Can anyone take the “crown” from Rolex

I think the “holy trinity” will always be out of reach for many so I honestly would not class them in the same group as Rolex.

The artificial control over inventory has created this false narrative and story around Rolex though - the secondary market was insane and they are and never have been in the same class as the PP/AP/VC’s (and a bunch of others tbh), despite the lofty $ some of the models have been commanding…

There are other brands that definitely have the chance to take over from Rolex though..

•Omega
•Tag Heuer (don’t blast me - the back catalogue is legendary and they have the brand recognition)
•Panerai (they’ve done it before…why not again?)

Omega

It’s all thought provoking…… whilst the holy trinity is out of reach for many. So is Rolex, even with the correction can get so much more for your money. 
 

I’m massive PAM fan, however after the Sly Stalone comments who helped them hit there heights think they will struggle. the Heuer back catalogue is full of quality.

Im leading towards  IWC and Breitling based on the last 12 months. If they continue they may have a chance……

I do like Omega….. they however disappointed me this year. The release were “inspired hype” 

I am a massive fan of the Aqua Terra range, the 41mm size is perfect for me…… “maybe that should be next on the list”

Ah yes, definitely Breitling too!

Their latest batch is rock solid!

I think it comes down to what brands offer and how desirable they are to own.

Rolex, whilst not spectacular in terms of their finishing etc. they have a good range of highly desirable pieces.

The same is true of Omega, however, you can pick up most models without problem, and when you can do that it’s not something that people feel the same satisfaction in owning. Anticipation can heighten the sense of ownership - if/when you get the call from the AD, few will be ‘meh’ about that.

But I reckon if Omega wanted it badly enough, they might be able to take the crown - no other brand is positioned like them. But Rolex is pretty much untouchable (as long as their quality doesn’t slip!). And yes I’d have a sub in a heartbeat - but won’t pay 2x retail!

From an Omega fanboy :)

Probably Omega, but your poll really needed one more option

E) Nope

Could not have said it better!

Not as long as Rolex is the only watch brand that the normies know about.

I was contemplating putting none Lol

Agreed. It seems like everyone knows what Rolex is. I've been to third world country slums and met people who couldn't read or write, but even they knew what Rolex is. (They spotted one on my wrist and knew right away.)

Omega is trying.  Their first goal is to Jack up all their prices to insane levels.  That’s where they lost me. 
 

A couple or three years ago, I bought my hesalite Speedy on bracelet, new from an AD for $5500 out the door after13%  taxes.   Now they want $8700 MSRP plus tax and no discounts for a slightly revised model. 

Get bent, Omega.  

I don't think watch nerds understand the difference between watch nerds and regular folk.  

I say that because comments on these threads always center around things that are important to nerds but not regular people.  We talk about the back catalog as if people are buying a catalog.  We talk about features, but beyond bragging about WR, people don't care about column wheels or whatever.  Hell, I don't even care about that.  

And if you want to talk about a "crown", I assume you have to be talking about sales numbers or general prestige.  In either case, Omega, IWC, and Panerai will never pass Rolex.  They aren't going to be able to reverse or catch up to a hundred years of successful marketing.  Sure, Omega can make better watches, but regular people know the Rolex name and associate it will the kind of luxury they dream about.  Doesn't matter who's offering value or the best features, that's not why regular people buy a luxury watch.  They buy an idea, and Rolex just sells the idea of itself better than anyone else.  Omega can sell an idea too, but not the fact that your father and grandfather, if they cared about watches at all, probably wanted to own a Rolex.  Put it this way, Omega has the Moon Watch, that's a great story that people want to be a part of.  Rolex has the Sub, the GMT, the Daytona, and the Explorer.  True or not, those are four watches with cool stories behind them.  Rolex has built and reinforced those stories for decades.

Nerds look down their noses at wanting to be seen with a fancy watch, but to regular people, that's half of the point.  You buy a Rolex because you're successful, but also to tell others you're successful.  And if you have to explain what you're wearing and why it's great, you aren't telling people anything except you're a watch nerd.  If people can't easily identify it without asking, they won't be impressed.

You and I buy other brands because we're into watches.  We look for uniqueness, interesting features, value...and we realize Rolex doesn't provide these things.  But normal people are going to buy one or fewer luxury watches in their lifetime, so they'll aim for the top.  And as far as they know, that's Rolex.  

The average person doesn't know squat about watches, so what can they use to judge how good one is compared to another?  Price obviously.  Omega and GS and everybody else have discovered that higher prices make people think they make better watches.  Plus, you make more money that way.  

Interesting point but I have to agree with some of the others in the comments, you ask any person if they know a watch brand they will say Casio (some would mention some shit fashion brands) and Rolex. Everyone knows that a Rolex is a status symbol and/or considered a flex, I don't think many (regular) folks would be jealous of an Omega or a Breitling (even though I would rather own those than a Rolex at this point if I'm honest). Not to mention that technically Omega is far and away better quality than Rolex. Rolex is a luxury brand, an image more than a Watchmaker to average folks and as it stands no brand (in watchmaking) has as much pull since as others have said Patek and AP are just too far out of reach. Am interested what you guys think of that though :). 

Which AD is others in? 🤣 

That’s right with AP in 4th, interesting though in 2017 they were in 7th and 2021 6th….. moving on up

Steinhart.....

In Singapore, i’ve actually received plenty of compliments on my GS from random folks, not nerds. generally i feel the normies here are starting know other luxuries. In fact, i’ve watch spotted more GS this year, which in turn makes me want to wear my GS more too. so my heart says GS, BUT..

I’d vote Cartier. Do Not understimate wealthy women. Especially wealthy women who shops with their girl groups. Plus, the trend of Kpop being sponsored with Cartier watches, the rise of unisex fashion/jewelry, rolex being identified as robber’s target and the sillyness of how one’s success is judged by a watch when the wealthiest of the wealthy are wearing smartwatches, it is almost inevitable they will take over the crown one day

The answer is no. 

Rolex has established itself as a luxury brand, and luxury is not about horological sophistication.

Co-axial escapements, silicon hairsprings and ceratenium cases do not give much street cred, they just make us watchnerds fork out hard-earned cash year after year, that's all

Either you have that magic touch (Roger Federer-Rolex) or you don't (Novak Djokovic-Hublot)

That's it

I answered Patek but I think the right brand is Grand Seiko - GS is around the same price as Rolex yet they offer a lot more interms of gabs finishing & polishing and awesome technological advances like the spring drive or 9F quartz 

I’m in Canada.  My AD has offered me some terrific discounts over the years but no longer on Omega.  The absence of discounts removes any value equation or incentive for me to get another Omega.  They’re OK but very expensive for what they are at MSRP + 13% tax.  IMHO 

My short answer: it will be very difficult (almost impossible) to dethrone Rolex since the name alone is synonymous to luxury among the rest who are not watch fanatics like us. 

Not in the next twenty years. But if anyone can come close, it would be Omega

King? In terms of brand recognition they will not be overtaken any time soon. I agree with many of the comments above regarding the aspirational motivation in owning a Rolex across nerds and non-nerds alike. Where they may come undone is in the supply side. For anyone who doesn't know the deal with Rolex, walking into an AD will be a confusing experience - "I'm finally able to buy my dream Rolex as a mark of all those years of work so I'll have a datejust please, white gold with a slate dial". "I'm sorry sir we can't sell you one". "What? This is a ROLEX store isn't it"? "Yes sir but we can't sell you a Rolex". 

We know how it goes. Enough of this and the Rolex shine will seriously lose its lustre. 

"Hmm, there's an Omega boutique just across the road. "Hello, can I buy an Omega"? "Why certainly sir, which one would you like"? "And if you wait till next week there's a special edition coming out".  

If I were Omega, GS, Breitling, etc., I'd have my fingers crossed that Rolex doesn't ever solve their supply issues.  

I'm guessing they've all sold quite a few watches to normies who went into the AD with $7k in their pocket to buy a Sub and left with a Seamaster (or whatever) when they couldn't get one. 

Yes

Omega.  The top 3 choices do not convey the ruggedness that Rolex does.  

Cartier could, because has a great history but also great designs.

You don't need to be a watch fan to know this brand and to wear it.

I think It is timeless as much as Rolex.

The Trinity don't produce the volume to surpass. Omega has potential but will have to seriously broaden their offerings and up their advertising budget.