Why Rolex Is No Longer A Watch Brand

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Why Rolex Is No Longer A Watch Brand

Post by koimaster » July 12th 2021, 2:13pm

“Rolex is no longer a watch brand,” I said nonchalantly. I’ve been saying it for a couple of years and I often deliver this message with an air of import before scurrying off somewhere to hide from the inevitable follow-up questions. I’m not afraid of answering those follow-ups, but I do need to put aside a big chunk of my day to do so because when you open a can of worms this big, you’d better be prepared for what comes next. This time, however, I indulged myself:

“It’s something else. It’s bigger than pretty much all the other brands combined in the minds of anyone outside of the industry. For years, now (roughly a decade, I would say), the desire to own a Rolex has been largely separate from the design to own a watch. The brand is a symbol. It is status in a physical product (whatever that means). Trying to follow the Rolex blueprint is impossible on the same scale, for one very obvious reason: heritage. However, to think that no brand does what Rolex is doing on a micro-scale wouldn’t be entirely correct…”

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Re: Why Rolex Is No Longer A Watch Brand

Post by bedlam » July 12th 2021, 9:47pm

A case of Rolex Derangement Syndrome
Meritocracy: the privilege, wealth and advancement of those who chose their parents wisely.
Capitalism: a cult that promised to do good for the worst reasons.
Nationalism: a profound longing to go back to a past that never existed.
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