Horological Meandering

descartes1
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Watch Rivalries and Why Rolex is so successful

There are some watches that have direct rivals such that choosing between them is basically a toss up. These are watches with a similar MSRP, style and function etc. that have historically competed with each other for the same customer who is deciding between one or another.

Some direct rivals that come to mind are:

AP 15202 v. Patek 5711
Patek 5170 v. Lange Datograph
Rolex Submariner v. Rolex GMT
Lange Timezone v. Patek Worldtimer (51X0/5230)

In thinking about this, there are 3 Rolex models that I would contend have no direct “rival” and control their market in a completely dominant way. These include:

The Daytona-

There is simply no sport chronograph at a similar price point (MSRP) that is nearly as desired. Put another way, there is no alternative choice that even begins to put a dent in the Daytona’s market share. The Royal Oak chrono is a way higher price point. The Speedy is far less. Indeed, It is so dominant and desireable compared to others in its class that customers are willing to pay 2X for it.

The DateJust-

The DateJust may be a common, basically entry level watch, but what alternatives would one consider that are similar in style, utility and price point? It is hard to think of a piece that say more than 25% of customers would chose in this category for the price. Grand Seiko? (A watch of similar style and utility, but a cheaper alternative, and not really a direct competitor). Others? Maybe one or more Omegas? None seem to have anything close to the same kind of following as the DateJust. I couldn’t even name the model. Deville?

The Day Date-

What are its competitors for a luxury, prestige precious metal watch. The Royal Oak in precious metal is in a whole different price category. Same with a precious metal Patek on a bracelet. Honestly, I can’t think of a watch that pulls meaningful market share from the Day Date in this category, especially if you are choosing only one watch and not tacking something on to a larger collection such as an IWC or JLC.

So, my contention is that these three models are so dominant in their respective markets (style, function and price point) that they give Rolex an insurmountable edge in competing for customers’ attention and money.

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