Smart move from Rolex at Basel this year

[FrontHeadlock]

Originally Posted by JacksonStone

The issue I have this year isn't the models themselves, necessarily. I can accept that Rolex doesn't have to hit it out of the park every year, as you say. It's the bigger picture of what's happening to some of the lines, and the general design ethos of the brand - at least with regard to the sports models. (I think the DJ line looks better than ever, actually.) Two years ago, the GMT line was cohesive and complete (except for no Coke); in one release/deletion cycle, it has become a complete mess: no black or other solid-color bezel option (at least for now), SS on Jubilee only*, and THREE Pepsi models, two of which are WG. For bezel variety, if you're not into blue or red, you get brown. It makes no sense.

The Yachtmaster line is no better. It already was confused, with two different bezel styles and strap/bracelet options determined by the metal grade. Now they've muddied the waters even more by putting out a lone larger model that looks an awful lot like a Sub on a strap. And don't get me started on the mismatched hands. The line is totally scattershot, with no guiding design principles that I can determine.

And now we have a two-tone saturation diver, complete with an HEV. Uh, OK...

Up to now, I was looking forward to the Sub receiving a movement update, and wondering what interesting twists Rolex might give it. Now I fear whenever the update happens, the line might get gutted the same way the GMT line has been, and am grateful so far the existing line has been left unsullied. Perhaps this is just a momentary lull, and ensuing years will show the wisdom behind these intermediary steps, but for now, I'm seeing the potential signs of a brand that may have lost its way in terms of design.


*Does anyone else find it ironic that the "dressier" Datejust provides the option of either Jubilee or Oyster bracelets, per the purchaser's preference, but the "tool watch" SS GMT is Jubilee only? Why can't GMT purchasers get the same choice?

This is an excellent post. Agree with all of it.

The DJ line looks fantastic. Literally overnight I pretty much went from being unsure whether to get a DJ 36 or a GMT LN to having the decision made for me.

The GMT was my favorite professional line by far, and in one Baselworld the got rid of my FOUR favorite versions: SS LN, Batman on oyster, TT LN and YG LN. I mean, wow.

[Welshy]

So if you are Rolex, and your current SS lineup cannot meet demand, why in the world would you introduce a new highly sought-after watch right on the heels of the BLRO (still selling for x2 retail). They simply don't need to offer a new "it" watch this year, and it damages potential demand they might well need to drive in an economic downturn.

The market will turn and 2020 will have a signature anniversary watch. If I have a "Coke" on deck, I'm offering it in 2021.

"I'm done with Rolex" because they didn't offer a new watch in line with your specific tastes seems...well, silly. Next year or the year after, I imagine folks who "left" may well "come back" when an offering is more in line with their wants. They are never going to produce an amazing watch you love every year.

I wouldn't short them, I'd buy long.

My .02, that YM looks pretty fantastic to my eyes.

[RTG]

You guys all miss the point. Rolex is building a broader line to attract a larger customer base. It’s a new world with new competition and new watches. I think they are doing a good job attracting more buyers and I bet their balance sheet backs me up 100%. Making everything 40 mm stainless steel would be freaking stupid.

[RTG]

Originally Posted by Welshy

So if you are Rolex, and your current SS lineup cannot meet demand, why in the world would you introduce a new highly sought-after watch right on the heels of the BLRO (still selling for x2 retail). They simply don't need to offer a new "it" watch this year, and it damages potential demand they might well need to drive in an economic downturn.

The market will turn and 2020 will have a signature anniversary watch. If I have a "Coke" on deck, I'm offering it in 2021.

"I'm done with Rolex" because they didn't offer a new watch in line with your specific tastes seems...well, silly. Next year or the year after, I imagine folks who "left" may well "come back" when an offering is more in line with their wants. They are never going to produce an amazing watch you love every year.

I wouldn't short them, I'd buy long.

My .02, that YM looks pretty fantastic to my eyes.

Because a lot of potential buyers end up paying triple for PM. That is obviously what Rolex wants as they are pushing PM while withholding steel. 30 grand you get it this week. 12.4 grand you get it this decade. It is so simple and it’s working.

[exador]

It's funny but the Rolex sentiment at the moment echoes exactly that of Apple. Fans are complaining that they can no longer innovate, just keep on tweaking the same tired products and continually raise prices.

But people keep on buying them

[FTX I]

I've been following Basel fair for many years, six years as a TRF member, and this is the first that I thought was hilarious.

[johnnyjazz]

I think you may find all these new models were discussed and designed at Rolex a few years ago, before the shortage etc happened. It may also be the case that the laying off of a large numbers of AD,s was also discussed at the same time. Whatever is going to happen, regards boutiques only, next years and the year after models etc, Rolex have already planned and put into operation. Looks that way to me.

[Roli4life]

They basically crapped on their dealers who have to buy so many of these watches a month, and have even more that they can’t sell versus the ones people actually want to buy.

[Welshy]

Originally Posted by exador

It's funny but the Rolex sentiment at the moment echoes exactly that of Apple. Fans are complaining that they can no longer innovate, just keep on tweaking the same tired products and continually raise prices.

But people keep on buying them

Isn't that what they always do...and have always done?

My dad's TTsub is ~30 years old; my mother has a DJ ~20 years old. Their aesthetics are remarkably similar to todays watches.

[HONDABBQ]

Originally Posted by lawrence1

i wouldn't call a nearly $30k watch a bargain. And for a $30K non complicated reference, the lack of a bracelet is a negative in my book.

To me it’s a bargain instead if 40k for a PM with the same complication. Ie Daytona.
It seems that your opinion, which you are very much welcome to have, is not inline with those that like the references on OF, some if which are very popular.

[lawrence1]

Originally Posted by HONDABBQ

To me it’s a bargain instead if 40k for a PM with the same complication. Ie Daytona.
It seems that your opinion, which you are very much welcome to have, is not inline with those that like the references on OF, some if which are very popular.

Huh? A Daytona is not the same complication. One is a chronograph, one is not. Surprised you haven’t figured this out yet. And the only OF references that are indeed somewhat popular happen to be the daytona models. I hope you’re not comparing this watch to a daytona, that would be silly.

[HONDABBQ]

Originally Posted by lawrence1

Huh? A Daytona is not the same complication. One is a chronograph, one is not. Surprised you haven’t figured this out yet. And the only OF references that are indeed somewhat popular happen to be the daytona models. I hope you’re not comparing this watch to a daytona, that would be silly.

I was referencing the the same model with the same complications.
Again the popular OF models you think aren’t of value, many think they are by your own admission.

I’m not here to fight. Just relaying my opinions.

[GradyPhilpott]

Originally Posted by JacksonStone

I'm curious, too. I don't recall the Pepsi getting this much blowback last year, gripes over bezel color notwithstanding.

I think in the case of the 126710BLRO, people were so surprised and taken aback by the steel BLRO that the complaints about the bezel colors and the Jubilee bracelet were drowned out.

There were plenty of complaints, although not as vociferous as those directed at the new reference, which are well beyond the pale in my judgement.

[cloudplay]

Originally Posted by GoingPlaces

I am curious to see if the updated BLNR will have a waitlist. The other models I don't see being difficult to acquire.

I'd bet my BLNR vs a bag of chips that the new BLNR will be just as difficult to get (i.e., many ADs won't even put new customers on waitlists) until a) Rolex increases supply or b) a real economic downturn or c) Rolex becomes uncool (which has happened to other high-flying businesses before)

[Andad]

Originally Posted by CoveWatch

They didnt scrap any of the most popular models at all and we have to remember TRF is just a small % of Rolex buyers.. To the average buyer, they may be thinking its a kickass basel!

And there will certainly be waiting lists, the new BLNR will definitely get much more difficult to attain.

A lot of people are complaining that Rolex didnt release anything exciting to them, but from Rolex's point of view.. You guys already fight each other to buy my products, evident by the empty cases, so I'm going to make some higher margin products for you to buy instead when you can't buy a hot piece.

Makes sense to me

Have you checked the numbers lately?

If the prices were right I would probably have bought at least three more in the past two years.

Rolex are shooting themselves.

[grimps]

Originally Posted by Welshy

So if you are Rolex, and your current SS lineup cannot meet demand, why in the world would you introduce a new highly sought-after watch right on the heels of the BLRO (still selling for x2 retail). They simply don't need to offer a new "it" watch this year, and it damages potential demand they might well need to drive in an economic downturn.

The market will turn and 2020 will have a signature anniversary watch. If I have a "Coke" on deck, I'm offering it in 2021.

"I'm done with Rolex" because they didn't offer a new watch in line with your specific tastes seems...well, silly. Next year or the year after, I imagine folks who "left" may well "come back" when an offering is more in line with their wants. They are never going to produce an amazing watch you love every year.

I wouldn't short them, I'd buy long.

My .02, that YM looks pretty fantastic to my eyes.

I'd have said that it's more to do with production than anything else , the new Batman is just the Pepsi with a different colour Bezel .
Surely the production line ( If that's what Rolex have ) must be more slicker if using 99% of the same parts on a model ?
Having several different parts , movements and bracelets on the same model must have been holding things up.
Next year we'll get the LN on a oyster bracelet

[bowsersdaddy]

LOL totally agree with OP

[crazymcmichael]

Originally Posted by tudorbaja27

[airchitect]

My AD was pretty Co dude that’s there would be no list beyond the existing one for the BLNR.

[Swaye]

Originally Posted by JacksonStone

The issue I have this year isn't the models themselves, necessarily. I can accept that Rolex doesn't have to hit it out of the park every year, as you say. It's the bigger picture of what's happening to some of the lines, and the general design ethos of the brand - at least with regard to the sports models. (I think the DJ line looks better than ever, actually.) Two years ago, the GMT line was cohesive and complete (except for no Coke); in one release/deletion cycle, it has become a complete mess: no black or other solid-color bezel option (at least for now), SS on Jubilee only*, and THREE Pepsi models, two of which are WG. For bezel variety, if you're not into blue or red, you get brown. It makes no sense.

The Yachtmaster line is no better. It already was confused, with two different bezel styles and strap/bracelet options determined by the metal grade. Now they've muddied the waters even more by putting out a lone larger model that looks an awful lot like a Sub on a strap. And don't get me started on the mismatched hands. The line is totally scattershot, with no guiding design principles that I can determine.

And now we have a two-tone saturation diver, complete with an HEV. Uh, OK...

Up to now, I was looking forward to the Sub receiving a movement update, and wondering what interesting twists Rolex might give it. Now I fear whenever the update happens, the line might get gutted the same way the GMT line has been, and am grateful so far the existing line has been left unsullied. Perhaps this is just a momentary lull, and ensuing years will show the wisdom behind these intermediary steps, but for now, I'm seeing the potential signs of a brand that may have lost its way in terms of design.


*Does anyone else find it ironic that the "dressier" Datejust provides the option of either Jubilee or Oyster bracelets, per the purchaser's preference, but the "tool watch" SS GMT is Jubilee only? Why can't GMT purchasers get the same choice?

This.

[1William]

Nothing at this years Basel that will move me to make a Roles purchase of a new model this year. If the TT Sea-Dweller had been all gold, maybe. But maybe next year. Still waiting for the Daytona-C II. A 42 mm version of the current watch.

[HogwldFLTR]

It's not totally surprising what Rolex did. They moved their most sold/popular models to the new movements first. This seems like a reasonable business plan for conversion. There's only so much a development group can do at a time.

[DoctorA]

Originally Posted by bardm

Rolex was tired of the waiting lists so they scrapped the most poular models and introduced a couple of new models no sensible human would buy.

Smart move - no wating lists anymore.

I like the silver lining

[lawrence1]

To me, this year was more about streamlining production. They cut some of those models that were not hot sellers, resuced the amount of watche/bracelet combos and will likely reallocate capacity to those models that are in very high demand. Good move. I would expect the whole inventory crisis to improve this year.

[JacksonStone]

Originally Posted by HogwldFLTR

It's not totally surprising what Rolex did. They moved their most sold/popular models to the new movements first.

I thought that too, which is why I thought we'd see an updated Sub this year. I'd consider the Sub more popular and better selling than a Y-M.

Side note: as has been noted, the entire YM line has been upgraded to the 3235 movement, including existing models. No other aesthetic changes are apparent (other than the coronet at 6:00), indicating Rolex will simply "drop" in a movement to an existing watch. Also, the reference on the SS models is 126622, another indication that the movement update alone will change the reference from 11xxxx to 12xxxx. Some people had wondered if a movement update alone (without other changes) might keep the reference the same but with an M appended.

[Easy E]

Originally Posted by JacksonStone

I thought that too, which is why I thought we'd see an updated Sub this year. I'd consider the Sub more popular and better selling than a Y-M.

Side note: as has been noted, the entire YM line has been upgraded to the 3235 movement, including existing models. No other aesthetic changes are apparent (other than the coronet at 6:00), indicating Rolex will simply "drop" in a movement to an existing watch. Also, the reference on the SS models is 126622, another indication that the movement update alone will change the reference from 11xxxx to 12xxxx. Some people had wondered if a movement update alone (without other changes) might keep the reference the same but with an M appended.

Bookmark this post for somewhere around Feb 1, 2020. This will come up maybe a million times about then. Does seem likely that the sub line will see this behavior next go around.

[tyler1980]

Originally Posted by GoingPlaces

I am curious to see if the updated BLNR will have a waitlist. The other models I don't see being difficult to acquire.

the BLNR and YM will have WL no question. The SD probably not but its probably not going to collect dust either.