by John Keil
That’s right, you don’t have to clean the proverbial wax out of your ears, you read that correctly.
I have never owned a Rolex – despite the fact that I’m a big watch nut – and here’s why.
Firstly, though, I should make it clear that I haven’t got anything at all against Rolex.
Rolex Sea-Dweller 43mm
To the contrary, I’ve always admired just how important the brand is. Rolex is one of the most successful marketing companies in the world and it is one of the most recognizable brand names in history; respect is more than due.
So why have I never ever owned a Rolex? Here are my reasons (spoiler alert: shocker at the end!).
1. Indoctrination of belief
I entered the watch industry professionally in 1999 at the age of 27. My first gig (as you’ve probably read in prior posts) was as national sales manager for Chronoswiss, a phenomenal watch brand that was a goldfish swimming in a very large ocean.
From day one in the industry my role was by proxy to convince potential Rolex buyers why they should purchase a Chronoswiss instead.
As a rep I interacted with retailers much more than clients, so my goal was to get salespeople to buy into the Chronoswiss dream and steer clients our way.
This was not a Chronoswiss practice, but rather the practice of almost every rep not selling Rolex, I quickly mastered the spiel and successfully made my way in the retail world.
The benefits for retailers were quite easy to highlight: the margins were slightly better. But much more importantly was this: when a client purchases a Rolex, it is likely that it would be the only timepiece that a client would buy for quite some time, if not the only good watch that they will ever buy.
If a client could be taught about the broad array of other brands, the small number of pieces manufactured each year, various complications, and the fact that many other brands had much more of a “handmade” factor, very often that client would purchase many watches from various brands in the future.
That equals more sales!
As a retail manager in a store that wasn’t an authorized Rolex retailer, I’d often have clients come in to see our pre-owned selection of Rolexes or ask if we could get them a new one.
It was imperative that I turn them onto brands like Ulysse Nardin, Glashütte Original, Audemars Piguet, or one of the many other brands that we did carry.
For these reasons, it would certainly have been hypocritical if I secretly had a Rolex in my watch box at home.
2. I dislike wearing a watch on a bracelet
We all have our preferences when it comes to the watches we own or desire to own.
Rolex Oyster Perpetual on metal bracelet
From the very first watch that I had ever worn, I have always preferred a leather, rubber, or NATO strap because I find watches on bracelets very uncomfortable to wear.
I’ve tried to wear bracelets, and do on occasion, but by midday, my watch is usually on my desk next to my keyboard and not on my wrist.
Rolex Yacht-Master on rubber strap
Rolex has never offered a rubber strap on a watch until very recently with the new Yacht-Master.
The brand’s offerings on a leather strap have never excited me with the exception of the white gold Daytona, but that is far too pricey for me to ever consider.
Rolex Cosmograph Daytona on its new rubber strap
I’ve always been baffled that the brand never offered its sport models on rubber straps until the 2015 Yacht-Master, a move that I always believed would open up a whole new field of potential clients (like me)!
And maybe it has now.
More recently, aftermarket replacement straps have become popular from the likes of Everest Bands and Rubber B. These may have encouraged the recent Rolex rubber strap – now extended into the other collections – to come into being, but that’s something we’ll never know.
I’d be interested to know whether Rolex is pleased or not to see aftermarket straps on its watches. If it gets more people buying their timepieces, I could imagine the brand is okay with it.
3. I’m an “anti-follow-the-crowd” kind of guy
I’ve never been attracted to what everyone else wants or has.
If I had all of the money in the world, you wouldn’t see me in a Bentley, Ferrari, or Lamborghini. I wouldn’t have an Instagram account with pictures of yachts, jewelry, private jets, and expensive bottles of something or other.
I really enjoy being under the radar in my personal life.
Here’s a perfect example: I bought my first Panerai in 2000 and have owned many models over the years and loved every one.
In 2009, I was in line at a very busy store wearing my PAM 176. Just then, a meathead in a tank top and gold chains started loudly calling from the next line, “YO! ls that a Panerai?!?” (poorly mispronouncing it, of course). Then he yelled for his wife, “Honey, that‘s the f#$@ing watch I was telling you about! That’s the one Stallone wears!”
I shrugged the guy off and told him that I got it in Chinatown for $100.
I got home, unpacked my goods, took a bunch of photos, and posted it for sale on TimeZone. When a guy like that wants a watch that I own, I don’t want to own it anymore.
How does this relate to Rolex?
Most of the people on the street that have a Rolex don’t have any clue about the history, the reliability, and the standing of the brand within the watch industry. And many of them don’t even know what an automatic movement is.
I’d never had the urge to ever be associated with that crowd.
4. Way too many fakes!
There are so many fake Rolexes on the streets that there are even two huge Instagram accounts that specialize in calling out people who wear them: @fakewatchbusta and @rolex_enforcer.
Don’t get me wrong: knockoffs in any industry are a plague, and you can abundantly find them of any brand. But as Rolex is the most recognizable and popular watch brand in the world, I’d guess that there are more fakes on the street than authentic by a long stretch.
And that to me has always been a turnoff.
Fake watches are a scourge that both the Federation of the Swiss Watch Industry (FH) and the Fondation de la Haute Horlogerie (FHH) fight with campaigns that are worth knowing about.
5. I strongly dislike the date magnifying bubble on the crystal known as the Cyclops
No deep-rooted explanation here, and I wish I could elaborate more. But I can’t.
The 2107 Rolex Sea-Dweller sees the Cyclops back in action
It’s a pet peeve that I’ve had since the very first time I saw a Rolex. I have no other real reason, but it’s a strong one.
But, here’s the shocker!
I plan on purchasing my first Rolex in the not-so-distant future!
Rolex Submariner Reference 114060
I can only blame it on getting older, although my wife will tell you not any more mature. I’ll be getting a Rolex Submariner Reference 114060 and here’s why.
I’ve owned watches from dozens of other brands that I’ve loved. I’ve had my eye on this watch for a while and feel it’s time to experience Rolex ownership first hand.
As I mentioned, I don’t like wearing bracelet watches, so I’ll be picking up a rubber strap from one of the above-mentioned companies.
As far as not following the crowd, I’ll be wearing the Sub for what it was originally designed for: as a tool watch. I have every intention to surf, scuba dive, swim, and wear it as an all-around beach watch.
With no date comes no magnifying bubble on the crystal. Pet peeve avoided.
Rolex Submariner on rubber Everest strap (photo courtesy @RolexDiver via @EverestStrap on Instagram)
I’ll let you know how I get on, so stay tuned.
For more information on the Rolex Submariner, please visit www.rolex.com/watches/submariner/m114060-0002.
Quick Facts Rolex Submariner Reference 114060
Case: 40 mm, 904L stainless steel with unidirectional rotating bezel, water-resistant to 300 m
Movement: automatic Caliber 3130 with Parachrom hairspring, C.O.S.C. chronometer certification
Functions: hours, minutes, seconds
Price: $7,500
This article was first published on February 5, 2017 at 5 Reasons I‘ve Never Owned A Rolex, But . . . There’s A “But”. You might find some of the comments under that original article interesting.
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Spot on piece here- the mutual one I fell in love with exactly the same Sub (that’s on my wrist right now & worth it!)
Had my Sub 114060/no date on my wrist for almost s year. New record, I normally get bored after a couple of months. Had a GMT I & II, sold them. I also have an Oyster Perpetual 39 for formal wear.
Love the sub no date. Have 4 rolex and the no date is what gets most of the wrist time.
Thank for the nice article John. I guess we, the watch enthusiast have different reasons to buy or not to buy certain watches. It’s purely a personal choice. Whether we agree or not, in certain cultures, Rolex is a symbol of power which is easily recognizable. This may be a good enough reason for some.
I have many watches in my collection but never bought any to either impress others or seeking anyone’s approval or for its resale value. I consider a watch as a piece of art and enjoy it, that’s all.
When I bought my first smart watch (yes, this is not a typo:) I compared many but chose Huawei over Apple simply because I liked it more.
Once again, thank you for an interesting article, enjoyed it.
If you’re going to let other peoples’ tastes dictate your behavior you’re going to have a bad time.
Sean Connery 007 wore a sub
In Dr. No. Any idea what that
Watch is Worth? How about
A Paul Newman Daytona?
Some of the watches you
Mentioned are very prestigious.
I’ll still stand by my Rolex!
It’s a Bench Mark!
Automatically skipping a brand because it is popular is just as much of a herd response as buying a brand because it is popular (just a different herd): in one case, people do so because they want to be part of a group. In the other, because they dont want to be associated to be associated with a group.
But in both cases, the response is not based on your preferences but dictated by groupthink and “fitting in” dynamics.
Very true. Humans are social animals, its very hard to really do what YOU think you want as you will always be influenced by your environment. But than, we all want to be unique, and in fact we are 🙂
Great article and I feel that you took the words out my mouth…
I have only one reason not to own s Rolex! I CANT AFFORD IT?!
Indeed, the most convincing reasons so far:)
Obviously written by a child.
First, the picture of the Rolex isn’t an “oyster perpetual”, it’s a PLATINUM Day Date. Painfully clueless blogger writing about a brand he doesn’t even recognize the most recognizeable model of.
And then the whole emo “oh I don’t follow the crowd” statement. Sells his Panerai because somebody recognized it. No clue about human psychology and literally sounds like a sixth grader.
This whole production fails on every level.
Ouch! LOL
Agree with one point. Don’t sell a watch you purchased because YOU like it because a guy YOU don’t like (and don’t know…) showed interest in it. If you don’t follow the crowd, you shouldn’t care what that crowd thinks…
Interesting that you enventually get the most common-looking Rolex out there.
He he he he, love Rolex iconic brand, but pretend to give few dislikes on here and there, a typical Rolex wannabes Fan! ?⌚? Way to go bro…..
I’ve been wearing the same Rolex GMT for 52 years. One of the best purchases I’ve ever made. I wanted a Submariner but at that time they didn’t have the calendar and I desperately needed a calendar, spending many days at sea you didn’t know what day it was. Have a dual time also helped tremendously.
I’m in a similar situation as I’ve been a watch freak for years. My share of some nice watches like the Movado I wear constantly. I’m turning 54 this month and if some things go just right over the next year, I have my eye on a presidential. We’ll see. Wish me luck lol.
I bought 2 Rolex (original) mid eighties. One was not automatic. The other one was GMT Master I automatic. Both of the them gains about +7 to 8 seconds per day. Not worth for the price. Since then I preferred buying Casio quartz which is +2 seconds per month accurate
This article contains the classic arguments used by sale reps of all the watch brands other than Rolex just to pick the potential buyers and sway them away off the Rolex dealer and pursuade them to buy othet brands.. Also I think it is irrational to sell a Panerai just because someone on the street recognised it. This is a part of pleasure the watch brings to its owner.
Fascinating article. I too have avoided Rolex since becoming a collector about fifteen years ago. They make something like 800,000 watches per year (I hope that figure is correct), yet manage to cultivate an air of “exclusivity”. How do they manage this sleight of hand? I put it entirely down to their marketing, which also annoys me, as I’m sure that an inordinately large percentage of the retail price goes towards that gigantic marketing budget.
Having said that, there’s no question that their basic product is superb in terms both of design and quality control. Despite being a “young” brand by Swiss watchmaking standards, Rolex also have genuine history to boast about – first water-resistant case, first automatic movement etc. For this I give them unreserved kudos.
Not wishing to follow the crowd is in my opinion a legitimate guiding factor in selecting watches. My Gerald Genta Gefica projects a far more impactful expression of my individuality than any Sub (which costs roughly the same) could ever do. And quite frankly, it gives more watch for my money too.
And there’s the rub. I just don’t think Rolex offer value for money. That’s a bold statement, I know, and of course it is totally a matter of opinion. But there you are. I just can’t escape that feeling.
So…yeah…just like the author, I finally relented and bought my first Rolex a month ago. I plumped for the new Air-King, which I feel is about the quirkiest, most unexpected Rolex design I’ve ever seen. I love its slightly eccentric jumble of colours, fonts and integer multiplicands; its retro-yet-modern feel; and most importantly, its lack of a Cyclops! (Yeah, I hate that too…)
Interesting thoughts, Tony, thank you for sharing! Maybe you’d be interested in doing a “Why I Bought It” for us since you did go ahead and take that unexpected plunge? That is big news to me! 🙂
As I read your words, maybe you would have got to own an Andre Astot from the prototype series.
🙂
Too bad you let so much of your life go by without seeing for yourself what Rolex has to offer. I bought my first one 27 years ago and wore basically nothing but Rolex for 25 years. I’ve been searching other brands the past 2 years to experience other watches I may like more but I’ve found nothing that performs and pleases me more than a well regulated Rolex. Nothing.
I am in much the same mindset about Rolex. Although I do own one: an Oyster Perpetual 34mm with silver dial. Unlike you, however, I like both stainless steel bracelets and leather or textile or rubber straps. At one time, I thought that I could not live without another Rolex. But exploring around, I find there are so many other options. And, I have always been the odd man out, so to speak, and do not want to be wearing what every other person does. So, when I recently dropped into an AD to ask if they by chance had a new Sea Dweller (of course, they did not), I ended up leaving with an H. Moser & Cie Endeavour Small Seconds! I am absolutely mesmerized by this watch brand now and, not being a diver, I can basically wear the watch (with leather strap) on any occasion where I would have worn the Rolex. Now, I did not intend to buy a Sea Dweller, I just wanted to see what all the hype is about.
Like you, the one Rolex model I have my eyes on is the 114060 Submariner. I am going to wait a bit, though, to see if they modify the case at all over the next couple of years, and also add the newer movement. Either that, or go for the predecessor pre-owned, with smaller lugs. And, yes, I do still love Rolex. And I do not find that their prices are out of line.
I enjoyed the article and also your honesty about your feelings for owning Rolex. What jumps out for me the most is that you are way too easily influenced by others – which is ironic as you wrote that you are a guy who doesn’t wish to like what everyone else likes. When you sold your Panerai because of one random guy…c’mon man. That’s all it took? What if you never ran into him? Would you still own that watch? And if you know Rolex..like Rolex and want a Rolex watch…then who cares if some people who wear Rolex don’t know anything about it or even know what an automatic watch is? To me that is mostly irrelevant. What matters is that you like the watch for whatever reasons you might have.
You’ve just got to throw other peoples opinions out, and buy what you like personally, for the reasons you like it. Seems to be such a standard today for people to just label Rolex a great marketing brand. That they may be, but marketing alone could never make them what they are all by itself. With so many discriminating watch owners everywhere, the brand would have never taken off to be with they are today. Yep, they’re popular, and owned by a lot of people who don’t know what an automatic watch is. But that ain’t the whole story by a long shot. I think the biggest truth here is that the more successful you are, the more people dissect everything about you. I guess that goes for personal, and business!
I must agree, however the old bubblebacks have some soul and are much less on the bling status tree. I have a few Rolex’s but find Omega to be much more interesting in their variety of faces. In some ways having a Rolex is like rooting for Tom Brady. Too obvious, and boring / safe. But the beauty of watches is that they should be all about what YOU the wearing likes and that’s that. It’s not a competition and no one cares. Timex – great – Omega – Tissot – Whatever —– it’s yours to wear and enjoy. The moment you are comparing and competing is the moment you have to admit there’s something else going on here…..