Rolex models have changed very little, as past users were older and less receptive to new things. For example, it took nearly half a century for the Daytona to turn over, and the Cherini and the big yacht are still half-dead; if it weren’t for the small production of blue/black steel, the long-sailer would probably be a street car! Therefore, Rolex releases new models every year, changing the dial and changing the bezel, and following the trend to play new tricks. In recent years, these innovations have been handed over to its own brand—Tudor! For example, this time, even the ceramic case has been refinished!
In recent years, major Swiss brands have not only learned from Rolex to change the pattern and play with design but also continue to innovate with new materials. Omega has been the most radical in this regard, using all-black ceramics, copper with gold, titanium alloy, etc. With its 15,000 gauss anti-magnetic ability, it has established itself as a benchmark in the $50,000 price range. Although the sports and precious metal models can’t compete with Rolex, the new Speedmaster Snoopy has also introduced a top-tier model in recent years.
This also makes Rolex feel quite anxious. After all, the price range of 30,000 to 50,000 $ is the key position for high-end watches. Although Tudor‘s Black Bay has carved out its own small world, it is still too conservative compared to Omega. Compared to Breitling and Zenith, Rolex lacks enough excitement and appeal. What to do? Then we can only refer to Omega‘s approach, using more radical material choices and leveraging the popularity of the Black Bay series to make some new breakthroughs.
Robert –
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