You're the CEO of Rolex for one year, what will you change?

First decision: build more factories and train new watch makers.

2nd decision: get the daytona meteorite dial for free cause I'm the CEO, can't be walking around the HQ with a Seiko.

3rd decision: Ban every retail store who play shady games

4th decision: hire new designers to bring some fresh air and stop producing the same watches with different colors.

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Given the success of the MoonSwatch I would team with Invicta to create an inexpensive SubVicta model.  Sells for less than $99.

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I'd kill the secondary rip off market the same way Mercedes did in the 1980's and make everyone that wants to get a Rolex be able to get one.

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First decision : negotiate company shares in my pay package

second decision : ramp up production from new and existing plants at just 5 % per annum to keep supply really tight and have a good laugh reading angry punters comments on IG and YT

third decision : stop sponsoring Formula One. It's expensive and useless. Dedicate 20 % of saved amount on truly posh sports (equestrian events, high end regattas) to convince Patek snob buyers to come to Rolex

forth decision : launch a Tiffany White Gold no-date Submariner with a € 80 000 price tag and ban for life any dealer caught selling one to a flipper

fifth and last decision : kill the ugly Air King and have Tudor launch a 1019 inspired watch

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Make the Cellini moonphase in stainless steel, and retail it for 7k.

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As CEO of rolex

  1.  Graduate more watch makers. 
  2.  Re evaluate the use of robotics.  How a robotics footprint can be seen and felt.  Where it meets the human craft of hand tooling.  
  3.   Explore 3D printing.  Nano surfacing and colorization through material topography. 

4.  Actually use Tudor to develop new design languages. 

5.  Research new movements using ceramics and carbon sheeting. 

6.   Develop the Mars watch. 

That is already too much to do in a year... 

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  1. Carry on 
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Allow ADs to allocate you a central 'build slot' when you go on the waitlist for a watch. They can charge a deposit for the slot, limit the number of slots per customer, and they should ensure that if you change your mind, your build slot cannot be transferred to a third party - it just disappears from the list and everyone moves up one slot.

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You’ll kick yourself when you hear the answer…

Change nothing. People keep buying no matter how difficult it is. Sure, they moan but we can get away with it. Unless the sales figures go down, I do nothing and say even less. Doing that has made them the market leader it would be mental to change that. Easiest working year of my life…

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@SurferJohn nailed it.

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Make a SS version of the Day-Date.  

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In no particular order

  • Reintroduce Oysterquartz.
  • Drastically cut stainless steel models and eliminate whatever they call their rose gold.
  • Drastically cut black dial options.
  •  Design thinner bracelet style.
  •  Reintroduce a triple calendar with moon phase
  •  Focus on 34mm models.
  •  Cellini line to be main focus.
  •  Prince line reintroduced (Capone Edition).
  • Raid Time Piece Gentleman's store and other flipped stockpiles and create detailed  customer blacklists. Investigate CD Peacock Chicago. 
  • Patrick Bateman Edition Datejust
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I think @Chunghauphoto and @robwei have a point. But I recall there was a thread where @HotWatchChick69 gave some scientific evidence regarding how brand loyalty is formed at a rather young age and then that's it. 

So as CEO I would like them to get better at forcing their distribution partners to identify prospective "brand-wh0re$" and sell them watches. That said, I'm not competent enough to do anything about that so I'd just do nothing. Also I'd probably not get paid any bonus for future profits so f*** what I just said 😉

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I'll change nothing. Why should I?

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Oseberg

First decision : negotiate company shares in my pay package

second decision : ramp up production from new and existing plants at just 5 % per annum to keep supply really tight and have a good laugh reading angry punters comments on IG and YT

third decision : stop sponsoring Formula One. It's expensive and useless. Dedicate 20 % of saved amount on truly posh sports (equestrian events, high end regattas) to convince Patek snob buyers to come to Rolex

forth decision : launch a Tiffany White Gold no-date Submariner with a € 80 000 price tag and ban for life any dealer caught selling one to a flipper

fifth and last decision : kill the ugly Air King and have Tudor launch a 1019 inspired watch

Agreed, F1 is watched by peasants, paupers and TAG Heuer owners, and should be avoided. Maybe the Mille Miglia has some unused advertising opportunities. I think charities worked well, and could be expanded upon. 

Further agreement on the Air King, but I would include the Milgauss. Such experiments should be contained within Tudor.

Reduce production by 5% to keep things interesting.

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I would replace who ever is making the decisions for new releases.  I would hire some real watch makers to create in house complications like Perpetual Calendars and Minute Repeaters, so Rolex can be a Haute Horology brand.  I would stop marketing to douchebags.  I would increase production so there would not be long waits for products.  I would stop selling to ADs who treat customers like shit.

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Decorate the automatic movements and have display case backs
Replace the Cellini range with something more artizan
Release a range of genuine sports/tool watches with highly robust and accruate quartz movements
Centrally control the waiting list