Is Rolex a enthusiast brand anymore?? My 3 decade ownership has me wondering.

[Mystro]

Since we are on a watch forum and I have been a WIS for 3 decades (long before we even had the term WIS), I am having increased concerns on where our hobby is headed with the Rolex brand.

I love the renewed enthusiast that are coming back to Rolex and the young guys pumped to get their first Rolex model. My real concern is motives and attitude about the brand. Assigning value to a watch by how hard it is to get or how high it’s current inflated price is fetching is troubling and extremely superficial from a WIS perspective.

It seems like many are flaunting Rolex now as a status watch even more than the yuppies of the 80’s but now it’s about how difficult a particular model is to get rather than how flashy it was in the 80’s. Horological discussion and technical talk have almost been totally eclipsed by the act of purchasing a Rolex.

To think that we talk less about the actual watch and focus all the attention on obtaining the watch is bizarre and almost more twisted than the motives of the 80’s buyer. Is Rolex losing its core enthusiast? Other brands like AP, VC, Panerai, IWC etc..don’t nearly have the resale value of Rolex but they are at least discussed by their core enthusiast about the watch and not as a commodity.

Some of us remember a simpler motive of buying a watch by the way it looks and fit our style. Maybe we just thought it was a cool movement in a great case and had to have it. Stickers, resale, and user anxiety never entered our minds. Will the new Rolex buyer ever enjoy these simple pleasures of being a WIS?

[Lemonvr6]

This is that thread for the hour

Now filming: grumpy old men 3

[MrEleven]

Rolex is now a hype brand.
Seen a young man in his early 20s the other night at my local pizza place, as i walked in he was eyeing me up, i didnt have a watch on but had some expensive trainers so must of got his attention. He then pulled up his sleave to show off his rolex and was desperate for me to notice it lol.
Since the last few years ive slowly gone off rolex and i do love my gmts but honestly think there no worth the hassle or grey market price far better options out there.

[Luap1976]

Originally Posted by Mystro

Since we are on a watch forum and I have been a WIS for 3 decades (long before we even had the term WIS), I am having increased concerns on where our hobby is headed with the Rolex brand.

I love the renewed enthusiast that are coming back to Rolex and the young guys pumped to get their first Rolex model. My real concern is motives and attitude about the brand. Assigning value to a watch by how hard it is to get or how high it’s current inflated price is fetching is troubling and extremely superficial from a WIS perspective.

It seems like many are flaunting Rolex now as a status watch even more than the yuppies of the 80’s but now it’s about how difficult a particular model is to get rather than how flashy it was in the 80’s. Horological discussion and technical talk have almost been totally eclipsed by the act of purchasing a Rolex.

To think that we talk less about the actual watch and focus all the attention on obtaining the watch is bizarre and almost more twisted than the motives of the 80’s buyer. Is Rolex losing its core enthusiast? Other brands like AP, VC, Panerai, IWC etc..don’t nearly have the resale value of Rolex but they are at least discussed by their core enthusiast about the watch and not as a commodity.

Some of us remember a simpler motive of buying a watch by the way it looks and fit our style. Maybe we just thought it was a cool movement in a great case and had to have it. Stickers, resale, and user anxiety never entered our minds. Will the new Rolex buyer ever enjoy these simple pleasures of being a WIS?

I agree

[beshannon]

Originally Posted by Mystro

Is Rolex a enthusiast brand anymore?? My 3 decade ownership has me wondering.

No

Take a look at the BMW forum, same atmosphere.

Enthusiasts are lamenting the good old days of purpose driven products.

Now for both brands it is all about the money and the buyers care little about the actual product.

Sad to see but not surprising.

[MinMay]

sell me your older watch at MSRP :) . and then we talk :)

[Brew]

It's a mass produced product, enjoyed by the masses, who are now invading your WIS hangouts. Or, your hangouts have moved to the masses' sm platforms. The brand hasn't changed.

[Syed117]

Rolex hasn't been an enthusiast brand in a long time.

The vast majority of Rolex owner's are not enthusiasts. Even this forum is dramatically different from what it was a few years ago.

These days I find myself looking at user join dates when I see nonsensical posts crying about one thing or another. Almost always members that have joined in the last year or two. Obviously I don't expect them to have the same experience that the long time members have, but there has been a noticeable trend in regards to their topics and posts.

[BaronVonMikey]

I'm curious about where this all goes. For me i just love beautiful time peaces. Rolex i just happen to enjoy and i have a collection of pocket watches from the 19th century that contrast with the new

Rolex watches might be turning into a form of currency lol

Cheers :)

[beshannon]

Originally Posted by Brew

The brand hasn't changed.

Completely disagree

Product releases that are simply new versions, that closely follow rumors of shiny new colors or bracelets.

Rolex is in the luxury business not the watch business. They will ride this hype train and follow trends of versioning the same watch for as long as the masses believe they have to have the hottest product to show off on social media.

[Mystro]

We (this forum) are incredibly influential with the direction of a particular watch brand. I have been a acting and contributing member long enough to have seen it first hand on many models we (as a forum) tend to favor. I loved over the years doing reviews and helping owners care for and give tutorial tips on “how to etc”. It takes a lot of time to do good pics and write these up but it is all worth it if it can help new owners enjoy their new watch more and give them a more advanced technical knowledge.
It’s almost our duty as a seasoned WIS to share the tips and tricks we have learned over the years and pass them on.

I watch our moderators deal with a entirely new direction of owners and forum issues and wonder how much longer they will keep the guard of this forum as it’s a thankless job being a moderator. Is it still worth doing tutorials and “how to etc’ if no body is interested anymore??

[alphasports]

Agree with OP though it is hardly a recent trend, it's just been getting worse for several decades.

[Syed117]

Originally Posted by BaronVonMikey

Rolex watches might be turning into a form of currency lol

Cheers :)

They always have been.

The difference is that now that seems to be the focus and all people want to talk about. It's no longer about wearing watches because you like watches.

[Lemonvr6]

Originally Posted by alphasports

Agree with OP though it is hardly a recent trend, it's just been getting worse for several decades.

Since the sub came out it seems

[singe89]

Rolex marketing, the yuppies in the 80's and the rise of hip hop talking about rolex brought the brand to the mainstream powerhouse that it is today. Now they are going through another evolution of popularity due to social media. The popularity/prices of some models will die down but the lift of the brand is whats important to the brand equity.

What I really don't like as a WIS is that APs and Pateks don't fly under the radar anymore. FAR more people are noticing/commenting on my watches. I would rarely get a comment before and those that did were fellow WIS, now there are teenagers complimenting a RO by name.

[Bigblu10]

Originally Posted by Mystro

We (this forum) are incredibly influential with the direction of a particular watch brand. I have been a acting and contributing member long enough to have seen it first hand on many models we (as a forum) tend to favor. I loved over the years doing reviews and helping owners care for and give tutorial tips on “how to etc”. It takes a lot of time to do good pics and write these up but it is all worth it if it can help new owners enjoy their new watch more and give them a more advanced technical knowledge.
It’s almost our duty as a seasoned WIS to share the tips and tricks we have learned over the years and pass them on.

I watch our moderators deal with a entirely new direction of owners and forum issues and wonder how much longer they will keep the guard of this forum as it’s a thankless job being a moderator. Is it still worth doing tutorials and “how to etc’ if no body is interested anymore??

Not sure if you noticed, but many of the long time members who consistently contributed to this forum no longer participate. They may lurk, but most likely are disgusted with the amount of threads that are about whining about shortages, investing in watches etc.

[Calatrava r]

The primary issues are scarcity, bragging rights, resale value and will this watch go with my outfit. That is where we are today. Bear in mind though, Rolex is a very traditional brand with very slow changes over time. Everything that can be said about the brand has been said over and over. I do think the newest movement was a significant step forward which really did not get the discussion it deserves. Most likely this was because of the overwhelming supply and demand imbalance. There is no norm for the brand in terms of following or why people buy the product, it just reacts to the times and situations which exist.

[jsausley]

Who cares?

I see you have a 911 in your avatar. Does it bother you when a rich doctor who can't even change his oil buys a 911?

[mgsooner]

Do what I've done: start exploring the catalogues of brands that aren't as "hot" as Rolex. I've recently been doing a deep dive into the Tudor & Grand Seiko lineups. Was just watching some videos on the North Flag, a watch I immediately wrote off when I first saw it but now have come to appreciate.

[Lemonvr6]

Originally Posted by jsausley

Who cares?

I see you have a 911 in your avatar. Does it bother you when a rich doctor who can't even change his oil buys a 911?

*like button*

[DoDe]

Originally Posted by beshannon

Product releases that are simply new versions, that closely follow rumors of shiny new colors or bracelets.

Rolex is in the luxury business not the watch business. They will ride this hype train and follow trends of versioning the same watch for as long as the masses believe they have to have the hottest product to show off on social media.

True !

[wigdog63]

Originally Posted by Mystro

We (this forum) are incredibly influential with the direction of a particular watch brand. I have been a acting and contributing member long enough to have seen it first hand on many models we (as a forum) tend to favor. I loved over the years doing reviews and helping owners care for and give tutorial tips on “how to etc”. It takes a lot of time to do good pics and write these up but it is all worth it if it can help new owners enjoy their new watch more and give them a more advanced technical knowledge.
It’s almost our duty as a seasoned WIS to share the tips and tricks we have learned over the years and pass them on.

I watch our moderators deal with a entirely new direction of owners and forum issues and wonder how much longer they will keep the guard of this forum as it’s a thankless job being a moderator. Is it still worth doing tutorials and “how to etc’ if no body is interested anymore??

I hear what you are saying.
I'm a relative newcomer to the forum, but owned my first Rolex in 2001.
I would be happy to be a non contributing member with simply viewing access just to tap in to the knowledge base here. Maybe a rule of no posting until membership for over 2 years, with frequent visits made in that time. it is a real shame if those with all the experience are not feeling able to share it any longer.

[Mystro]

Originally Posted by jsausley

Who cares?

I see you have a 911 in your avatar. Does it bother you when a rich doctor who can't even change his oil buys a 911?

Because the doctor doesn’t show up at PCA events or on the PCA forum and ask if it’s safe to remove the plastic on the floor mats.

[RyanJ]

Yawn. Another "back in the old days" post.. Go and do a search on posts. You will see many of the same posts that occur now back then. You didn't notice because they seemed new.

Posts about value, price, investment, plastic, etc. all there. I can see how the "long time members" could be bored because you asked and answered the same questions before. This is how things work when a brand stays around a long time and it's popularity goes up, quiets down, then goes up, etc. A new breed of buyer will appear and ask the same questions you all did.

The "shortage" posts may be new due to the situation now. If the same type of thing happened back then, there would be posts about it.

[Mystro]

Originally Posted by RyanJ

Yawn. Another "back in the old days" post.. Go and do a search on posts. You will see many of the same posts that occur now back then. You didn't notice because they seemed new.

Posts about value, price, investment, etc. all there. I can see how the "long time members" could be bored because you asked and answered the same questions before. This is how things work when a brand stays around a long time and it's popularity goes up, quiets down, then goes up, etc. A new breed of buyer will appear and ask the same questions you all did.

The "shortage" posts may be new due to the situation now. If the same type of thing happened back then, there would be posts about it.

It’s not a “back to the old days” thread. It’s a “lack of watch enthusiast content” day thread.
The forum has shifted the last 2 years. Been there done that long enough to recognize it. I am just now concerned enough to ask if others that have invested a significant amount of time and effort on this forum feel the same.

[maxymax]

OP, it’s great that you brought this topic up. The good old WIS bought watches (still do) based on the look & feel, brand, technology, reputation, service options and least of all, value retention (not talking about vintage & LE). But the young generation now are driven by what they see on the social media promoted by their favorite public figure, be it a tennis player or a rap start. Their choices are instantaneous and fleeting. Hence the current Rolex market is ruled by the flippers and grey sellers. It’s the times of instant gratification.

[Mystro]

Originally Posted by maxymax

OP, it’s great that you brought this topic up. The good old WIS bought watches (still do) based on the look & feel, brand, technology, reputation, service options and least of all, value retention (not talking about vintage & LE). But the young generation now are driven by what they see on the social media promoted by their favorite public figure, be it a tennis player or a rap start. Their choices are instantaneous and fleeting. Hence the current Rolex market is ruled by the flippers and grey sellers. It’s the times of instant gratification.

I thought about that and wondered if it was the vapid selfie crowd moving into the watch hobby the last 2-3 years. Those typically reveal themself by the content and topic interest they post. They tend to feast on the same cyclical content of value type threads. The long term Rolex players are either sitting back in the shadows or when they do post, the topic has less monetary content in its theme.

[Sublovin]

Originally Posted by Lemonvr6

This is that thread for the hour

Now filming: grumpy old men 3

Your signature line says it all

[Billfav]

Originally Posted by Mystro

Since we are on a watch forum and I have been a WIS for 3 decades (long before we even had the term WIS), I am having increased concerns on where our hobby is headed with the Rolex brand.

I love the renewed enthusiast that are coming back to Rolex and the young guys pumped to get their first Rolex model. My real concern is motives and attitude about the brand. Assigning value to a watch by how hard it is to get or how high it’s current inflated price is fetching is troubling and extremely superficial from a WIS perspective.

It seems like many are flaunting Rolex now as a status watch even more than the yuppies of the 80’s but now it’s about how difficult a particular model is to get rather than how flashy it was in the 80’s. Horological discussion and technical talk have almost been totally eclipsed by the act of purchasing a Rolex.

To think that we talk less about the actual watch and focus all the attention on obtaining the watch is bizarre and almost more twisted than the motives of the 80’s buyer. Is Rolex losing its core enthusiast? Other brands like AP, VC, Panerai, IWC etc..don’t nearly have the resale value of Rolex but they are at least discussed by their core enthusiast about the watch and not as a commodity.

Some of us remember a simpler motive of buying a watch by the way it looks and fit our style. Maybe we just thought it was a cool movement in a great case and had to have it. Stickers, resale, and user anxiety never entered our minds. Will the new Rolex buyer ever enjoy these simple pleasures of being a WIS?

I agree with all that you posted but don't think the brand is losing it's core enthusiast. I think the core enthusiasm is lost in the vast amount of threads the core enthusiast does not care to read or comment on which sadly seems to be most of the threads. I am a WIS through and through I just don't post too much and need to once in awhile head over to some of the other forums here for a sanity check....

[samson66]

It is a shame that today it is more about obtaining the watch than the actual enjoyment of wearing it. Agree that the "status" part of it is a big downer. Not sure I sense the real love and appreciation of Swiss watches in the younger buyers