Rolex worked hard for the better part of the century not only pushing the boundaries of timepiece capabilities, but also maintaining the perception of value. You might think the term “perception” of value as implying that Rolex watches are really not as valuable as they're made out to be. I would argue quite the contrary; perhaps no other consumer product on the market lives up to its reputation like a Rolex.



Rolex, the original inventor of the wrist worn watch, has also innovated the attachment techniques that created the waterproof and dustproof watch, as well as the advent of the self winding watch. In addition, the Rolex is one of the few watches that is certified as a genuine chronometer; the highest distinction (of time keeping accuracy) a timepiece can receive.

Rolex has also cultivated their value by creative marketing. Rolex – a privately held company – has always avoided traditional advertising such as print and TV commercials. Rolex has instead opted for creating a type of advertising which is a hybrid of public relations and product placement. For example, not only has Rolex been worn by both Sean Connery and Roger Moore in various James Bond movies, but the famous watch has graced the wrists of famous adventurers while exploring the South Pole, plumbing the depths of the ocean and swimming the English channel. The net result of this type of product endorsement creates a glamorous image that is difficult to resist. Another technique the company has employed is a tight control in its supply chain. Rolex only allows watch retailers to sell at most two watches a year. This ensures that the supply of Rolexes will never outstrip the demand.

Rolex's prestigious position in the timepiece market has also enabled it to escape the precipitous drop in the worldwide sales of wristwatches. The rise of the cell phone and hand held device has made checking the time a trivial matter. As a result, cell phone usage has increased and wristwatch sales have declined. Rolex has largely escaped this fate due to its position as a status symbol. While it is true that Rolex makes a superb timepiece, a large part of the Rolex appeal is the message of prosperity it sends. Bluntly put, a Rolex is a symbol of success. The exclusive price tag and brand status of the watch keeps the Rolex on a playing field all its own, immune to advances in technology and the trends of the moment.

Many Rolex critics have contended that a high quality quartz watch keeps time at least as well as a any given Rolex. Though this matter has been hotly debated, the critics are missing the point. A Rolex sends a message of exclusivity that no other timepiece can equal. Some might deride Rolex ownership as ostentatious showboating, and perhaps they would have a point. But Rolex always justified its value by its unparalleled construction standards, elegant and understated aesthetic, and last but not least an incredible time keeping accuracy. Another key distinction of this brand is that a Rolex holds onto its value better than any other timepiece. Providing that you bought the watch used, a well cared for Rolex will increase in value, while much cheaper brands like Seiko and Casio will, with few exceptions, rapidly plummet towards worthlessness.

While other watch brands scramble to maintain their edge in a rapidly changing market, Rolex , the father of all wrist watches, has reaped the benefits of rigorous construction and marketing methods. Odds are that Rolex will continue to enjoy a status that few other products achieve: instead of Rolex changing to pursue its market, the market changes to pursue its Rolex.