Watchlords

“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…”

https://www.fratellowatches.com/why-rol ... ld-for-it/

?...

Since I believe the premise is beyond stoopid, I won't even click the link.

Rolex is a nice watch, but keep it in your pants, Conrad. Good lord.

A case of Rolex Derangement Syndrome

All makes sense to me. Good stuff.