Rolex Strategy on Datejust 36 - Opinions

[Kaeverk]

Dear Members,

I am new here & would like to ask your honest opinion on Rolex desired positioning and recent decisions over the DJ36, which is unclear to me. I have observed the following facts:

1. It appears almost certain that by 2019 the SuperJubilee with hidden clasp will be discointinued on DJ36 SS models - as already done with TT references in 2018;

2. In the last 2-3 years, I've had the impression that the DJ36 has been completely absent from any Rolex ad, campaign, social media post etc - while the Ladies models and the DJ41 are heavily promoted across all channels - the only exception to this was the 2018 presentation of the new DJ36 TT - that was however very limited in scope and a "mandatory" move considering the caliber & case update.

3. In other cases of models with more than one type/reference (i.e. Explorer, GMT etc.), Rolex seems to always find some space to promote and position even the less "new" and "attractive" references, like the Explorer I, the black GMT ect - this is not the case of the DJ36, which is almost hidden from view.

4- The DJ36 is currently available in 26 (!!) different dials, vs 10 options offered for the DJ41. It looks like Rolex cannot decide what is the overall positioning of this model, and whether it is a ladies' or men's watch. They appear not willing to clarify this very vague situation, possibly due to fear of losing market share.

In summary, I find Rolex positioning on the Datejust (and particularly on the DJ36) very unclear, where in part they are "sacrificing" the 36 in favor of the 41 (a dubious choice by itself), and on the other hand they are unwilling to narrow the DJ36 positioning to a specific client segment. The discontinuation of the hidden clasp only adds confusion to this, since it eliminates the only distinguishing feature this size had vs the DJ41.

Thoughts? Thanks to all! :)

[Rolexavidfan]

Thanks for your keen observation.

I recently bought a DJ36 SS jubilee flute in black dial, stick hour marker and railroad minute track to be given to my son who is in college. He prefers a smaller watch of non sport model variety with simple design. He is currently wearing my Nomos Orion.

I would say the DJ36 can be positioned as a starter set for young kids to graduate from college soon. A great way to introduce them to fine watchmaking and to the Rolex brand.


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[BT1985]

They are discontinuing the clasp as the update the movement. It makes it easier to differentiate but also the addition of the easylink extension you get with the new clasp most would consider an upgrade. I think it is tough to market since it is truly a unisex watch. I would imagine a broader marketing push once the new movement hits the SS models.


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[zjd168]

Foreseeing the discontinue of the hidden clasp, I finally decided to purchase a 36 blue dial fluted dj with jubilee this year. Light, comfortable and elegant, love it.

[RolexEDC]

36mm is a classic size and my wife wears that size now. I'm also looking into getting one. It also fits the Asian market very well I assume it's their best seller there

[Brew]

I don't think the 41 is an alternative to the 36. They strike me as very differently proportioned pieces, beyond just the size difference.

[doramas]

I do not care about the positioning of the DJ 36, I have the latest classic DJ 36. The current ones do not interest me.

[Tomas Eriksson]

Rolex have done plenty of ADs for the 36mm datejust the last year, you can even find it on their instagram feed.
But sure, it could make sense to refresh the DJ36 but how would they approve it except a new movement? If they were to refresh the design shouldn't they do it to a higher tier product first, the 36mm Daydate?
If I would to guess the DJ36 will continue to be in production a while further. In my opinion its still a stellar product. If Rolex would to upgrade it (and push the price a bit up) it would need to be a big upgrade. In my opinion of course...

[Maiden]

Here is my view...

1. The DJ advertising is every where. Look at a Formula 1, a Golf Tournament, or the Rolex Clocks around big cities, its the white datejust dial with the gold fluted bezel. Face of the brand.

2. Most AD have the most space for datejusts. In the retail world, the most space is allocated to the biggest seller. Its often reported the datejust is Rolex's biggest seller

3. Who got the new 32 series movement first, the Sub? No the 36mm Datejust, reflective of the importance of this model to Rolex.

The Datejust is well positioned and more important to Rolex than any sports model, as much as this forum makes others think otherwise.

[Ravager135]

The Datejust 36mm internationally still remains a top seller to both men and women. I think all you are seeing is a standardization among the bracelet/clasp with the 41mm models. Rolex will always promote their newer items over others. The Explorer was updated not long ago and the GMT-Master II LN remains a variation of a top seller. I don't think the 36mm models will go anywhere, though I agree the variations could be a little more streamlined.

[HogwldFLTR]

Originally Posted by Kaeverk

Dear Members,

I am new here & would like to ask your honest opinion on Rolex desired positioning and recent decisions over the DJ36, which is unclear to me. I have observed the following facts:

1. It appears almost certain that by 2019 the SuperJubilee with hidden clasp will be discointinued on DJ36 SS models - as already done with TT references in 2018;

I'd suspect that the hidden clasp will be reserved for the President which would make sense for me. The adjustable clasp makes more sense for comfort.

Originally Posted by Kaeverk

2. In the last 2-3 years, I've had the impression that the DJ36 has been completely absent from any Rolex ad, campaign, social media post etc - while the Ladies models and the DJ41 are heavily promoted across all channels - the only exception to this was the 2018 presentation of the new DJ36 TT - that was however very limited in scope and a "mandatory" move considering the caliber & case update.

For most of the world the DJ is the essence of Rolex; it is their most commonly sold watch. Maybe it isn't the one that needs advertising.

Originally Posted by Kaeverk

3. In other cases of models with more than one type/reference (i.e. Explorer, GMT etc.), Rolex seems to always find some space to promote and position even the less "new" and "attractive" references, like the Explorer I, the black GMT ect - this is not the case of the DJ36, which is almost hidden from view.

I certainly don't see the reference hidden from view, again it is the essential Rolex.

Originally Posted by Kaeverk

4- The DJ36 is currently available in 26 (!!) different dials, vs 10 options offered for the DJ41. It looks like Rolex cannot decide what is the overall positioning of this model, and whether it is a ladies' or men's watch. They appear not willing to clarify this very vague situation, possibly due to fear of losing market share.

It is being made for both men and women. I've noticed that change. Why would they want to limit it. Sounds like a home run to me specially since there are so many options. I see that as a win and not a loss. Why fix something that isn't broken.

Originally Posted by Kaeverk

In summary, I find Rolex positioning on the Datejust (and particularly on the DJ36) very unclear, where in part they are "sacrificing" the 36 in favor of the 41 (a dubious choice by itself), and on the other hand they are unwilling to narrow the DJ36 positioning to a specific client segment. The discontinuation of the hidden clasp only adds confusion to this, since it eliminates the only distinguishing feature this size had vs the DJ41.

Thoughts? Thanks to all! :)

I guess in summary I'd add that the DJ with all its variants comprises the best selling model(s) for Rolex. They are fairly good at eliminating dead branches from their tree. It's a well kept orchard; I'm certain they know what they are doing and will continue to do as they want. Oh, and FWIW, welcome to the forum. Good first post!!!

[Gerardus]

Originally Posted by Maiden

Here is my view...

1. The DJ advertising is every where. Look at a Formula 1, a Golf Tournament, or the Rolex Clocks around big cities, its the white datejust dial with the gold fluted bezel. Face of the brand.

2. Most AD have the most space for datejusts. In the retail world, the most space is allocated to the biggest seller. Its often reported the datejust is Rolex's biggest seller

3. Who got the new 32 series movement first, the Sub? No the 36mm Datejust, reflective of the importance of this model to Rolex.

The Datejust is well positioned and more important to Rolex than any sports model, as much as this forum makes others think otherwise.

Well said!

[F1polesitter]

Originally Posted by Rolexavidfan

I would say the DJ36 can be positioned as a starter set for young kids to graduate from college soon. A great way to introduce them to fine watchmaking and to the Rolex brand.


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Sorry, but couldn't disagree more with this comment. Maybe a starter set for junior high is more like it. *sarcasm*

[Kaeverk]

Thanks to all of you for weighing in on this discussion! :)
I own a 2016 DJ36 (116234, Jubilee) and I am very happy about it - would totally buy it again, especially considering they will discontinue the hidden clasp.

I was not aware the DJ was such a high seller compared to professional references, this probably explains a lot. I am still convinced the easylink is not a really positive evolution for the DJ36, and that 26 dials are maybe too many even for a unisex watch - however it is just my opinion. :)

[Kaeverk]

Thanks to all of you for your opinions on this discussion!
I own a 2016 DJ36 (116234, Jubilee) and I am very happy about it, would totally buy it again, especially considering they are discontinuing the hidden clasp.

I was not aware the DJ was such a high seller vs professional models, this probably explains a lot as you suggest in your replies. I am still convinced the easylink is not really a positive evolution for the DJ36, and that 26 dials are probably too many - however this is just my opinion :) Best!

[padi56]

Originally Posted by Kaeverk

Thanks to all of you for weighing in on this discussion! :)
I own a 2016 DJ36 (116234, Jubilee) and I am very happy about it - would totally buy it again, especially considering they will discontinue the hidden clasp.

I was not aware the DJ was such a high seller compared to professional references, this probably explains a lot. I am still convinced the easylink is not a really positive evolution for the DJ36, and that 26 dials are maybe too many even for a unisex watch - however it is just my opinion. :)

The 36mm DJ is Rolex biggest seller world wide especially in the Asian market.

[Jonesy2099]

Originally Posted by F1polesitter

Sorry, but couldn't disagree more with this comment. Maybe a starter set for junior high is more like it. *sarcasm*

I also couldn't disagree more. I'm going to give some away as Christening gifts. Start them off early!

[MatteoG]

Would be great have the slim lugs with the current range of dials such as the blue one

[Andad]

I am surprised that the 41 is not available with smooth bezel, white Roman dial on oyster.