Watch Journalist Yasuhito Shibuya's Useful Watch Industry Chat
Rolex, which had never commented on the distribution status of its watches until now, made an unusual "official comment" in response to an article in a certain media outlet. Rolex is so shrouded in mystery that just this comment caused a stir around the world. Journalist Yasuhito Shibuya reports on the details of this "incident" that shocked the world.
(Article published on October 9, 2021)
The unusual Rolex "official comment" that surprised the world
In September 2021, there was a small incident that became a hot topic among watch enthusiasts and people in the watch industry in the United States. Rolex, which normally does not make official comments, later made an official comment in response to a roughly six-minute current events commentary video titled "THE GREAT ROLEX MISTERY" posted on the portal site Yahoo! Finance (US version), which discussed the increasing popularity of Rolex, shortages, and soaring prices in the aftermarket.
Even though I have been a watch journalist for over a quarter century, I have never heard of Rolex making an official statement to a media outlet. When I learned of this, I was shocked.
Overwhelming popularity exceeds production numbers
If you're a reader of webChronos or the Japanese edition of Chronos, you've likely noticed that popular Rolex models have been in short supply for years. In particular, so-called "professional watches" such as the Explorer and Submariner are constantly in short supply, leaving many people unable to buy them even if they want to. Even if you want to buy one from an authorized dealer, these models are often out of stock and you're often told, "We don't know when the product will be available." Many of us have had similar experiences.
Why has this become the norm? The reason is simple: the gap between demand and production is too large.
However, it is impossible to know how big the supply-demand gap actually is. Rolex, which is a incorporated foundation, is not required to disclose corporate information like a joint-stock company. Therefore, it is not known how many watches Rolex produces and ships per year. The figure known among those interested in Rolex is 700,000 to 800,000 per year. This is merely an estimate of the annual production number based on the number that pass COSC testing, as most of Rolex's mechanical models are certified by the Swiss Official Chronometer Testing Institute (COSC).
