Has Rolex Ever Discontinued a Hot Model?

[LndLord]

Originally Posted by uhren917

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

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

lmao, that's not a good example. those aren't mass-produced cars.

[yoniman]

Here's a link from our TRF

https://www.rolexforums.com/showthread.php?p=8703420

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[yoniman]

Originally Posted by 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.

From our TRF
https://www.rolexforums.com/showthread.php?p=8703420

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[exador]

Originally Posted by yoniman

Here's a link from our TRF

https://www.rolexforums.com/showthread.php?p=8703420

Ahh the Turn-O-Graph. Now that’s a hot model they should bring back

[ExPADIdiver]

Some TRF get so triggered.

[77T]

Yet Rolex continues to forge Rainbow Daytona’s


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[Seaotter]

Originally Posted by Bazza.

SD4K

+1
116600 was only three years in production 😫
One of the most beautiful Rolex divers watches ever made.
Sea-Dweller divers watches were never really HOT in terms of sales figures.

[Indepth]

Originally Posted by Seaotter

+1

116600 was only three years in production

One of the most beautiful Rolex divers watches ever made.

Sea-Dweller divers watches were never really HOT in terms of sales figures.

They certainly weren’t, but the consumer market was just wrong.

I agree it’s one of the best divers Rolex has ever made.

[mrchrisx69]

Originally Posted by Indepth

They certainly weren’t, but the consumer market was just wrong.

I agree it’s one of the best divers Rolex has ever made.

I regret not buying that SD when I had the chance.

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[Chiboy]

Thank you to all who answered the question. It doesn't appear that Rolex has retired a setup (watch with particular dial or bezel look) when it was so hot that there were regular waitlists. So while they updated a then-hot and now hotter still SS Daytona with a new bezel look (cerachrome in 2016 for instance), it does not appear that Rolex has a history of curtailing a watch that is so successful their ADs can't keep them in stock. They will, however, make improvements to hot watches (updated movement, cerachrome bezel, etc.), just like they make improvements to all other Rolexes over time.

I would like to think it goes without saying that a hot watch is not:

a) one that becomes sought after as a result of being discontinued, or
b) one that you think is a great watch despite not selling well historically

[Bigblu10]

Originally Posted by Chiboy

Thank you to all who answered the question. It doesn't appear that Rolex has retired a setup (watch with particular dial or bezel look) when it was so hot that there were regular waitlists. So while they updated a then-hot and now hotter still SS Daytona with a new bezel look (cerachrome in 2016 for instance), it does not appear that Rolex has a history of curtailing a watch that is so successful their ADs can't keep them in stock. They will, however, make improvements to hot watches (updated movement, cerachrome bezel, etc.), just like they make improvements to all other Rolexes over time.

I would like to think it goes without saying that a hot watch is not:

a) one that becomes sought after as a result of being discontinued, or
b) one that you think is a great watch despite not selling well historically

Please remember this forum is it's own little ecosystem, and not necessarily a representation of what people out in the non-TRF world buy. What we define as "hot watches" may not be reflective of the average watch buying public.

[Seaotter]

a) one that becomes sought after as a result of being discontinued, or
b) one that you think is a great watch despite not selling well historically

a = Sea-Dweller 4000 Ref. 116600

b = Turn-O-Graph

[Chadridv]

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.

Well by your own OP you said you didn’t mean tweaks. So technically while there’s the possibility of a discontinued BLNR, the GMT Master II will remain in the line up, with an updated movement, new bezel and bracelet (tweaks in my opinion).

Now to be clear, I’m not saying theY did, did not, will or will not discontinue the BLNR, but I don’t really understand why it’d be so surprising if they did.

The 126710 has a new movement. I think we all agree it’s inevitable that all GMTs will eventually follow suit. And while the BLNR didn’t necessarily have a ‘long run’, it has been the sole bi-color bezel offered in SS. It wouldn’t be illogical to think they might go back to the same sole bi-color SS offering in the very near future.