How is it possible?

[Raku]

Originally Posted by Cru Jones

Instead of some tectonic shift in the global strategies of Rolex.....

.....maybe it's just that less people want Tudor. And like most watch brands, therefore, there are too many produced Tudors sitting out there.

Outside of TRF, I would guess most people don't know the brand. Maybe they've seen the Beckham ad.

On the other hand, and for better or worse, everyone knows Rolex. And more and more people want one.

I'm not trying to criticize Tudor. They make a fine watch. I just think what's going on with Rolex (and Tudor) stock is much less complicated than what some make it out to be.

Exactly.
Also remember that Tudor was stopped being marketed in some countries including USA until a few years ago.

[tyler1980]

Originally Posted by Cru Jones

That kind of wait time is just for the Daytona. And it's been like that for over a decade.

The shortage of the other SS models is more of a recent blip. And I think it's a temporary blip.

its still a hassle to get pretty much every SS reference. I just don't think Tudor buyers would be as OK with that.

[Cru Jones]

Originally Posted by tyler1980

its still a hassle to get pretty much every SS reference. I just don't think Tudor buyers would be as OK with that.

True, but only over the last year or so. Things will sort themselves out.

I think Rolex correctly anticipated the overall downturn in the watch industry and did not want bloated inventory, but, they failed to anticipate that their SS models would remain in high demand (if not actually increase in demand).

I don't think it's a conscious move upmarket. I also don't think it's a conscious ceding of market share to Tudor (one does not simply cede market share "hoping" that those unable to buy their Rolex will cross-shop a brand in a completely different price/prestige category).

[Raku]

Originally Posted by Cru Jones

True, but only over the last year or so. Things will sort themselves out.

I think Rolex correctly anticipated the overall downturn in the watch industry and did not want bloated inventory, but, they failed to anticipate that their SS models would remain in high demand (if not actually increase in demand).

I don't think it's a conscious move upmarket. I also don't think it's a conscious ceding of market share to Tudor (one does not simply cede market share "hoping" that those unable to buy their Rolex will cross-shop a brand in a completely different price/prestige category).

Indeed.
Plus Rolex could not have known for sure that a customer would buy Tudor instead of the out of stock Rolex, because Tudor is sold in any jewelry shop next to other brands like Omega, Tag and Breitling, all priced quite similarly.
There are no dedicated Tudor boutiques, at least not here in the UK.
So the temporary shortage of SS Rolexes seems like a more plausible explanation.

[Likestheshiny]

That Rolex can’t seem to keep up with SS model demand, yet Tudor can?

That's not a valid comparison. Demand for Rolexes is much, much higher than for Tudors.

Of course, Rolex is also intentionally throttling its supply. But even that aside, it takes enormously more resources to keep up with Rolex demand than with Tudor demand. The average watch buyer has never even heard of Tudor.

[77T]

Good insights/opinions...

But for those saying Rolex sells more than Tudor - how do you know that?
Neither produce unit sales in any reports.

Globally they two could be nearly the same. And almost all Tudirs are SS while a good percentage of the Rolex lineup is precious metal or two tone (bimetallic).

I think Team Tudor is beating the Rolex Rustics...

[77T]

Originally Posted by Chadridv

It's not an accident. It's a part of a bigger picture plan. If Rolex wanted to "keep up" with the demand, they would.

If true, sad day for the brand. Leadership in Geneva should ask the same question I saw in this week’s Time magazine on page 6:





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