Rolex is the most powerful watch brand in the world. That does not mean Rolex watches are the best, or that they are worth the most. Rather that the brand itself has the highest value. It does this through a combination of working with incredibly fancy marketing firms such as M. Booth & Associates, in addition to its in-house people...and by having pretty nice looking watches. The secret Rolex formula has been attempted to be replicated on many occasions, but without success.
Tuesday, May 6, 2014
For 2011 Rolex offers a new Explorer 2 to follow up last year's new Explorer. While the Explorer was bumped up to 39mm last year, the Explorer 2 is the Rolex sport watch with a modern size of 42mm in width. That is 2mm larger than the Submariner, and it likely wears better than the 43mm wide Submariner Deep Sea. Also new is the return of the orange GMT hand in addition to the Maxi-dial like size of the hands and hour indicators.
In addition to the new Rolex Explorer 2 watch model for 2011, Rolex offers a new range of Daytona watches for men this year at the Baselworld show. 2011 is apparently the 50th anniversary of the Daytona, so we get two types of new models. Rolex is further rumored to released an overhauled Daytona for 2012. Until then we have the more standard looking model that now comes with Rolex's very nice ceramic bezel that they call their "Cerachrom" bezel. The black bezel is a retro-nod to some older Daytona models and is in black ceramic with pink gold numerals applied with an amusing technique call "magnetron cathode sputtering." Yes, more of that please.
Let's be honest, Rolex watches are one of the society's symbol of success around the world. If you want people to know you've made it, then get a Rolex. And, this message is universal, it hardly matters where you are on the globe.
Each year at the Baselworld watch and jewelry show the most anticipated news is what behemoth watch brand Rolex will release. This is a quizzical thing because what Rolex announces is often anything but revolutionary. Still the successful and closed watch brand seems to excite their loyalists with the new creations each year - often times small steps in anticipated directions. Rarely does Rolex offer something totally new - especially a new model or complication. Oddly enough - both of these things happened for 2012.
Rolex really isn't like any other watch brand. In fact, the privately held, independently run entity isn't like most other companies. I can say this now with a lot more clarity than most people because I was there. Rolex rarely allows anyone into its hallowed halls, but I was invited to visit their four manufacture locations in Switzerland and experience first-hand how Rolex makes their famous watches.
Rolex is arguably the most popular name in watches — certainly when it comes to luxury watches. Classically Swiss, since 1915 Rolex has been producing watches designed for comfort, function and style. Today, Rolex is one of the most powerful luxury brands in the world working hard to retain its status. Rolex focuses on a few key watch lines that are quickly recognizable and highly desired the world over. Image aside, Rolex watches have a reputation for being very well manufactured — despite the Arguments Against Rolex Watches — lasting decades or more with simple care.
Rolex watches are classic
You’ll see below that most Rolex watches are archetypes: The Rolex Submariner is the classic diver’s watch, The Rolex Datejust is the classic formal men’s watch of the last half century and The Rolex Daytona is the classic sports chronograph. Rolex has benefited from keeping its product line simple and consistent. Instead of releasing brand new models, it keeps refining existing designs. This is extremely important because each watch contains the suggestions and wearing experiences of countless people who together have helped create timepieces that look good and work well.
Take the Rolex Submariner line as an example. Based on the classic “Oyster” water-resistant watch cases, the timepiece is specifically designed to be easy to read in most conditions, to be hardy and have a comfortable and reliable construction. The Submariner design has achieved an almost impossible task: to look good on almost every person, on any occasion, regardless of age or outfit. Other Rolex watches edge close to this ideal as well. You have to ask yourself the question of whether that is due to something about the design of these watches or rather because we have been seeing them on important wrists our whole lives, and they simply mentally fit these positive watch stereotypes.