Have you ever wondered how Rolex became so successful? Or why its a watch set of numerous auction records? Read on, as our experts explain how and why this brand launched within the early 20th century went on to became a legend.
Rolex styles change very slowly
The first reason for the way Rolex became so successful is simple: Rolex doesn’t enter and out of fashion. Classic models just like the Day-Date, Oyster Perpetual, Datejust, Submariner, and Explorer are recognizably equivalent from one decade to subsequent.
Rolex doesn’t attempt to up demand by adding on unnecessary complications or changes. Tom Pozsgay, head horologist at WP Diamonds, explains: “The crux of Rolex’s success is in making a top-quality product and keeping things simple.”
Demand exceeds supply
Somehow the availability of Rolex watches never quite meets the demand for Rolex watches—and the corporate makes sure it stays that way.
Even though Rolex could sell double the quantity, it produces only 800,000 to 1 million watches a year. Those are then available only through a tightly organized network of authorized Rolex dealers. (The brand doesn’t operate its own boutiques.) Nobody can corner the market either: multiple buys of one model aren’t allowed.
Only best-of-the-best materials are used
Rolex uses only the simplest. Its platinum is 950 platinum, refined at its in-house foundry. Gold is usually 18K, also refined at its in-house foundry. Its pink gold—18K of course—is a proprietary alloy called Everose, created to its own specifications.
Even its steel is proprietary. A 904L alloy called Oystersteel, of the sort employed by the aerospace industry for resistance to corrosion. The ceramic on those bezels is an extra-hard, proprietary ceramic called Cerachrome that’s practically impossible to scratch and doesn’t change color with UV exposure. And if a Rolex watch is gem-set, then you’ll make certain that every and every gem—even on those blinged-out Pearlmasters—is internally flawless.
Rolex invented the Oyster
Even if Rolex had never come up with another technical innovation, it might still go down in history for its 1926 invention of the Oyster, the world’s first waterproof watch. Rolex became the primary to make and patent a system of screwing down the bezel and case back against the center case, completely protecting the caliber.
Inspired by the planning of submarine hatches, the winding crown of the Oyster used two or three sealed zones. This ensures that the watch is water-resistant and no moisture is in a position to penetrate the watch.
Next, Rolex invented the Perpetual rotor
Not content with inventing the primary waterproof wristwatch, Rolex patented the primary self-winding mechanism in 1931, referred to as a Perpetual rotor. Now watches might be wound by the movements of the wearer’s wrist throughout the day, saving the wearer from manually winding.
Kinetic energy was transmitted through the wheels of the winding mechanism to the mainspring. this suggests that the watch was continually being wound. As long because the watch was being worn, the spring stored and released energy.