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Good evening everyone!
This column talks about mechanical watches from an engineer's perspective. This is the 49th installment.
"Why is Rolex in a class of its own?"
I will be talking about this topic here.
There are many prestigious brands in the world of luxury watches.
Patek Philippe, Audemars Piguet, Vacheron Constantin.
All of these watches are more elaborately crafted than Rolex watches, but when you look at the market as a whole, Rolex is by far the most active.
・Prices do not fall easily ・They sell quickly in any country ・Many models have secondary distribution prices that exceed the retail price ・They are so popular that a large number of counterfeits are circulating
These are the reasons that immediately come to mind. So, in this article, I would like to explain in an easy-to-understand way why Rolex is in such a class of its own.
Rolex is a "universal currency"
Why is liquidity so high?
There are three main reasons.
① Overwhelming recognition
Even people who aren't interested in watches know the name "Rolex," which is an advantage that Patek Philippe and Audemars Piguet don't have.
②The model is well-known worldwide
Daytona, Submariner, GMT Master...the same name, same design, and same value are accepted in every country.
3) Price transparency
Auctions, secondary distribution, private sales. Prices are visible all over the world, so the market price functions like a "currency." Due to the large amount of distribution and demand, the market price continues to maintain a stable value regardless of location or time.
High quality creates "trust"
As a former repair technician, what I find amazing about Rolex is that it combines luxury with industrial manufacturing.
・Waterproof performance ・Shock resistance ・Accuracy exceeding chronometer standards ・Parts supply system
These are qualities that cannot be replicated by watch brands with small production numbers, which are like works of art. Rolex was the first to establish its position as a "luxury watch that can be used with confidence for decades to come." Many technicians are available to repair the watch. This not only means that the structure is simple, but also that each part is extremely precise, meaning that no unnecessary adjustments are required during assembly.
The "genius idea" of a sports model
One of the reasons Rolex has been able to establish a special position is that it has made sports watches luxurious.
Both the Daytona and the Explorer were originally professional tools. Their quality improved with each model change, and they are now established as status items that go well with suits. This mix of "gear" and "luxury" created a unique position for them, and it can be said that it gave birth to the later "luxury sports boom."
Proving its strength in the vintage market
With many brands, there is a concern that older models are more difficult to maintain and that parts are unavailable to repair them, but Rolex is different.
・Vintage models are traded worldwide ・Many specialized repair shops ・Abundant parts distribution
In other words, Rolex has established itself as a brand that can be used for a long time . This has created trust in the pre-owned market and led to sales of current models.
summary
What did you think?
What makes Rolex special is that it has all of the following: recognition, liquidity, quality, history, and after-sales service.
Rolex can now be said to be a "wearable global currency." No matter how great a watch other brands make, they will not be able to easily take this position. No one knows what the future holds, but it seems likely that this structure will remain unchanged for decades, even centuries, and Rolex will continue to reach even greater heights.
We hope that this article has been useful to you and has sparked even a little interest in luxury watches! If you have any questions, please feel free to ask us directly and we will be happy to answer them. We look forward to your visit and inquiries.
Please look forward to the next one!
