Rolex Booklets, an opinion and a rant...

[TheVTCGuy]

Consider this a rant against Rolex.... I feel they are being "cheap" with the modern booklets; the vintage ones make so much more of a statement.

I am having trouble uploading all the pics I want, but let's take a look at my model, the Explorer II. The vintage pic says a lot to me, it exemplifies the "heart" of the watch. An Explorer, a Spelunk- Spelunkne-... Spelunkist- A guy that explores caves, is venturing in to the unknown; captivating the spirt of exploring. His equipment is essential, the type, the quality, the choice he makes could save his life. Looking at this picture, I know that (of course) he is wearing a Rolex on his wrist. It gives him a "confidence" in his timekeeping device.

Now look at the modern version... An embossed booklet with an orange colored hand. Does anyone else feel this is a "cheap" modification? There is no picture, merely an image of the dial. IMHO, there is no "spirit" of the watch displayed as there is with the vintage booklets.

Other examples (I'll try to put the pics up) are the GMT and the Submariner. The vintage book of the GMT shows a pilot, in the cockpit. The sun is setting and he is getting ready for his flight, checking the equipment. We don't see it but of course there is a GMT on his wrist. It is an essential device and gives him confidence in the upcoming trip. The Submariner, shows two divers, inside a cave. Just like the EX II picture, they are venturing in to the unknown, and of course the Rolex's they are wearing are part of this spirt of exploring, venturing where very few can go.

Maybe I'm off, (well, I Definitely am ) but these new booklets lack the essence and spirit of the watches they describe, I think the new ones are a cheap advancement of what used to be a very integral part of the essence of Rolex.

Opinions?

[TheVTCGuy]

The vintage Sub book

[TheVTCGuy]

The GMT

[dera]

I prefer the new booklets. Understated yet refined - just like Rolex itself.

[Jocke]

It sounds as if you are worried that Hustler will become cartoon magazine.

[johneh]

I personally couldn't care less about the book it comes with. I haven't even opened one before. That said, if I had to choose between the two Exp2 books, I'd pick the new one. The old one looks cheesy.

[jrs146]

Originally Posted by johneh

I personally couldn't care less about the book it comes with. I haven't even opened one before. That said, if I had to choose between the two Exp2 books, I'd pick the new one. The old one looks cheesy.

I agree... It's just a booklet. Also, the entire Rolex presentation (box, etc.) is rather weak compared to a lot of companies. But this would NEVER stop me from buying one considering they just sit in my closet in a bin.

[carwash66]

For me, the old versions definitely portray a sense of adventure, mystique and confidence. I guess in today's world of screen icons and pictograms, marketing is shifting with the times. I love most of the new technology, but still have a nostalgic side.

[Chadridv]

I think I agree with you, but I don't think this has anything to do with the materials being "cheap". This to me is simply about design and aesthetic.

I work in production so I know it would be relatively costly to produce the imagery shown in your vintage booklet examples. However, in the big picture, it's a pretty inexpensive investment for a company like Rolex. Hell, if Rolex is reading, send me a message I'll shoot their images for close to expenses only ;)

In fact, Rolex could probably just buy the rights to existing images that exemplify the samples you've provide and share the quality and characteristics of their products.

In other words, it won't cost Rolex a whole lot to make manuals like those of the past. So it's not really about spending and budget IMO, it's just about design choices.

[Old Expat Beast]

Rolex recycled those cover photos for about 25 years.

[SemperFi]

Is there a book on the Explorer? I've looked but not sure it even exists.

[Eric Chan]

Originally Posted by dera

I prefer the new booklets. Understated yet refined - just like Rolex itself.

Me too.

[Syed117]

I take more issue with Rolex not being able to create a decent box that fits all the booklets and warranty card inside.

I know it's just a box that never gets seen, but there is no excuse for a company like Rolex. Their boxes do not even come close to matching the standard of their watches.

[ltmgeller]

Originally Posted by Syed117

I take more issue with Rolex not being able to create a decent box that fits all the booklets and warranty card inside.

I know it's just a box that never gets seen, but there is no excuse for a company like Rolex. Their boxes do not even come close to matching the standard of their watches.

I agree. Let them figure out how to fit everything that's included with the watch in the watch box. Seems simple.

[TheVTCGuy]

Originally Posted by Syed117

I take more issue with Rolex not being able to create a decent box that fits all the booklets and warranty card inside.

I know it's just a box that never gets seen, but there is no excuse for a company like Rolex. Their boxes do not even come close to matching the standard of their watches.

Originally Posted by ltmgeller

I agree. Let them figure out how to fit everything that's included with the watch in the watch box. Seems simple.

Another good point! I hadn't even thought of that but you are right.

Do you think this is a cost cutting issue? It is hard for me to believe a company like Rolex purposefully disregards things like this when they are an organization that is so focused on the details.

[Davidmay]

its a booklet

[dardeca]

It doesn't matter to me what the booklet looks like.

[SCsailor]

I like the new ones better.


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[Sublover2166]

It seems to almost convey that Rolex watches are not "tool watches" anymore, but merely high priced jewelry. YMMV

[Justinmg]

Yep I agree, I just bought a 114270 and the booklet you showed was not with the watch so I ordered one. I think it captures the heart of the watch and I love it. The new one is not very inspiring. John you nailed it, the new cover says it all about what image Rolex is portraying.

[Rolex57]

Funny, the mid-tier watch makers are putting all their efforts into giving a new watch owner a nice box and nice books.

Personally, I'd rather the companies funnel the money into building a better watch.

If you like the older booklets, I say buy the older booklets.

Personally, I like how the new ones are all uniform Rolex green, from the owners manual to the warrantee to the wallet card.

Interesting to note, I posted a thread a couple weeks back about trying to snag an extra one of the new green COSC hangtags to go with my 09 DSSD and was met with negative comments.

[LVSubmariner]

Originally Posted by TheVTCGuy

Consider this a rant against Rolex.... I feel they are being "cheap" with the modern booklets; the vintage ones make so much more of a statement.

I am having trouble uploading all the pics I want, but let's take a look at my model, the Explorer II. The vintage pic says a lot to me, it exemplifies the "heart" of the watch. An Explorer, a Spelunk- Spelunkne-... Spelunkist- A guy that explores caves, is venturing in to the unknown; captivating the spirt of exploring. His equipment is essential, the type, the quality, the choice he makes could save his life. Looking at this picture, I know that (of course) he is wearing a Rolex on his wrist. It gives him a "confidence" in his timekeeping device.

Now look at the modern version... An embossed booklet with an orange colored hand. Does anyone else feel this is a "cheap" modification? There is no picture, merely an image of the dial. IMHO, there is no "spirit" of the watch displayed as there is with the vintage booklets.

Other examples (I'll try to put the pics up) are the GMT and the Submariner. The vintage book of the GMT shows a pilot, in the cockpit. The sun is setting and he is getting ready for his flight, checking the equipment. We don't see it but of course there is a GMT on his wrist. It is an essential device and gives him confidence in the upcoming trip. The Submariner, shows two divers, inside a cave. Just like the EX II picture, they are venturing in to the unknown, and of course the Rolex's they are wearing are part of this spirt of exploring, venturing where very few can go.

Maybe I'm off, (well, I Definitely am ) but these new booklets lack the essence and spirit of the watches they describe, I think the new ones are a cheap advancement of what used to be a very integral part of the essence of Rolex.

Opinions?

Agreed the new ones are lacking, I like seeing the small details and the way the vintage books portray the adventures

[watchwatcher]

I'm so excited when I get a watch I rarely look much at the booklets...so it's pretty much a non-issue for me. I do kind of like the orange hand, though...

[sickened1]

Originally Posted by carwash66

For me, the old versions definitely portray a sense of adventure, mystique and confidence. I guess in today's world of screen icons and pictograms, marketing is shifting with the times. I love most of the new technology, but still have a nostalgic side.

[Daytona88]

The new Daytona booklet is very classy. I prefer no pictures.

[RolexAuthority]

I agree totally the old Rolex boxes booklets papers has real passion to them real emotional feeling the modern packaging lacks soul in many respects - soul has been lost a long time ago I feel over making things shiny n new looking which is a big shame

[Cru Jones]

Cheap? No.

More modern, refined and luxurious? Yes.

The same sense of soul? No.

The same thing could be said about the print ads.

[sugaray]

I think Rolex should do Hardcover and have a nicer sleeve to fit everything in.

[GradyPhilpott]

I don't think it's a good idea to complain about such things.

If Rolex spiffs up the booklets and offers a more exquisite, custom box, they will pass the cost on to the customer, which will result in a raft of rants about price increases.

[dabbotjordan]

When I bought my SD in 2002 it came with everything the anchor,dive tables the lot. Which was really cool. I kinda miss that.