Has Rolex Ever Discontinued a Hot Model?

[Chiboy]

This is a general question instigated by the ever present threads about models being discontinued and the impact on future values. After all, this is primarily a financial forum where investors can discuss the future value potential of watches, rather than a watch enthusiast forum.

Has Rolex ever made the decision to completely curtail a model that is so hot that it never even sits on the shelf and each unit is sold to VIPs or lucky Waiting List buyers as soon as the AD receives stock? I don't mean where Rolex tweaks a hot model (for instance, adding a cerachrom bezel or new movement to Daytona), but where Rolex ceases production of a model and either retires it (when was the last time they retired a watch line?) or substantially changed it (completely changing the bezel colors, etc.)?

I have owned a Rolex since 1985, but have only been on TRF for a couple of years and never followed Rolex closely until joining here. I am sincerely interested in whether the oh-so-frequent rumors of hot watches being disco'd would be in keeping with Rolex philosophy or a complete break from their historical patterns. I have my hunches but would like to hear from others.

[rambo99]

blnr.

[Chiboy]

Originally Posted by rambo99

blnr.

Yeah, that's my point! Why would Rolex take a watch off the market that was a hot seller? It just doesn't make any sense.

[kgglonghorn]

ALL BLNR needs to go to "Vintage rolex discussion" from now on
ROFL!!!!!!!

[lenfried29]

Originally Posted by Chiboy

Yeah, that's my point! Why would Rolex take a watch off the market that was a hot seller? It just doesn't make any sense.

BLNR is not entire line of Rolex GMT Master II. It has only different color scheme of besel.
It was in the past when Rolex stop production of Pepsi, Coke and Root beer. Pepsi and Root beer returned. But Coke is not yet.

[uhren917]

Originally Posted by Chiboy

Yeah, that's my point! Why would Rolex take a watch off the market that was a hot seller? It just doesn't make any sense.

why does Ferrari (Enzo for example) or McLaren (F1) stop making hot sold out cars, when they could sell many more?

same reason. these are luxury items and it is all about desirability.

[Chiboy]

Originally Posted by uhren917

why does Ferrari (Enzo for example) or McLaren (F1) stop making hot sold out cars, when they could sell many more?

same reason.

I know the practice exists. I am asking if Rolex has ever employed it.

[Krash]

I predict BLNR will have new movement and maybe jubilee bracelet. So from that perspective, the BLNR of today will be discontinued.


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[lenfried29]

This is never ending story........
And no meter how you ask, it will come to the same discussion

[Fat_ninja]

Originally Posted by kgglonghorn

ALL BLNR needs to go to "Vintage rolex discussion" from now on
ROFL!!!!!!!

Vintage lol

[Chiboy]

Originally Posted by lenfried29

This is never ending story........
And no meter how you ask, it will come to the same discussion

I am trying (and failing) to ask a different question that is not about current BLNR rumors but is about historical Rolex actions. But the forum will go where it wants to go. I give up.

[liu_watch]

Ok, so it’s about the bad Batman again.

No business will want to discontinue a product if it sells like hotcakes, like you said. Sometimes a market niche may think it’s a hot product when in fact it is not. For example, posts on this forum may suggest Sub line is the best seller, when Datejust takes that title.

IF the rumor is true, and IF Batman has been a great seller, Rolex will ‘discontinue’ the reference number and replace it with an updated version that they believe will be a greater hit. We know the mov’t is due for an update...

I’ll hold off till Basel if I were interested...



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[padi56]

Just heard from a very very reliable source they have discontinued all watches, and gone into the fairytale business.

[beshannon]

Originally Posted by Chiboy

After all, this is primarily a financial forum where investors can discuss the future value potential of watches, rather than a watch enthusiast forum

Exactly right!

[ALF61]

Anytime a hot model is about to get an upgrade, the old model gets discontinued. That is grounds for hype in here in hopes to get rid of new old stock at good prices before the new model becomes available at MSRP.

[BT1985]

The OP was asking a simple question about Rolex discontinuation history (not BLNR speculation) which seems historically relevant to a forum for Rolex enthusiasts. The snarky responses don’t seem helpful and only perpetuate the ongoing discussion of the BLNR discontinuation discussion that they are making fun of.


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[Bigblu10]

Originally Posted by Chiboy

I am trying (and failing) to ask a different question that is not about current BLNR rumors but is about historical Rolex actions. But the forum will go where it wants to go. I give up.

Grab a cigar, a nice glass of Scotch and watch a good college football game today! You will have less drama than the responses here.

[ALF61]

Originally Posted by BT1985

The OP was asking a simple question about Rolex discontinuation history (not BLNR speculation) which seems historically relevant to a forum for Rolex enthusiasts. The snarky responses don’t seem helpful and only perpetuate the ongoing discussion of the BLNR discontinuation discussion that they are making fun of.


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And my post hints that discontinuations of references exist, but they have historically been followed by upgraded versions. Some upgrades are more extensive but this one seems a bit more logical. The upgrade from aluminum to cerachrom or from bakelite to aluminum many decades ago were major upgrades. A dial and movement and perhaps case is a somewhat minor upgrage depending on how you want to look at it.

The answer to his question is pretty obvious and not subjective, so we throw another bit of spice into replies. No harm done.

[denmanproject]

The SD4K is the only recent short run disco'd model that I can think of, but it certainly wasn't that popular when available

[inadeje]

The R&D cycle at companies like Rolex start years in advance. Just because we see a new model SIHH doesn’t mean that Rolex execs sit down in november and say “hey, the forums are liking this or that, lets make this”. Whatever (if anything) is released this year, last year or the year before, was conceived and developed years ago and just happens to hit the sweet spot. I don’t think that a corporate behemoth like Rolex is dynamic enough to follow short term trends and match new pieces to these current consumer trends. The only company I think that churns out fads is the Richemont Grp

[Soultime]

Correct me if I am wrong (may well be!) but am I right in saying that we have never had the current supply/demand issues for anything other than the Daytona?
That has always been hard to get, but generally other models were readily available, so were never 'hot' like they are in the current market.

I remember getting my Kermit in 2005 hoping it would go up as a limited edition (which it wasn't). The 2nd hand market was awash with them going for less than I paid for my brand new z serial.

So in answer to the OP question, I think we are in pretty unchartered waters currently.

[ras47]

I don't think Rolex has ever discontinued a hot model. Sometimes when word (REAL word) leaks out that a model is done it suddenly gets hot. Even if it was never a monster seller during it's production life. Speculators jump in looking for that quick pop in prices that come with a discontinuation. Sometimes the initial rush of speculators is all the pop the price gets, but it still gets the punters all riled up.

[BT1985]

Originally Posted by Soultime

Correct me if I am wrong (may well be!) but am I right in saying that we have never had the current supply/demand issues for anything other than the Daytona?
That has always been hard to get, but generally other models were readily available, so were never 'hot' like they are in the current market.

I remember getting my Kermit in 2005 hoping it would go up as a limited edition (which it wasn't). The 2nd hand market was awash with them going for less than I paid for my brand new z serial.

So in answer to the OP question, I think we are in pretty unchartered waters currently.

This is a good point and I don’t think Rolex looks at it based on what model is “hot”. I am fairly confident that in this landscape any new GMT or Sub reference would be just as “hot”.


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[SS Oyster]

16610 LV

16710 BLRO


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[Chilly Coconut]

Originally Posted by SS Oyster

16610 LV

16710 BLRO


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Nope. Neither was a hot seller when disco’d.

[Rolex addict]

Originally Posted by Chiboy

I am trying (and failing) to ask a different question that is not about current BLNR rumors but is about historical Rolex actions. But the forum will go where it wants to go. I give up.

Welcome to the new TRF where people don’t read and just continue to spread rumors, drama, and general bullcrap. I’ve been buying Rolex watches for a little over ten years and haven’t seen a hot watch discontinued. The 16610lv and 116520 Daytona were readily available when still being produced. They didn’t become hot until this recent craze, but you probably know that. As for other models, I don’t know.

[ExPADIdiver]

SD4k

One of the few they got right. Size was perfect, Matte dial was awesome. SO, of course they stopped making it.

[MTBer]

I can see the BLNR (and the LN) being discontinued in their current incarnation to update them to the technology and form of the current BLRO. That said, I can’t understand why Rolex seems to have a problem offering a choice of bracelets on these watches, which is obviously done on Datejusts. I absolutely love the Jubilee on my DJ36, but personally think it looks unbalanced on a ‘sports’ watch like the GMT compared to the oyster bracelet.

[SMD]

Originally Posted by ExPADIdiver

SD4k

One of the few they got right. Size was perfect, Matte dial was awesome. SO, of course they stopped making it.

Yes but it was not a popular or big seller. You could get one bnib at 8k on the forums before things went crazy.

[Cru Jones]

Originally Posted by ExPADIdiver

SD4k

One of the few they got right. Size was perfect, Matte dial was awesome. SO, of course they stopped making it.

But.... at the time it was discontinued, it was in most AD cases and heavily discounted. There’s a reason they stopped it.