Everything has a name, and each name has a meaning and a reason for being named. So, what is the origin of the name of that famous watch? In this column, we will explore the secrets behind the names of watches and introduce them along with their anecdotes.
This time, we will explore the company's "strategy" that can be read from the model names of Rolex, which is extremely famous and hugely popular both as a watch brand and as a manufacture (a manufacturer with an in-house production system).
(Article published on October 9, 2021)
The secret behind Rolex's greatness revealed through its model names
Rolex watches continue to be difficult to obtain, and the recent unusual official comment about the constant shortage has become a hot topic.
http://www.webchronos.net/features/70429/
Even so, it is still amazing that demand has continued to exceed supply for such a long period of time, and it makes us appreciate the exclusivity of Rolex and its worldwide popularity.
By the way, one thing I've always thought about Rolex is the small size of their collection and the lack of new models.
It is often said that Rolex does not make complicated mechanisms. They do not make ultra-complex mechanisms such as tourbillons or minute repeaters, nor do they make perpetual calendars, annual calendars, or full calendars (triple calendars) (although they did make triple calendars in the past that displayed the month, date, and day of the week). A very small number of split-second chronographs were made in the 1940s, but nothing else has been seen. There are also no moon phases in the current lineup (though the Cellini does have one). They do not have power reserve indicators, and they have never used a skeleton or see-through caseback that shows the movement mechanism (as was the case with the former Cellini Prince).
It is also often said that Rolex does not make so-called reissue models. Reissue models can be said to be one of the mainstream trends in the watch world today. They have always been popular and have become even more popular in recent years. However, Rolex shows no sign of jumping on the bandwagon.
Well, it's not surprising, considering they didn't even take part in the "ultra-complex mechanism festival" in the early 2000s, when everyone was releasing tourbillons.
However, if they were to reissue the early automatic "Bubble Back" or the aforementioned triple calendar or triple calendar chronograph, they would undoubtedly be hugely popular. And if they were to reissue the "Daytona" with its Paul Newman dial, it would undoubtedly be a global frenzy. However, Rolex has never produced such a reissue model, and it's unlikely they'll ever do so.
Another thing that I have been thinking about for a long time is the lack of variety. This is also what bothers me the most.
Creating a complicated mechanism and creating a reissue model both require a fair amount of work. It goes without saying that developing ultra-complex mechanisms such as tourbillons and minute repeaters is no easy task. Reissue models also require new cases and dials, and in some cases, completely new movements must be developed.
However, variations are not that difficult. For example, a diver's chronograph equipped with a unidirectional rotating bezel on the Daytona. Conversely, a Submariner equipped with a chronograph. A GMT model with a 24-hour hand added to the Day-Date. Such variations can be made quickly. In fact, as you well know, there are quite a few brands that have such variations in their lineups.
If they were to make a variation model like a Daytona diver, a Submariner chronograph, or a Day-Date GMT, there would undoubtedly be a fierce battle to buy them. But Rolex doesn't make them. That has long been what has been so fascinating.
So why doesn't Rolex create complicated mechanisms, reissues, or variations? Why doesn't it pay any attention to them, even though they are mainstream in the watch industry and are sure to be a global hit? One of the main reasons is the same as that stated in the official comment: to maintain high quality.
However, I also think that Rolex's true aim is to avoid creating complicated mechanisms, reissue models, or variations, in other words, to maintain complete simplicity.
