As the Rolex Brand Goes Unchanging Its Way

Rolex is a phenomenon in the watchmaking industry: the brand is resistant to every trend. Even the latest model is once again no revolution – and yet worth the investment.
Can you, dear readers, understand the difference between Rolex and the Catholic Church? Well, there are many. A much more exciting thing is, however, a clear co-existence: long-term thinking bordering on stubbornness.
Neither Rolex nor the Vatican can be influenced by exciting trends.They are obstinately resisting what they perceive as a new-fangled frenzy, they go their way unflinchingly – whether it pleases the wider public or not.Examples please?Wherever they put on highly complex works and presented, for example, elaborately decorated tourbillons, Rolex could not be hunted down by the shawl sounds of the Haute Horlogerie.Rolex was undoubtedly what the brand had always been: industrial, high-precision and high-quality watches for the luxury market.Whoever buys a Rolex, the Bonmot goes, has cash on the wrist: If necessary you can always sell the watch and get good money for it.Usually at least as much as you have paid for it.
Also, China , where other brands drunk from the greed for rapid growth pumped their products into the freshly built shopping paradise, Rolex saw as a good chance, but one remained prudent and unaffected.The result: Rolex today suffers significantly less than companies that have ridden too much on the hot China wave and have been caught quite cold by the current slump in this business.
Rolex has always remained innovative, technically at the avant-garde and also very modern.Rolex founder Hans Wilsdorf, for example, invented the brand ambassadors.In 1926, he presented the first patented watertight clock under the name “Oyster”.A year later the swimmer Mercedes glides through the English Channel with an “Oyster” on the arm.The “Oyster” survived it, and the success was cleverly celebrated: Rolex bought the title page of the English “Daily Mail” and proudly presented the “greatest triumph”.
With a strong emphasis on recognizability – and many of them ahead – Rolex made “Oyster” one of the biggest clocks ever. The “Oyster” models are always slightly changed, they play a bit with size, dial, colors and details, but an “Oyster” always remains an “Oyster”.Point.
This year, the luxury forge has dared to redesign the “Sea-Dweller”, a model from the “Oyster” family that has now celebrated its 50th birthday.
Revolutionary?Judge yourself: The clock has become a bit bigger;it now has a diameter of 43 millimeters instead of 40 millimeters.Second, it has a red lettering on the dial, as was the case with the very first “Sea Dweller” model.And thirdly, there is a date magnifying glass on the glass, as you know from Rolex from many other models.That’s it.
Revolutionary?Of course not.Revolutions have never been a thing of the nobility.One remains true to its line.You do not change the message.One relied on its clear symbolism.Like the Catholic Church.The Pope would have to wear Rolex.Unless he really plans the big changes.

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