[Krash]

Originally Posted by Guybrush

This.

To Joe on the street, it’s not only a luxury watch, it’s probably the definition of a luxury watch, and that’s not wrong in any way.

But to someone who knows watches (is a hobbyist, forumgoer, collector, SA, etc) it’d probably classify as entry- or mid-level luxury. Luxury, yes, but there are levels. And even within the brand itself there are levels. Car analogies are imperfect, but I don’t mind the idea of Porsche for Rolex. I see Porsches all the time, almost every day—Rolex Submariners and Datejusts are sorta like that too. But then there are the primo, rare Porsches that are more akin to unicorn Rolexes. As a brand, though, it doesn’t rise to the level of the supercar brands—even if it makes an occasional supercar. Nobody’s going to dis Rolex or Porsche—they’re just different brand-beasts from, say, Patek and Lamborghini.

Rolex is the “nice” (luxury) watch you get yourself when you retire or get promoted or graduate law school or something. Or it’s a midlife crisis purchase, the way a Porsche convertible might be.

I guess maybe where the luxury car analogy fails is that a lot of people will see someone driving a Porsche and think “what a douche.” They’ll think the same thing if someone’s wearing a Rolex, especially a yellow gold one. But whereas the same “douche” logic holds when someone shows up in, say, a Ferrari, I don’t think most people would know what a platinum PP looks like. So someone wearing a $$$,$$$ watch could escape the judgment that might afflict someone else wearing a vintage Rolex that cost 5 grand.

Rolex are luxury watches, period. Watch collectors and watch enthusiasts often can’t see the forest through the trees. Tag Heuer is a luxury watch for the masses.


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