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GerardoG · 7 September 2011, 11:58 PM

Well, let me re-phrase: they ALWAYS have plans but no one knows about them, but something unusual happened yesterday.

As I was sitting at the airport with a bunch of magazines (some watch related and some business related) I first flipped through the Rolex ads but then I found something intriguing. All ads, and I do mean at least 10 of them, showed Day Dates, Subs, Daytonas and Datejusts...but none, NONE, showed the 'II' models (DD II, DJ II).

Then it hit me; there was a change in Rolex HQ and the prior CEO was the one who introduced the larger and beefier 'IIs'. Is this a sign that Rolex will go back to its core business and forget about the 40 something mm cases? If so, they will be VERY collectible as true limited editions. Of course, there is always option number 2: it was just coincidence that all ads had 'standard sized' products and this means nothing in the production line.

Anyway,I just wanted to share.

Saludos!!!!

dddrees · 7 September 2011, 11:59 PM

I think it is just a coincidence.

Lion · 8 September 2011, 12:00 AM

Which ever way they go many of the "II's" were made so I highly doubt they will be a collector's item!!!

imono · 8 September 2011, 12:05 AM

In the Perpetual Spirit Magazine Number 17 there are 6 pages devoted to the DD II.
Not sure if it means anything.
Or just plain old fashion advertisement promoting their same.

NYC6 · 8 September 2011, 12:11 AM

Think you're reading between the lines and conjuring up a story thats not there.

Gaijin · 8 September 2011, 12:16 AM

Quote:

Originally Posted by NYC6

Think you're reading between the lines and conjuring up a story thats not there.

Yea, but it makes for a halfway decent thread.

GerardoG · 8 September 2011, 12:17 AM

Maybe Dennis; this is why I also mention option '2'.

GerardoG · 8 September 2011, 12:17 AM

Quote:

Originally Posted by Gaijin

Yea, but it makes for a halfway decent thread.

Dweller of the Sea · 8 September 2011, 01:15 AM

Just a coincidence. Usually it is the ADs who decides which watch to put in the ad. They usually chooses the watches that are popular among their customers.

The old models are still the most popular, especially in asia.

MortgageGuy · 8 September 2011, 01:18 AM

Quote:

Originally Posted by dddrees

I think it is just a coincidence.

I agree too, nothing to it

GradyPhilpott · 8 September 2011, 02:01 AM

I don't agree that the placement of ads is a coincidence. Rolex advertising is a finely honed science, in my judgement.

However, I doubt that the advertising is a harbinger of a reversal of fashion trends at Rolex for the near future.

If anything heralds a change in direction stylistically, it is a change in leadership.

Exactly how that change will manifest is questionable.

I think that the biggest error that Rolex has made in the last several years is to move from elegance to "clunkiness," which is most evident in the Sub Date line, the DSSD, and the II series.

The DateJust, Air King, Oyster Perpetual, Date, and the Explorer seem to be the only models that have been enhanced by the changes of late. I will refrain from judgement regarding the Explorer II until I have an opportunity to see one for myself.

zeuloa · 8 September 2011, 02:44 AM

I think they should've never made the DJ and DD II. It's a bad move on Rolex in my opinion, and I think eventually they will be faced out.

As for advertising - I'm sure each campaign they devote their budget to different models, and they were advertising heavily for the IIs not long ago.

Great observation Gerardo. Saludos!

NYC6 · 8 September 2011, 03:01 AM

Quote:

Originally Posted by GerardoG

Maybe Dennis; this is why I also mention option '2'.

Danand · 8 September 2011, 03:04 AM

The model advertised is likely chosen based partly on the magazine. A dive magazine would have a sub, a flying mag a GMT, a magazine that is perhaps business and conservative oriented might have a DJ or DD. Likely your choice of magazines coincidentally ( or not) just had the more conservative old fashioned smaller watches. Likely meaningless in the grand scheme of rolex.

zeuloa · 8 September 2011, 03:07 AM

Quote:

Originally Posted by Danand

The model advertised is likely chosen based partly on the magazine. A dive magazine would have a sub, a flying mag a GMT, a magazine that is perhaps business and conservative oriented might have a DJ or DD. Likely your choice of magazines coincidentally ( or not) just had the more conservative old fashioned smaller watches. Likely meaningless in the grand scheme of rolex.

Great point!

toolr · 8 September 2011, 03:15 AM

The latest issue of Watch Time has a Rolex ad with the Platinum Day-Date ll on the back cover so I think the larger cases are here to stay...along with the traditional sizes.

capote · 8 September 2011, 03:22 AM

Quote:

Originally Posted by GerardoG

Well, let me re-phrase: they ALWAYS have plans but no one knows about them, but something unusual happened yesterday.

As I was sitting at the airport with a bunch of magazines (some watch related and some business related) I first flipped through the Rolex ads but then I found something intriguing. All ads, and I do mean at least 10 of them, showed Day Dates, Subs, Daytonas and Datejusts...but none, NONE, showed the 'II' models (DD II, DJ II).

Then it hit me; there was a change in Rolex HQ and the prior CEO was the one who introduced the larger and beefier 'IIs'. Is this a sign that Rolex will go back to its core business and forget about the 40 something mm cases? If so, they will be VERY collectible as true limited editions. Of course, there is always option number 2: it was just coincidence that all ads had 'standard sized' products and this means nothing in the production line.

Anyway,I just wanted to share.

Saludos!!!!

Well that is no coincidens: Day-dates and Datejusts are awesome, the "II" are not. 41 mm dresswatch?

rmfnla · 8 September 2011, 03:24 AM

Just got the latest A/E Destinations and page 2 is an ad featuring Gustavo Dudamel and the DJ II, so I think you can relax.

cedargrove · 8 September 2011, 05:40 AM

Personally I am one that hopes it's just a coincidence. I prefer the 40-41mm size watches and consider these the perfect size for me. By today's standard these may even be a little small as many other very reputable companies are making 42-43mm. I do however feel the 45mm+ watches are a bit of a fad.

mrbill2mrbill2 · 8 September 2011, 09:21 AM

Cannot agree more with the "elegance to clunkiness" comment. Spot on!

mrbill2mrbill2 · 8 September 2011, 09:25 AM

I apolgize for repeat post - forgot the "quote".

Mr. Eraserhead:

Cannot agree more with the "elegance to clunkiness" comment. Spot on!

Rolex Junky · 8 September 2011, 09:38 AM

What makes THE DJ II unapealing to me are the dial colors with drawn markers. They would be much nicer imo if they had markers like the DJ.

ericdube · 8 September 2011, 09:57 AM

I'd have to side with coincidence, as my AD told me that the DJ II's sell quite well actually.

HL65 · 8 September 2011, 10:22 AM

Coincidence for sure...

Geronomo12 · 9 September 2011, 02:07 PM

I hope that Rolex stays with 40 mm. Part of the appeal is to fit perfectly as well as look good. Function is ill served by extreme watch size and it should not ever be forgotten that function and quality made Rolex what it is today.

rmfnla · 10 September 2011, 12:29 AM

Quote:

Originally Posted by rmfnla

Just got the latest A/E Destinations and page 2 is an ad featuring Gustavo Dudamel and the DJ II, so I think you can relax.

Expect for the fact that the magazine is called Departures and the ad is on page 25 I got all the facts straight!

7 September 2011, 11:58 PM	#1
GerardoG Banned Join Date: Oct 2005 Real Name: Gerardo Location: Here Watch: ALL of them Posts: 32,098	Does this mean changes at Rolex....or just coincidence? Well, let me re-phrase: they ALWAYS have plans but no one knows about them, but something unusual happened yesterday. As I was sitting at the airport with a bunch of magazines (some watch related and some business related) I first flipped through the Rolex ads but then I found something intriguing. All ads, and I do mean at least 10 of them, showed Day Dates, Subs, Daytonas and Datejusts...but none, NONE, showed the 'II' models (DD II, DJ II). Then it hit me; there was a change in Rolex HQ and the prior CEO was the one who introduced the larger and beefier 'IIs'. Is this a sign that Rolex will go back to its core business and forget about the 40 something mm cases? If so, they will be VERY collectible as true limited editions. Of course, there is always option number 2: it was just coincidence that all ads had 'standard sized' products and this means nothing in the production line. Anyway,I just wanted to share. Saludos!!!!

7 September 2011, 11:59 PM	#2
dddrees "TRF" Member Join Date: May 2010 Real Name: Dan Location: USA Watch: This N That Posts: 34,251	I think it is just a coincidence. __________________ When it captures your imagination, that's when you know you have found your passion. Loyal Foot Soldier of The Nylon Nation. Card Carrying Member of the Global Association of Retro-Grouch-Curmudgeons

8 September 2011, 12:00 AM	#3
Lion "TRF" Member Join Date: Jan 2009 Real Name: Leo Location: Midwest Watch: GMT-II 16710 PEPSI Posts: 21,461	Which ever way they go many of the "II's" were made so I highly doubt they will be a collector's item!!! __________________ SS GMT-II 16710 PEPSI(Z-serial#) THE ONLY DIFFERENCE BETWEEN MEN AND BOYS IS THE PRICE OF THE TOYS!!! MontBlanc Meisterstuck Doue Silver Barley MontBlanc Meisterstuck Solitaire Doue Signum Proud Card Carrying Member of the Curmudgeons.....Yikes!!!

8 September 2011, 02:01 AM	#11
GradyPhilpott 2024 ROLEX SUBMARINER 41 Pledge Member Join Date: Sep 2008 Location: New Mexico Watch: Tudor BB36 Posts: 34,418	I don't agree that the placement of ads is a coincidence. Rolex advertising is a finely honed science, in my judgement. However, I doubt that the advertising is a harbinger of a reversal of fashion trends at Rolex for the near future. If anything heralds a change in direction stylistically, it is a change in leadership. Exactly how that change will manifest is questionable. I think that the biggest error that Rolex has made in the last several years is to move from elegance to "clunkiness," which is most evident in the Sub Date line, the DSSD, and the II series. The DateJust, Air King, Oyster Perpetual, Date, and the Explorer seem to be the only models that have been enhanced by the changes of late. I will refrain from judgement regarding the Explorer II until I have an opportunity to see one for myself. __________________ JJ Inaugural TRF $50 Watch Challenge Winner

8 September 2011, 03:24 AM	#18
rmfnla "TRF" Member Join Date: Dec 2006 Real Name: Richard Location: Los Angeles, CA Watch: TT DJ Posts: 4,456	Just got the latest A/E Destinations and page 2 is an ad featuring Gustavo Dudamel and the DJ II, so I think you can relax. __________________ Today, I believe my jurisdiction ends here... Lug Hole Lover®

8 September 2011, 12:05 AM	#4
imono "TRF" Member Join Date: Jan 2010 Location: USA Posts: 3,241	In the Perpetual Spirit Magazine Number 17 there are 6 pages devoted to the DD II. Not sure if it means anything. Or just plain old fashion advertisement promoting their same.

8 September 2011, 12:11 AM	#5
NYC6 "TRF" Member Join Date: Mar 2009 Real Name: Dennis Location: L.I./N.Y. Watch: SUBMARINER 14060M Posts: 2,769	Think you're reading between the lines and conjuring up a story thats not there.

8 September 2011, 12:17 AM	#7
GerardoG Banned Join Date: Oct 2005 Real Name: Gerardo Location: Here Watch: ALL of them Posts: 32,098	Maybe Dennis; this is why I also mention option '2'.

8 September 2011, 01:15 AM	#9
Dweller of the Sea "TRF" Member Join Date: Jul 2010 Location: EU Watch: ing TRF Posts: 576	Just a coincidence. Usually it is the ADs who decides which watch to put in the ad. They usually chooses the watches that are popular among their customers. The old models are still the most popular, especially in asia.

8 September 2011, 02:44 AM	#12
zeuloa "TRF" Member Join Date: Dec 2009 Real Name: Jose Location: Here Watch: SEA-DWELLER Posts: 2,232	I think they should've never made the DJ and DD II. It's a bad move on Rolex in my opinion, and I think eventually they will be faced out. As for advertising - I'm sure each campaign they devote their budget to different models, and they were advertising heavily for the IIs not long ago. Great observation Gerardo. Saludos!

8 September 2011, 03:04 AM	#14
Danand "TRF" Member Join Date: Aug 2010 Real Name: Jonathan Location: Ottawa Watch: 116610LN Posts: 1,246	The model advertised is likely chosen based partly on the magazine. A dive magazine would have a sub, a flying mag a GMT, a magazine that is perhaps business and conservative oriented might have a DJ or DD. Likely your choice of magazines coincidentally ( or not) just had the more conservative old fashioned smaller watches. Likely meaningless in the grand scheme of rolex.

8 September 2011, 03:15 AM	#16
toolr 2024 Pledge Member Join Date: Sep 2009 Location: Northwest Posts: 1,361	The latest issue of Watch Time has a Rolex ad with the Platinum Day-Date ll on the back cover so I think the larger cases are here to stay...along with the traditional sizes.

8 September 2011, 05:40 AM	#19
cedargrove "TRF" Member Join Date: Dec 2010 Real Name: Rich Location: Canada Watch: Milgauss, GMT IIc Posts: 3,013	Personally I am one that hopes it's just a coincidence. I prefer the 40-41mm size watches and consider these the perfect size for me. By today's standard these may even be a little small as many other very reputable companies are making 42-43mm. I do however feel the 45mm+ watches are a bit of a fad.

8 September 2011, 09:21 AM	#20
mrbill2mrbill2 "TRF" Member Join Date: Nov 2010 Real Name: Mr. Bill Location: South Florida Watch: 16610 Posts: 6,148	Cannot agree more with the "elegance to clunkiness" comment. Spot on! __________________ Card Carrying Member of the Global Association of the Retro-Grouch-Curmudgeons - ID # 13

8 September 2011, 09:25 AM	#21
mrbill2mrbill2 "TRF" Member Join Date: Nov 2010 Real Name: Mr. Bill Location: South Florida Watch: 16610 Posts: 6,148	I apolgize for repeat post - forgot the "quote". Mr. Eraserhead: Cannot agree more with the "elegance to clunkiness" comment. Spot on! __________________ Card Carrying Member of the Global Association of the Retro-Grouch-Curmudgeons - ID # 13

8 September 2011, 09:38 AM	#22
Rolex Junky Banned Join Date: Apr 2010 Real Name: Lorenzo Location: Netherlands Watch: 116710LN & 116201 Posts: 849	What makes THE DJ II unapealing to me are the dial colors with drawn markers. They would be much nicer imo if they had markers like the DJ.

8 September 2011, 09:57 AM	#23
ericdube "TRF" Member Join Date: Jul 2011 Real Name: Katherine Location: Massachusetts Watch: DJ, Sub-C, Daytona Posts: 218	I'd have to side with coincidence, as my AD told me that the DJ II's sell quite well actually.

8 September 2011, 10:22 AM	#24
HL65 TRF Moderator & 2024 SUBMARINER Patron Join Date: Dec 2007 Real Name: Ken Location: SW Florida Watch: One on my wrist. Posts: 63,817	Coincidence for sure... __________________ *SPEM SUCCESSUS ALIT*

9 September 2011, 02:07 PM	#25
Geronomo12 "TRF" Member Join Date: Apr 2011 Location: New York Watch: IWC Amalfi Platinu Posts: 65	I hope that Rolex stays with 40 mm. Part of the appeal is to fit perfectly as well as look good. Function is ill served by extreme watch size and it should not ever be forgotten that function and quality made Rolex what it is today.

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