So far, Rolex turns tool watches into flashy jewelry pieces.

[Actor07]

Dumping the iconic and understated LeMans in favor of the new Daytona diamond encrusted and Mother of Pearl dial and presenting a new Yellow 18k Gold DeepSea Sea Dweller. I’m not much of a fan of this tilt towards more “bling”

[Etschell]

well pot calling the kettle black with you having a platinum daytona eh?

[tedo]

The Daytona hurts my eyes. Wonder what that Deepsea must weight, as the James Cameron is already pretty hefty ??

[harvey]

…they stopped being tool watches when the aluminium bezels went.

[Actor07]

Originally Posted by Etschell

well pot calling the kettle black with you having a platinum daytona eh?

LOL, true. But at least the platona looks like SS with the exception of the dial and bezel. But the new diamond bezel jumps the shark IMHO. And the 18K Deep Sea is the shark that jumps the shark.

[brandrea]

Originally Posted by harvey

…they stopped being tool watches when the aluminium bezels went.

Pretty much

[huncho]

no one can get a Le Mans so why does it even matter. i think those new daytonas are cool and something different. rolex already has tons of plain watches to choose from anyway

[psv]

It is like the Kardashian is running Rolex now.

[Verdi]

You forgot about this one.

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[0nly5iv3Digits]

Agreed.. Rolex's better days are behind it. Believe me, they know it.

Anyone else find it "coincidental" that Tudor is stealing the show every year now? Haha. Well played, Rolex ~

[East of Eden]

The margins on these $50k watches must be insane, way more than the gold value

[GoingPlaces]

We're in the era of celebrity watches. Hard to get bling pieces reserved for rich and shameless which for some people makes them more desirable. Rinse and repeat.

[Cru Jones]

Guys, Rolex has been making precious metal watches for something like 75 years…….all this post-watch fair stress is a bit much

[0nly5iv3Digits]

Originally Posted by Cru Jones

Guys, Rolex has been making precious metal watches for something like 75 years……..

You've missed the forest for the trees here, mate. Everything Rolex makes nowadays is in some way or another fancy "jewellery".

Gone are the days of the rugged utilitarian... Many of us are sad about that. For God's sake even the Deep Sea they've turned solid Gold... Yes, I know the 16618 and even 1680/8 and all that, but everything is just so "bling" today.

[Cru Jones]

Originally Posted by 0nly5iv3Digits

You've missed the forest for the trees here, mate. Everything Rolex makes nowadays is in some way or another fancy "jewellery".

Gone are the days of the rugged utilitarian... Many of us are sad about that. For God's sake even the Deep Sea they've turned solid Gold... Yes, I know the 16618 and even 1680/8 and all that, but everything is just so "bling" today.

There’s a whole catalogue of SS Rolex watches. There were recent overhauls of the SS Daytona and Submariner lines. New lefty GMT. Titanium models…..

This year was more gold and show, yes, but it’s not a point of rupture, IMHO. Just a bit of focus on another part of the catalogue that’s been around for a LONG time, too. And a number of the new 36mm Day-Dates are beautiful….

[superpop]

To quote the illustrious Dr Dre, "Lookin like I robbed Liberace!"

[0nly5iv3Digits]

Originally Posted by Cru Jones

There’s a whole catalogue of SS Rolex watches. There were recent overhauls of the SS Daytona and Submariner lines. New lefty GMT. Titanium models…..

This year was more gold and show, yes, but it’s not a point of rupture, IMHO. Just a bit of focus on another part of the catalogue that’s been around for a LONG time, too. And a number of the new 36mm Day-Dates are beautiful….

Agreed. It isn't so much a problem with Rolex in particular, but such is modern design and build quality I think. Everything nowadays (high-end) at least, is a little too perfect.

Even those subs, gmts, SD's, DSSDs... they all look so fancy now. Dare I say blingy. Just my $0.02

[JettyOne]

If you want “tool” watch, Rolex makes a bunch. If you want jewelry wrist bling, Rolex also makes a bunch.

Modern Rolex is no longer tool watch.


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[thenewrick]

Originally Posted by Etschell

well pot calling the kettle black with you having a platinum daytona eh?

[vinny84]

I agree. They are more about being a jewelry piece more so than coming out with complicated movements or functionality on some of their watches. Still love Rolex but a far cry from what I remember them to be.

[Hollie_Rollie]

Originally Posted by East of Eden

The margins on these $50k watches must be insane, way more than the gold value

Agree, the margins must be insane. I'm curious what the discount will be on these when things go back to 2017

[NachoNeal]

Not my cup of tea, to be sure.
But I'm old school.

[tymonster]

Originally Posted by superpop

To quote the illustrious Dr Dre, "Lookin like I robbed Liberace!"

This


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[dnd2984]

Really making me appreciate Tudor more and more.

[Jim_K]

I have mixed emotions. I am my mid 50's and have wanted a rolex since a kid and seeing ads of the sports models in National Geographic etc. I currently own 2 five digit Rolex's: 16220 DJ I got when I was 30, and a 14060m when I was 40. Both purchased new and worn in rotation.

I have been giving a lot of thought to buying a modern Rolex as both of mine are neo-vintage.

As I've gotten older I would like either a TT or PM piece. TT DJ, YM new really appeal to me, or a pre-owned DD (prob in WG).

Part of me wants a modern interpretation of the 14060m, the 124060 is not for me as it is too large compared to my 14060m.

I guess what I am trying to say is that a limited number of the current references appeal to me and I realize they are more jewelry than in the past, but a modern new reference does have a great deal of appeal to me (but I will never sell my 2 five digits).

I put on my current DJ or Sub and they feel like a well worn pair of jeans or broken in Aldens.

[INC]

I don't think Rolex belongs in the luxury jewelry market. These are just expensive, overstuffed everyday watches. I understand that their models have outgrown the watch market in terms of price, but if they go this way, it is an admission that they are no longer interested in horology, only profit. And it is a problem, because in the same time the mass production is exactly what a real luxury product cannot be. I think these solid precious metals and added diamond "things", in fact only cheap mass-produced mechanical watches which are terribly far from the real luxury.

And in my opinion, if they decided to go this way, then they can say goodbye forever to ever being taken seriously as part of the holy trinity. It is not horology any more. It just profitology which in my opinion will last as long as they will be able to sell these mass produced expensive XXI. century "Midases".

[Watchman001]

Wait til your AD tries to tell you how everyone wants the gold deepsea, lol. Rolex has jumped the shark. I wouldn’t be caught dead in one anymore. I literally took my ceramic Daytona off today and put it away, and will probably sell. I want no association with the gaudy gaucheness, flex culture, etc. This W&W killed the brand for me.

[JRique]

Originally Posted by East of Eden

The margins on these $50k watches must be insane, way more than the gold value

Yes, each watch there is like 125g of gold, like 8k usd, they sell for 50k, on SS the same watch is like 18k, so they charge 32k more for 8k usd of gold. Movement and dial and other parts are the same.

[Lol-x]

I think the Rolex CEO just wants to make more money and the easiest way to do that is to make (and market) more high end jewellery timepieces.

I don't see it as an abandonment of the tool watch just an expansion with high priced timepieces with jewels and precious metals to direct those who have overly healthy bank accounts to spend a few of their dollars on a Rolex.

[MrRothstein]

Originally Posted by Watchman001

Wait til your AD tries to tell you how everyone wants the gold deepsea, lol. Rolex has jumped the shark. I wouldn’t be caught dead in one anymore. I literally took my ceramic Daytona off today and put it away, and will probably sell. I want no association with the gaudy gaucheness, flex culture, etc. This W&W killed the brand for me.

This is a hot take but to each his own.

Rolex has always made some over the top jewelry pieces - you may not like them but this is not really new. The Daytona has had Pave Rainbow, Eye of the Tiger, Saco…I mean hell there is a Daytona with a damn Leopard band and dial and orange sapphires/diamonds 😂. Did you think of that piece at all while wearing your SS ceramic?

These releases will be novelty and super rare and the average Rolex buyer will never even see them in person. Not exactly a shift in culture or anything.