they certainly do. Just not always the best for the price.

[@MH-im4oh]

Wish more people have opened their eyes like you. Rolex is so overrated, and their snobbish attitude is not helping their case.

[@johnprosser5035]

Its not marketing......its greed everyone watches a Rolex for the free cash it comes with. Listen to the vast majority on KZbin (mostly Americans) and all they will adk is is it a good investment? How much will i make..... should i buy over retail because it will still increase!!! Rolex dont have to do any matketing.....its feeding itself

[@burbinghard]

Very well done video fellas.

[@Froobyone]

The motion graphics editing on these videos is sublime.

[@impexRQ]

Well, nothing has been changed … Rolex still doesn’t provided any innovation 🤣🤣 besides good marketing

[@michele_]

25:00 Genshin Impact on Watchfinder & Co.

[@rainydaywatches6508]

Could the same thing happen with another brand, like Omega, Tudor, or Breitling? I find it interesting that Omega and Breitling (not sure about Tudor) actually make considerably less watches than Rolex, yet no one seems to think there could be a run on Omegas any time soon? Rolex's market values certainly aren't down to scarcity, so what stopping a smaller brand that actually is more scarce from blowing up like today's 36mm OP?

[@geoffwatches]

It's not about scarcity - it's about supply and demand. The demand exceeds supply for rolex so they're hard to get, not so with the other brands you mention. Of course any brand can go viral in future.

[@sardendibs]

@@geoffwatches That’s pretty much the definition of scarcity you just wrote there. In the case on Rolex, the scarcity is of course artificially created. Make sure your supply is always a bit behind demand, and demand will just grow.

[@samuelburton5576]

@@sardendibs scarcity is as you say, artificial with any luxury item, including AP, PP, and all the others. They all could ramp up production but why would they, so everyone who wants one can get one at a discounted cheap price, to make everyone happy. That's not the way any company considered luxury should operate. Would Hermes be Hermes if everyone walking in the door could get a Birkins bag. NO!!!!

[@irisfailsafe]

Having all watches look so similar has another value. Old watches are unrecognizable from new ones. So if you buy an oldie people would say oh this person has a Rolex, not oh you have an old used watch. This helps retain the value of the watches tremendously which doesn’t happen with the most other brands

[@cos-9113]

Very perceptive to see the strategy link between Rolex and Apple, never really thought of that before. But you are exactly correct I believe. Of course, while you mention Rolex’s ability to find unused technology to repurpose, you didn’t mention that they also were quick to use other brand’s in work designs like they did with Blancpain’s dive watch. Since the Rolex head of marketing was a dive buddy of Blancpain’s CEO he saw all the work and prototypes and knew why the development started. That enabled their quick response with a cheaper dive watch almost immediately and gave them the leg up on Omega who did have the basis for a dive watch in their Sea Master line, but didn’t know to start developing until the Blancpain, and shortly after, the Rolex markets became available. But Rolex was able to beat them all through vastly superior marketing, even getting Jaques Cousteau to switch to Rolex from the Fifty Fathoms. They really are masters, and agree it helps that they have a common thread for their design across models, which really helps. The Rolex look is recognizable from a distance both because of that and their ubiquitous advertising, so everyone can put the look together with the name. Not even sure Apple does it as well as Rolex. But to go with that, and you don’t really go into it, they just build really good watches; they work, they last, and they survive. Without that I don’t think the marketing would have worked. So you need the whole package to be as successful as Rolex; vision to recognize what customers can use, good marketing to explain why customers need it, and a well built product that is (well was up until 5-7 years ago) attainable, but still with some exclusivity.

[@daniellewis9240]

Beautiful change to the music!!!!!!!!

[@hiratiomasterson4009]

Rolex is an MBA marketing class study in brand management: from the quartz crisis survival roadmap, they carefully elevated a brand using obsolete and poorly performing (compared to quartz) mechanical technology into actual desirability and changed brand perception. From a well made, tough, respectable but far from luxurious tool watch into the common man's aspiration of luxury in watches. How? Cutting a semester into a few sentences, sponsorship of high end sporting events (the most prestigious tournaments in tennis, golf, yachting & motorsport), extreme human endeavours (deep sea diving, mountaineering. endurance swimming) and high end culture (opera, ballet) - and they do promote the most successful people in these endeavours as Rolex owners. Also, they have promoted other exceptional individuals as Rolex owners (legendary firefighter Red Adair, as well as leaders in business and politics). Other watch companies have done similar, but Rolex have done it longer, more broadly and far more effectively. To own a Rolex is to be a winner who pushes themselves to the limit in sport and adventure, yet is also an intellectual, an individual of culture. And of course, the James Bond link doesn't hurt, as well as the reputation of the watch being a source of currency used by soldiers. All of this, and more, has combined to make Rolex an example of how to elevate a brand.

[@RaianF1]

I want to spot someone wearing a Rolex out in public and say OH MY GOD THAT GUY IS WEARING A TUDOR I CANT BELIEVE IT and then show them what a Tudor is and how much cheaper it is

[@samuelburton5576]

Correction, they are 29 percent of the market. Over 30 with Tudor

[@airmikeliu]

How come I don’t get bored listening to the Rolex history? I read about it, watched multiple KZbin videos yet I can hear it again and again. 👍

[@macoyupadoodle]

During the mid/ late 90s you can get any Rolex you want . Growing up , a Rolex had a reputation of being accurate, used by professionals, attainable luxury, and the most important ........robust and reliable . Other more expensive brands would sometimes see the service center once or more times a year. Buying a rolex basically is luxurious bang for your buck and as the older generation (baby boomers) wore them and wearing Omega less and less , the next generation would have Rolex in their minds (domino effect). The typical buyer are not watch geeks so they usually follow the crowd . I wear a Rolex because my grandparents and parents wore one , while my wife and some siblings wears predominantly Omega because their parents wore Omega. I hold reliability as a #1 aspect in buying a luxury watch (though i have different brands in my collection now). Whats happening now to Rolex watches is stupid (even if my Daytona costs much much more than what i paid during the late 90s)

[@undefinablereasoning]

It's basically a cult following.

[@humanitech]

There is a design, form and function truism... that if you start with a good solid fundamental idea and base point ...then you will only ever need to do minor tweaks, adjustments and additions to keep those designs or products relevant. But only goes into hyperdrive if the marketing is equally focussed and consistent too! Which Rolex has done to perfection to the point they are iconic. As everyone knows the brand Rolex... even if they have zero interest in watches.

[@elgoog-the-third]

Who compares an industrial watch like Rolex to luxury watches like AudemarsPiguet, Patek Philippe, Vacheron-Constantin?!?

[@davidhunternyc1]

Well, the once $300 Paul Newman Rolex Daytona that sold for $5,475,000 is a large part of Rolex's success today. This was the greatest marketing campaign in horological history.

[@covertguy1575]

Tom Selleck probably made the GMT an extremely popular model in the 80’s due to wearing in Magnum P.I. It was my first experience with Rolex.

[@JesterEXW]

That they are the BMW 3-Series of the luxury watch world?

[@faizalhakim3772]

Quality content as always 🙌🏽

[@carscoffee9832]

Great video and discussion. All makes sense to me at least. Porsche are also similar in many ways

[@cashinhand]

Clickbate title for sure.

[@jordifernandezescobar3889]

Very nice one!!, well done guys…

[@Sirlunchalot429]

Ted Di Biase made me aware of rolex back in the 80's and probably a whole lot of other people,

[@nicolafoudre]

Cool vid, i hole rolex will refocus to what they were before, a professionnal tool watche maker. We dont care about gold submariner, everyone wants a steel sub, just look at the prices. But at the same tile why wouls they change back to tool watches

[@samuelburton5576]

Rolex has almost always sold gold watches. The day date is not new and has been around a long time, since the 1950's. It's just most people focus on what they can afford, stainless steel

[@soundssimple1]

you said 25% of the watch industry ? is this 25% in value or 25% of volume items ? I reckon it is 25% of retail sales value rather than 25% of all watches sold ?

[@simmobb2]

Regretfully the reality for most people is that you can only buy used Rolex watches at inflated prices. It is all but impossible to buy a new Rolex from their AD's as supply is rigorously controlled with rules that they won't even share with you. On that basis I have zero interest in the brand.

[@AJ-bi6ns]

Rolex is the Porsche of the watch world. Entry level “luxury” tier watches. Most can’t afford one of the holy trinity but Rolex seems affordable in comparison. You get the prestige without the extreme price tag. Similar to buying a 911 vs a Ferrari.

[@roger5621981]

People keep saying Rolex and their marketing and is all hype. But honestly, they make amazing watches that are accurate and can take a beating… All their sport models are iconic and so cool to see and wear, the rest just follow and try to imitate.