A ploy for the next generation?

[MechMovement]

Was thinking over the weekend (a rarity for me)

Maybe all of this scarcity and market hype is all the brands idea of appealing to the next generation?

I am 28 and the vast majority of my friends have no idea about watches apart from "Rolex being the best" HOWEVER i have recently noticed they have been asking me about the Pepsi, Daytona, BLNR, Nautilus etc.... mostly regarding residuals and availability...

It is a real shame there is little talk about the movements, craftsmanship etc but could this quite possibly be the way brands resonate with the younger gen?

[tyler1980]

i think so. SS professionals appeal to younger buyers in a way the classic line does not. Younger generations value scarcity vs price as a status symbol


In the 80's wearing an expensive watch was what impressed people, today its wearing a hard to get watch and SS is definitely that. Not the price.

There are enough people with money that being expensive isn't enough. Figuring out how to get it and then owning it when so many people have failed is the name of the game. Sure you can pay double retail on the secondary market but then why do very few people admit it when they do? If it was about money then you should brag about it. If its about having a connection at an AD then you dont admit it.

Plus there is also the fact that paying 10K on a SS watch seems like a really, really good deal. Again, this points to the younger demographic vs the 60 year old buyer who isn't necessarily looking for a deal on a PM DD as his mortgage is paid off and his kids are out of the house. Making a huge purchase an impulse buy whenever you get the chance is an excellent way to prevent people from overthinking how much they are spending on a watch.

[padi56]

Originally Posted by MechMovement

Was thinking over the weekend (a rarity for me)

Maybe all of this scarcity and market hype is all the brands idea of appealing to the next generation?

I am 28 and the vast majority of my friends have no idea about watches apart from "Rolex being the best" HOWEVER i have recently noticed they have been asking me about the Pepsi, Daytona, BLNR, Nautilus etc.... mostly regarding residuals and availability...

It is a real shame there is little talk about the movements, craftsmanship etc but could this quite possibly be the way brands resonate with the younger gen?

What do you expect when the once prestigious brand Rolex now advertise comic book names for there watches.Today Rolex are no longer watches now little more than comic book name items, and if I buy this or that will in go up ££££££££$$$$$$$$.Today there is more hype about Rolex watches on the net, and today many just buy the hype to wear.

[Jake B]

Originally Posted by padi56

What do you expect when the once prestigious brand Rolex now advertise comic book names for there watches.Today Rolex are no longer watches now little more than comic book name items, and if I buy this or that will in go up ££££££££$$$$$$$$.Today there is more hype about Rolex watches on the net, and today many just buy the hype to wear.

Yes, Padi.....and it's getting really tiring

[Fat_ninja]

I dont think thts is a generational thing...

Funny hearing a 28 year old use the word young ...u just made me feel old lol

[peterpl]

I dont think so

Today's age is vastly different from previous generations. Social media is a juggernaut and a big money maker and influencing people around the world and setting trends in hours/days rather than years.

Young people (I'm 34) so I still consider myself quite young are vastly influenced with portraying an image of being self made, successful and portraying a "i made it attitude". Flaunting lifestyles they don't actually live in real life.

I have friends (many actually) still in their mid 20s. They have a good job, rent a unit, drive a Toyota and are saving up for a deposit on their house.

They will go out and have $20-30 breakfasts 3-4 times a week, $100 dinners a few times a week then on weekends blow $500-$1000 or so on booze, strippers, night clubs you name it.

Now they will drop $10-15k on a watch simply to look the part. Really having no financial means to do it or to be financially ready to do it.

Its just the way society is now. Much more pretentious, much more showy and everyone just lives the keeping up with the Jones's lifestyle which they really cant afford. So so many people like that around now even in my circles that I hang around. I know someone personally who borrowed money to buy a YG DD40. Seriously he borrowed money to do it so he could look as though he made it. LOL

[MechMovement]

Originally Posted by padi56

What do you expect when the once prestigious brand Rolex now advertise comic book names for there watches.Today Rolex are no longer watches now little more than comic book name items, and if I buy this or that will in go up ££££££££$$$$$$$$.Today there is more hype about Rolex watches on the net, and today many just buy the hype to wear.

Originally Posted by Jake B

Yes, Padi.....and it's getting really tiring

Fair point but what i am trying to say here is if the watch industry is leaving the heritage and craftsmanship behind in favour of scarcity and social peacocking will it be sustainable? Are we at a crossroads here similar to the automotive industry with the advent of cleaner energy (electric etc..)

Originally Posted by Fat_ninja

I dont think thts is a generational thing...

Funny hearing a 28 year old use the word young ...u just made me feel old lol

We're all young at heart sir!

[Quamby]

I doubt the next generation will be wearing watches.

[1William]

I just think that it is where we are with social media and desirablity at the moment. The residual values are the way that many, not just young people, justify purchases. It will not last and alot of people will move on as it is not about the watches as much as the status.

[AK797]

It's not by design, there's no way a traditional slow moving firm like Rolex is up with the hypebeasts and SM spin specialists in creating this thing, no they were just ideally placed, along with Patek, as the clear market leaders in their fields, so when Brexit and the rising demand/price/demand spiral took off they have both benefitted the most. By staying conservative and not changing supply, esp in a smallish market like the UK in post Brexit 2016/17, they fed the initial hype, inadvertently, and then it went global.

Rolex are now very well placed to handle the tough changes that are coming to the watch market, they were always going to be the strongest brand, but the last couple of "lucky perfect storm" years have really cemented their rosy future.

[Chaching]

It’s all hype and Instagram is what is keeping the demand alive

[AK797]

Originally Posted by MechMovement

Fair point but what i am trying to say here is if the watch industry is leaving the heritage and craftsmanship behind in favour of scarcity and social peacocking will it be sustainable? Are we at a crossroads here similar to the automotive industry with the advent of cleaner energy (electric etc..)



We're all young at heart sir!

There is a Ying and Yang to this, yes the young uns now want instant tech and multi-capability devices so watches will become more obsolete, but then you have the enormous power of SM and that is largely driven by the need for so many to show off, so status trinkets like luxury watches will still have a healthy market, and it will be vitally important to be in SM's good graces and trending, so watch firms will have to pay a lot more attention to this marketing aspect.

[Lifeisarolliecoaster]

Originally Posted by peterpl

I dont think so

Today's age is vastly different from previous generations. Social media is a juggernaut and a big money maker and influencing people around the world and setting trends in hours/days rather than years.

Young people (I'm 34) so I still consider myself quite young are vastly influenced with portraying an image of being self made, successful and portraying a "i made it attitude". Flaunting lifestyles they don't actually live in real life.

I have friends (many actually) still in their mid 20s. They have a good job, rent a unit, drive a Toyota and are saving up for a deposit on their house.

They will go out and have $20-30 breakfasts 3-4 times a week, $100 dinners a few times a week then on weekends blow $500-$1000 or so on booze, strippers, night clubs you name it.

Now they will drop $10-15k on a watch simply to look the part. Really having no financial means to do it or to be financially ready to do it.

Its just the way society is now. Much more pretentious, much more showy and everyone just lives the keeping up with the Jones's lifestyle which they really cant afford. So so many people like that around now even in my circles that I hang around. I know someone personally who borrowed money to buy a YG DD40. Seriously he borrowed money to do it so he could look as though he made it. LOL

Pretty much the same in old Blighty I’m afraid. It’s a common occurrence for people in their late twenties still living with their folks yet leasing a BMW M4 or similar sports car on PCP. Fake it until you make it!

[Lifeisarolliecoaster]

Originally Posted by Quamby

I doubt the next generation will be wearing watches.

I think there will be a brief foray into these so called ‘smart watches’ You can tell I’m convinced Yes I’m yearning for a watch that needs to charge overnight, all kind of functionality that’s fiddly. No wonder I see plenty of unused ones for sale on auction sites still with the cellophane wrapping intact

Given time they will come to their senses

[beshannon]

Originally Posted by MechMovement

A ploy for the next generation?

Rolex is not interested in a "ploy"

They sell luxury, you either get it or you don't.

[tyler1980]

Originally Posted by Quamby

I doubt the next generation will be wearing watches.

they won't. they will wear a status symbol on their wrist. You would be amazed at how many people wear watches without the time or date set.

They are not selling watches to a lot of people they are selling a Rolex. Not the same thing.


A bracelet or a gold chain or a ring has no functional purpose either.

[Jonesy2099]

Originally Posted by padi56

What do you expect when the once prestigious brand Rolex now advertise comic book names for there watches.Today Rolex are no longer watches now little more than comic book name items, and if I buy this or that will in go up ££££££££$$$$$$$$.Today there is more hype about Rolex watches on the net, and today many just buy the hype to wear.

I've never heard Rolex advertise comic book names. Those names are fan made nicknames and not universally liked.

My brother recently bought a Datejust 41 because he wanted a Rolex watch and all the prestige, history and quality that goes with such a purchase. He wasn't bothered about the watches that weren't available and I suspect many others aren't either.

[Lifeisarolliecoaster]

Originally Posted by AK797

It's not by design, there's no way a traditional slow moving firm like Rolex is up with the hypebeasts and SM spin specialists in creating this thing, no they were just ideally placed, along with Patek, as the clear market leaders in their fields, so when Brexit and the rising demand/price/demand spiral took off they have both benefitted the most. By staying conservative and not changing supply, esp in a smallish market like the UK in post Brexit 2016/17, they fed the initial hype, inadvertently, and then it went global.

Rolex are now very well placed to handle the tough changes that are coming to the watch market, they were always going to be the strongest brand, but the last couple of "lucky perfect storm" years have really cemented their rosy future.

I hope the long waits doesn’t backfire on Rolex as some will pay over the odds to a grey or (mutters under my breath) ends up scouring auction sites and invariably ending up with a fake.

[SkyJuice]

Social media and WWW plays a big part in this too.

[AK797]

Originally Posted by Lifeisarolliecoaster

I hope the long waits doesn’t backfire on Rolex as some will pay over the odds to a grey or (mutters under my breath) ends up scouring auction sites and invariably ending up with a fake.

I think it would only backfire on Rolex if the general forum/SM consensus was that this was deliberate manipulation by Rolex and they were really undersupplying to create the hype, which they do on the D500, but as we can all see it is demand that has really surged, and we in the UK can even see the origins of it all, in that infamous June of 2016, so their brand's reputation is not being really damaged, and we are not getting played. It's just the market.

[tyler1980]

Originally Posted by AK797

I think it would only backfire on Rolex if the general forum/SM consensus was that this was deliberate manipulation by Rolex and they were really undersupplying to create the hype, which they do on the D500, but as we can all see it is demand that has really surged, and we in the UK can even see the origins of it all, in that infamous June of 2016, so their brand's reputation is not being really damaged, and we are not getting played. It's just the market.

what happens when we create the hype?... more threads on the GMT LN this week than in the past few years combined. Rolex offered it for a long time but now everyone is scrambling to get one

Rolex can just sit back and we take care of the rest and i am including all social media in this

can't get it, so now we want it... how is this any different than a BLRO or a BLNR? if its available people dont care.

[jr66999]

Get off my lawn! This discussion is as old as man, the generation after mine is screwing up (insert anything). The more things change the more they stay the same.

[dtwer]

Among the young generation I sense a lot of hunger for ostentatious status symbols and luxury; this is a fantastic opportunity for the luxury brands.

I think Rolex is staying ahead of the curve by moving its products into the space that captures this growing appetite for luxury goods. For the young crowd, owning a Rolex may be much less about the watch itself but more about the association with the social status they aspire to be.

That's why I think the scarcity of the SS sports will continue to be managed to certain extent as that is one of the ways to bestow exclusivity and status to what otherwise is a mass produced product. The message is, yes these SS Rolexes may be tools but they are the tools only the HAVEs get to own. This would be enough motivation for the new generations to engage in the fervent pursuit.

The louder people decry the long wait and unavailability of these watches, the more they validate the exclusivity perception.

[904VT]

Originally Posted by padi56

what do you expect when the once prestigious brand rolex now advertise comic book names for there watches.today rolex are no longer watches now little more than comic book name items, and if i buy this or that will in go up ££££££££$$$$$$$$.today there is more hype about rolex watches on the net, and today many just buy the hype to wear.

100%

[904VT]

Originally Posted by tyler1980

what happens when we create the hype?... more threads on the GMT LN this week than in the past few years combined. Rolex offered it for a long time but now everyone is scrambling to get one

Rolex can just sit back and we take care of the rest and i am including all social media in this

can't get it, so now we want it... how is this any different than a BLRO or a BLNR? if its available people dont care.

I know it's kind of sad. No one cared when it was around, but now no more LN and people are looking at it because of opportunity to make money. I imagine, most of these collectors haven't been long enough to get burned, but eventually it will happen. Today is like day traders in the 90's, which was nothing more than throwing darts at exchange listings to find success.

[MechMovement]

Really interesting thoughts, will have to revisit this thread in a few years and see if/how things have changed.

If availability is indeed the driving force to all of this then where does this all end!?

When (IF?) speculators do start to get burnt where does that leave the watch industry?

Apart from Rolex, PP and AP where will everybody else be in a few years?

[The Libertine]

At least your friends are inclined to discuss watches! Heck, most of my friends don’t even wear a watch, instead using their phones to tell the time.

[jsausley]

Originally Posted by tyler1980

they won't. they will wear a status symbol on their wrist. You would be amazed at how many people wear watches without the time or date set.

They are not selling watches to a lot of people they are selling a Rolex. Not the same thing.


A bracelet or a gold chain or a ring has no functional purpose either.

It looks like Mr. Jean-Claude Biver agrees with you.

https://www.youtube.com/watch?v=FYQ7kj5mVww

(latter part of the interview, about Hublot and why they made a watch that you can't see the time)

If you don't care to watch it's because he is telling the industry that a watch is a piece of art/design and a status symbol, not a time-telling instrument. We have our phones for telling time, which are far more accurate and never need adjustment.

[tyler1980]

Originally Posted by jsausley

It looks like Mr. Jean-Claude Biver agrees with you.

https://www.youtube.com/watch?v=FYQ7kj5mVww

(latter part of the interview, about Hublot and why they made a watch that you can't see the time)

If you don't care to watch it's because he is telling the industry that a watch is a piece of art/design and a status symbol, not a time-telling instrument. We have our phones for telling time, which are far more accurate and never need adjustment.

actually an interesting interview. Dont like his watches, but he is an entertaining guy for sure. He gets it though. A watch has to be more than something to tell the time. However brands get to that point there are many options.

[LesserBlackDog]

Anyone who thinks Rolex has "manufactured" the current scarcity of SS sports models A.) does not understand the market and B.) does not understand Rolex. Period. The end.