The Rolex strategy

[Dirt]

Originally Posted by JacksonStone

For my uncle, TAG might as well be Patek. His view is, if you spent more than what a Timex costs, you're an idiot. I don't even talk watches with him.

Yep.
That's about the size of it.

I started to see the light when I reviewed the combined service costs and minor repairs of my "go to" cheaper brand watch over the years.
I had spent over the original purchase cost with the last service being the very last straw due to unforgivably shoddy work. I was over it and started to look around with an open mind.

I was determined to not end up with a drawer somewhere in the house where there were a collection of non functional watches that would cost me more to service/repair than they were worth. Like other people often have.
The quartz crisis didn't help either where competent watchmakers moved on or died and were never really replaced leading to a deficit in expertise. It was a downhill slide for mechanical watch owners.

Eventually I came to Rolex as the cure to my problems as they stayed the course despite a dabbling in quartz technology.
With Rolex I remain.

[tyler1980]

Originally Posted by JacksonStone

For my uncle, TAG might as well be Patek. His view is, if you spent more than what a Timex costs, you're an idiot. I don't even talk watches with him.

yep thats my stepfather. He doesn't get it even when i ask him how much he sold his truck for that he bought brand new 10 years ago. Then i tell him what my 10 year old watch is worth vs what i paid. Its crickets, like im speaking in a language only i understand.

[77T]

A new strategy could be a multi-channel approach to segment the market. After reading many of the comments here - and some very good points being made - I pondered an approach.

“A Rolex for the rest of us”: aimed at those who won’t part with $8,000 for a watch that lasts a lifetime, but will part with thousands per year (and more in the future) for other junk wearables for the rest of their lifetimes.

[JacksonStone]

Originally Posted by 77T

“A Rolex for the rest of us”

To be promoted each year at the Rolex Festivus.

[77T]

Originally Posted by JacksonStone

To be promoted each year at the Rolex Festivus.

Oh, YEAH!!!

You see? It’s working already...