Rolex GMT Master II - I’m PO’ed
The Rolex GMT Master II used to be a fairly limited line, solid watches on a oyster perpetual bracelet. Then they added a jubilee bracelet but still it was a limited tool watch line.
Now I count 7, new variants in gold, gold and steel and platinum (I believe the platinum is new this year but if not, 6 is still a lot) and a steel right handed black and green bezel. They all use the same movement albeit the left handed version getting a new date ring.
These were pretty much unobtanium before the new variants so what will the future be like for this line? I don’t think Rolex will increase movement production to accommodate these new versions. That results in even fewer classic steel models being produced.
What were they thinking?
Love watches. Always have. At some price point, I have been collecting since the 1980’s starting with Fosil character watches. The other things I collect are vinyl records (and I suppose HiFi equipmen...
I find it odd that in the watch community lack of options is praised.... Rolex is offering what people want, that's a good thing. Since they sell every watch they make, I suspect they don't really care that a few people might have to wait a bit longer to get the version they prefer.
i don’t think Rolex is trying to solve the scarcity issue. as you said they’re not increasing production capacity. and these new model variants will only spread the availability of the movements thinner.
but it’s obvious that’s exactly what Rolex is trying to do. their strategy isn’t to give the market MORE availability of the classic steel model that everyone wants. they want fewer and fewer in the market to keep the value and desirability of those classic variants UP! they’re honouring their commitment to existing owners and buyers by keeping the rarity of the classic models while giving buyers “second choice” options.
this is exactly what AP does with their Royal Oak. introduction a shit ton of variants and keep the true classic rare and highly valued.
it’s a sign that there’s not going to be any innovation to the line. they’re gonna keep milking it for everything it’s worth and stoking consumer demand that way.
i don’t think Rolex is trying to solve the scarcity issue. as you said they’re not increasing production capacity. and these new model variants will only spread the availability of the movements thinner.
but it’s obvious that’s exactly what Rolex is trying to do. their strategy isn’t to give the market MORE availability of the classic steel model that everyone wants. they want fewer and fewer in the market to keep the value and desirability of those classic variants UP! they’re honouring their commitment to existing owners and buyers by keeping the rarity of the classic models while giving buyers “second choice” options.
this is exactly what AP does with their Royal Oak. introduction a shit ton of variants and keep the true classic rare and highly valued.
it’s a sign that there’s not going to be any innovation to the line. they’re gonna keep milking it for everything it’s worth and stoking consumer demand that way.
I think you are right, Rolex has no interest in making their watches more available. Rolex, Omega, etc., don't care about enthusiasts, they care about cold hard cash. The less available their watches are, the more they can charge for each watch.
Obviously there is a line between price/availability/brand recognition that can't be crossed, which means they can't just make three watches a year and sell them for $1 Billion each, but a Sub costs nowhere near $10K CAD to make either...
WATCH COLLECTOR
March 13, 2023
Rolex Is Building 3 New Factories to Keep Up With the Unprecedented Demand for Its Watches
The three temporary facilities will begin producing pieces in just two years' time.
Just read this on the web it seems they are taking note of demand,only problem I see is getting people qualified to make the watches as these people will take time to train
WATCH COLLECTOR
March 13, 2023
Rolex Is Building 3 New Factories to Keep Up With the Unprecedented Demand for Its Watches
The three temporary facilities will begin producing pieces in just two years' time.
Just read this on the web it seems they are taking note of demand,only problem I see is getting people qualified to make the watches as these people will take time to train
In addition to opening new facilities, Rolex has already increased production by 50% over five years ago. Those who claim Rolex scarcity is deliberately supply driven fail to acknowledge that Rolex production has increased from an estimated 800,000 pre-Covid to about 1.2 million today.
The shortage is clearly demand driven but I will say this: Rolex is driving production and sales towards two tone and solid gold models at the expense of steel models. Let’s face it, the gold models generate more profit per watch than steel. If everything they build is immediately sold, the steel models are costing them real money to produce instead of the more profitable gold models.
It sucks for enthusiasts but I understand it. We will get all the steel models we want once the showrooms are full of unsold gold watches.
I find it odd that in the watch community lack of options is praised.... Rolex is offering what people want, that's a good thing. Since they sell every watch they make, I suspect they don't really care that a few people might have to wait a bit longer to get the version they prefer.
To me you add too many variants and it dilutes the watch. Omega has this same problem; why do you need dozens of Planet Ocean variants or untold number of Speedmastet variants? It is one of the reasons I haven’t bought an Omega in years. Rolex on the other hand has always had a limited number of models and variants and it works for them. Everybody knows what a Sub looks like, even none watch people, and that instant identity is a result of limited variants.
Besides, gold for a tool watch? All collectors want the steel versions not precious metals ones which is one of the reasons they are hard to get. So why add gold variants instead of upping production of the steel?
Bit as I originally stated, I’m just PO’ed as it seems they have just made steel versions even harder to get, especially if you are only interested in one bezel color combination.
Oh well, I’m just venting.
WATCH COLLECTOR
March 13, 2023
Rolex Is Building 3 New Factories to Keep Up With the Unprecedented Demand for Its Watches
The three temporary facilities will begin producing pieces in just two years' time.
Just read this on the web it seems they are taking note of demand,only problem I see is getting people qualified to make the watches as these people will take time to train
Oh yes, I am well aware of Rolex’s plans for temporary facilities and their plans for new permanent facilities. It takes a long while to build something new in Switzerland given all the permitting, etc. Maybe three years down the line supply will ease a bit and maybe 6 years on get a little better.
But that don’t help us now!
Not enjoyable at all..