For over a hundred years, Rolex has been one of the most popular watch companies despite its hefty price tag. Here’s 5 reasons why Rolex is so expensive yet so popular: 👇 👇
1. Innovation 🛠️
The company was started in 1909. Back then, most men wore pocket watches whereas Rolex anticipated the transition to wristwatches.
They tinkered to perfect their wristwatch techniques and their timing proved right.
During WW1, soldiers got used to wearing watches on their wrists for the practicality.
So, when the war ended, the wristwatch overtook the pocket watch’s default spot, launching Rolex as one of the OG wristwatch makers.
2. Extremes 🏊♀️
As the perfectionists they are, Rolex wanted to prove their extreme durability & quality.
In 1926, they released ‘The Oyster’, the first water-proof watch.
They hired a professional swimmer who wore the watch whilst swimming across the English Channel.
The marketing campaign proved that the watch could last 10 hours in the water and skyrocketed their brand.
They then hired pilots flying over Mt. Everest, racers going 300mph, divers going 300m deep and other extreme sports.
They created the playbook that Redbull is known for today.
3. Secrecy 🤫
After proving their quality, Rolex moved into the luxury market, adding bling to their watches.
The appeal of their watch-making is the secrecy.
Every Rolex is made at a remote location at their heavily guarded, Bond-villain-esque, mountainside HQ in Switzerland.
4. Scarcity💎
Every single Rolex watch also takes a year to make and goes through rigorous testing.
Rolex also controls the way their watches are bought and sold.
They don’t sell their watches online so you have to find a certified retailer.
So, their products are always out of stock.
The speed and volume of its production is not a bug, it’s a feature, creating scarcity, increasing demand.
5. Investment 📈
Based on all of the factors above, this makes Rolex watches a wearable investment.
They last a lifetime and are passed down to generations.
Vintage Rolexes sell for way more than their original listed prices and often become collectors’ items.
Bonus fact:
Rolex is technically a non-profit. They moved their HQ from London to Switzerland to avoid taxes back in the day, so the non-profit structure is probably so they don’t have to disclose their financials. Truly Bond-villain-esque.
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