Does everyone love Rolexes? Everyone has an answer to that question. Undoubtedly, Rolex has a very high status in the watch industry and no one can shake it. When I was a child, the Hong Kong movie “You have to work hard to get what you earn” was deeply burned into my mind, when I grew up, I was able to own a Rolex, which became our goal and guide to move forward. Why does everyone love Rolex? It’s an interesting proposition.
Three years later, Hans Wilsdorf adopted “Rolex” as the brand’s name. I tried almost every letter of the alphabet and came up with hundreds of names, but none of them really suited me,” he says. One morning I was sitting on the upper deck of a public coach passing through Chippsay Street in the City of London when I thought I heard a small pixie voice whispering, ‘Rolex’.”
A lean, easy-to-read name, easier to remember than any language, and aesthetically pleasing on the watch movement and dial. It’s a marketing replica rolex watches strategy success story. When “Rolex” was first introduced to the Chinese market, the people who translated it into “Rolex” also contributed to its success.
Back to the watch’s roots – precision
I’m not good at marketing, back to the watch itself. When it comes to Rolex, the quest for precision is a constant quest for the brand. As early as 1910, Rolex was the first watch to be awarded the Swiss Watch Rating Centre in Bienne, Switzerland, with a Swiss Time Certificate. As complicated as it may sound, the simple fact is that obtaining this certification was not easy and the tests to be passed were extremely demanding. Being the first watch to achieve this certification proves that Rolex has historically demanded a high degree of precision.
Four years later, Rolex was awarded the “A” certificate by the Kew Observatory, a symbol of precision watchmaking ever since. To this day, Rolex watches are still proud of their small daily errors.
Rolex is still “young” when compared to watchmaking brands with a history of two or three centuries. But Rolex’s history is well documented, with changes and innovations at every stage of the brand’s history, which spans more than a hundred years.
-A traceable trajectory of the brand’s history, both classic and innovative.
Take the new Rolex Logbook 36, launched this year, for example, the Logbook is a classic Rolex model, which was born in 1945 and has been in development for more than 70 years. The Rolex Logbook model is indeed hard to beat in terms of both functionality and aesthetic design. It is distinguished by the use of Rolex’s iconic Oyster case, triangular pit bezel and Oyster bracelet. The Logger is a classic watch that combines these three elements in a single watch.
This year, Rolex is presenting the new Oyster Perpetual Chronograph 36 in a choice of steel (Oyster and 18ct eternal rose gold) or yellow gold (Oyster and 18ct yellow gold) versions, each with a choice of dials. In addition to the design innovations, Rolex does not disappoint when it comes to movement performance. The new Oyster Perpetual Chronograph is equipped with the new generation 3235 calibre, equipped with the exclusive Parachrom blue niobium hairspring, a unique alloy with enhanced anti-magnetic properties and 10 times higher shock resistance than the traditional hairspring.
Who says only men love Rolex? Women’s passion for Rolex is also hard to quench. Not only can Rolex be worn by men and women, but this year, the brand has also brought a new Logbook 31 for these Rolex-loving women – available in three models: the 18ct white gold, 18ct yellow gold and 18ct eternal rose gold models. The Oyster Perpetual Chronograph, pictured above, is in 18t white gold, with a bezel set with sparkling diamonds and mother-of-pearl again using the diamonds as a time indicator, a luxurious detail in every sense of the word. The combination of diamonds, mother-of-pearl and precious metals, all without ostentation, makes this a very sincere gift from Rolex to any woman.
Speaking of Rolex’s new products for 2018, the “Pepsi Circle” – the Rolex GMT Master II – was also a hot topic at Baselworld earlier this year. In 1955, ten years after the launch of the Rolex Logbook, Rolex released the first Greenwich model, which has since become one of the most popular of Rolex’s many collections.
The highlight of the new “Pepsi Circle”, and one of the most talked about, was the combination of the two-tone red and blue ceramic bezel with the stainless steel case, which was presented on a “five-bead chain” with the 18ct white gold “Pepsi Circle” of the previous model. The new “Pepsi Bezel” is distinguished by the fact that it is made of steel, which marks a reduction in the fair price of the “Pepsi Bezel”. The new “Pepsi Bezel” marks a major breakthrough in the choice of materials for the case: it is made of steel, which means that the price of the “Pepsi Bezel” will be lower. The new Pepsi Bezel is equipped with a new movement, Calibre 3285, which increases the power reserve from 48 hours to 70 hours.
Perhaps one of the reasons for Rolex’s success is its “restlessness”. There is no such thing as “eating the same old stuff”, and standing on the classics to make more innovations and breakthroughs is the key to check and balance. Sometimes, though, these breakthroughs may be too much to accept at the moment. One of them, including the use of precious metals, precious stones on the tool watch such designs.
Another Rolex bombshell in 2018 was the launch of the new “rainbow circle”, the Oyster Cosmograph Daytona chronograph. This is not the first time Rolex has launched a “rainbow circle” Daytona, either. In 2012, Rolex already presented the first Rainbow Daytona at Baselworld. This is not only a classic collection that is still very popular today, but also one that has been around since 1963, when it was first launched. Nowadays, both in the primary market and secondary auction market, the market response to the Rolex Daytona has been very enthusiastic. This shows that consumers are very satisfied with the design and performance of the Deatonnas.
The new “rainbow circle” still features the three iconic sub-plates, the Oyster bracelet, and a pink gold case instead of the white and yellow gold of the previous model. The most striking feature of the bezel is the circle of carefully selected, polished and aligned stones, each of which has been carefully selected by the watchmakers. Each stone has to pass through the watchmaker’s careful inspection process in order to produce an impeccable piece. This new “rainbow circle” will not be produced in high volume, but only in small batches. If you have a chance to get your hands on one, it’s best to do so before it’s too late.
The new Rolex Deep Submersible, the 2018 “Ghost King”, is still made of Rolex’s patented Oystersteel, with a D-blue (dark blue gradient to black) dial. In fact, in 2014, the brand launched the Oystersteel gradient dial as a tribute to the challenges of deep-sea exploration.
The new “Ghost King” has not changed much in terms of design and the brand has focused on the movement. Equipped with the new self-winding caliber 3235, it offers improved stability, shock resistance and anti-magnetic properties. The “Demon King” is aimed at people who have a higher demand for diving, or who have a greater need for presence.
To sum up, the reasons for Rolex’s success are not complicated: the key to success lies in maintaining the original vision, working hard on the watchmaking process and returning to the product itself. Why does everyone love Rolex? Because it’s precise enough that it brings back the magic of machinery; it’s also iconic enough that it can even represent an era that no one knows about or knows the name of. What do you think of when you think of Rolex?