The Rolex strategy

[SamP]

The year is 2007 & Rolex bring out the larger (Maxi case) in the form of 116710 GMT Master ll. The next year Rolex supersizes the Sub Date to 116613.
Why?
Perhaps it would appease a new audience, as well as make the old audience clamber for the newly discontinued 5 digit models.
Come 2017 & Rolex does the inverse, they slim the Maxi case of the Sea-Dweller to form the 126600.
2018... Will Rolex continue the form & slim down other sport models?
We assume Rolex will usher in the 32xx movement, but by slimming down cases they rejuvenate the 5 digit lovers into buying new Rolexes and those who adore the Maxi case to clamber for the newly discontinued 6 digit Maxi cases.
Deja vu Rolex style.
Now that’s good for me, we can argue whether the Maxi case was an improvement or not, but when it come to new movements - there is no argument.
So roll on the 5 digit emulating 6 digit models with the newest movements.
Let’s see what Rolex unveils in Basel ‘18.
Remember the fried egg headlights Porsche brought out in ‘97. There was uproar. Porsche waited (Because they don’t get anything wrong), then what did they do? Yes, they brought back the non fried egg!
This is just my rant. Feel free to comment even though no questions have been asked.
Regards

[rossi46]

It's called the Super-case. "Maxi" refers to do the maxi-dials (larger hour markers/hands).

I'm on record hoping they slim down the lugs ASAP. A 124060 with 5-digit-esque lugs would be a near instant buy for me.

[AK797]

Well 2005 was the first year of the maxi or super case on a GMTc, the YG, so after 10 years it would have been 2015 for an anniversary change and a much better time to try to boost demand from 5 digit-ers, unlike now where they can't nearly make enough watches for the soaring demand and don't even pretend to in the near future. It would be a waste of valuable production time and money implementing this now, but this decision may have been made a year ago so it could be happening at Basel, but I bet Rolex wish it wasn't, timing could not be worse.

[mountainjogger]

Er. I like the larger case and the maxi dial. Different strokes.

[JacksonStone]

Originally Posted by rossi46

It's called the Super-case. "Maxi" refers to do the maxi-dials (larger hour markers/hands).

Good point. I've been guilty of the confusion myself, so I'll make a point of not doing that anymore.

Also, slight correction to the OP: the Super-case debuted in 2005 with a YG anniversary GMT (green dial). YG with black dial and TT came out in 2006. SS was 2007. So we're actually 13 years into the Super-case.

Edit: looks like AK beat me to it.

[Michigan_State]

Originally Posted by rossi46

...A 124060 with 5-digit-esque lugs would be a near instant buy for me.

Agree. I‘d line up, right behind you. That being said, I‘m not a huge fan of the engraved rehaut. If they could just trim that down a bit

[abozz]

Originally Posted by mountainjogger

Er. I like the larger case and the maxi dial. Different strokes.

Same here, love maxi case!!!

[77T]

Trends come and go. Overall, the watch industry has been beefing up case sizes for the past decade.
They are laggards to other trends - while wide ties and lapels, bell bottoms and padded jacket shoulders ruled, the Swiss kept case sizes the same as the trends of the 60’s (slim and trim). Fashion is showing a slimming trend now. So mark your calendars for the glacial pace of change...sometime in the mid-21st Century will see some slimming and thinning methinks.


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[Cabaiguan]

Doesn’t matter because there won’t be any around to buy.


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[watchwatcher]

[jrs146]

Interesting thoughts here. I think the only thing we really know is something is coming. What that is? Who knows!?!


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[DoctorA]

Originally Posted by mountainjogger

er. I like the larger case and the maxi dial. Different strokes.

x2

[landroverking]

Not a fan of the Super cases.

[MeWatchYou]

Originally Posted by doctora

x2

x3

[ROLEX MAN]

Oh but I like my "Fried Egg Look"

Maybe the same will happen to the Porsche as did to the 16710 that no wanted back then!

[Justinmg]

Originally Posted by Michigan_State

Agree. I‘d line up, right behind you. That being said, I‘m not a huge fan of the engraved rehaut. If they could just trim that down a bit

Agree, not really a fan of any of the additions to the 6 digit reference, I think the five digits were the last of the true tool watch that I love about Rolex

[Rogdogg]

Originally Posted by mountainjogger

Er. I like the larger case and the maxi dial. Different strokes.

Me too. I think they're great.

[Mousehunter]

I don’t see a pattern yet. Yes, the introduced the Deep Sea in 44m, but when they brought back the Sea Dweller it was a 43mm not a 40mm. That confirms the upsize to me, not abandoned it.

[Michael N Q8]

Originally Posted by rossi46

I'm on record hoping they slim down the lugs ASAP. A 124060 with 5-digit-esque lugs would be a near instant buy for me.

I would also want this.

[VIG]

I like the maxi case, nothing against the 5 digits, I just think the newer ones look better

[roger0770]

I was really surprised to see Rolex discontinued the SD4K. That was their first try to bring back the slimmer case, but it didn't do so well. Now there is the new 43mm SeaDweller. I am not a fan of the super case either. However, I do appreciate the new bracelet and the glidelock clasp.

[No SUBctitute]

Originally Posted by mountainjogger

Er. I like the larger case and the maxi dial. Different strokes.

x6

[JacksonStone]

Originally Posted by mountainjogger

Er. I like the larger case and the maxi dial. Different strokes.

Same here. I don't rule out the possibility Rolex might come out with a Sub I like even more than the current one, but the six-digit sports models really raised the bar, imo.

[nikesupremedunk]

I know people on here are always complaining about the "fat lugs" but I could never see what the problem was. The slimmer lugs match the design of the 5 digits and the beefier lugs match the design of the 6 digits. If they were reversed it would look weird IMO. But let's see what Rolex has in store for us...maybe nothing, who knows.

[Devildog]

Originally Posted by AK797

Well 2005 was the first year of the maxi or super case on a GMTc, the YG, so after 10 years it would have been 2015 for an anniversary change and a much better time to try to boost demand from 5 digit-ers, unlike now where they can't nearly make enough watches for the soaring demand and don't even pretend to in the near future. It would be a waste of valuable production time and money implementing this now, but this decision may have been made a year ago so it could be happening at Basel, but I bet Rolex wish it wasn't, timing could not be worse.

Totally agree Neil. Timing could not be worse unless Rolex is able to increase or fast track production somehow (more efficient production lines?)

However, the super case (was it ever officially called this bu Rolex? - anyone know? ) with its thick lugs certainly polarises opinion. Something previous generation cases never did, and that’s not likely to be seen as a positive in the eyes of Rolex execs. The could have gone the same way with the SD43 and made it a slimmer DeepSea. But they didn’t.

There is something just “right” in the proportions of the slimmer lugged 126600 which retains the balance of the pre super case lines, updates it and delivers it in a totally modern package. It’s my opinion, but it’s mentioned often and Rolex won’t have missed that.

[toto]

With the BLRO likely to be discontinued, it might announce something new in the GMT line...

[JacksonStone]

Originally Posted by toto

With the BLRO likely to be discontinued, it might announce something new in the GMT line...

I agree. The timing makes sense, production issues notwithstanding. Rolex began putting the 32xx movement in the sports line last year with the new Sea Dweller. The GMT would reasonably be next. As a design, it's 13 years old - three years older than the current Submariner - so it makes sense it would get the update before the Sub, and also debut in PM. The BLRO disco may well have tipped Rolex's hand, just the way the SD4K deletion clued people in to the arrival of the SD43. Based on that, I'm increasingly getting the feeling we won't see a new Sub this year...maybe not for several, if Rolex holds to the same release pattern in did with the two models last decade.

[1William]

New movement, for sure. Slightly modified case, ok. Would make since we are short of SS models. Just speculation.

[brandrea]

Rolex, please throw in chamfers

[AK797]

Originally Posted by brandrea

Rolex, please throw in chamfers

Chamfers are nice, love them on my AP and PP, and would signal a finessing upscale.