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Good evening, everyone!
This column discusses mechanical watches from an engineer's perspective. For our 49th installment, we will be talking about:
"Why is Rolex in a league of its own?"
Let's dive into this topic.
In the world of luxury watches, there are many prestigious brands.
Patek Philippe, Audemars Piguet, Vacheron Constantin.
All of these watches are more intricately made than Rolex. Yet, looking at the market, Rolex's activity is undoubtedly the most vibrant.
・Prices do not drop easily
・Sells quickly in any country
・Many models have secondary market prices exceeding their retail prices
・Popular enough to have a large number of fakes circulating
These reasons immediately come to mind. So, this time, I will clearly explain why Rolex alone is so "exceptional."
Rolex is "global currency"
Why is the liquidity so high?
There are three main reasons.
① Overwhelming recognition
Even people who are not interested in watches know the name "Rolex." This is a strength that Patek Philippe and Audemars Piguet do not possess.
② Global recognition of models
Daytona, Submariner, GMT-Master. These names, designs, and values are recognized in every country.
③ Price transparency
Auctions, secondary markets, private sales. Prices are visible globally, allowing the market value to function like a "currency." Due to high circulation and demand, it maintains a stable market price regardless of location or timing.
High quality builds "trust"
From my perspective as a repair technician, what makes Rolex so impressive is its ability to combine luxury with industrial product qualities.
・Water resistance
・Shock resistance
・Accuracy exceeding chronometer standards
・Parts supply system
These are qualities that art-like, low-production watch brands cannot imitate. Rolex was the first to establish itself as a "luxury watch that can be used with confidence for decades to come." The fact that many technicians can handle repairs means not only that the structure is simple, but also that the precision of each part is extremely high, requiring no extra adjustments during assembly.
The "ingenious idea" of sports models
One reason Rolex has established such a special position is that it made sports watches luxurious.
The Daytona and Explorer were originally professional tools. With each model change, their quality improved, and they are now established as status symbols that can be worn with suits. This mix of "tool (gear)" and "luxury" created a unique position and can be said to have given birth to the later "luxury sports watch boom."
Proving its strength in the vintage market
Many brands face concerns that older models are difficult to handle or cannot be repaired due to a lack of parts. But Rolex is different.
・Vintage models are traded worldwide
・Numerous specialized repair shops
・Abundant parts circulation
In other words, Rolex has established itself as a brand that can be "used continuously over time." This builds trust in the secondary market and contributes to the sales of current models.
Summary
What did you think?
Rolex is exceptional because it has everything: "recognition," "liquidity," "quality," "history," and "after-sales service."
Rolex is now practically "wearable global currency," and no matter how wonderful other brands' watches are, they cannot easily usurp this position. No one knows what the future holds, but this dynamic may remain unchanged for decades or even centuries, with Rolex ascending to even greater heights.
I hope this article provided valuable information and sparked your interest in luxury watches! Also, if you have any questions, please feel free to ask directly, and I will be happy to provide thorough answers. We look forward to your visit or inquiry.
Stay tuned for the next installment! See you then!
