The World of Cellini

[seabreeze60]

Is Cellini an enigma?

As we travel thru the Rolex options…Cellini is there but not

[samson66]

Was just at my AD today and they had a case full of Cellinis. They can't give 'em away. It's strange because they are very nice watches.

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[KaVo8]

Originally Posted by samson66

Was just at my AD today and they had a case full of Cellinis. They can't give 'em away. It's strange because they are very nice watches.

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I think once upon a time Rolex couldn’t give away the Daytona! I enjoy wearing my Cellini just fine.


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[rlx123]

Originally Posted by KaVo8

I think once upon a time Rolex couldn’t give away the Daytona! I enjoy wearing my Cellini just fine.


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I like the idea of a date hand. On most watches you see the date shown as a number, but this format I can see the number but get a visual snap shot of what fraction of the month is remaining. Just by glancing at the watch.


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[TswaneNguni]

Originally Posted by KaVo8

Beautiful !

[KaVo8]

Originally Posted by TswaneNguni

Beautiful !

Cheers!


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[usmc_k9_vet]

Originally Posted by KaVo8

I think once upon a time Rolex couldn’t give away the Daytona! I enjoy wearing my Cellini just fine.


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Absolutely stunning watch and a fantastic photo!


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[KaVo8]

Originally Posted by usmc_k9_vet

Absolutely stunning watch and a fantastic photo!


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Thank you. Cheers


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[garyk]

I’ve never understood that either. They are really nice designed watches but I guess Rolex has always been about good quality tool watches or at least since ww2, so maybe people don’t associate them with fine luxury or elegant dress watches. Really a mystery!!

[nyc10ken]

Just too many better options when it comes to dress watches, albeit leather strap dress watches as a whole are not popular at the moment.

Probably at least 10 dress watch brands with better movements and designs before I look at Cellinis.

[seabreeze60]

Originally Posted by nyc10ken

Probably at least 10 dress watch brands with better movements and designs before I look at Cellinis.

That would be a fun list to see!

[nyc10ken]

Really I did write it up as part of the post but deleted it because I thought it would be too obvious...but here it is

Patek
AP
VC
JLC
Breguet
Lange
FPJ
IWC
Grand Seiko
Cartier

More but another one...I'd take a Rolex over a Cellini, DJ or DD.

[seabreeze60]

Originally Posted by nyc10ken

Really I did write it up as part of the post but deleted it because I thought it would be too obvious...but here it is

Patek
AP
VC
JLC
Breguet
Lange
FPJ
IWC
Grand Seiko
Cartier

More but another one...I'd take a Rolex over a Cellini, DJ or DD.

[Krash]

Originally Posted by nyc10ken

Really I did write it up as part of the post but deleted it because I thought it would be too obvious...but here it is

Patek
AP
VC
JLC
Breguet
Lange
FPJ
IWC
Grand Seiko
Cartier

More but another one...I'd take a Rolex over a Cellini, DJ or DD.

Ulysse Nardin and Omega (Tresor) are others you can add, but honestly I like Cellini better than watches from some of those brands you have on that list.

AP dress watches aren’t really that great. Not really fan of IWC dress watches either. JLC Reverso is nice, but when I tried one on, it seemed really fragile to me. Cartier doesn’t have better movements but I suppose you can say they make better dress watches.

Lange, Patek, VC and FP Journe reign supreme.

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[arcampado]

It’s really quite beautiful

[rominvicta]

Cellini has to be rebranded. Doesn’t suit as a whole within the frame of image of Rolex. I believe by rebranding and a bit of more sophisticated image creating campaign it will become a product of great demand! The Moonphase is by far one of the greatest I have seen. And mind you I am not one without a serious experience - JLC, Breguet, VC amongst those I own.

[dannyp]

Originally Posted by rominvicta

Cellini has to be rebranded. Doesn’t suit as a whole within the frame of image of Rolex. I believe by rebranding and a bit of more sophisticated image creating campaign it will become a product of great demand! The Moonphase is by far one of the greatest I have seen. And mind you I am not one without a serious experience - JLC, Breguet, VC amongst those I own.

This. It should be "Cellini" not "the Rolex Cellini line." Just like Tudor and Rolex share no branding, neither should Rolex and Cellini.

Cellini needs to be positioned to hold its own against JLC, GP, GO, Piaget, etc. (Blancpain and Breguet eventually; PP/AP/VC/AL&S unlikely). That will take three things:

1. Separation of brand from Rolex
2. A serious marketing strategy
3. Development of some complications

A travel time model, with some version of the SkyD movement, would be an interesting place to start.

[dannyp]

Originally Posted by dannyp

This. It should be "Cellini" not "the Rolex Cellini line." Just like Tudor and Rolex share no branding, neither should Rolex and Cellini.

Cellini needs to be positioned to hold its own against JLC, GP, GO, Piaget, etc. (Blancpain and Breguet eventually; PP/AP/VC/AL&S unlikely). That will take three things:

1. Separation of brand from Rolex
2. A serious marketing strategy
3. Development of some complications

A travel time model, with some version of the SkyD movement, would be an interesting place to start.

I'll add one more element to the "necessary" list: Its own dealer network. It can largely overlap with Rolex, but must be handled separately. Especially right now, there cannot be the impression that the Cellini watches are the "Rolex leftovers." It needs its own section of the showroom, next to the brands whose customers it should appeal to. There should also be some non-overlapping dealers, too, particularly that sell Cellini but not Rolex.

[Krash]

Originally Posted by dannyp

This. It should be "Cellini" not "the Rolex Cellini line." Just like Tudor and Rolex share no branding, neither should Rolex and Cellini.

Cellini needs to be positioned to hold its own against JLC, GP, GO, Piaget, etc. (Blancpain and Breguet eventually; PP/AP/VC/AL&S unlikely). That will take three things:

1. Separation of brand from Rolex
2. A serious marketing strategy
3. Development of some complications

A travel time model, with some version of the SkyD movement, would be an interesting place to start.

That would even make it worse IMO. You get rid of the Rolex brand, and these watches will never sell. Period.

All they need to do is produce watches that people like. I think everyone agrees that the Moonphase is really nice.

The Omega De Ville TRÉSOR Master Co-Axial 40 MM is more aesthetically pleasing and is only $13,800, but I am not sure they're selling any better...

I think the fundamental problem with these Cellini watches is that they're just too busy when you look at them. Quite a contrast from most Rolex watches...

[dannyp]

Originally Posted by Krash

That would even make it worse IMO. You get rid of the Rolex brand, and these watches will never sell. Period.

In that case, discontinue the line. The Rolex brand, while valuable, puts an upper limit on how high the Cellini can "climb" the horological ladder. Nothing with the Rolex coronet will compete with PP/AP/VC. Ever (Instagram hype aside...). Separate the two, and Cellini can market its way into the upper echelons. It won't be overnight, but it can be done.

While not a perfect analogy, it's partly why, in my mind, Mercedes-Benz failed with Maybach (as an entirely separate line) when BMW succeeded with Rolls-Royce and VW with Bentley. Plenty of common components, but Bentley isn't sold at Audi dealerships.

[nyc10ken]

Couple other points.

1) leather dress watches are not popular atm. May be a covid related thing and here to stay for a while.

2) Everytime I visit the AD, it's sand dune empty cases everywhere except for a bunch of Cellinis, each time too they try to organize them in a different way to make them more appealing but never works. So unfortunately it takes the brunt of our disappointment when the AD turns us down for everything else. Not saying I love either but I would rather have the signature watch from IWC or JLC than Rolexs shit.

[jlovda]

Quite frankly, luxury watches are no different than automobiles. You wouldn't buy an ugly car no matter how technically advanced. Watch buyers are voting with their feet and wallets.

[1William]

I have always liked the Cellini's and have come close to buying one several times. I can not ignore the cost, and even pre-owned, there are other choices from some of the above mentioned brands that do it better for the money.

[Old Expat Beast]

Benvenuto Cellini was a lot more colourful, and controversial, than the line of watches that Rolex named after him. https://www.historyextra.com/period/...or-facts-life/

[rlx123]

If Rolex squeeze in a sky dweller complication and bracelet, I would consider buying.


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[dannyp]

Originally Posted by rlx123

If Rolex squeeze in a sky dweller complication and bracelet, I would consider buying.


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Beat me to it

[zengineer]

Originally Posted by rlx123

If Rolex squeeze in a sky dweller complication and bracelet, I would consider buying.


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I am not that hung up on "rules" but I think dress watches generally are expected to have no complications with the possible exception of a seconds hand, and a leather strap.

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[rlx123]

Originally Posted by zengineer

I am not that hung up on "rules" but I think dress watches generally are expected to have no complications with the possible exception of a seconds hand, and a leather strap.

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I disagree on this. I think Rolex has many more than enough models that simply have hours/minutes/seconds that can be used for formal dress watches like daydate and datejust. I really think the Cellini can be dedicated to high horology with perpetual calendar like the A Lange & Sohne.



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[zengineer]

Originally Posted by rlx123

I disagree on this. I think Rolex has many more than enough models that simply have hours/minutes/seconds that can be used for formal dress watches like daydate and datejust. I really think the Cellini can be dedicated to high horology with perpetual calendar like the A Lange & Sohne.



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You are not really disagreeing or even responding to anything I said. A day date by definition has more complications than time..it has the day and date.
I made no comment about what Cellini should try to become.

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[rlx123]

Originally Posted by zengineer

You are not really disagreeing or even responding to anything I said. A day date by definition has more complications than time..it has the day and date.
I made no comment about what Cellini should try to become.

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I just refuted your comment about a dress watch should be just telling time. I quote you “…I think dress watches are generally expected to have no complications…”. showed you an example of A Lange & Sohne, a perpetual calendar that is a dress watch that’s does more than tell time. If your point is not about what cellini should be then you really don’t have a point.


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