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In April of this year, many watch brands launched amazing models, but none of them were Rolex. As a watch lover who buys some Rolex watches every year, I recorded a few thoughts after reading about the new releases yesterday, including a “pit avoidance guide” for the new Rolex watches in 2021. If you’re looking for new Rolex watches this year, check out this update!

Perhaps because last year’s launch was postponed to September, Rolex changed its approach this year and did not introduce any major new watches in April. Instead, the controversial 36mm gold Explorer was introduced, while other models received only minor updates, such as changes to the dial, hands, and strap. Additionally, the handling of the strap on the steel GMT is also quite controversial. To put it bluntly, I just don’t want everyone to get confused by the patterns.

After all, Rolex is a large company with an annual production and sales of nearly one million watches, a long product line, and many popular models. It also has a distribution network of numerous agents. Although there is a comprehensive digital insurance card inventory management system, it is still not as small and focused as Audemars Piguet (AP), which allows for more personal connections with high-end customers. Rolex is too large, and in the past two years, competitors have indeed made significant strides in high-priced sports watches.

Don’t take it too seriously, but you will notice that Rolex seems to be paying more attention to the entry-level market in the past two years. This includes the 30,000-50,000 yuan price range that Tudor is targeting and the 50,000-100,000 yuan range that Rolex is aiming to dominate. Tudor‘s new models in the past two years have been noticeably more aggressive than those from Rolex, with intense competition in the 30,000-50,000 yuan segment.

In Rolex‘s main sales price range, you will see that in recent years, discounts on Rolex watches have become increasingly rare. Over the past few years, the discount policy of global agents has been strictly maintained, with few unsold models like the Cellini, and discounts on most non-sports watches have also been very limited. Rolex has been tightening controls, ensuring long-term profitability for itself and its dealers through effective end-price control.