We often have coffee talks at our AAAReplica office. In most cases, we discuss new watch releases, news, collaborations of luxury brands with diverse non-governmental organizations, and stuff like that. Among hundreds of watch topics, one subject is recurrently kindling our interest and frequently turns into intriguing debates. While some of our teammates agree that Rolex has somehow changed over the years, others claim that it still preserves its initial charisma. So, I thought that if the topic generates so many disputes within our small collective, the same should be happening in the large audience “territory” as well.
Therefore, I thought it would be interesting to write down some perspectives and share them with the large audience of our blog. A disclaimer alert here: it’s just my personal and subjective view on the matter which is not backed up by any statistical data.
I just wanted to look deeper at the Rolex brand from the historical perspective, considering some critical points along its way. Did these points turn it into a luxury brand? Or it had already been a luxury brand before these critical points took place? And also, when did it become an iconic watch brand? Right from the first release or down the road? These are only a few questions that constantly generate disputes in our office, and probably, outside it. If you scroll a couple of watch forums you will observe that the watch enthusiasts keep on asking the same questions.
Am I the right person?
Am I the right person to make assumptions about the Rolex evolution without having some backup analytic references? Subjectively, yes. I know a thing or two about the oldie-goldie Rolex timepieces since I have to study them in order to detect their similarities with the replica watches we offer. Without knowing the essence of the authentic Rolex watches it is impossible to evaluate a replica watch. Moreover, I have recently emerged into the modern Rolex collections, given that we have received a tranche of contemporary replica Rolex models.
So, I’m somehow familiar with the two Rolex dimensions, that is the oldie essence and the contemporary one. In the same train of ideas, I’m perfectly aware that I’m treading on thin ice with this article since many watch enthusiasts are likely to virtually attack me. But, the topic is really hot and I’m truly eager and enthusiastic to break it down into pieces. So, I’ll take my chances, even the chief editor will want to fire me 🙂 In my defense, this article is my personal and subjective opinion.
This brand has always been a luxury brand
We have to admit it. In the modern era, a timepiece is far beyond an accessory indicating time. Even the minimalist accessories lacking complementary complications convey a charisma of status and wealth. I don’t refer here to all minimalist watches. I mostly refer to watch houses that build their pathway on the foundation of experience and tradition. Take, for instance, the Patek Philippe brand. Its watches are predominantly minimalist and indicate the time only. But the spectacular masterful craftsmanship and profound knowledge of watchmaking traditions make them true statement pieces.
Therefore, when buying a timepiece, we pay actually for the experience we get along with the watch. We pay for the confidence we get when wearing such timepieces. And also, we pay for the certainty of having the best quality. Have any of you ever questioned the quality of a Rolex, a Patek Philippe, or an Audemars Piguet? That’s highly unlikely. We don’t even consider it necessary to somehow prove their quality. We just know that they are perfect. And these criteria altogether can form one single word and be labeled as luxury.
Considering the aforementioned logic, Rolex has always been part of luxury brands. People don’t necessarily buy it for its functionality. Plenty of watches have, at least, the same functional profile as Rolex. So, there must be another reason. In the internet realm, you can find plenty of information about the role of watches during WWII. These served as tools for investigation, distance measurement, speed and height recording, and pressure measuring of injured people if you wish.
At the same time, plenty of watchmaking houses supplied the armies with different types of timepieces. And even during war times, pilots managed to acquire themselves Rolex timepieces, despite the fact that their chief superiors were providing them with common timepieces. What does all that speak about? It says that Rolex watches have always been “pieces to want” and not “pieces to need”.
But there is another side of the coin
So, did Rolex really change over time? Many psychologists say that things don’t change. It’s our perception that changes about those things. While I don’t always agree with such a philosophy, it perfectly describes the Rolex phenomenon. I’ll try to unpack the idea, to make it clearer.
Considering that I talk a lot with people who adore everything related to Rolex (new releases, previous models, imitations, etc…) I noticed one specific particularity. The elder audience has a totally distinct perception of Rolex than the younger one. The millennial generation perceives Rolex timepieces as a means to stand out in the crowd. Honestly speaking, I feel that the desire of having a Rolex watch, be it a replica one, is backed by the thirst for superiority (please, forgive me, millennials and Gen Z’s).
Often, they don’t even analyze the technical specifics of a Rolex watch. They just hurry up in buying one, usually the one that is the most sought-after at the moment. A Rolex watch is a “tool” to express their supremacy over other members of their communities. Once the trend for one model is over, they tend to disinterestedly “get rid of it” with the aim of acquiring the following trendy model. Especially when talking about the replica Rolex models, which are significantly more affordable than the authentic ones.
On the other hand, the elderly generation sees the philosophy of watchmaking art through the Rolex dials. You can even imagine how respectfully these people speak when describing the features of a replica Rolex. During discussions, they always correlate a specific replica model with its authentic model, melancholically reminiscing the glorious moments of the glorious brand. And these moments have always been there. Only that Gen Z doesn’t know or doesn’t want to know about them. This generation is predominantly preoccupied with other “tasks” instead. With how to be even more superior to others, for example.
In a single idea, Rolex watches have been and still are accessories to contemplate, study, and care for in the eyes of the elderly audience.
Another perception over patina
As a passionate watch enthusiast you are, you probably know that watch patina is predominantly appreciated in vintage watches. And here is another ironic controversy that I have noticed. A couple of decades ago, there was nothing more appreciable and remarkable than the watch patina. Those bracelet scratches and faded bezels were considered fascinating by watch lovers. The more pronounced they were the more historical weight and value those watches had.
On the flip side, the appreciation for such watches has gradually diminished lately. This is a natural consequence of the modern tendency to make watches from ever-lasting materials. In such a context, modern ceramics, Chromalight, or tritium are designed to last forever.
Moreover, the modern market proposes special solutions to be applied to timepieces including Rolex to prevent them from scratches. It seems like the new generation is afraid of patina and the new focus is to maintain the initial watch look for as long as possible. So, it’s like the priorities have somehow changed.
Ongoing aesthetic improvement
One aspect that is accepted by almost all watch enthusiasts is that the brand has always been striving for functional design. Not only has the aesthetic look been upgraded, but the combination between attractiveness and practicality has always been the main focus. Simple and focused- this was the permanent brand position towards watches’ design, especially if talking about professional models. On the way, gold applied indices replaced the painted markers, generous cases replaced the small-sized faces, and ceramic replaced aluminum among other major progressive changes. Not to mention the first years of the 2000s when the brand was consistently delighting the audience with jewelry-like timepieces.
At least, the majority of the watch community seems to have reached an agreement on this matter.
So, when did this watchmaking house actually become a luxury brand?
I believe there is no reason to think that Rolex wasn’t a luxury brand from its very beginning. It has always been. Its historical trajectory always appoints on regular upgrades according to that time demands. After all, it’s a normal phenomenon for any brand to align with the evolution of trends and society.
If there is anything that has changed, it is the people. Consumers have become more “consumable”, hurrying up to catch the trends and forgetting about the real value that needs time to be contemplated and enjoyed. In such a context, I have got a message for the young audience. I do know the specifics of the modern era. Fast, agile, and daring. And that’s great. These are some skills that maybe our predecessors deficiently lacked. But, take a moment to breathe and discover the beauty of accessories that contain treasured traditions in them. Begin loving Rolex, not for the superior air it offers to your personality, but for its true value coming through the craftsmanship acquired for centuries. There is so much to discover about it.
Let me know if you have another post of view on the matter. I’ll be thankful for any opinion from you.
Cheers!