Honestly, Rolex replica has not been very grateful to us normal people for introducing some entry level watches in the last decade. Instead Rolex focused to much on their expensive new gold and diamond models only the top of the iceberg is interested to buy. With the worldwide declining interest from mainly Asia, the FHS reports that the export of Swiss watches is still going down due to the terrible watch sales results..
At a recent trip to Hong Kong, that has 91 x Rolex shops, I noticed there are hardly any people inside the boutiques buying their new watch. FHS reports that the biggest watch market worldwide was down with 25.1 %. Maybe these numbers are not so terrifying for a small watch brand like FP Journe but the mayor player Rolex produced in their better years nearly 1 million watches per year. Can you imagine the size of the warehouse Rolex has to store their unsold watches?
Now when you go to the Rolex.com website and select their “All cheap replica Rolex Watches” in their menu, you get the below overview of their collection. From the 19 x Rolex they show only 7 x are stainless steel, the rest costs easily more then €10.000,=. For somebody in need to perform better this is not a very clever display as from those 7 x steel Rolex only the Submariner, GMT Master and the Daytona are sought after by watch geeks. Now when you visit an official Rolex dealership hardly any of those “sought after” models are available! Maybe they have them in the shopping window but once you go inside, they don’t sell you and instead they put you on a list?! In the current economic situation this is an outdated marketing tactic to get free publicity as I can’t believe Rolex is not capable producing more “sought after” models….
The easy trick to change awareness and pimp sales in the upcoming years is to announce more different “sought after” models, hence my Basel 2017 predictions with a Coke GMT that only needs a different ceramic bezel. If I read all the positive reaction in all discount replica rolex watches forums around the world that discuss my predictions, it would be stupid not to announce it..
The 50th anniversary of the Sea Dweller deserves a special design. You can think of all different possibilities but as the 1967 version had Sea Dweller in red, it’s even less expensive to produce and it would become an instant classic like I show below…
Original 1967 Single Red Sea Dweller next to a possible logic 2017 anniversary Rolex SD4000…
Now why isn’t Rolex introducing more steel versions of an already legendary design?? When you look at car brands we have seen in the last decade they introduced each possible variation one could think off. A great example of keeping their heritage intact is Porsche, in each model even the SUV, you see the lines of the iconic 911. I strongly believe that Rolex has been much to arrogant and stubborn to give us customers what we want. It took nearly 5 years!! (2011 the gold ceramic Daytona was introduced) before they came with the steel Daytona with ceramic bezel…
Above the 2011 introduced gold ceramic Daytona and after waiting for 5 long years Rolex finally introduced their most important model in 2016, the steel Daytona. What I’m trying to say is why didn’t Rolex did the opposite, first come with the steel Daytona everybody wants and can pay? Why loosing extra market share, turn over and massive free publicity for 5 year I still wonder??
I mean it’s not rocket science redesigning a dial for the steel Daytona and adding a ceramic bezel on top. Why wait so long to give it back to your loyal client I keep wondering. The long term Rolex strategy had to be adjusted when the market was changing so rapidly. Getting loyal customers interested in buying their first great imitation rolex watch choosing for Rolex is the quest and not an Omega, Tag Heuer, Breitling, Hublot, Panerai etc. They where actively coming out with new heritage models while Rolex was asleep. You don’t necessarily need to copy your past to be successful in the future but who in gods name has designed that new Celline line?! Look how much awareness Rolex has achieved by rebranding Tudor so it’s not that they don’t know what they have to get into the hearts of collectors and watch buyers in general…
I’m not saying that above Explorer II makeup is a brilliant design with the added ceramic bezel I put on top but Rolex could at least consider offering the ceramic bezel as an option with this not well performing sport model. Back in the days you could choose your Daytona to have a stainless steel bezel or a bakelite bezel, the more sought after bakelite bezel was actually cheaper then the steel one, imagine. What I think Rolex should do is offer more “sought after” models in different versions. Make the Explorer, Milgauss, Datejust, Airking cool again by offering more options! Instead of focussing on yet another diamond Day Date dial nobody wants, come up with something new, add the annual calendar for instance from the Sky Dweller to upgrade this iconic model properly.
I was amazed after I counted the amount of Day Date that Rolex offers you: its an incredible amount of 335 x different DD’s?! This is more then all sports models together!
Rolex did wake up some 3 years ago by going blue instead of old fashioned green but this is not enough to conquer the market! So far I’m talking about adding different colors or complications that have already been developed to make Rolex more successful. When you see what the small independent watch makers introduce for magic possibilities in their new models, changing the color of your ceramic bezel or adding a line of red, is actually quite lazy but still much more effective then what Rolex does now. In the meantime Rolex could focus on bringing some new complications that people really use. For instance I can’t think of using the Yachtmaster complication, who really need that? Nobody.
Summarizing I would suggest Rolex to adjust their collection towards more affordable (steel) models that have those little details from the past we collectors love so much. Do not try to make an old design look modern like Rolex did with the Milgauss as it turns out that this model doesn’t sell. Instead analyzing the past, focus on the logic additions to the collection and downsize all those Datejust & Day Date models nobody even knows they exist. Where are the Turn-O Graph, Killy, Padellone 8171 Moonphase or 6062 StarDial models? A classic oyster chronograph on leather strap will sell much better then the whole Cellini line and bring back the super relevant rectangular Prince! Even the design of the Quartz ref 17000 with it’s chunky case and integrated bracelet would sell greatly nowadays. There’s plenty to reinvent but it start with the people that are in charge, the board of directors..
Rolex told me that it might be possible for me to visit their Basel 2017 and see all there news up close and report about it for you. So far I guess they are hesitating that I might report something negative. All watch bloggers get brainwashed each year when they enter the Rolex booth and report what Rolex wants to hear. Anything negative Rolex likes to keep inside the mothership, which I totally respect but my logic is if you’re truly convinced your collection is up to date, you don’t need to fear any negativity! Instead embrace any kind of publicity you can get for free.
