Rolex Explorer
Certainly you’ve heard people choose a side on the issue of pet types. “I’m not into cats, I’m a dog person.” Or declaring someone a “cat person” because they’ve adopted a couple of felines. In the world of mechanical watches, there’s a similar dividing line regarding the biggest brand of them all. So, are you a “Rolex Person,” or not?
The 800-Pound Gorilla
There’s no question Rolex can be a divisive brand. They overwhelmingly dominate the luxury watch space by producing over one million watches annually, dwarfing the closest comparable brands (Cartier and Omega) by 25% – 50%.
The Rolex yearly advertising budget is estimated by some media analysts to be around $100 million, so it’s no wonder you can’t avoid seeing its coronet logo on TV screens for major sporting events in tennis, golf and car racing. The brand sponsors the Academy Awards and major worldwide opera houses. At times, it feels like it’s everywhere.
Is It Too Much?
For those not interested in watches, seeing the Rolex brand displayed so frequently probably feels no different than any other ubiquitous brand like Apple or Coke. It’s there, you see it, but you may not give it much thought. Watch enthusiasts or just those who are watch-curious often feel strongly one way or another about the company and owning its products. But, why?
No doubt any oversaturated marketplace can cause emotional fatigue. Rolex, though, is a luxury product that historically wins over doubters with its dedication to quality and ability to retain value through the years. This is very unlike other watches in the same price range that immediately depreciate as soon as they are purchased new from an authorized dealer. Or jewelry, which could be the single most overvalued luxury market segment – ever try to sell any pieces and get remotely close to what you paid for it?
Consider Your Side
Perhaps you already know which side of the fence you sit on. Maybe you own a Rolex or are thinking of buying one. But to determine if you’re truly a Rolex Person, here’s a few questions to honestly ask yourself:
1) Would you feel self-conscious having friends notice you’re wearing a Rolex?
2) Do you like the brand because of its high quality standards, innovative design and excellent durability?
3) Do you think it’s cliché to own a Rolex?
4) Does the prestige of owning a Rolex invoke a sense of pride in you?
5) Would you buy a Rolex predominantly because the brand retains its value?
The title of this post is actually a bit of a trick question. Anyone can be a Rolex Person. In fact, there are many people who consider themselves a fan of the brand but don’t want others to make judgements about their finances or vanity, so they don’t broadcast their ownership of a Rolex watch. Conversely, plenty of the population dislikes the brand and what it represents. The brand can be quite polarizing.
There are many different reasons for owning one of the legendary brand’s timepieces. As with most things considered luxury, i.e. not necessities, it’s important you feel good wearing it on your wrist. It should bring feelings of satisfaction, joy and pride. Perhaps you’d prefer to subtly wear it under a long-sleeved shirt. Or maybe you choose to post your watch on social media. Either way, if you appreciate Rolex – through ownership or just admiration – you’re a “Rolex Person.”