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Old 19 July 2019, 08:32 AM   #1
SpeakWithMichael
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Rolex's peculiar silence on Youtube

I realized something today which I find rather intriguing and wanted to share it with you all.

As I'm sure you know, Rolex uploads videos to Youtube, so they're not entirely silent. The title is not clickbait, though, so do read on. Some of those videos are longer and some are shorter in duration. The longer videos are generally about the areas it is involved in, such as particular sports and endeavors, charitable activities, ecological efforts, portraits on its ambassadors, etc. The shorter clips spotlight a particular watch and those are generally about 30 seconds in duration. Rolex has been posting videos on Youtube since 2012. I'd like to focus this post on those spotlight videos featuring one particular model within a respective line. I've made a list ordered from oldest spotlight video upload to the most recent spotlight video of the watches they've featured over the last 7 years. There are 43 of these videos featuring a particular watch. Here's that list, with links:

Cosmograph Daytona
Milgauss
Cellini Dual Time
Cellini Date
Deepsea
Day-Date 40
Pearlmaster
Milgauss
Day-Date 40
Cosmograph Daytona
Air King
Datejust 41
Lady Datejust 28
Pearlmaster 39
Cellini Time
Explorer
Daytona
Yacht-Master II
Datejust 41
Cosmograph Daytona
Lady Datejust 28
Cellini Moonphase
Sky-Dweller
Sea-Dweller
Yacht-Master II
Cosmograph Daytona
Datejust 36
Datejust 31
GMT-Master II
GMT-Master II
Sea-Dweller
Datejust 31
Day-Date 36
Yacht-Master 42
Datejust 36
GMT-Master II
Datejust 31
Sea-Dweller
Datejust 41
Datejust 31
Yacht-Master 42
Day-Date 40
Sky-Dweller


Pretty thorough coverage of its entire lineup, right? Actually, no, and that's precisely what I find interesting. Take a look again. Do you see what's missing? If you didn't spot it at first, that's okay. I've looked through their videos numerous times and hadn't realized it either. They've spotlighted every category and specific line of watches except two. One of them you could say, ah, well, they've glossed over it, it's not exactly a very interesting piece in terms of garnering attention, but okay, they missed the Oyster Perpetual line. Nevertheless, the history on that watch within Rolex is lengthy and significant. Not to mention the word Perpetual is practically the centerpiece of nearly every marketing campaign Rolex does right now.

The other line that hasn't been represented, would leave anyone baffled. Did you notice the Submariner line has never been spotlighted? Not a single one of its variations, the Sub, the Sub Date, the Sub Date in green, the Sub Date in TT or full gold, not one. Arguably the single most important and iconic watch in Rolex's history, and there's not one video on it. Not only is there no video on it, the word Submariner is 100% absent from any of the video titles in all of Rolex's 246 uploads since 2012. I find it rather difficult to consider that as a simple "oops". One doesn't just gloss over that particular line. I mean, we've got several Milgauss videos, almost a handful of Cellini videos, and even an Air King video (sorry, Air King fans), but not one on the Submariner. Is it, for reasons unknown to me, deliberate? And if it is, you have to stop and wonder, why is there no mention of it? Is Rolex literally going silent service on the Submariner?

For all of its current 200,000 Youtube subscribers, Rolex doesn't scribe much about the Sub. And what is that omission communicating to us?




https://www.rolexmagazine.com/2007/0...ough-time.html
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Old 19 July 2019, 08:35 AM   #2
Onikage
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Sub needs no introduction?
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Old 19 July 2019, 08:41 AM   #3
bigfatpauli
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Neither is the Explorer II or OysterQuartz or.... What's you point? It's an incomplete series.
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Old 19 July 2019, 08:44 AM   #4
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Some of you have LOTS of time on your hands.......lol
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Old 19 July 2019, 09:06 AM   #5
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its plastered on the silver screen, rolex doesnt need to toot that horn at all
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Old 19 July 2019, 10:06 AM   #6
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Complete speculation here, but my understanding is that the YM was originally going to be a replacement for the Sub line. That was a couple decades ago and the latest YM 42 unveiled recently does start to look conspicuously like an upgraded Sub. Any chance they really will drop the Sub in favor of the new YM 42 and keep the SD as their true dive watch?

Sounds a bit like a crazy conspiracy theory, but who knows ...
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Old 19 July 2019, 10:19 AM   #7
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Sub sells itself.
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Old 19 July 2019, 10:22 AM   #8
Brew
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It's been disco'd
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Old 19 July 2019, 10:45 AM   #9
Bostonbert
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Quote:
Originally Posted by Bryan81 View Post
Complete speculation here, but my understanding is that the YM was originally going to be a replacement for the Sub line. That was a couple decades ago and the latest YM 42 unveiled recently does start to look conspicuously like an upgraded Sub. Any chance they really will drop the Sub in favor of the new YM 42 and keep the SD as their true dive watch?

Sounds a bit like a crazy conspiracy theory, but who knows ...
Rolex hype is at a crescendo so maybe this time they will dare it. The rolesor sea dweller spin with pictures of the prototype was amusing to be sure. I would agree that Rolex has a secret dream of moving up market on the wave provided by the hype. It’s a dangerous game to play. Fashion is fickle but speculators have no loyalty and the Rolex band is turning more and more into a trading commodity. Think of the grotesque explosion of greed we will witness if the sub is to be as dead as disco.
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Old 19 July 2019, 10:45 AM   #10
RJRJRJ
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Quote:
Originally Posted by Bryan81 View Post
Complete speculation here, but my understanding is that the YM was originally going to be a replacement for the Sub line. That was a couple decades ago and the latest YM 42 unveiled recently does start to look conspicuously like an upgraded Sub. Any chance they really will drop the Sub in favor of the new YM 42 and keep the SD as their true dive watch?

Sounds a bit like a crazy conspiracy theory, but who knows ...

0% chance.
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Old 19 July 2019, 10:53 AM   #11
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Originally Posted by Bryan81 View Post
Complete speculation here, but my understanding is that the YM was originally going to be a replacement for the Sub line. That was a couple decades ago and the latest YM 42 unveiled recently does start to look conspicuously like an upgraded Sub. Any chance they really will drop the Sub in favor of the new YM 42 and keep the SD as their true dive watch?

Sounds a bit like a crazy conspiracy theory, but who knows ...

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Old 19 July 2019, 10:56 AM   #12
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No offense, but I think we've hit rock bottom.
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Old 19 July 2019, 10:59 AM   #13
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Originally Posted by bigfatpauli View Post
Neither is the Explorer II or OysterQuartz or.... What's you point? It's an incomplete series.
Rolex hasn't figured out a good advertising direction for the Exp II. The Explorer is for explorers, The Sub for divers, the GMT for pilots....and the EXP II for "adventurers?"
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Old 19 July 2019, 10:59 AM   #14
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Sub needs no introduction?
indeed.
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Old 19 July 2019, 11:15 AM   #15
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No offense, but I think we've hit rock bottom.
I’m drinking scotch with Peter now
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Old 19 July 2019, 11:19 AM   #16
GradyPhilpott
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Rolex hasn't figured out a good advertising direction for the Exp II. The Explorer is for explorers, The Sub for divers, the GMT for pilots....and the EXP II for "adventurers?"
Spelunkers.

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Old 19 July 2019, 12:53 PM   #17
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Spelunkers.

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Old 19 July 2019, 10:25 PM   #18
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https://m.youtube.com/watch?v=V_MgG1hn0QE
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Old 19 July 2019, 11:32 PM   #19
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Its also missing the YM 40 line.
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Old 19 July 2019, 11:36 PM   #20
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Complete speculation here, but my understanding is that the YM was originally going to be a replacement for the Sub line.
its a fancy sub.

i like the YM a lot, but its fancier by materials, name, and marketing. Not a sub

I do think it should be in the same category as far as water watches. No need for the sea dwellers, subs, and YM's to be different product lines completely separate from each other. Keep the names but they are not that different.
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Old 20 July 2019, 01:12 AM   #21
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Rolex must have removed some videos. I remember seeing the 2012 Yacht-Master 40mm in blue dial and it's no longer there.
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