The True Story Of Rolex
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- Опубліковано 1 жов 2024
- Rolex makes one million watches per year. It’s sold out everywhere. It generates billions of views and billions of dollars. We are all obsessed with it to the point of addiction. Here’s the cunning plot behind it!
Ask me a question over on Instagram: / andrew_morgan_watches
Catch more of me on the Watchfinder channel: / watchfinder
I hope you enjoyed this dive into Rolex’s untold story. What titbits about watchmakers’ pasts do you know?
My knowledge is minimal for sure but there are far better watches for less money than rolex. Sinn. Glaushutte come to mind. Omega certainly has history but so does Seiko. I find the history of watches interesting in itself. I'm not really a loyalist to any brand though.
Unlike Rolex watch owners of todays with such high expectations standards, older generations from the past really enjoyed these jingly jangly bracelets with its somewhat flimsy snippy snappy clasps.
To them, that's probably it's charming character that defines Rolex, in the past.
😎⌚👍 👑
In order to understand Wilsdorf’s success you also have to understand the person/jeweler who gave him space in his shop. That was Carl F. Bucherer.
Virtually everything I know has come from people like yourself on UA-cam. Particularly watchfinder videos. Some of my favourite horology lessons were from you, eg JLC designing the instrument measuring a micron, AL Breguet and his tortured genius, J Droz, George daniels and his patented co axial heading omega way, etc. the list goes on. I’ve enjoyed some good articles online as well.
@@thomasont you know what, you’re right. I miss the rattly bracelet. Perfect isn’t always best.
Rolex is iconic for being the first unhonest brand - bravo 😮💨
@@polygoncoco yes, because they learned it from Rolex?
@@polygoncoco So, you are telling me they were not innovative on that part, just copying what was done in other industries and bringing it to the watch industry? 😪
Hahaha well said
@@vc.moser.ferrier Japan hasn’t innovated anything either. They are just improving and making better. For example Sushi was first made in China. As Bill Gates said, being the first doesn’t mean being the best.
@@cookingwithwatches Springdrive is a major innovation. Seiko can also lay claim with a couple of other brands to the first automatic chronograph. And they also produced the first commercially available quartz watch. Japan is powerhouse of innovation, not just watchmaking.
When i first got into the hobby, the Submariner was my grail and I had some opportunities to buy. But the superiority around Rolex and the lies over the years have made me no longer desire it.
I've always ONLY thought of Rolex as reliable sturdy tool watches. Because of that I cannot fathom how they attract boutique buyers and boutique prices.
That's why Rolex homages are not only moral, but also make more sense than the original. Steinhart. Tisell. Even Invicta...
As someone who works as a researcher, I commend the work you put in to writing and narrating such a cohesive narrative for this cool history lesson.
I would love the watch more videos of this nature for sure!
Thank you very much 😊
more of this please!!! for a hobby that prides itself on valueing heritage, it doesn't seem to discuss history critically a whole lot. this kind of content is so important, and the structure and language of the video essay is compelling. that ending hit pretty hard too
Well said I couldn’t agree more
Sure the marketing is great. Rolex is one of the most recognized brands globally. For a watch brand that is quite an achievement. When in comes to marketing Rolex must be beating the whole watch industry combined.
And it has a marketing budget to match.
That said it hadn’t worked should the product be rubbish.
Rolex makes very good quality, highly desirable watches.
The best watches - definitely not.
Overprices - maybe.
This is one of those videos that I really hope would go viral. Andrew was able to articulate very clearly what an awful lot of people really needed to hear but probably don’t want to…
I also hope that 😂
I hope you enjoyed that Rolex fan boys & girls a few home truths for you.
That's some detailed research delivered in an easy-to-understand, nine-minute essay.Well done! And might I say that you've marketed yourself so well I shall not even consider -not even for a millisecond - fact-checking it! Bravo Mr. Hands!
Thanks 😄
I own quite a number of high end watches. I don't own a Rolex, I don't like them, or their origins. I don't like the cases, or that big Micky Mouse crown on the dial. Overrated, grossly overpriced. Not for me.
Rolex, Rolex, Rolex. You've told this boring story many times on Watchfinder. Stop looking for views and review the many other fantastic watches out there for genuine watch enthusiasts.
A history of deception and ethically doubtful moves. The end justifies the means mentality.
But people nowadays care little for history.
So everything you say (and i think you did a amazing job here) does little difference.
I honesty don't like the esthetics of Rolex, the Snobby attitude and the history. It is an overpriced piece of steel.
This video was posted on WUS and so so many people where riling up about it, no one discussing the contents of the video nor arguing against them, just people insecure their favourite watch brand is being criticized. Great video Andrew
Haterz gon hate is the expression I believe
For me, I think modern Rolex is similar to Apple’s product.
It’s not the best at any particular aspect, but better than average on all.
This gives a very unique feel when using them, same for both.
It’s not too niche, but not too mediocre. Perfect for most people.
Does that mean Omega is the Samsung equivalent?
@@Dazulolwarrior lol totally! I just sold my SMP300M just because winding felt cheap ish. It has its own strong point tho.
Or, like Apple, just better at marketing.
The comparison to Apple is very apt! Apple didn't invent the mouse and graphical user interface paradigm - Xerox did - but they brought it to the mass market. Apple weren't the first to have a portable electronic music player, but again - they brought one (the iPod) to the mass market, with mass marketing. Apple in the early 21st century are the Rolex of the early 20th century.
Really well researches and written - great stuff. I love the excerpts from Rolex's marketing copy - the very definition of 'legally correct!' Rolex are so interesting in this regard, old Hans certainly had hutzpah! He must have been loathed by the English watchmaking fraternity! I wonder if this is the real reason he high-tailed it out of London and off to Switzerland? Supplier/retailers drying up and the secret starting to get out? I'd be very interested by a deep dive (d'you see what I did?) into HE valves - my suspicion is that Rolex quickly lifted the tech from Doxa and brought it to market quicker, as they'd done earlier to Blancpain with the rotating bezel. The victor gets to write the history...
Great video, more people need to understand this. I have also been convinced by online information that the only watch we can be sure reached the summit of Everest in 1953 was a Smiths 😂
Basically they became famous through being the biggest cheat ever, till today. That’s how the brand feels with all its fanboys, I am so happy not to have fallen in the trap.
There are truths, half truths and Rolex marketing.
Marketing may be enough to get a brand started but to sustain it for over a hundred years… well, that’s another story, isn’t it? To be honest I’m not the biggest Rolex fan but they do make incredible watches. I tend to notice 2 trends… the one that over-hypes Rolex watches and the one that undermines them. I prefere the middle ground.
Agree 100%. It's super fashionable to bash Rolex, but they are in the position where demand is outstripping supply, but if they produced more it would undermine demand.
Im not sure who over hypes, but the middle ground tends to be adult, reserved, and appreciative.
@@ivanharlokin They could double production and it would do nothing to demand.
Exactly, that is what Rolex is: great marketing. Plus a lot of smoke and mirrors.
It is not about the truth, but the perception that the product manages to project onto people's minds. As many success stories.
As a brand is above all, purely as a product is at best mediocre in all aspects. Nothing to write home about.
Immensely overpriced and overhyped.
in 2022 Rolex has the best sports bracelets, a very high average power reserve (72 hours) across the range than most brands, pretty much most accurate timekeeping across the range, most Iconic dive and GMT watch going on 60 years. Most models are thinner than their specific industry rivals. Most watches are at 100 WR and Best retention of value for a mid tier luxury brand. If that is your definition of mediocre I would love to know what brand surpasses it in terms of range of watches at its price point or below.
@@davidr2802 Value retention is due to the market perception, due to the brand.
It is not a bad watch, I just not consider it anything remarkable.
I can just name a few brands, in the same or lower price bracket, that offer way better finish, both on the cases and movements - Zenith, Omega, Grand Seiko.
Furthermore, if you study the history, Rolex hasn't been first at most things they claim to be, but had the best advertisements.
Rolex's bracelets "improved" when it bought, in 1998, Guy Freres' company that produces bracelets; the same company that produced bracelets for the Nautilus and Royal Oak.
And Rolex bought many companies that produced different watch parts and then called them in-house. Not that they are the only ones to do that.
Even the Oyster functionality, waterproofness, so important to Rolex's name, is not invented by Rolex, but the patent is attributed to Paul Perregaux and Georges Peret.
Even Tudor was founded by buying a company that was already producing watches, therefore getting some other blueprints.
In the end, Rolex is mostly a collection of utilitarian watches, hence the simple finishing. Only the Cellini line is more intricate, but it is not popular at all. I actually like the Cellini line a lot.
Interesting insight into Rolex’s marketing. Many of Rolex’s marketing tactics seem to be used by today’s political leaders around the world.
Also Rolex is a charitable foundation. I wonder how much of their profits are actually spent on charitable acts? Maybe Andrew can research and let us know in a future video.
I imagine that information is unattainable! Charity status means they don’t have to publish the numbers..
Either Glock is the Rolex of pistols or Rolex is the Glock of watches.
They weren't the first.
They aren't the best.
But they are the most successful in their respective industry and are synonymous with "gun" and "watch"
Yes, a Springfield Armory XDS is a MUSH better pistol then a Glock.
I was a Glock hater for a while just because they are so popular, but I gotta give it to them they make some solid tanks. They aren't the best in the business but they are solid, super reliable, and good price point.
A lot of people out there are drinking the Rolex Kool-Aid and among them, plenty who promote the Kool-Aid as well.
Yet again, another brilliant, informative video, loved it. Thanks for educating me :)
Thanks for watching!
No one is savvy to advertising, its only that they think they are. I work in an advertising agency, two decades. Its same as always even better, we now have more levers to pull. Remember back in day there was no social media or behavioural targetting. Just enjoy the products, it doesnt matter how you arrived there.
Amazing! Couldn’t have said it better and I wish all the various media outlets that talk watches would watch and learn! Fantastic job!!
I just hate that its the only watch brand which the public seems to care about.
Sometimes I think that I'm the only one that doesn't like Rolex 😂👌
I dont like them either. Except oyster
You're not alone
Jubilee bracelets are the only tho. OK, together with beads of rice.
I feel you!
First time in the comments section then 😂
….. Unless you are that rare guy that is actually telling the truth 🤣
As always, sublime writing and narration! We’re glad we can enjoy watching your work, from talking hands to talking head.
Thank you 😊
They are going to need all of their marketing genius to get rid of the current moniker “ as worn by all self respecting criminals, flippers, people with more money than sense and people with questionable taste “
Awesome video! Rolex would probably be one of the last on my list, there are many others that can compete (less marketing, like iPhones today). For now I am happy with Omegas when it comes to 5K-10K watches, Longiness when lesser, if I'll have more to spend I'll look at other brands with better finishing, tech and quality, starting with Grand Seiko.
Being a family "Foundation"and murky Swiss tax laws has probably helped.
👌 ha ha Wilsdorf won hans down…🤣
This all casts the availability situation in a different light, yes? Perhaps more marketing shenanigans are at the heart of the waiting lists.
Not really. Rolex have moved on significantly since those early beginnings.
They make very good watches, for which demand outstrips supply. If they were to increase supply, it would simply dampen demand.
@@ivanharlokin yeah, but that’s my point. Reduced supply keeps demand high which means they can charge more for the watches and be assured that every piece will have a buyer. Nice stable growing margins. (though nowhere near what secondary prices are). Which is also a product of restricted production but not one the company itself is likely to benefit from
I am obsessed with the great marketing of Andrew Morgan to the point of addiction-- his cunning "talking hands."
😁
He is a cunning linguist too. (Takes my hat off to Ms. Moneypenny)
John Harwood and Fortis - the automatic watch. Depollier & Son and Waltham - waterproof watch (mass produced and used by the US Army) Both before Rolex. Way before.
Great video, some of these details i couldn't find no matter how much i searched. People are giving Rolex too much credit, another Rolex marketing scheme is that rolex popularized the wrist watch for men without even considering that during WW1 and WW2 the pocket watch was impractical and the trench watch took it's place not due to fashion or marketing but necessity.
Rolex is so successful because they become famous in the 60’s, 70 s , 80,s etc , just like bmw , Mercedes’ Porsche , Ferrari are quality desirable brands ! Other car manufactures might make better or faster cars , but bmw , Mercedes’ , porsche and ferrrari will always be legendary manufactures even if they won’t always be top of their game !
People only buy Rolex now because of supply and demand and the opportunity to make ££££ reselling !
At the end of the day a quality watch is just a watch
Just like carbon fibre road bikes , the frames are made in Taiwan , but a name is added which makes the bikes more or less desirable!
A good friend of my recommended your channel. I like your content and knew Rolex were good at marketing, and the the only watch brand some people can name. Watches with a good movement (eg, an ETA2824-2) and a nice looking dial can be just as nice to own.
I'll continue to drop by and view your content and ignore those from Adrian and Jenni.
Rolex watches are Veblen goods.
From Wikipedia: “A Veblen good is a type of luxury good for which the demand increases as the price increases, in apparent (but not actual) contradiction of the law of demand, resulting in an upward-sloping demand curve. The higher prices of Veblen goods may make them desirable as a status symbol in the practices of conspicuous consumption and conspicuous leisure. A product may be a Veblen good because it is a positional good, something few others can own.”
I don't know that much about watches. I do own an omega which I'm very happy with. I've recently been watching watch repair/rebuilding videos. Most of the guys who are rebuilding these watches seem to think that Rolex internals are very high quality and well built. When you look at the finish on the internals compared to other watches, it's a noticeable difference. I'm not disagreeing with you about their marketing or that they're overpriced but I don't think that they're average watches that are all hype either.
I think it’s a shame that you use your obvious talent to keep bashing Rolex, if you shift your perspective you will find greater “atrocities” committed by other brands…
Good marketing beats innovation every time. It's the reason I dislike Apple so much and yet love Rolex for. Go figure.
I always wanted an OP… until I saw the snowflake on watchfinder. I couldn’t be happier that I’ve gone with the GS
Marketing is evertything. That's why my daughter wants to wear a DW 😋 You can argue about the watch "quality" but the brand does a great job!
Rolex for me always brings the visions of sleezy car salesmen and mafia gangsters. Now days mostly hippity hop rappers.
Not my cup pf tea or people !
Ooouh, tough yet nice one Andrew 🤓⌚👍.
When Rolex equates it's sport's / toolish brand synonymously with luxury precious objects or jewelleries with a crown (coronet ahem) as it's official logo to boot, it's game on.
Shove these into various jewelry stores, opening their own luxury boutiques and booths surely screams, "Come and get me baby!," and it worked.
😱👑 *-* 😂⌚👍
The first "cutting out the middle man"? :D
Game changer. It has completely changed my view of rolex. The submariner was a grail watch for me, but now I'm not so sure.
Certainly a leader of the power of marketing
I don't know why...all I remember was my father, a sailor, had a rolex and he lost it at the bottom of the mediterrean sea. I was young, pre 5 years old and I remember that watch. It stood out. It was a oyster steel Datejust with a white dial. I didn't know why, but I wanted one. I even asked my parents for a Rolex watch like my fathers for Christmas when I was 3. To this day, I still want one. It may be marketing but for me it was about that Oystersteel Datejust that my father had. It was sleek, it was heavy, it was complicated, it was beautiful. He ended up buying another about 13 years later and the love sparked again. I don't care about having a submariner or a Pepsi GMT, I just want a oystersteel datejust 36 because my father owns one.
I love your content but the constant pushing in and out is so disconcerting it makes me switch off. It's a nice effect but at a certain point it's just off-putting. Keep up the good work and ease up on the pushing - it would certainly help me to engage.
Funnily enough I was told it’s a technique to increase engagement… 😅
@@AndrewMorganWatches I think it can do that, but overused it becomes disconcerting. Just 1 opinion of course.
@@reedarvin7823 yeah, I can appreciate that. The figure I was given was once every 3 seconds!
Isn't the way you do anything (to be successful) is do what someone else did and do it better?
..,great marketing BRAND SPLASH
The brand that stands for what has become wrong about doing business
Plus you add in the fact that Wilsdorf made Rolex into a "Charitable Trust" so avoid paying Swiss taxes. I'm just curious to the records of Rolex trust and how many people it has fed in impoverished countries.
The more I see the history of Rolex, the more I sorely dislike them (and I own two of them).
how about making customer believe a watch being worn on the moon or in a movie is something impressive. omega does better marketing for sure.
The only problem is that Rolex is ROLEX 😅
rolex is good on only one thing . the manipulation of the marker for their interest. only .
So... Rolex is just a big con job.
Tell us something new. 😃
Omega 8900 and the new 9920 are the final nails, IMO.
It puzzles me that Vacheron Constantin makes the Overseas, now with an all in house movement, and Geneva seal that sells for $22500 and only $30K gray on a good day, but Rolex makes a inferior quality day just that sells for $10K new and $25K "gray"
Yeah, weird isn’t it
I've learned more from you since the inception of this channel than in all my years of collecting before that.
Aww, thanks 😊
good artists copy, great artists steal (whilst at the same time---market the heck out of it)
What makes me respect Rolex is the fact that they can produce about a million watches a year today and they do maintain or improve their quality. The fact is, however, that they have become a mass manufacturer.
Rolex gives off Mar a Largo creepy old guy married to a gold digger vibe.
I could watch your videos all day. No pun intended.
Rolex rolex (tudor) rolex same bs over and over again...
With respect to the marketing of your personal brand, I always imagined you would wear a suit. The voice and the talking hands say "Oxbridge educated consultant" but the t-shirt and haircut say "IT Professional".
Oi, that’s a jumper!
Those lyin' bastidges. Your marketing worked tho. Subscribed.
Thanks 😁
Basically the Daniel Wellington if it's era
Get a watch you like and will wear. That's it in a nutshell
first watch, easy sub, great content, STRONG ending!
Thanks 😊
Great video!! I’ve always believed that Rolex thrives from marketing, and not modern innovation. Hype, as the kids would say. They make good quality watches, but market themselves as though they’re luxury. Far from it.
They are the best at nothing within high horology, yet without them the industry would not exist.
I will never part with my old Oyster date. From a time when you could buy a watch from an AD.
I had a cellini in yellow gold I got back in the day when you could still walk in and ask to buy a watch and the sales person would say "right this way" and take you to the register. That being said it was a Quartz piece from the early 2000's and I traded it for 2 reasons, reason one is it was quartz and I feared the day something would go wrong with it and Rolex would tell me they no longer have parts/replacement movements putting me in the position of having a hunk of gold that doesnt tell the time and two I really wanted an IWC portugese chronograph. Don't regret the decision to trade the piece but am sad that the current price of a Cellini is around 26k and in my opinion doesnt look as nice as they used to. Think I paid around $3500 for mine but could be wrong, it was a long time ago now lol.
Really? It was AP that rescued mechanical watches during the quartz crisis, not Rolex.
@@st1tch87 Damned fine choice with the IWC though 👌
@@garyboyle695 True enough. But they sold next to no Royal Oaks in the first few years, whereas the brand placement of Rolex made people aware that luxury was in mechanical watches.
Tricksters from day one.
Great history lesson thanks Andrew
So a bunch liars there at Rolex
Andrew we need the Bel Canto review STAT!
Over the years as I learn more about the brand I come to have less and less respect for thier history. Seems like they built their brand around lying and stealing from other companies including other brands identities. I recall reading about the founder going and taking pictures of factories in Switzerland and putting his brands name over the actual brands logo to make people think they were a large scale and successful brand when in fact he had just started his company.
The more I learn about the history of Rolex, the more I like them.
Theres so many parallels between how Rolex and Apple operate than one might think.
True dat
Did the Rolex watch not use marketing to pretend they were worn on the conquest of Everest when in fact it was the Wilson brand that was worn?
Smiths, I believe!
First!
Fake it till you make it.
You have an advertisement from my AD Bromberg's in Alabama! ( their building on 20th st was built by the same architect as the flagship Tiffany, Stanford White.) Great episode as always, but that surprised me Andrew!
Is there anything that Rolex made for the first time? I mean really, really the first time?
The wait list? 😂
Feels just like Apple.
#tudorthesmartmansrolex
It’s not about marketing. It’s about execution. You don’t just apply somebody elses idea, you perfect it. Just like Apple does with the iPhone. And yes, after that, the marketing plays a big part as well.
Awesome video! I'm definitely not a Rolex fan, and I fully agree that much of the hype, is just marketing.
ADs are even more creepy.
I have been a watch fanatic for years and didnt know this. Good research.
That’s only the beginning!
Spot on in every particular excepting one. We are not all obsessed with Rolex; I am not obsessed, and in fact couldn't give a hoot about them. Truly.
..... make that two of us.......
😄
Hans sure was a rascal
Heck yeah!
I liked this brief look into the history there! Very interesting.
There are parallels to Apple. While there were elements of the iPhone out there before it existed, only Steve Jobs/Apple knew how to put them together the right way and then took care that people wanted the product. How? Through great marketing campaigns, branding and packaging. -But we shouldn’t forget that it helps success if your product looks and feels great and works well.
ROLEX = ARCHITECTURE
Great video Andrew. Of course we are not ALL obsessed by Rolex :). The brand that made bland....desirable. Now that is powerful marketing.
i was surprised to say the least when i heard the voice!
Oh hi!
Man! I don't need no Rolex...
Just got the 36mm beauty that is Hamilton khaki pilot pioneer and it is a dream!!
Rolex is a very expensive $1500 to $2000 watch at best. Can’t stand their gimmicks. Thanks for a great video.
Thanks for watching!
you are so delusional. Based on your valuation, which luxury watch brand is actually worth it?
@@sugar.d have you heard of the Trinity? Or are you following the nouveau riche sheep who can’t give you one intelligent reason why they bought a Rolex other than because it makes them look rich because of its name? That’s the epitome of delusion and stupidity. People who know about watches and have real money don’t buy Rolex, they buy VC, Patek, JLC, IWC, Glashütte, etc which are 8 times more expensive than Rolex if you want to display money. Omega in my mind is 8277 times better than a Rolex. Rolex spend so much money on marketing. That’s all. And they’re still garbage compared to the fit and finish and beauty of VC, Patek and others.