Black Bay 54
I have had my eye on this watch for months. ADs didn’t have it. I wanted to see it, but had no intention of buying it. One thing I really love about it is that it is essentially an exact recreation of the first Rolex submariner.
I have been on the waitlist for a certain Rolex model since October. I’m not sure I’ll pull the trigger on it when my name finally comes up.
I’ve developed a relationship with a salesperson at a local AD and I went in to say hi and asked her about the BB 54, as I have in the past.
She told me she’d check the back and came out with a rubber strap. I have no idea, but I imagine she 100% knew that she had one but was “hiding it” for more preferred client.
I AM NOT a big spender, I do not take the purchase of a Rolex lightly, but like I said, I am on the list, have visited her several times just to chat watches, and made it clear I’m not a millionaire who just wants a shiny thing but a genuine watch enthusiast. She actually convinced me to put myself on the list for the Rolex I want after I asked her, “Is there any point?”
When she showed me the BB 54 I have to say it surpassed my expectations. I’m also aware that this counts as me developing a purchase history with her. That makes me feel a little bit gross, I almost felt slightly pressured, but it’s not like I don’t really like this watch. This was also a significant purchase for me. But I know my Rolex is probably coming sometime next summer or later, so as long as I make no big purchases for the rest of the year I, I can justify both purchases.
The short of it is, I really like the 54, it’s subtle but attractive, very well proportioned, and actually wears bigger than 37 because of the long lugs. I think it wears like a 39.
I got it on rubber, which I’m not a fan of aesthetically but it is a great strap. I ordered the bracelet separately. (It’s not like they had a bracelet version at the store).
My wrist is 7 inches. If you have any questions about the watch, or want more pictures, ask away. (The watch is hard to photograph, the gilt features are much more prominent and rich in color in real life).
Writer, sometimes filmmaker. LA and NY. Love old stuff and mechanical things. History matters.
Congrats on the watch! Love that model. Looks great on the strap too. The actual name of that watch is the black Bay 54, it is a 37mm but the 54 is a reference to the year it’s replicating (similar to the black bay 58). The black bays that go by size in their naming are the fixed bezel black bays (36,39,41 etc).
Rolex sell over a million watches every year, the availability thing is, for me, a bit of a myth they peddle to perpetuate the thinking that you're buying into some kind of exclusive club. There is no doubt they're a quality timepiece but sales strategy/marketing is the big winner here. You've got a 'baby Rolex' now, maybe have a look for something different rather than giving them any more cash.
Looks sweet man. I wouldn’t read into the purchase history point too much, if you like it and it surpassed your expectations, you’re golden! 👍🏼
Congrats on your new BB54. It's an amazing watch in all regards and wears so well on wrist. Enjoy!
Congrats on your new watch looks great ,definitely looks bigger than a 37
Congrats on the watch! Love that model. Looks great on the strap too. The actual name of that watch is the black Bay 54, it is a 37mm but the 54 is a reference to the year it’s replicating (similar to the black bay 58). The black bays that go by size in their naming are the fixed bezel black bays (36,39,41 etc).
Thanks, I don’t know why I convinced myself it was called the BB 37. I had researched the watch months ago, but hadn’t looked at it since. I guess I forgot
Rolex sell over a million watches every year, the availability thing is, for me, a bit of a myth they peddle to perpetuate the thinking that you're buying into some kind of exclusive club. There is no doubt they're a quality timepiece but sales strategy/marketing is the big winner here. You've got a 'baby Rolex' now, maybe have a look for something different rather than giving them any more cash.
I'm well aware of production numbers (and I have other watches, I have already passed my "Rolex disdain" phase haha. Well, for the most part. But thanks for the advice).
What isn't relevant is how many watches Rolex sells, but how many buyers there are. And a certain model, may only be made to the orders of tens of thousands.
I am on the list for the destro green GMT (I call it the Riddler, which is the right name, I hate the name "Sprite" for it).
That watch is hard to get, and surely there are significantly more customers for it than there are models being made.
While I understand that to some degree the scarcity is overblown, it isn't hard to believe that there are several orders of magnitudes more customers than watches being produced per year, in world of almost 7 billion people.
So while maybe not so "exclusive," Rolex is certainly a "hard-to-get" club (at Retail).
Rolex sell over a million watches every year, the availability thing is, for me, a bit of a myth they peddle to perpetuate the thinking that you're buying into some kind of exclusive club. There is no doubt they're a quality timepiece but sales strategy/marketing is the big winner here. You've got a 'baby Rolex' now, maybe have a look for something different rather than giving them any more cash.
A million watches a year divided by maybe 100 differnt modles is roughly 10k subs a year if they did each model equally divided by every AD in every country. Most ADs get a hand full a year with probably a few 100 people asking for them
Congrats. I think the black bay 54 is a really awsome watch. Definitely pays tribute to that original submariner that set the stage for all five watches after it. James Bond would be proud of you James blond. Don’t feel weird or bad you bought an awsome watch to hold you over till the submariner comes. You can either trade out of it when you get the call and essentially trade up the ladder as the value of the submariner even with any loss on the black bay would keep you in the positive most likely or you could keep them both. I think both are differnt enough to keep in your collection. I have a 7.25-7.5 inch wrist and I wore a 37mm tag night diver and I liked it alot. Doesn’t look to small on wrist and the size actually made it very comfortable to wear. Don’t turn down the submariner when you get the call it’s an amazing watch and once you have it on wrist you will thank yourself.
I know the submariner is in my collection to stay for life until I am in the ground and then it will be on my daughters wrist.
I'm well aware of production numbers (and I have other watches, I have already passed my "Rolex disdain" phase haha. Well, for the most part. But thanks for the advice).
What isn't relevant is how many watches Rolex sells, but how many buyers there are. And a certain model, may only be made to the orders of tens of thousands.
I am on the list for the destro green GMT (I call it the Riddler, which is the right name, I hate the name "Sprite" for it).
That watch is hard to get, and surely there are significantly more customers for it than there are models being made.
While I understand that to some degree the scarcity is overblown, it isn't hard to believe that there are several orders of magnitudes more customers than watches being produced per year, in world of almost 7 billion people.
So while maybe not so "exclusive," Rolex is certainly a "hard-to-get" club (at Retail).
Spot on 100%. If there are 100 balls in a room and 1000 people in the room trying to each pick up a ball good luck.
Absolutely lovely watch. Looks like a vintage Sub which I prefer to the later versions. Looks great on the NATO too. 👍
Spot on 100%. If there are 100 balls in a room and 1000 people in the room trying to each pick up a ball good luck.
As I already mentioned it's a great sales/marketing strategy. Perceived exclusivity is an understood marketing concept and Rolex have it off to a tee.
As I already mentioned it's a great sales/marketing strategy. Perceived exclusivity is an understood marketing concept and Rolex have it off to a tee.
How is it perceived and not real given how many people want one to how many are available?
Congrats. I think the black bay 54 is a really awsome watch. Definitely pays tribute to that original submariner that set the stage for all five watches after it. James Bond would be proud of you James blond. Don’t feel weird or bad you bought an awsome watch to hold you over till the submariner comes. You can either trade out of it when you get the call and essentially trade up the ladder as the value of the submariner even with any loss on the black bay would keep you in the positive most likely or you could keep them both. I think both are differnt enough to keep in your collection. I have a 7.25-7.5 inch wrist and I wore a 37mm tag night diver and I liked it alot. Doesn’t look to small on wrist and the size actually made it very comfortable to wear. Don’t turn down the submariner when you get the call it’s an amazing watch and once you have it on wrist you will thank yourself.
I know the submariner is in my collection to stay for life until I am in the ground and then it will be on my daughters wrist.
I’m not waiting for a sub, but the green GMT. I like your sub, though. Like it more than the hulk which is too green for me. I don’t know where you live but do you ever feel weird wearing the sub in public? Like you get too many eyes on it? I’m sort of concerned about that with modern Rolex in general. It’s the choice watch of muggers, after all, LOL
You've made some spurious assumptions about the numbers that are available Vs the numbers who want one yet you have an issue with me suggesting that Rolex are very successfully using a recognised marketing technique? Inferring that there is a serious supply issue always drives up demand, it's a marketing Execs wet dream when it becomes an accepted situation.
Anyway, it's Saturday evening, enjoy all. Muted.
Congrats on the watch. The BB54 is a very nicely made a watch. A buddy in my club has one so I got to check out in-person. It's everything I always wanted the BB58 to be. Can't go wrong with either though.
Welcome to the club. The BB54 is a delightful watch. Wear it in good health 🍻
Last person who tried me I placed in citizens arrest and took a wrist shot on their back waiting for the cops
This post and photo deserves some praise. Has to be the most badass thing I’ve seen in a watch group hahahaha. Although you’re wearing a Hamilton there… he tried to mug you for a Hamilton or just mug you in general?
For me, it’s a matter of avoiding that scenario altogether. Some guy pulls a knife on you, or there are several guys, and you’ve got a real problem no matter who you are.
Congratulations. I love when I see another person obtaining and loving the BB54, because everyone that’s familiar with me knows how much I love the BB54. It’s my favorite diver. I’m beyond happy for you. It looks bad*** on that strap. Cheers 🥂
Edit: assuming you’re after the Submariner, don’t settle. It will be worth the wait. I had a 16610 D serial. Regret selling it. Now they’ve increased to a price that I’m not willing to pay to get it back.
Actually I’m waiting for this… I have a birth year aluminum submariner and now after the BB 54 I’m all set in that department.
This post and photo deserves some praise. Has to be the most badass thing I’ve seen in a watch group hahahaha. Although you’re wearing a Hamilton there… he tried to mug you for a Hamilton or just mug you in general?
For me, it’s a matter of avoiding that scenario altogether. Some guy pulls a knife on you, or there are several guys, and you’ve got a real problem no matter who you are.
Watch Expert Saves Woman’s Life
https://youtu.be/4HAee8Uqcj8
He was actually trying to attack a woman and I stopped him. I was in the middle of working and had to run outside. Watch the video for the full story it’s pretty funny.
Last person who tried me I placed in citizens arrest and took a wrist shot on their back waiting for the cops
Hahahaha excellent 🙌
What a great choice. I’m interested too in this watch but would like both strap and bracet… if you don’t mind me asking, what are they asking for the bracelet?
What a great choice. I’m interested too in this watch but would like both strap and bracet… if you don’t mind me asking, what are they asking for the bracelet?
$850 and a 6-8 week wait in my case. It would be interesting to know what the rubber costs. It’s $200 more for the bracelet. I assume if you can get the bracelet version, it’ll be cheaper to buy the rubber separately rather than vise versa. But with a model that’s hard to get and trading for over retail, you may not have the luxury of getting your pick. I didn’t.
Thanks for sharing! Fun story. First time I’ve seen it on a nato too. Congrats!
Incredible buy. I would argue that you’ll probably end up liking the BB54 more than the Rolex with time. Congrats on the purchase! Enjoy!!
$850 and a 6-8 week wait in my case. It would be interesting to know what the rubber costs. It’s $200 more for the bracelet. I assume if you can get the bracelet version, it’ll be cheaper to buy the rubber separately rather than vise versa. But with a model that’s hard to get and trading for over retail, you may not have the luxury of getting your pick. I didn’t.
I was wondering if the other way round would be cheaper but you are right, can’t always choose. Thanks for the info - very helpful!
I am on the waitlist for the 54, AD has them but not on the metal bracelet. I got tired of waiting so I bought the BB58. I figure I’ll wait until the hype dies down and get one gray market, save a couple dollars. Thanks for the review, answered some questions I was having. Maybe I’ll just buy it on the rubber and order the bracelet like you, looks good on you!
Congratulations 👏 I picked mine up last October and been loving it ever since
I have a 7.5 inch wrist so I Chose the BB58. I think you could pull off both 👍
I have a 7.5 inch wrist so I Chose the BB58. I think you could pull off both 👍
Oh I know I could lol. I wear 45mm watches. “Too big” was never a concern. “Too small” was. The lug to lug is the about the same as the 58.