Why do we buy a Rolex?

[Scarface]

As a proud Rolex owner, I have some idea myself of course ...

But as an academic researcher, I have a literature on psychographic research suggesting various motivations amongst or traits of consumers of luxuries.

Briefly these are 1) status-seeking, 2) need-for-uniqueness, 3) conformity - interpersonal influences, 4) fashion influence, 5) vanity (yes, vanity ), 6) hedonic-experiential motives, 7) quality-seeking (of course, if not Rolex, who else?) 7) materialism ... to list the most important

I know the list sounds dry and lifeless - after all you can't put your feelings or personality in a list, can you? But give it a try...

This is part of my "applied" research, in a qualitative exploratory attempt to generate insights that will be statistically tested later. It will result in published research at another point which I will repost here as well.

So what do you think? What does a Rolex mean to us and for our identity so that we are eager to pay the price? Can you add smth - can you comment? You don't have to stick to the above...feel free to speak for yourself; if we are all a separate category from those who buy any other watch, there must be a reason for this ...

[cbrenthus]

1) I wanted a Rolex.

[Scarface]

Originally Posted by cbrenthus

1) I wanted a Rolex.

Couldn't put it better cbrenthus

But if I publish such a paper I 'd have to search for another job next day

[Defiancekofb]

I would suppose those characteristics you described are on point for the majority of rolex owners. I guess the question should be, what is the percent each of those characteristics you described weigh more than others. I mean i'll be man enough to admit, there is a % of why I purchased a rolex is for status. It's a similar argument for vehicles, you could say luxury vehicles are safer than their economy counterparts, BUT such economy brands like Hyundai actually have better safety records than their luxury counterparts. It's just that most luxury car owners do not want to admit they purchased the car for the name brand, because of fear of being branded ostentatious, fake, or vain.

[Baptistman]

Originally Posted by cbrenthus

1) I wanted a Rolex.

x2

Design, heritage, quality, respected.

[timackerman]

Originally Posted by cbrenthus

1) I wanted a Rolex.

That sounds as good an answer as any other!!

[nsolga]

As a child, one learns of a brand or a specific model and idolizes it. Possibly a symbol adulthood? A coming of age?

I love it for it's quality, it's name, the brand awareness, the intelligence of buying something that with time will hold / grow it's value.

Then, when you put all of that (the above applys to many products/brands) relative to an item (a watch) that I'd have anyway, no matter what, by some producer or another... Then, it all builds to a "it just make's sense to me" kind of thing.

Oh, and I just plainly love and respect what the watch stands for. It stands for a higher standard, precision, reliability, meticulous detail and honor. It stands for luxury and refinement.

These are all things that I seek in my life, Rolex or not.

I'm simply glad and humbly thankful that I am able to enjoy Rolex (not one but, two fine time pieces)!

[anglykos]

Time is precious...So, as far as I am concerned, it's worth investing in! I guess it is most appropriate that the brand logo is a crown...

[MAC4130]

Originally Posted by Scarface

As a proud Rolex owner, I have some idea myself of course ...

But as an academic researcher, I have a literature on psychographic research suggesting various motivations amongst or traits of consumers of luxuries.

Briefly these are 1) status-seeking, 2) need-for-uniqueness, 3) conformity - interpersonal influences, 4) fashion influence, 5) vanity (yes, vanity ), 6) hedonic-experiential motives, 7) quality-seeking (of course, if not Rolex, who else?) 7) materialism ... to list the most important

I know the list sounds dry and lifeless - after all you can't put your feelings or personality in a list, can you? But give it a try...

This is part of my "applied" research, in a qualitative exploratory attempt to generate insights that will be statistically tested later. It will result in published research at another point which I will repost here as well.

So what do you think? What does a Rolex mean to us and for our identity so that we are eager to pay the price? Can you add smth - can you comment? You don't have to stick to the above...feel free to speak for yourself; if we are all a separate category from those who buy any other watch, there must be a reason for this ...

Ok, maybe you should have included a Poll to strenghten your experiment, cause youre gonna see a lot of very funny answers here!!!
For me it's luky number 7 !!!! Quality and reiliability as well as the heritage of the brand!
Good luck chuck!

[JJ Irani]

I was born out of a Rolex!!

[frostie]

Originally Posted by JJ Irani

I was born out of a Rolex!!

[boa2]

Most important, the watch has to smile hard at me when on my wrist. Certain models do, others don't.
Second, I want a reliable watch from a company with a reputation for reliability.
Last, I want a dependable service center should the watch need work.

Rolex satisfies on these accounts. And eventually, I'll be buying a Richard Lange (pictured below) for the same reasons.

[Scarface]

You guys are amazing!!!!!!!!!!!!!!!!!!!

[JJ Irani]

Originally Posted by Scarface

You guys are amazing!!!!!!!!!!!!!!!!!!!

....and this is only the very tip of the iceberg!!

[roadcarver]

My parents owns them - didn't really understood what Rolex was about until I learned more about it.

[rob]

Originally Posted by roadcarver

My parents owns them - didn't really understood what Rolex was about until I learned more about it.

Same here, Parents owned them. Dad SS Sub, Mom datejust, with bling. Just a Tech in the Cath Lab, Cracking Plaque, saving lives!

[Welshwatchman]

I just buy whatever Paulie (Mailman) tells me to.

[Scarface]

Originally Posted by Welshwatchman

I just buy whatever Paulie (Mailman) tells me to.

Now, I have to find Paulie and interview him
He must be such an opinion leader ... !

[mfer]

I like it for its timelessness (pardon the pun).

I mean, they can last forever, the can be repair to be brand new. They can be passed on. They look better with age (patina), etc. They are timeless in style.
All these things considered, a Rolex is cheap!!!!!

[profjohn]

As a academic (philosopher-sociologist) I have always been thinking that the ESRC / AHRB ought to fund a PhD studentship on the social constructionism of prestige watches and ascertain just what it is that's in a watch. I like my Panerai and Rolex watches because of their histories. However, I believe they are perceived by many to exude masculinity, a sense of financial security, attention to detail and quality. I'm surprised that some of my undergrad students keep glancing at my Exp II when I wear short sleeves. I really wonder what they think!

[wantonebad]

To impress bartenders and fellow bar-flies, plus chicks dig'em

[Leighton]

Once I looked it up to see what it meant, I bought my Rolex for "hedonic-experiential motives"!


Hedonic
From Wikipedia, the free encyclopedia
Jump to: navigation, search
Hedonic means "relating to utility". Literally it means: "related to pleasure".

The term is used both by economists and by other scientists. It means simply that one item or measure is judged better than another. The term hedonism, while from a related root means search for excessive pleasure.

Hedonic: related to the search of pleasing the flesh

[Scarface]

Originally Posted by Leighton

Once I looked it up to see what it meant, I bought my Rolex for "hedonic-experiential motives"!


Hedonic
From Wikipedia, the free encyclopedia
Jump to: navigation, search
Hedonic means "relating to utility". Literally it means: "related to pleasure".

The term is used both by economists and by other scientists. It means simply that one item or measure is judged better than another. The term hedonism, while from a related root means search for excessive pleasure.

Hedonic: related to the search of pleasing the flesh

Deriving pleasure : sensory (5 senses) or psychological ... a Rolex is pleasant to touch, see, listen to ... I don't know about smell and taste - never ate one so far

Seeking experiences relates mostly to the psychological side ...

Utility is quality - not hedonic - different from hedonic consumption...

[haakon59]

I would say all of the reasons you list apply to some extent--except the desire for unique-ness.

[Trurolexer]

Because...it's a Rolex?
And I LOVE ROLEX!!!

[entropydave]

I just wanted a reliable and resiliant watch - I don't over-analyse my needs.

[DSJ]

All of these, in no particular order of ranking:
1. Quality
2. Durability
3. Success (reminds ME of my hard work and resulting success from said work, allowing me to afford it)
4. High residual value
5. Appearance to me (there is a timeless beauty that never fades, I enjoy looking at it)
6. Stability (as it relates to the aforementioned attributes)
7. Visceral desire that is not ephemaral

Moreso than anything though, for me, ownership of a Rolex is more than having a nice watch, it is the concrete realization of a dream.

[SemperTime]

The only difference between want and need is a strong desire. I think the real question would be "How did you obtain your Rolex".

The road to Rolex!

[frostie]

Originally Posted by DSJ

All of these, in no particular order of ranking:
1. Quality
2. Durability
3. Success (reminds ME of my hard work and resulting success from said work, allowing me to afford it)
4. High residual value
5. Appearance to me (there is a timeless beauty that never fades, I enjoy looking at it)
6. Stability (as it relates to the aforementioned attributes)
7. Visceral desire that is not ephemaral

Moreso than anything though, for me, ownership of a Rolex is more than having a nice watch, it is the concrete realization of a dream.

Very well said

I have to agree here

[DSJ]

Originally Posted by frostie

Very well said

I have to agree here

Thanks Buddy!