Apparent Rolex Strategy and Predicting Basel Releases

[pgrandster]

Looking back at the last two Baselworlds, I can see at least one strategy or pattern in Rolex vis-a-vis Rolex sports models. Is Rolex trying to drive a stake through the heart of the Rolex vintage market? I think Rolex is using Tudor and updates to select Rolex models to erode demand for vintage models with the most buzz: e.g., Tudor has an obvious vintage motif, the datejust with jubilee, SD with red lettering, and now Pepsi with jubilee. What says TRF?

[Michigan_State]

They surely cannot ignore the vintage trend, but their strategy is quite the opposite, I believe. Instead of trying to erode the vintage market, they‘re supporting their most iconic models by releasing homage watches (e.g. through Tudor). I believe the intent is to sustain the legacy, rather than washing out their history, as they‘re making them more accessible (Tudor), while moving along in time and releasing updated/improved iterations and even catering towards the PM customer base. It‘s to be discussed, if the strategy is perfectly executed, but I don‘t see bad intent.

[Etschell]

to me they are just correcting issues and reusing parts.

dssd fixed
blro bezel slapped on ss model
skydweller ss to use all those movements
skydweller ss dial loved more than romans so put in pm skyd.
cyclops added to sd43 to increase marketability.
slap ceramic bezel on daytona from the platona with a color change.

i fully expect a blue dial ss sub when they refresh the ceramic model.

we all know rolex is cautious.

[904VT]

Originally Posted by Etschell

to me they are just correcting issues and reusing parts.

dssd fixed
blro bezel slapped on ss model
skydweller ss to use all those movements
skydweller ss dial loved more than romans so put in pm skyd.
cyclops added to sd43 to increase marketability.
slap ceramic bezel on daytona from the platona with a color change.

i fully expect a blue dial ss sub when they refresh the ceramic model.

we all know rolex is cautious.

The blue dial SS Sub would be interesting, but I’m not sure high probability. I think the BLRO was WG only to support bezel costs. The Smurf was never SS

[capote]

I say Rolex is secrative and unpredictible, I like that. Seriously, who could predict an SS Pepsi

[Etschell]

Originally Posted by 904VT

The blue dial SS Sub would be interesting, but I’m not sure high probability. I think the BLRO was WG only to support bezel costs. The Smurf was never SS

smurf is a slower seller and look at resale prices compared to the yellow gold. i really feeel they wil do that in ss and change the smurf somehow or 86 it.

[ccaballero]

Keep in mind Rolex has spent considerable sums on R&D re cerachrom and updating their movements so Rolex has to update its models. However, I don’t think they are moving away from heritage. Rather are enforcing it and I would think are seeking to keep old models relevant beyond just aficionados like everyone on TRF.


The new ss Pepsi will create interest in the old Pepsi and coke. No discussion of new Pepsi will be had without discussion of watch’s heritage dating back to Pan Am history. To me that is really one of my favorite things about Rolex—the history and iconic status of many of the references.

[enjoythemusic]

Originally Posted by Michigan_State

They surely cannot ignore the vintage trend, but their strategy is quite the opposite, I believe. Instead of trying to erode the vintage market, they‘re supporting their most iconic models by releasing homage watches (e.g. through Tudor). I believe the intent is to sustain the legacy, rather than washing out their history, as they‘re making them more accessible (Tudor), while moving along in time and releasing updated/improved iterations and even catering towards the PM customer base. It‘s to be discussed, if the strategy is perfectly executed, but I don‘t see bad intent.

[pgrandster]

Originally Posted by enjoythemusic

I think you are right. When I said erode I meant that they were trying to erode a market they do not control. The more apt word may be superimpose or siphon.

[pgrandster]

Originally Posted by Michigan_State

They surely cannot ignore the vintage trend, but their strategy is quite the opposite, I believe. Instead of trying to erode the vintage market, they‘re supporting their most iconic models by releasing homage watches (e.g. through Tudor). I believe the intent is to sustain the legacy, rather than washing out their history, as they‘re making them more accessible (Tudor), while moving along in time and releasing updated/improved iterations and even catering towards the PM customer base. It‘s to be discussed, if the strategy is perfectly executed, but I don‘t see bad intent.

I think you are right. When I said erode I meant that they were trying to erode a market they do not control. The more apt word may be superimpose or siphon.

[Flywheel]

You might be overthinking it. High resell value is the hallmark of any great product. Design trends for years have paid homage to their classic predecessors.

[JTL31]

Originally Posted by 904VT

The blue dial SS Sub would be interesting, but I’m not sure high probability. I think the BLRO was WG only to support bezel costs. The Smurf was never SS

+1
A blue SS Sub w/non matte dial waitlist would be crazy long imo. Strongly considering new Tudor BB 36, basically Sub dial sans the bezel.

[77T]

They move along at a pace and slowly make changes mostly in the internals.

Tudor is the apparent “new model” generator while the eponymous brand is the “new technology” generator.

Before the Sky-Dweller, there hadn’t been a completely new model for years (essentially innovating the GMT complication). I’m guessing the YM II was the last truly new model before it.

Other Basel “new” models have been a diver of some sort, a dual time zone time teller or Chrono tweak.

If we laid out all these “new” models over the past 20 years, a person stuck in the 1970’s would be able to name them except for the Sky-D and YM’s methinks.


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[HL65]

Originally Posted by Etschell

to me they are just correcting issues and reusing parts.

dssd fixed
blro bezel slapped on ss model
skydweller ss to use all those movements
skydweller ss dial loved more than romans so put in pm skyd.
cyclops added to sd43 to increase marketability.
slap ceramic bezel on daytona from the platona with a color change.

i fully expect a blue dial ss sub when they refresh the ceramic model.

we all know rolex is cautious.

I never knew my D-Blue was broken and needed fixed. I really will have to look it over this weekend and see if I can live any longer with the broken version.

[DLRIDES]

) Rolex is playing to an aging, wealthier demographic. Jubilee bracelets, two-tones, rose gold, bedazzled cases, etc...........................

) Tudor is playing to a younger, more trendy demographic. Faux patina, dial variety, bezel variety, case sizes, configurators, etc ..............

Retirement Villa vs. Craft Beer Hipster

Rolex wins either way.

[5253Reynolds]

Originally Posted by DLRIDES

) Rolex is playing to an aging, wealthier demographic. Jubilee bracelets, two-tones, rose gold, bedazzled cases, etc...........................

) Tudor is playing to a younger, more trendy demographic. Faux patina, dial variety, bezel variety, case sizes, configurators, etc ..............

Retirement Villa vs. Craft Beer Hipster

Rolex wins either way.

I guess that's a good strategy until the all the aging demo is dead. Then who do you sell too?

[DLRIDES]

Originally Posted by 5253Reynolds

I guess that's a good strategy until the all the aging demo is dead. Then who do you sell too?

....... and that’s the question the industry better be answering !

[Etschell]

Originally Posted by HL65

I never knew my D-Blue was broken and needed fixed. I really will have to look it over this weekend and see if I can live any longer with the broken version.

all i meant was redesigned. bad choice of words on my part.

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[JTL31]

Originally Posted by 5253Reynolds

I guess that's a good strategy until the all the aging demo is dead. Then who do you sell too?

2nd time in 2 days I've spewed my soda onto my iPad! Luv these post Basel threads...

[HL65]

Originally Posted by Etschell

all i meant was redesigned. bad choice of words on my part.

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